JupiterResearch Forms Email Coalition

JupiterResearch is weighing in on the accuracy of e-mail measurement with the formation of the E-mail Measurement Accuracy Coalition (EMAC).

The group will offer recommendations of guidelines to measure e-mail deliverability and other e-mail marketing performance indicators.

"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," said Vice President and Research Director David Daniels.

"The group will try to build a framework that will accurately measure delivery and to standardize definitions of other metrics," Mr. Daniels said. "It is the next logical thing to happen after our findings."

This issue has been previously covered by

There will be a committee formed that comprises industry leaders and marketing professional, including representatives of e-mail and delivery service providers.

The list of supporters can be viewed here.

The coalition is member supported and there are no fees to become a regular member.

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