Email marketing Archives - Page 25 of 89

For the past few years, the Email Measurement Accuracy Roundtable, sponsored by the Email Experience Council, has been conscientiously working to standardize email metrics.

Standardizing these metrics is crucial in order to improve the quality of reporting and to enhance the creditability of the email industry. As part of the standardization goal, the Roundtable seeks congruent email reporting across existing Email Service Providers.

The email industry operates in a dynamic environment, and, like every major industry, it has its shortcomings. But, one thing that has remained constant over the years is the ambiguity that faces marketers because of differences in how email metrics are calculated from one ESP to another.

End of last year, I posted a text, called ‘an unsubscribe is an opportunity‘, explaining how an unsubscribe is an opportunity to communicate with the recipients of your emails and to better understand the preferences of the people in your emailing list.

Contributor and B2B marketing consultant Michele Linn looks at it from a personal perspective and points out some tips for email marketers.

I recently was out of town for a few days, and I came back to a deluge of email. I found it oddly liberating to purge much of my email without even reading it (unless it was from a client or a friend, it went in the trash). And you know what? I didn’t miss any of it.

Now, if I receive an email from a company or organization I rarely read, I am mercilessly unsubscribing. You would think all companies would handle the unsubscribe process the same, but they don’t. And this got me thinking.

Email marketing industry perspectives : standardization of email metrics

Email marketing: improving the unsubscribe process