In a recent post, we shared some of the most important benchmarks against which digital marketers can measure the performance of their own marketing campaigns. The key learning from that exercise was that overall benchmarks provide broad parameters against which to measure the success of your campaigns, but it’s the CTOR benchmarks that whether your campaign is effective in engaging your audience. Continuing on that theme, let’s look at some other important benchmarks that can provide critical insights into your recipients’ response to your communications.
Total Open, Click & Click-to-Open Rates, By Message Type
The level of engagement you receive for your email campaigns is bound to vary depending on the nature of your communication, even when the overall branding stays consistent. Benchmarking data based on ‘Message Type’ can be a very useful indicator of whether your audience is responding as expected across the entire spectrum of your email campaigns.
|Methodology: Data is from quarterly Epsilon reports titled “Email Trends and Benchmarks.” Data is based on billions of emails sent during each quarter by 150 participating Epsilon clients.|
Open & Click Share, by Device
Every year, with the rising popularity of handheld devices, most benchmark reports reveal an ever-increasing uptick in email opens and clicks on their mobile phones. This is an important indicator for determining whether similar engagement patterns apply to your B2B email campaigns.
Methodology: Data is from the quarterly Cheetah Digital reports titled “Email Benchmark Report.” Data is based on all email campaigns sent by Cheetah Digital clients in Canada and the US during each quarter.
So far, we have explored the key benchmarks in email marketing. In the next and final article in this series, we’ll explore best practices for addressing the most common challenges digital marketers are facing because of changes in recipient behavior, expectations, and devices as revealed by these benchmarks. Stay tuned!