Choosing a Benchmark for Your Email Marketing Efforts
One of the first things I do when I begin working with clients is to identify benchmarks to measure future performance against. There are two high types of benchmarks: internal, based on the past performance of your own email campaigns; and external, based on what others in the industry are seeing. Here are tips for identifying and using both.
If your organization has been sending email, even for just a short while, you can and should use data from these past sends to create internal benchmarks. Bounce rate, open rate, click-through rate, and click-to-open rate are standard benchmarks that are easy to develop; with my clients we go beyond these standard email metrics to benchmark conversion rate, revenue-per-email-sent (RPE), and, when possible, return on investment (ROI)...