E-mail deliverability consultancy Pivotal Veracity is expected today to unveil a new service the company claims helps marketers measure how engaged e-mail recipients are with their campaigns.
Dubbed the E-mail Engagement Index, the new service uses data from a variety of proprietary sources, including the inbox behavior of a panel of 30,000 anonymous e-mail users built and tracked by an undisclosed third party.
According to Deirdre Baird, chief executive of Pivotal Veracity, the purpose of the index is to give marketers insight into how engaged or unengaged people are with their messages and get them working to improve their programs before there are problems, such as delivery issues.
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