JupiterResearch exec to head new e-mail marketing coalition
JupiterResearch vice president and research director David Daniels has been appointed to lead the newly formed E-mail Measurement Accuracy Coalition, a cross-industry workgroup of e-mail marketing professionals. The group’s mission is to provide recommendations for guidelines to measure e-mail deliverability and other key e-mail marketing performance indicators. The group comprises industry experts and marketing professionals, including principals from e-mail and delivery service vendors.
“There is a fundamental lack of consensus across the e-mail marketing industry on how e-mail performance is measured, which ultimately undermines the effectiveness of the medium and renders cross-industry benchmarks useless,” Daniels says.
In related news, StrongMail Systems Inc., an e-mail infrastructure software vendor, has joined the coalition as a charter member. StrongMail has long endorsed the establishment of standardized e-mail metrics and bounce data, and has pushed the cause through various trade organizations and research, the company says.
StrongMail’s involvement in the E-mail Measurement Accuracy Coalition complements ongoing efforts the company has made through the E-mail Service & Provider Coalition, the Messaging Anti-Abuse Working Group and other industry organizations, it adds.
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