Why Comparing Email Metrics to Averages Is a Mistake

I used to celebrate a 40% open rate increase without realizing it didn't impact revenue. Here's how we now align our email metrics with actual business outcomes. When I started in email marketing, I obsessed over vanity metrics. A 40% increase in open rates? Pop the champagne! Higher click-through rates? ...Time to celebrate! But then I noticed something troubling - these "wins" weren't showing up in our revenue numbers. The truth hit hard: I was optimizing for the wrong metrics. Here's how we shifted to metrics that actually drive business growth. We stopped chasing the vanity metrics like: - Open rates (especially since iOS privacy changes) - List size (without conversion context) - Click-through rates in isolation - Campaign-specific attribution Instead we started measuring these business outcomes: - Sign-up to conversion rate (how many subscribers become customers) - Time between purchases - Customer lifetime value (30-60-90 day cohorts) - Zero party data collection and utilization The biggest game-changer? Sementing prospects from customers and using Zero Party Data to customize email workflows. Email metrics only matter if they translate to revenue. Focus on getting products into customers' hands first, then optimize for retention Because that's how you build a profitable email strategy that actually grows your business. What email metrics are you tracking that actually impact your bottom line?

Industry benchmarks are overrated. There, I said it. Every year, reports from HubSpot, LinkedIn, WordStream, and many others tell B2B marketers what their numbers should look like. - A “good” CPL is under $150 - A “strong” Google CTR for fintech is 2% - Email open rates “should” be 25% And the list goes on and on... But here’s the problem: benchmarks don’t know your business. A $300 CPL could be a steal if your deal size is six figures. A 1% CTR might be fine if conversion rates are strong. A lower email open rate doesn’t matter if response rates are high. Your business is unique, from what you sell to how you sell it. Comparing yourself to industry averages is meaningless if it doesn’t align with your pricing, sales cycle, and audience. Instead of stressing over whether your numbers match a report, ask: - Are we generating the pipeline we need to hit revenue goals? - Are our lead and conversion metrics tracking in a way that makes sense for our business? - Are we measuring against our own historical data, not just an industry average? Because at the end of the day, the only benchmark that actually matters is the one that moves your business forward. #b2b #b2bmarketing #saas #advertising #measurement #growth

I advise most of my clients to STOP using industry benchmarks Here's why I stay to stop using industry benchmarks: ❌ Too broad "Retail" may include Target and a tiny mom & pop shop so it's hard to tell if you're comparing your brand against an actually comparable brand. ❌ Inconsistent tracking Not every ESP tracks metrics the same way (example: email opens can vary drastically dependent on if machine opens included). ❌ Zero context Industry benchmarks ignore your brand strategy - so your campaign targeting a specific segment for a specific goal shouldn't be compared to industry averages. So what should you do? Benchmark against your own performance. ✅You know your company goals. Align benchmarks around these. ✅You know your targeting strategies. Track results when they change. Stop stealing your joy by looking at where the industry is at. Start evaluating results against your own performance. #EmailMarketing and #SMSMarketing community - ----- ❓ Do you like using industry benchmarks? ❓ Why or why not? ⬇️ Comment below⬇️ ♻️ Reshare this post if it was helpful! ----- P.S. - Want to know how to build better benchmarks for your email or SMS program? Sign up for BearMail, my newsletter, to get the full details - revealed next Monday (4/28).