In a recent column, ClickZ expert Jeanne Jennings gives a very useful and concise run-down on things to consider when looking at an email marketing benchmark.

As she points out, “Before you rely on any benchmark, understand how it was developed and what its biases and limitations may be. Be skeptical; that old quote about lies, damn lies, and statistics is completely relevant here.” The factors to consider include:

• Who’s the source of the metric?
• What population was studied?
• Over what period of time?
• What type of email was sent?

There is a lot more detail on each of these factors in the article. But, as she observes:

Those who dismiss benchmarks as a waste of time are overreacting. We use benchmarks in other areas of our lives all the time. The key to using benchmarks is knowing how to use them effectively.

Source: Jeanne Jennings. “Benchmarks: Worthwhile or a Waste of Time?” ClickZ Experts 09/25/06.

Related Post: “Benchmarks for Basic Email Marketing Metrics,” EBT Blog 08/19/06.

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