Common standards must be developed for email marketing to be effective, a study by the Email Experience Council (eec) has found.

The lack of standard industry measures for metrics, bounce data and bounce management pose problems for measuring the effectiveness of email marketing campaigns.

Compiling accurate, up-to-date marketing lists can also be problematic when precise bounce data are not available and industry players disagree over how best to interpret bounce data.

Meanwhile, bounce management practices such as cleaning up lists and, conversely, re-trying temporary failed addresses, were not sufficiently widespread within the industry, the eec warns.

“These problems require an industry-wide commitment to establishing and enforcing standards,” the eec’s bounce project co-chair David Lewis stressed.

The study “paints an alarming picture”, Deirdre Baird, chair of the eec deliverability roundtable, agreed.

Its findings “should serve as a wake-up call”, encouraging email marketers to develop their capacity to “define, calculate, view and act on key metrics”, she urged.

Statistics from E-consultancy show that £178 million was spent on email marketing services and platforms in the UK in 2006.ADNFCR-8000151-ID-18082250-ADNFCR

Related Topics: General Marketing