Email Marketing Rules5 Reasons External Email Benchmarks Are Less Useful Than You Think
Our competitive nature drives us to want to know how other email marketers are performing. But aggregated, averaged benchmark data can provide false comfort and false alarms.
I’m not saying benchmarks are completely unuseful, just that they’re usually only helpful in a very general way for the following reasons:
- Audience response is different depending on the subscribers’ country or region.
- Audience response is different depending on the industry vertical.
- Audience response is different depending on the industry sub-vertical.
- Audience response is different depending on the brand’s business strategy and email marketing goals.
- Audience response is different depending on how a brand manages their email list.
For a full discussion of these, plus four ways to use external email benchmarks wisely…
>> Read the entire article on Litmus.com
Welcome! Email Marketing Rules is your guide to understanding the best practices of this complex, often misunderstood channel as you craft the best executions for your brand. Every week, we’ll explore strategies and tactics, discuss tips and inspiration, and dig into industry news and trends.
Chad S. White
Head of Research
Oracle Digital Experience Agency
Author of Email Marketing Rules and nearly 4,000 articles about digital and email marketing
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