Email Marketing

Render rate 'good for email marketing'
09/04/2009

Email marketing can benefit from render rate

Issue Codes Email marketing services

A new proposed metric for the email marketing sector offers a number of benefits for businesses, it has been suggested.

The render rate was put forward as a possible new metric for email marketing by the Email Experience Council in January this year.

It records the rendering of images contained within a marketing message in subscribers' email services and counts these as opens.

Luke Glasner of Rodman Publishing and Morgan Stewart of ExactTarget said on the Email Experience Blog that the render rate offers numerous opportunities for pre-conversion testing, as well as for measuring in-message ad rendering.

"Since [the render rate] limits the value of the metric to specifically image based opens (renders), it gives us the true number of total impressions using the total emails rendered," the two experts commented.

Another proposed email marketing metric is the action rate, which combines the render rate with calculations regarding the clicking of links within emails.