Have you ever stood on the shoulders of giants to see further?

I do every chance I get, at least metaphorically.  It’s one reason I’ve been so successful and productive.  Why reinvent the wheel if you can have a chance to learn how the giants do it?

"However, when you are ready to truly understand your firm’s marketing performance, the only metrics that matter are the ones that reflect your firm’s historical performance against its current performance. Here’s why:

• A common set of performance metrics and standards doesn’t exist. There isn’t a consistent understanding of, or agreement about, marketing benchmark inputs; there’s no standard “recipe” for how to define those numbers.
• Companies don’t attribute costs and expenses the same way. 
• Chasing a single metric will cost you in other metrics. Benchmarking encourages single-metric myopia.

Ultimately, benchmarks are not as helpful for planning, execution, or management as you might think. Just because something worked for another company - one that you might even consider a “peer” - doesn't mean its approach is right for you."

With the consistent client requests, we thought we would scour the web to find current data on average bounce rates, open rates, click through rates, etc., segmented by industry. We came across data from Mailchimp which was exactly what we were searching for – so we decided to break it down and create graphics we could quickly send to clients who ask what is a good email open or click rate?