5 Reasons External Email Benchmarks Are Less Useful Than You Think

5 Reasons External Email Benchmarks Make Poor Success MetricsOur 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:

  1. Audience response is different depending on the subscribers’ country or region.
  2. Audience response is different depending on the industry vertical.
  3. Audience response is different depending on the industry sub-vertical.
  4. Audience response is different depending on the brand’s business strategy and email marketing goals.
  5. 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

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