Friday, July 13, 2007

IAB Establishes Order for Email Marketing

The Internet Advertising Bureau is trying to bring some consistency to the email marketing area by creating a set of standard definitions for describing and measuring campaign performance.

That the IAB has decided to get involved suggests that though email marketing predates many of the online techniques for getting the message out, it is not completely understood. We understand the importance of analytics, and it is critical that email marketing performance be understood at least as well as SEO or website traffic.

Email marketing will probably grow in the next few years because other direct to consumer options are seen as less desirable. Direct marketing will dwindle as more consumers look to reduce the paper waste of "junk mail," preferring for a digital version. Also, telemarketing continues to be under the gun as "do not call" registrations and the widespread adoption of cell phones as the primary line of communications continues.

I received an effective email from my local Safeway supermarket that showed items that I commonly purchase that are on sale. We can look to see more "circulars" becoming targeted and going online.

Posted By John Gartner at 09:22 AM
Permanent Link: IAB Establishes Order for Email Marketing | Comments (1)

(1) Comments on IAB Establishes Order for Email Marketing

One note of interest is their definition of a 'unique' open. It appears that they are measuring 'unique' by the subscriber only. There are specific cases where this is not accurate.

Unique is counted by a single email sent to a single subscriber. If I open 1 email multiple times, it's 1 unique open.

However, if I have sent 2 emails with unique content (in the same campaign) and I opened both, that's 2 unique opens.

Comments by Douglas Karr : Saturday, July 14, 2007 at 03:05 PM

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