Comments on: How does your email performance stack up to others in your industry? http://www.digitalsolid.com/2006/09/13/how-does-your-industry-compare-to-others-in-the-email-realm/ Marketing Technology Musings and Tips by Jeff Larche Wed, 01 Sep 2010 23:13:15 +0000 hourly 1 http://wordpress.org/?v=3.0.1 By: Andrew http://www.digitalsolid.com/2006/09/13/how-does-your-industry-compare-to-others-in-the-email-realm/comment-page-1/#comment-111 Andrew Fri, 13 Oct 2006 04:20:26 +0000 http://www.digitalsolid.com/2006/09/13/how-does-your-industry-compare-to-others-in-the-email-realm/#comment-111 Bravo. It's an ideal situation when your previous results are used as the benchmark for measuring campaign success as well as areas in need of improvement. My question then is, how do we seperate the wheat from the chaff (short of verifying each report, article, or whitepaper that offers numbers that are "too good to be true")? What methodology can be used to measure whether your campaign is in line with the rest of the marketplace or out of line (for better or worse)? Bravo. It’s an ideal situation when your previous results are used as the benchmark for measuring campaign success as well as areas in need of improvement.

My question then is, how do we seperate the wheat from the chaff (short of verifying each report, article, or whitepaper that offers numbers that are “too good to be true”)?

What methodology can be used to measure whether your campaign is in line with the rest of the marketplace or out of line (for better or worse)?

]]> By: Melinda Krueger http://www.digitalsolid.com/2006/09/13/how-does-your-industry-compare-to-others-in-the-email-realm/comment-page-1/#comment-85 Melinda Krueger Thu, 14 Sep 2006 22:13:25 +0000 http://www.digitalsolid.com/2006/09/13/how-does-your-industry-compare-to-others-in-the-email-realm/#comment-85 These rates seemed inflated to me, so I did some checking. Per Liz Bross at Postfuture, the published response rates are for all activity, not individual activity. That means that if someone scrolls past an email in Outlook, and it opens in their preview pane, every open is counted. Similarly, if a single user clicks on an email more than once, every click is counted. Most email marketers measure individual activity. This is a good example of why you need to be careful when comparing your results to published standards. The most important standard against which to judge your program is your own previous results. Use your data to enrich your understanding of what clicks with your email audience. These rates seemed inflated to me, so I did some checking. Per Liz Bross at Postfuture, the published response rates are for all activity, not individual activity. That means that if someone scrolls past an email in Outlook, and it opens in their preview pane, every open is counted. Similarly, if a single user clicks on an email more than once, every click is counted. Most email marketers measure individual activity.

This is a good example of why you need to be careful when comparing your results to published standards. The most important standard against which to judge your program is your own previous results. Use your data to enrich your understanding of what clicks with your email audience.

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