Good marketing can only become great marketing, if it’s measured. But for those measurements to make any sense, you need to set a benchmark or target. A benchmark enables you to  measure performance against what others are doing, but ultimately a benchmark will also enable you to measure your own marketings performance as it (hopefully) gets better.

TOP TIPS – Benchmarks

For email marketing you should be looking at the following benchmarks. The only statistic that really counts though is click through rate. Don’t forget to also add in your Call To Action conversions.

  • Open rates
  • Click-through rates (CTR)
  • Unsubscribe rates
  • Click-to-open (CTO) rates
  • Unsubscribe-to-open (UTO) rates
  • Opens by device

You might also want to benchmark you website traffic. Typical numbers to focus on include:Site Visit

  • Site Visits
  • Unique Visits
  • Traffic Sources
  • Bounce Rates
  • Pages Viewed
  • Conversions

Once you start collecting your own data, you will find it useful to compare against industry averages. A simple search online with phrases such as ’email marketing benchmark by industry’ will provide links through to really useful data from organisations such as Mailchimp and Econsultancy.

Discover More

You can explore the whole of A2Z of B2B Marketing Glossary by selecting the links on the right. OR – you can find specific phrases using the SEARCH box.

Follow me on Twitter to receive alerts when new phrases are added. @DavidLongTweets

The A2Z of B2B Marketing

The A2Z of B2B Marketing is a marketing glossary. The glossary is written for anyone connected with a B2B sales and marketing environment.

Throughout the glossary are definitions of marketing phrases, along with mini case studies, top tips, infographics and more.
The purpose of this guide is not to make you the world’s greatest marketer. But an attempt to remove the ‘mystique’ and ‘marketing mumbo jumbo’. Therefore you can have a more direct and effective conversation with sales and marketing colleagues.

Leave a Reply

Your email address will not be published. Required fields are marked *