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AllWebEmail Among the first to Adopt eec's New Email Marketing Standards

Oglesby, IL - July 2010 -- In an effort to standardize the terms and definitions used in measuring email marketing reporting and provide consistent email metrics throughout the industry, the Email Experience Council of the Direct Marketing Association (DMA/eec) has introduced a list of eight email marketing measurement standards. AllWebEmail was among the first of two email service providers to fully adopt these new reporting standards. The other company to immediately adopt the eec's email measurement standards is Email Transmit.

"We are delighted to be among the first to adopt these new standards and believe strongly that only when the email industry shares a common set of measurement standards will email marketers be able to compare 'apples to apples' when considering the performance of one service provider against another, erasing any confusion or clouding of actual results," said Peter Roebuck, President of AllWebEmail.

One of the major hurdles that email marketers face today and in previous years is a lack of consistent standards for measuring the success of email campaigns. Email marketers are driven by measurement, but email measurement metrics are not standardized across the industry.

With no industry standards for measuring email campaigns, email marketing providers are left to define commonly used metrics like Accepted, Render and Click-through any way they chose to manipulate numbers to support their own advantage verses the needs of the actual marketer/customer.

"Since we decided to incorporate the new reporting metrics alongside our original metrics, our clients have not only enjoyed a smooth transition to the new standards but are now starting to ask smart questions about how they can use these new metrics to make more informed email marketing decisions. This has turned out to be more of a feature upgrade for our clients than a compliance upgrade for us. Bonus!" says Roebuck.

In March 2010, the DMA/eec's Measurement Accuracy Roundtable finalized a two year effort which led to the creation of a set of standardized metrics for industry adoption. The roundtable's primary focus was to create clearly defined definitions for each of the major measuring metrics for the sole purpose of bettering the email marketing industry as a whole.

"Industry standard metrics is so foundational that many marketers don't even think to ask if an open is always an open or if delivered doesn't mean reaching the inbox. AllWebEmail is leading the industry in making it very clear what each number means, and adopting standards that the industry voted to support. Their clients are the winners!" says eec Measurement Accuracy Roundtable vice-chair and Return Path, Inc. VP of Global Market Development; Stephanie Miller.

Service providers that adopt and conform to the eec's email marketing measurement standards will be given an official seal to display on their web site and marketing materials. The purpose of the seal is to alert email marketers and other industry followers of the service provider's commitment to industry standards for fair and accurate measurement of email metrics for all. The seal provides a visual cue to website visitors, so customers and potential customers alike can identify providers using the standards easily when making vendor choices.

"I believe in this standard because it provides four main benefits to the email marketers. It improves testing validity by limiting environmental variance, improves industry benchmarking through increased data conformity, improves internal reporting for benchmarking by easing the transition between vendors and finally use of the standards will normalize data across the industry, a key assumption required for any statistical analysis", said eec Measurement Accuracy Roundtable co-chair Luke Glasner of Glasner Consulting.

At the time of this release, 11 additional email service providers, including Alterian; BlueHornet; Blue Sky Factory; Bronto Software; Cooler Email; Green Arrow; Office Autopilot; Send Pepper; Silverpop; SubscriberMail; and YesMail have committed to using the eec's new email measurement standards within the next six months. Full details about participation and an application form are available for other service providers on the eec website,

About AllWebEmail

AllWebEmail, a division of All Web Promotion, Inc., is a leading email marketing service provider helping businesses for over 10 years to use email to effectively communicate with their customers. The company is managed by Peter Roebuck with help from partner, and brother, Michael Roebuck and has offices located in Oglesby, Illinois and Point of Rocks, Maryland.

AllWebEmail is an active member of the Email Experience Council (eec), an advocate for defining email standards and best practices, and has partnered with Return Path, Inc., a leading email deliverability authority.

For more information on AllWebEmail, their services, and role they play within the email marketing industry, please call 877-932-7766, email or visit

About the Email Experience Council (eec)

The Direct Marketing Association's Email Experience Council is a global professional organization that strives to enhance the image of email marketing and communications, while celebrating and actively advocating its critical importance in business and its ROI value.

We are committed to regularly conducting a broad series of initiatives for a variety of organizations that highlight the positive impact and importance of email as a marketing tool, communications vehicle and branding device. Additionally, eec members are setting the standards for email through our Member Roundtables. The members who belong to our organization are representatives of other trade organizations, agencies, advertisers, technology partners, clients and companies focused on the potential of email marketing via mobile and other digital devices. We encourage you to become part of the eec.

About Direct Marketing Association (DMA)

The Direct Marketing Association is the leading global trade association of businesses and nonprofit organizations using and supporting multichannel direct marketing tools and techniques. DMA advocates standards for responsible marketing, promotes relevance as the key to reaching consumers with desirable offers, and provides cutting-edge research, education, and networking opportunities to improve results throughout the end-to-end direct marketing process. Founded in 1917, DMA today represents companies from dozens of vertical industries in the US and 48 other nations, including nearly half of the Fortune 100 companies, as well as nonprofit organizations.

In 2009, marketers - commercial and nonprofit - spent $149.3 billion on direct marketing, which accounted for 54.3% of all ad expenditures in the United States. Measured against total US sales, these advertising expenditures generated approximately $1.783 trillion in incremental sales. In 2009, direct marketing accounted for 8.3% of total US gross domestic product. Also in 2009, there were 1.4 million direct marketing employees in the US. Their collective sales efforts directly supported 8.4 million other jobs, accounting for a total of 9.9 million US jobs.

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