Question

Topic: E-Marketing

Benchmark Kpis Cold Email Marketing Us

Posted by c.kuijlen on 7/27/2020 at 5:22 AM ET 125 Points
Our Dutch company is relatively new in the US market, so we're building a database with 'cold' contacts. Since it is a new market for us, we don't know how our email marketing campaigns are performing. Is it above, below or around average? Therefore I'm looking for a benchmark for cold emailing in the US on numbers like open rate, unique CTR, bounces, opt-out.

I know it's difficult to compare because every industry is different, but I'm just looking for some guidelines here. Could anyone help me please?
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RESPONSES

  • Posted by Jay Hamilton-Roth on 7/27/2020 at 9:06 AM Accepted
    Focus on optimizing your own campaign. KPIs are measurements that are based on who you're targeting, what your offer is, how you're reaching them, why they should care about your email, etc. Especially hard for you is that you're starting with cold contacts. I'd recommend that in addition to mining this list (and segmenting the list to begin to optimize KPIs), focus on building a marketing plan to attract new people to you. In this way, you'll learn what works and ultimately, sells.
  • Posted by mgoodman on 7/27/2020 at 5:39 PM Accepted
    Jay is right: Don't worry so much about benchmarking; instead test and optimize what you are doing. There is no way to know a priori whether any benchmark/targets (KPIs) are appropriate for you.

    This is also an area where a qualified outside consultant would probably save you a lot of time and money.
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