IAB releases e-mail campaign metrics definitions

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New York—The Interactive Advertising Bureau and its Email Committee have released Email Campaign Performance Metrics Definitions, designed to provide greater transparency across sales and marketing activities. The document explains terminology for e-mail campaigns and is intended to improve the management of campaigns and increase the quality and consistency of metrics.

“Buyers and sellers have been using different terms and definitions to describe e-mail campaign performance, which has created some confusion and inconsistencies in the marketplace,” said Sheryl Draizen, senior VP-general manager at 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.”

—Kate Maddox

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