Email Marketing Results: How Do You Compare?
An often asked question for this email marketing vendor is, how do my email marketing results compare to the average? By this, our email marketing clients typically mean delivery rates, open rates and click throughs, the big triad of email marketing metrics.
It’s not an easy question to answer because it depends on your business, industry and more. But eMarketer’s Monday report on email marketing and click-through rates helps, so take a look and maybe even keep a copy so you can benchmark against these industry standards.
The data is drawn from Epsilon’s “Q1 2009 Email Trends and Benchmarks” report. You can see how email delivery, open and click-through rates are faring over time. But more importantly, you can drill down to see open and click-through rates for your industry specifically.
As we’ve mentioned before in this email marketing blog and in our email marketing newsletter, metrics matter but only if you’re measuring the right data the right way. If you’re in the retail apparel business, you’ll only be discouraged to know general financial services has a hefty open rate of 31.4%. But seeing that average email marketing result for your industry is only 14.3% gives you a more realistic metric to benchmark against.
Your email marketing metrics can go through constant refinement, just like your email marketing techniques. This eMarketer report will help.
And if you have questions about your metrics, how to measure better and improve your results, always feel free to contact us at blog@clickmailmarketing.com!
