Retailers increased their email volumes by 45 percent during the holiday season according to the Email Experience Council.

The Email Experience Council has published a survey on the "State of Email Metrics & Bounce Management." The report found a lack of standards around industry metrics, bounce data, definitions and bounce management practices.

The council found that those issues make it difficult for senders to improve the marketing effectiveness of campaigns, manage their lists and maintain positive reputations as legitimate email senders.