The ​eec (email experience council)​is the email marketing arm of the Direct Marketing Association.

The organization has made it their mission to improve the image of email marketing and communications. Members of the eec are representatives of trade organizations, agencies, advertisers, technology partners, clients, and companies that focus on e-mail marketing.

A key project of the eec is​ S.A.M.E. (Support Adoption of Metrics for Email)​.

We are supporting this project with our new statistics.

The goal of the ​S.A.M.E.​ project is to define the standard descriptions, definitions, and calculations for the analysis of email campaigns. To establish these standards, polls, and surveys were conducted with cross-industry opinion leaders. Based on the information gathered, accurate and detailed descriptions and definitions were created.

Using standardized guidelines, it is possible to make email campaigns comparable on an international scale.

With the new statistics, these standardized definitions, metrics, and names are available for all users.


  • The standardization of terms and calculations is missing. The comparison of reports that have been created with different programs is impossible.

  • When changing providers or systems, the methods for calculating metrics differ.

The S.A.M.E project offers: ​

  • Universal and unambiguous nomenclature

  • Definitions that can be adopted by all marketers and service providers

  • A uniform standard on which decisions in the area of email marketing can be based and understood

Advantages of the new standards: ​

  • Internationally harmonized definitions and descriptions of the most important metrics

  • International comparability with competitors in the same industry

  • Comparable metrics in email reports from different software applications (that follow eec)