Benchmarking: 'Average' Is The New Bottom
The most frequently asked question from email marketers is some variation of this: "What is the average (blank) rate?" Ugh. I understand why marketers ask this and similar questions, but I have to ask: What are you going to do with the answer? If I told you that the average email open rate was 24%, how would you act on this data? Don't get me wrong. I love benchmark studies as much as the next person, and I am finalizing one as I write this column. Benchmark studies and data have value, but I find that many marketers use the data incorrectly.
Date: 1/14/2010
