Choosing a Benchmark for Your Email Marketing Efforts

Jeanne Jennings

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.

Internal Benchmarks

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)...

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