The Render Rate: The Industry Debate

Posted by Return Path on

Earlier this year the Email Experience Council submitted a request to the email marketing community to review their proposal to replace the term “open rate” with “render rate” and to begin using a new metric called the Unique Email Action Rate. The EEC proposes that render rate more accurately reflects what is actually taking place in a subscriber’s email client: an email is considered rendered when a tracking pixel is downloaded in an email, either in a fully opened email or in the preview pane. The Unique Email Action Rate takes opens and clicks into account to measure the overall success of the message in its ability to engage readers. The formula is as follows:

First determine Total Unique Action Values (TUAV):

If unique record = 1 unique render + 1 unique click, then the unique record action value = 1

If unique record = 1 unique render + 0 unique click, then unique record action value = 1

If unique record = 0 unique render + 1 unique click, then unique record action value = 1

Formula: TUAV / (Sent – Bounced) = Unique Email Action Rate

The EEC is soliciting feedback on these proposed changes. Since there are always two sides to every issue, we decided to present arguments both in support of and in opposition to the EEC’s proposal.

We encourage you to read our thoughts on this issue, and then head over to the EEC blog and register your thoughts. They are collecting feedback through the end of March and will issue a final report in April.


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