Attempting to provide consistency for buyers and sellers, the Interactive Advertising Bureau's Email Committee has published
"Email Campaign Performance Metrics Definitions." Terms defined ranged from basics like "bounce" and "preview pane" to more complicated matters like "email gross profit," "unique email
click-through" and "email delivered."
"Increased consistency in email campaign reporting provides benefits for advertisers and publishers alike," said Joshua Baer, chief technology officer at
Datran Media, who chairs the IAB's Email Metric Definitions Working Group.