External email benchmarks can provide false comfort and false alarms. Here are 5 reasons benchmarks are not very useful, and 4 ways to extract helpful information from them.
In case you haven’t been paying attention, there are two things we love here at Litmus: email and data. (Well, three things if you include Xbox FIFA.) We’ve tracked billions of opens across hundreds of thousands of campaigns in Email Analytics. If you love email and data as much as we do, you probably dig into your Email Analytics data shortly after you hit send.
Many of the questions we get from Email Analytics customers revolves around how to interpret this data. How do I know if I’m getting better? How do I know if my audience has “gone mobile”? The best thing to do is to compare your campaigns to each other over time.