Email marketers should not rely too heavily on external benchmarks, which can lead to mistakes. Instead, it is important to get accurate benchmarks from your email service provider and consider factors such as industry and geography. To use external benchmarks effectively, use them as guardrails, look at year-over-year and month-over-month changes, and assess the impact of inbox provider and ESP changes.
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The Limitations of B2B Email Marketing Benchmarks
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