Brands should not compare their email metrics to industry benchmarks, a panel of email marketing experts agreed at the Email Insider Summit.
No one on the panel, "Examining the Data: How to Make the Most Out of Metrics and Reporting," says that these metrics are very useful. Gianfranco Cuzziol, head of CRM and data at Zone London, said that companies should be focusing on personal bests, not industry benchmarks. "Every brand is its own business model," he said.
Olivia Purton, commercial marketing manager at Zoopla Property Group, revealed that her company's email marketing program is really targeted and very granualar, so it doesn’t make sense to compare their metrics to industry benchmarks. In fact, they often have much better results than the industry benchmarks.