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Email Measurement Accuracy Coalition

I just read on David Daniels' blog that he will be leading a new cross industry coalition, called the Email Measurement Accuracy Coalition. The mission of the EMAC is to establish a consistent methodology and framework for the accurate calculation of email delivery, in order to inform the computation of critical email marketing metrics such as open, click-through-rate and conversion.

Visit the EMAC web-site to learn more about the coalition and its work.

From the press release:

There is a fundamental lack of consensus across the e-mail marketing industry on how email performance is measured, which ultimately undermines the effectiveness of the medium and renders cross industry benchmarks useless, said Daniels.

This issue has been well documented by JupiterResearch, The Email Sender and Provider Coalition (ESPC), and most recently by the Email Experience Council (eec) in its State of Email Metrics and Bounce Management report.        

The Email Experience Council applauds David Daniels for taking ownership of this significant gap in the email marketplace. The efforts of the EMAC will enable us to continue to push our efforts forward, said Jeanniey Mullen, Founder of Email Experience Council and Executive Director of Worldwide Email Marketing at OgilvyOne.    

The group will be comprised of industry thought leaders and marketing professionals, including principals from email and delivery service providers. The complete and impressive list of charter supporters can be found at

Big round of applause for this initiative everyone!!

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