{"id":9980,"date":"2025-11-19T14:06:18","date_gmt":"2025-11-19T13:06:18","guid":{"rendered":"https:\/\/www.mickyweis.com\/benchmarking-i-e-mail-marketing-saadan-forbedrer-du-dine-resultater\/"},"modified":"2026-06-09T15:28:43","modified_gmt":"2026-06-09T13:28:43","slug":"benchmarking-email-marketing","status":"publish","type":"post","link":"https:\/\/www.mickyweis.com\/en\/benchmarking-email-marketing\/","title":{"rendered":"Benchmarking in email marketing: How to boost your results"},"content":{"rendered":"<p>Email marketing remains one of the most effective tools in digital marketing when it comes to building relationships, increasing engagement and generating sales.<\/p>\n<p>But while sending campaigns and automated flows is one thing, assessing whether they actually perform as intended is something else entirely.<\/p>\n<p><strong>This is where benchmarking becomes relevant.<\/strong><\/p>\n<p>Benchmarking works as a structured and data-driven tool that allows you to evaluate and compare your email performance with everything from industry standards to your own historical results.<\/p>\n<p>Let\u2019s take a closer look at what benchmarking in email marketing entails, why it matters and how you can work with it in practice.<\/p>\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_85 ez-toc-wrap-left counter-hierarchy ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Jump to section<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #000000;color:#000000\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #000000;color:#000000\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/www.mickyweis.com\/en\/benchmarking-email-marketing\/#What_is_benchmarking_in_email_marketing\" >What is benchmarking in email marketing?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.mickyweis.com\/en\/benchmarking-email-marketing\/#Why_benchmarking_is_important\" >Why benchmarking is important<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/www.mickyweis.com\/en\/benchmarking-email-marketing\/#1_Provide_a_realistic_frame_of_reference\" >1. Provide a realistic frame of reference<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/www.mickyweis.com\/en\/benchmarking-email-marketing\/#2_Reveal_strengths_and_weaknesses_in_communication\" >2. Reveal strengths and weaknesses in communication<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/www.mickyweis.com\/en\/benchmarking-email-marketing\/#3_Prioritise_resources\" >3. Prioritise resources<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/www.mickyweis.com\/en\/benchmarking-email-marketing\/#4_Evaluate_development_over_time\" >4. Evaluate development over time<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/www.mickyweis.com\/en\/benchmarking-email-marketing\/#5_Strengthen_data-driven_decision-making\" >5. Strengthen data-driven decision-making<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/www.mickyweis.com\/en\/benchmarking-email-marketing\/#The_most_important_KPIs_to_benchmark\" >The most important KPIs to benchmark<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/www.mickyweis.com\/en\/benchmarking-email-marketing\/#Open_rate\" >Open rate<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-10\" href=\"https:\/\/www.mickyweis.com\/en\/benchmarking-email-marketing\/#Click-Through_Rate_CTR\" >Click-Through Rate (CTR)<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-11\" href=\"https:\/\/www.mickyweis.com\/en\/benchmarking-email-marketing\/#Click-to-open_rate_CTOR\" >Click-to-open rate (CTOR)<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-12\" href=\"https:\/\/www.mickyweis.com\/en\/benchmarking-email-marketing\/#Unsubscribe_Rate\" >Unsubscribe Rate<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-13\" href=\"https:\/\/www.mickyweis.com\/en\/benchmarking-email-marketing\/#Bounce_rate\" >Bounce rate<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-14\" href=\"https:\/\/www.mickyweis.com\/en\/benchmarking-email-marketing\/#Conversion_rate\" >Conversion rate<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-15\" href=\"https:\/\/www.mickyweis.com\/en\/benchmarking-email-marketing\/#How_to_gather_data_for_benchmarking\" >How to gather data for benchmarking<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-16\" href=\"https:\/\/www.mickyweis.com\/en\/benchmarking-email-marketing\/#Typical_uses_of_benchmarking_in_email_marketing\" >Typical uses of benchmarking in email marketing<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-17\" href=\"https:\/\/www.mickyweis.com\/en\/benchmarking-email-marketing\/#1Evaluation_of_campaigns\" >1.Evaluation of campaigns<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-18\" href=\"https:\/\/www.mickyweis.com\/en\/benchmarking-email-marketing\/#2_Optimisation_of_automated_flows\" >2. Optimisation of automated flows<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-19\" href=\"https:\/\/www.mickyweis.com\/en\/benchmarking-email-marketing\/#3_Improving_segmentation\" >3. Improving segmentation<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-20\" href=\"https:\/\/www.mickyweis.com\/en\/benchmarking-email-marketing\/#4_AB_testing\" >4. A\/B testing<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-21\" href=\"https:\/\/www.mickyweis.com\/en\/benchmarking-email-marketing\/#5_Strategic_decision-making\" >5. Strategic decision-making<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-22\" href=\"https:\/\/www.mickyweis.com\/en\/benchmarking-email-marketing\/#Achieving_an_effective_email_strategy\" >Achieving an effective email strategy<\/a><\/li><\/ul><\/nav><\/div>\n<h2><span class=\"ez-toc-section\" id=\"What_is_benchmarking_in_email_marketing\"><\/span>What is benchmarking in email marketing?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><a href=\"https:\/\/www.mickyweis.com\/en\/benchmarking\/\">Benchmarking<\/a> is about comparing your email results with relevant reference points.<\/p>\n<p><strong>These can include:<\/strong><\/p>\n<ul>\n<li>Industry averages<\/li>\n<li>Competitors (if data is available)<\/li>\n<li>Other companies with similar audiences<\/li>\n<li>Your own previous campaigns or flows<\/li>\n<\/ul>\n<p>The purpose is to gain a more nuanced understanding of how well your emails perform, not only in isolation but also in relation to what can reasonably be expected.<\/p>\n<p>Benchmarking therefore provides a more realistic picture of the effectiveness of your email efforts. It also helps you identify opportunities for improvement and prioritise your optimisation efforts in the right areas.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Why_benchmarking_is_important\"><\/span>Why benchmarking is important<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Although many companies measure their email performance, they often lack the necessary context to understand what the numbers actually mean.<\/p>\n<p>Without a comparison, it becomes difficult to determine whether an open rate of 25% is strong or whether a click rate of 3% is actually below average.<\/p>\n<p>This is where benchmarking acts as a tool that puts your results into perspective and creates concrete insights.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"1_Provide_a_realistic_frame_of_reference\"><\/span>1. Provide a realistic frame of reference<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Raw numbers rarely give a true picture. A click rate of 3% can be excellent in some industries but below average in others.<\/p>\n<p>By benchmarking against industry standards or historical data you can quickly see where your campaigns are positioned.<\/p>\n<p>It helps you set goals, evaluate performance and understand whether your results are satisfactory or require action.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"2_Reveal_strengths_and_weaknesses_in_communication\"><\/span>2. Reveal strengths and weaknesses in communication<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Benchmarking allows you to identify where your emails perform well and where there is room for improvement.<\/p>\n<p>For example, your subject lines may generate high open rates while your click rate drops, which may indicate that the content does not live up to expectations.<\/p>\n<p>Or certain segments may respond far better than others, opening up for more targeted optimisation.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"3_Prioritise_resources\"><\/span>3. Prioritise resources<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>When you know which areas are lagging behind, you can allocate resources more effectively.<\/p>\n<p>Instead of changing your entire strategy, you can focus your efforts where they will have the greatest impact, such as improving <a href=\"https:\/\/www.mickyweis.com\/en\/what-is-cta\/\">CTAs<\/a>, refining segmentation or adjusting timing.<\/p>\n<p>This makes optimisation more targeted and cost efficient.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"4_Evaluate_development_over_time\"><\/span>4. Evaluate development over time<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Benchmarking is not only a snapshot.<\/p>\n<p>By continuously comparing with previous campaigns, you can see whether your emails are improving or stagnating.<\/p>\n<p>This allows you to adjust your strategy proactively rather than reacting only when results start to decline.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"5_Strengthen_data-driven_decision-making\"><\/span>5. Strengthen data-driven decision-making<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Finally, benchmarking makes it easier to make decisions based on facts rather than gut feeling.<\/p>\n<p>It provides a concrete foundation for optimising subject lines, design, timing, segmentation and automation.<\/p>\n<p>With clear benchmarks, you can document what works and what needs adjustment, strengthening both performance and internal credibility.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"The_most_important_KPIs_to_benchmark\"><\/span>The most important KPIs to benchmark<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>When working with benchmarking, it is important to focus on the <a href=\"https:\/\/www.mickyweis.com\/en\/optimization-open-rate\/\">KPIs<\/a> that best reflect your goals.<\/p>\n<p>These are the most essential metrics:<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Open_rate\"><\/span>Open rate<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Indicates how well your subject lines and sender names work.<\/p>\n<p>A low open rate may be caused by:<\/p>\n<ul>\n<li>Uninteresting subject lines<\/li>\n<li>Poor list hygiene<\/li>\n<li>Too low sending frequency<\/li>\n<li>Too high sending frequency<\/li>\n<\/ul>\n<h3><span class=\"ez-toc-section\" id=\"Click-Through_Rate_CTR\"><\/span>Click-Through Rate (CTR)<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>One of the most important indicators of relevance and engagement.<\/p>\n<p>A low CTR may show that the content does not match expectations or that call-to-actions are too hidden.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Click-to-open_rate_CTOR\"><\/span>Click-to-open rate (CTOR)<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Shows how many of those who opened actually interacted.<\/p>\n<p>It is particularly useful when evaluating content quality rather than subject lines.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Unsubscribe_Rate\"><\/span>Unsubscribe Rate<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Indicates whether your recipients find your emails relevant and welcome.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Bounce_rate\"><\/span>Bounce rate<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>A technical KPI related to delivery quality. A high <a href=\"https:\/\/www.mickyweis.com\/en\/bounce-rate\/\">bounce rate<\/a> may signal issues with list hygiene or data quality.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Conversion_rate\"><\/span>Conversion rate<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Measures how many recipients carried out the desired action, such as a purchase, sign-up or download.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"How_to_gather_data_for_benchmarking\"><\/span>How to gather data for benchmarking<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>To benchmark your email campaigns effectively, it is essential to have access to valid and comparable data.<\/p>\n<p>One of the most common sources is industry reports published annually by many email platforms.<\/p>\n<p>Platforms such as <a href=\"https:\/\/mailchimp.com\/\">Mailchimp<\/a> and <a href=\"https:\/\/www.mickyweis.com\/en\/hubspot-crm\/\u00a8\">HubSpot<\/a> often provide detailed benchmarks that can serve as reference points and help you understand how your results compare to the rest of the industry.<\/p>\n<blockquote><p><strong>Alongside external sources, your own historical data is invaluable.<\/strong><\/p><\/blockquote>\n<p>Previous campaigns typically reflect your audience\u2019s behaviour and therefore offer a more accurate picture of what works for you.<\/p>\n<p>If you work with multiple segments, countries or types of campaigns, comparing results internally can also be useful.<\/p>\n<p>This gives insight into which segments perform well and where there is potential for improvement.<\/p>\n<p>It is also important to distinguish between campaign data and flow data.<\/p>\n<p>Emails sent as part of <a href=\"https:\/\/www.mickyweis.com\/en\/e-mail-automation\/\">automated flows<\/a> often perform significantly better than standalone campaigns.<\/p>\n<p>If you mix them, your benchmarks may become skewed and give a misleading impression of your overall performance.<\/p>\n<p>By collecting data systematically across these sources, you create a solid foundation for comparing, analysing and optimising your email campaigns.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Typical_uses_of_benchmarking_in_email_marketing\"><\/span>Typical uses of benchmarking in email marketing<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Benchmarking is more than an analytical tool. It is also a practical management tool that helps marketing teams make better decisions and optimise their email efforts.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"1Evaluation_of_campaigns\"><\/span>1.Evaluation of campaigns<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Benchmarking is essential for evaluating your campaigns after sending. It allows you to identify which elements perform best, such as subject lines, call-to-actions, timing or content type.<\/p>\n<p>By comparing your results with previous campaigns or industry standards, you can easily see your strengths and the areas that require adjustment.<\/p>\n<p>This allows you to learn from every campaign and continuously improve future mailings.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"2_Optimisation_of_automated_flows\"><\/span>2. Optimisation of automated flows<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Automated flows such as welcome series, <a href=\"https:\/\/www.mickyweis.com\/en\/customer-onboarding\/\">onboarding<\/a> and reactivation emails often generate the highest value in email marketing.<\/p>\n<p>Here, benchmarking is crucial because flows typically perform better than standalone campaigns but only if they are optimised continuously.<\/p>\n<p>By tracking performance over time, you can identify which steps generate the highest engagement and where users drop off.<\/p>\n<p>This insight allows you to adjust timing, content and segmentation to keep flows relevant and engaging.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"3_Improving_segmentation\"><\/span>3. Improving segmentation<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Segmentation is the core of effective email marketing, but it can be challenging to determine whether your segments respond differently.<\/p>\n<p>Benchmarking helps uncover performance across <a href=\"https:\/\/www.mickyweis.com\/en\/personalization-and-segmentation\/\">segments<\/a>.<\/p>\n<p>If one segment consistently underperforms, you can quickly identify the issue and adapt content, offers or frequency for that segment.<\/p>\n<p>This ensures more efficient resource use and relevant communication for each audience.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"4_AB_testing\"><\/span>4. A\/B testing<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Benchmarking provides a clear baseline, making <a href=\"https:\/\/www.mickyweis.com\/en\/a-b-testing\/\">A\/B tests<\/a> more precise and actionable.<\/p>\n<p>When testing new subject lines, layouts, images or CTAs, benchmark data helps you measure improvements relative to the starting point.<\/p>\n<p>This makes it easier to determine what actually works and supports systematic long-term optimisation.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"5_Strategic_decision-making\"><\/span>5. Strategic decision-making<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Beyond daily optimisation, benchmarking can support strategic decisions.<\/p>\n<p>If you are considering increasing your sending frequency, redesigning your emails, dividing lists into more targeted segments or investing in new content formats, solid benchmarks reduce risk and maximise <a href=\"https:\/\/www.mickyweis.com\/en\/digital-dictionary\/\">ROI<\/a>.<\/p>\n<p>Benchmarking helps you prioritise resources, set realistic goals and plan long-term strategies for your email marketing.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Achieving_an_effective_email_strategy\"><\/span>Achieving an effective email strategy<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Benchmarking is one of the most valuable tools when working seriously with email marketing.<\/p>\n<p>It provides the essential context needed to understand your results, identify opportunities for improvement and make data-driven decisions that strengthen both performance and customer loyalty.<\/p>\n<p>Whether you focus on campaigns, automated flows or segmentation, benchmarking can help you create a clearer, more targeted and ultimately more effective email strategy.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Email marketing remains one of the most effective tools in digital marketing when it comes to building relationships, increasing engagement and generating sales. But while [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":5732,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[91],"series":[],"class_list":["post-9980","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-e-mail-marketing"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.8 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Benchmarking in email marketing: Guide to better performance<\/title>\n<meta name=\"description\" content=\"Discover how benchmarking can give you deeper insights, sharper decision-making, and more effective email marketing. Read my guide here.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.mickyweis.com\/en\/benchmarking-email-marketing\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Benchmarking in email marketing: Guide to better performance\" \/>\n<meta property=\"og:description\" content=\"Discover how benchmarking can give you deeper insights, sharper decision-making, and more effective email marketing. 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