Wednesday, July 11, 2007
The IAB Helps Industry Define Performance Metrics for Email Campaigns

Provides Solutions for Campaign Management and Improvement

New York, New York (July 11, 2007) - The Interactive Advertising Bureau (IAB) and its Email Committee today announced the release of "Email Campaign Performance Metrics Definitions," the latest component of a longer term initiative designed to drive greater transparency across interactive sales and marketing activities. The document explains the most important terminology for email campaigns, and is intended to help improve the management of such campaigns and increase the quality and consistency of resultant measurements.

"Buyers and sellers have been using different terms and definitions to describe email campaign performance, which has created some confusion and inconsistencies in the marketplace," said Sheryl Draizen, SVP and General Manager of the IAB. "So we recognized that there was essential, foundational work needed that would provide clarity and enable everyone to speak the same language. This further solidifies the interactive industry's commitment to the highest level of accountability and transparency into all metrics, providing advertisers with further confidence."

Email metrics are a significant part of many companies' marketing plans, and this new document sets out definitions for many of the activities that lie at the center of this increasingly important aspect of interactive. Some of the terms defined include indicators of activity generated by a campaign, overall deliverability metrics, and branding and compliance issues. Disparities in terminology can cause confusion in comparing and purchasing email-related services and interpreting their results. The Email Campaign Performance Metrics Definitions can be found here.

Craig Swerdloff, VP & GM, Customer Acquisition Solutions at Return Path, and Chair of the IAB Email Committee, noted, "The IAB Email Committee and its members are proud to provide this document on behalf of the industry and we look forward to working with other groups on initiatives that build on this effort." The Email Sender & Provider Coalition's Technology Committee (ESPC) and the Email Measurement Accuracy Coalition (EMAC) have reviewed and provided comments on the definitions. The ESPC is a cooperative group of industry leaders working to create solutions to the continued proliferation of spam and the emerging problem of deliverability in email marketing. EMAC was recently formed to establish a consistent methodology and framework for the accurate calculation of email delivery and the computation of critical email marketing metrics.

"Increased consistency in email campaign reporting provides benefits for advertisers and publishers alike," said Joshua Baer, Chief Technology Officer at Datran Media, and Chair of the Email Metric Definitions Working Group.

This effort builds on the IAB's continuing work in email marketing. In October 2006, the Interactive Advertising Bureau (IAB) in conjunction with its Email Committee also released the "Marketer & Agency Guide to Email Deliverability." That document reviews the definition of email deliverability, provides a perspective on how it has changed, and discusses the impact it has on marketers. The guide is available at

About the IAB Email Committee:
The IAB Email Committee works to support and expand the use of email marketing by agencies and marketers. The committee is addressing all performance marketing related issues and recommending solutions, standards and educational tools as needed. The committee will deliver these objectives through industry research, case studies and/or stakeholder education.

Email Committee Member Companies:

About, Inc
Advanstar Communications, Inc.
Alansis Media
CNET Networks, Inc.
Datran Media
Expedia Media Solutions
GSI Commerce
Idearc Media Corp.'s
iVillage, Inc
Microsoft Digital Advertising Solutions
New York Times Digital
Nurun | Ant Farm Interactive

Q Interactive
Reed Business
Return Path
SEMDirector, Inc.
TMP Directional Marketing
Traffic Marketplace
Univision Online
ValueClick Media
Walt Disney Internet Group
Washingtonpost.Newsweek Interactive
Weather Channel Interactive
World Wrestling Entertainment, Inc.
Yahoo!, Inc.

About the IAB:
Founded in 1996, the Interactive Advertising Bureau ( represents over 300 leading interactive companies that actively engage in and support the sale of interactive advertising. IAB members are responsible for selling over 86% of online advertising in the United States. On behalf of its members, the IAB is dedicated to the continuing growth of the interactive advertising marketplace, of interactive's share of total marketing spend, and of its members' share of total marketing spend. The IAB evaluates and recommends standards and practices, fields interactive effectiveness research, and educates the advertising industry about interactive advertising.

IAB Media Contact:
Marla Nitke
Marketing Communications Director
[email protected]