A Scenic Tour of the Online World

Email Performance Benchmarks

Tuesday, May 21st, 2013

Any idea what kind of results you should be expecting from your email marketing? This MarketingProfs column by Ayaz Nanji includes benchmarks for variety of verticals.

While there’s no substitute for tracking YOUR audience’s likes and dislikes and how your email marketing performs over time, it is helpful to get a sense of where you stand in relation to your competitors.

Once you have that information, you can plan next steps.

If you’re lagging, it might simply be your subject lines. An A/B test might help you determine whether a quick tweak to how you construct your subject lines improves your email open rates and click-through rates.

Or it could be your content. Though more involved to fix than subject lines, you can test different kinds of content – format, length, subject matter – to see the impact on your performance.

And don’t forget it might be your audience. If your list is full of stale names, folks who are no longer interested in what you have to offer, that’s going to drag down your return. The only cures for that are consistent efforts to grow your list and (circling back to the content) taking extra care to ensure that your content is engaging for your intended audience. The only thing worse than someone unsubscribing is someone not unsubscribing and habitually clicking delete before they even read your subject line.


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