After a recent report found that there is no industry standard for measuring e-mail, JupiterResearch decided to form the E-mail Measurement Accuracy Coalition, reports DM News.

"The group will try to build a framework that will accurately measure delivery and standardize definitions of other metrics," said David Daniels, vice president and research director at JupiterResearch. He will also be leading the group.

A study conducted by JupiterResearch, E-mail Marketing Measurement, found that 45 percent of e-mail marketers claim to be satisfied with the metrics determination processes of third-party vendors, although there is no recognized standard. The Email Experience Council made similar conclusions in The State of Email Metrics and Bounce Management, which found lack of consistency in calculating metrics for delivery, open and click rates among senders.

Daniels called the situation "a political thing" and added that standardization will be a gradual process. "We expect it to take a few months before we have recommendations to publish," he said.

The E-mail Measurement Accuracy Coalition will operate under the guidance of eight or nine industry representatives from the industry. A list of charter supporters are available at the EMA Coalition Website.