What is a benchmark?
A reference point you measure your own performance against — often based on industry averages or competitors.
More details
Without a benchmark, you cannot tell whether a CTR of 2% is good or bad. Benchmarks put your figures in context and help you decide where your priorities lie. You can benchmark at channel level, against competitors or internally.
For example…
The GDMA International Email Benchmark pools real sending data from 22 email providers — not a survey, but 521 billion emails sent by 54,000 organisations. It shows that Dutch campaigns perform well above the global average: a click-to-open rate of 11.6% against 7.7% worldwide, and a click rate of 6.2% against 3.0%. So if you compare your own 8% click-to-open rate with the global average, you will think you are doing well, while in the Netherlands you are actually lagging behind. A benchmark is only useful if you hold it up against your own market and industry.
Source: ddma.nlRelated terms