Re-Permission Campaigns for Aged Lists

A couple weeks ago I received a call from a new client who was moving from another M.A.P. to our Platform. They had hundreds of thousands of emails they had collected over 10+ years and they weren’t sure if they should bother with the oldest lists or not. My answer: Clean it up and start with a Re-Permission Campaign. It’s the New year after all, the perfect time for getting things like this straightened out. Clean It Up! First, we discussed why list hygiene was the place to start. After […]

Email Marketing Metrics Benchmarks 2016

One of the most frequent questions I hear from email marketers is “What’s a good open rate?” First, it’s important that you create your own benchmarks so you can tell how your emails are doing in comparison to other emails for your product, in your industry, and/or to your audience. For example, if the finance industry typically has a 23% open rate and your January email garners a 25% open rate, you might think you’re doing pretty well! Except if your own average is usually around 28%. Find your own […]

Email Marketing Benchmarks: 2014-2015

It’s hard to believe, but we’re halfway through 2015! As of this week, I wanted to revisit the most recent benchmarks for open rate, click through rate and more, based on the real aggregated data from senders via the emfluence Marketing Platform. There are some noteworthy changes since the January – December 2014 benchmarks. First, a look at benchmarks by Industry: Highlighted in green, the best open rates were from the Entertainment and Banking sectors, which were both top 3 performers last year. Then, the Legal industry also trends well, […]

Email Marketing Benchmarks: Device Reporting

As the email marketing world touts mobile open rates, it’s more important than ever to know where your subscribers are opening and engaging with your emails. Benchmark metrics are flying around saying that 50-65% of all email is opened on a mobile device… And that’s true, for some marketers. At the 2015 emfluence User Conference, I spoke on the trends in email marketing. How could I not talk about the impact of mobile? But in looking at our own benchmarks — from those marketers who use the emfluence Marketing Platform […]

2014 Email Marketing Metrics Benchmarks by List Size, Automation

Last week, we shared email benchmarks broken down by industry. As we dig around in the analytics, we found a few more interesting trends. We also sifted through the metrics by total list size, to see how that impacts average open and click through rates. Not surprisingly, the larger the list, the more the open and click through rates seem to taper off. Smaller audiences tend to be more “inner circle” and more likely to engage. An interesting anomaly, though: the click-to-view rate — the measure of how many openers […]


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