IAB Email Campaign Performance Metrics Definitions

Recommended Email Campaign Performance Metrics Definitions from the Interactive Advertising Bureau (IAB). Available for free download in pdf format.

An overview, from the website:

The IAB Email Committee is taking an evolutionary approach. First, this document was created to guide marketers and vendors towards more consistency in what the current Email terminology actually describes. Once more consensus has been achieved in this area, we can then, as an industry, start to look at places to encourage standardization and/or improvement of the methodologies behind these metrics, for example, standardizing the way ISP bounce codes are delivered. Overall, change is an industry effort and we look forward to working with other associations in improving upon campaign performance evaluation tools.

Visit Email Campaign Performance Metrics Definitions