Benchmarking Your Email Campaigns

- Benchmarking Your Email Campaign Results

Consumers’ behaviours and preferences change rapidly and businesses need to stay in tune with the latest trends to effectively connect with their audience. It is also important to respond to shifting preferences, personalise content, and optimise campaigns based on data analysis. 

When you implement an email campaign, there is no guarantee that everything will be 100% effective. However, following the right guide can significantly improve your email marketing. Let’s face it, it’s not just about the numbers; analysing these metrics in context unlocks valuable insights and reveals the bigger picture of your campaign’s success. And guess what? Tracking these performances over time is like watching your progress unfold, and seeing how your improvements make a real impact.

Not to forget that nothing is foolproof and there will always be room for improvement. So embrace the power of flexibility and adaptability. If you want to constantly increase how much you yield by email marketing, you must build a process that allows you to track key performance indicators (KPIs) and keep high-quality standards.

Why is Benchmarking Important?

Benchmarking is like having a yardstick to measure your performance against the best in the business. It’s your chance to see how you stack up, how fast you’re going, and where you can push your limits to reach new heights.

When you benchmark, you are effectively:

  • Assessing strengths and identifying opportunities: benchmarking allows you to take a step back and assess your email marketing efforts objectively; by comparing your performance to industry standards and best practices. It’s like having a compass that guides you toward maximising your potential and achieving even greater success.
  • Optimising based on real-life data: gone are the days of relying on conjecture or assumptions. With benchmarking, you can optimise your email campaigns based on real-life data and proven strategies. It’s like having a secret recipe for success that guarantees mouth-watering results.
  • Setting attainable goals with industry insights: understanding how your industry typically performs in email marketing is key to setting realistic and attainable goals. Benchmarking helps you gain insights into industry standards, empowering you to establish targets that push your limits while still being achievable.
  • Driving competition and fostering continuous improvement: benchmarking fuels healthy competition and fosters a culture of continuous improvement within your marketing team. Your team is motivated to work hard by your example when you contrast their performance to your own.

No doubt, benchmarking is a transformative practice that can elevate your email marketing efforts.

There are a variety of important metrics you should be keeping track of. 

Open Rate

The open rate is like a window into the minds of your subscribers, revealing their level of interest and indicating the effectiveness of your subject lines. A high open rate is a telltale sign that your subscribers are genuinely interested in reading your message. 

Open rates are the perfect gauge for measuring the captivation power of your subject lines and preview text. It provides valuable insights into what resonates with your audience and what falls flat. 

Boosting open rates requires a miscellany of strategy and experimentation. A/B testing different subject lines allows you to uncover the most enticing options. Optimising send times ensures that your message arrives at the perfect moment. Segmenting your audience enables you to tailor your emails to specific groups. 

These strategies, when employed effectively unlock the door to higher open rates and enhanced engagement.

Click-Through Rate (CTR)

The click-through rate (CTR) of your email campaigns is a measure of the resonance between your content and your audience’s desires.

A high click-through rate signifies that you have delivered relevant material to your subscribers. Think of it as a vote of confidence, indicating that your emails strike a chord and resonate with your audience’s interests.

To enhance your CTR, you need to employ strategies that entice your audience and encourage them to take action. Start by using compelling calls to action (CTAs) that inspire your readers to click through. Additionally, optimise your email design to ensure it is visually appealing, user-friendly, and mobile-responsive. 

Conversion Rate

The conversion rate of your email marketing campaigns reveals the true productivity of your efforts and whether you are effectively reaching the right people with the right content. It tells you if you are sending the right material to the right people, enticing them to take the desired action.

The impact of conversion rates on revenue cannot be underestimated. When more recipients convert into customers or take the desired action, your revenue grows exponentially.

Emails personalisation is one of the ways to improve your conversion rate. It works by creating a connection which makes your recipients feel seen and valued. Additionally, optimising the user experience on your landing page is essential. Ensure it aligns seamlessly with your email content and delivers a delightful experience. 

Bounce Rate

The bounce rate of your email campaigns provides valuable insights into the health of your email list and the effectiveness of your deliverability. It acts as a signal, indicating whether there is an issue with the email address you are attempting to send emails to. 

Bounce rates come in two forms: hard bounces and soft bounce rates. A hard bounce occurs when an email is returned as undeliverable due to a permanent issue, such as an invalid or non-existent email address. On the other hand, a soft bounce occurs when an email is temporarily undeliverable due to a temporary issue, such as a full inbox or a server problem. Understanding the difference between these bounce types is vital, as they have varying impacts on your email deliverability and sender reputation.

Regularly cleaning your email list by removing invalid or inactive addresses as well as optimising your emails to be mobile-friendly is essential to keep your list healthy and improve deliverability.

The Benefit of Email Marketing Platforms

The good news is that your email marketing platform has the tools to enable you to see all aspects of your progress.

So with the right team, platform, tools and research, you can genuinely make email marketing work for you. 

With email marketing done right, you can reduce lost customers, effectively drive people through your conversion funnels and earn better with your business.

Email marketing platforms are instrumental in enhancing campaign effectiveness by offering advanced features such as automation, segmentation, and personalisation. These features improve campaign effectiveness as they enable marketers to automate repetitive tasks, target specific audience segments, and deliver personalised content, resulting in higher engagement and conversion rates.

When using a reliable and feature-rich email marketing platform, marketers can save significant time and effort. The platform automates various processes, eliminating the need for manual tasks, and reducing the chances of errors. Additionally, the platform provides valuable insights through detailed analytics and reporting, allowing marketers to gain deep visibility into campaign performance and make data-driven decisions for optimisation.


Email marketing holds immense potential in building long-term relationships with customers, nurturing loyalty, and driving repeat business, which is vital for sustainable growth. It goes beyond sales pitches by providing value to subscribers through informative content, exclusive offers, and personalised recommendations, building trust, and ultimately leading to increased sales.

Email marketing also plays a vital role in supporting other marketing initiatives. It complements content marketing efforts by delivering valuable insights, educational resources, and engaging storytelling, enhancing the overall customer experience. 

While the ultimate goal of email marketing is to drive sales, it’s essential to recognise that it’s not solely about selling. Providing value to your subscribers is paramount. Deliver value, foster trust, nurture long-term loyalty, position yourself as a go-to resource for your subscribers’ needs and watch your campaign results soar higher.

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Kas Andz


Kas Andz is a multi-award-winning marketing leader, and the founder of KAMG. He is one of the top digital marketing experts in the UK and has helped companies and brands across Europe, North America and Asia to achieve greater revenue and expand sustainably. He also tries to play football when he can but doesn’t succeed as well as he would like.

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Privacy Policy

Last updated: June 08, 2022

This Privacy Policy describes Our policies and procedures on the collection, use and disclosure of Your information when You use the Service and tells You about Your privacy rights and how the law protects You.

We use Your Personal data to provide and improve the Service. By using the Service, You agree to the collection and use of information in accordance with this Privacy Policy.

Interpretation and Definitions


The words of which the initial letter is capitalized have meanings defined under the following conditions. The following definitions shall have the same meaning regardless of whether they appear in singular or in plural.


For the purposes of this Privacy Policy:

  • Account means a unique account created for You to access our Service or parts of our Service.

  • Company (referred to as either “the Company”, “We”, “Us” or “Our” in this Agreement) refers to Kas Andz Marketing Group, International House, 24 Holborn Viaduct, London EC1A 2BN.

  • Cookies are small files that are placed on Your computer, mobile device or any other device by a website, containing the details of Your browsing history on that website among its many uses.

  • Country refers to: United Kingdom

  • Device means any device that can access the Service such as a computer, a cellphone or a digital tablet.

  • Personal Data is any information that relates to an identified or identifiable individual.

  • Service refers to the Website.

  • Service Provider means any natural or legal person who processes the data on behalf of the Company. It refers to third-party companies or individuals employed by the Company to facilitate the Service, to provide the Service on behalf of the Company, to perform services related to the Service or to assist the Company in analyzing how the Service is used.

  • Usage Data refers to data collected automatically, either generated by the use of the Service or from the Service infrastructure itself (for example, the duration of a page visit).

  • Website refers to Kas Andz Marketing Group, accessible from kasandz.

  • You means the individual accessing or using the Service, or the company, or other legal entity on behalf of which such individual is accessing or using the Service, as applicable.

Collecting and Using Your Personal Data

Types of Data Collected

Personal Data

While using Our Service, We may ask You to provide Us with certain personally identifiable information that can be used to contact or identify You. Personally identifiable information may include, but is not limited to:

  • Email address

  • First name and last name

  • Phone number

  • Address, State, Province, ZIP/Postal code, City

  • Usage Data

Usage Data

Usage Data is collected automatically when using the Service.

Usage Data may include information such as Your Device’s Internet Protocol address (e.g. IP address), browser type, browser version, the pages of our Service that You visit, the time and date of Your visit, the time spent on those pages, unique device identifiers and other diagnostic data.

When You access the Service by or through a mobile device, We may collect certain information automatically, including, but not limited to, the type of mobile device You use, Your mobile device unique ID, the IP address of Your mobile device, Your mobile operating system, the type of mobile Internet browser You use, unique device identifiers and other diagnostic data.

We may also collect information that Your browser sends whenever You visit our Service or when You access the Service by or through a mobile device.

Tracking Technologies and Cookies

We use Cookies and similar tracking technologies to track the activity on Our Service and store certain information. Tracking technologies used are beacons, tags, and scripts to collect and track information and to improve and analyze Our Service. The technologies We use may include:

  • Cookies or Browser Cookies. A cookie is a small file placed on Your Device. You can instruct Your browser to refuse all Cookies or to indicate when a Cookie is being sent. However, if You do not accept Cookies, You may not be able to use some parts of our Service. Unless you have adjusted Your browser setting so that it will refuse Cookies, our Service may use Cookies.
  • Flash Cookies. Certain features of our Service may use local stored objects (or Flash Cookies) to collect and store information about Your preferences or Your activity on our Service. Flash Cookies are not managed by the same browser settings as those used for Browser Cookies. For more information on how You can delete Flash Cookies, please read “Where can I change the settings for disabling, or deleting local shared objects?” available at flash player.
  • Web Beacons. Certain sections of our Service and our emails may contain small electronic files known as web beacons (also referred to as clear gifs, pixel tags, and single-pixel gifs) that permit the Company, for example, to count users who have visited those pages or opened an email and for other related website statistics (for example, recording the popularity of a certain section and verifying system and server integrity).

Cookies can be “Persistent” or “Session” Cookies. Persistent Cookies remain on Your personal computer or mobile device when You go offline, while Session Cookies are deleted as soon as You close Your web browser. Learn more about cookies on the Free Privacy Policy website article.

We use both Session and Persistent Cookies for the purposes set out below:

  • Necessary / Essential Cookies

    Type: Session Cookies

    Administered by: Us

    Purpose: These Cookies are essential to provide You with services available through the Website and to enable You to use some of its features. They help to authenticate users and prevent fraudulent use of user accounts. Without these Cookies, the services that You have asked for cannot be provided, and We only use these Cookies to provide You with those services.

  • Cookies Policy / Notice Acceptance Cookies

    Type: Persistent Cookies

    Administered by: Us

    Purpose: These Cookies identify if users have accepted the use of cookies on the Website.

  • Functionality Cookies

    Type: Persistent Cookies

    Administered by: Us

    Purpose: These Cookies allow us to remember choices You make when You use the Website, such as remembering your login details or language preference. The purpose of these Cookies is to provide You with a more personal experience and to avoid You having to re-enter your preferences every time You use the Website.

For more information about the cookies we use and your choices regarding cookies, please visit our Cookies Policy or the Cookies section of our Privacy Policy.

Use of Your Personal Data

The Company may use Personal Data for the following purposes:

  • To provide and maintain our Service, including to monitor the usage of our Service.

  • To manage Your Account: to manage Your registration as a user of the Service. The Personal Data You provide can give You access to different functionalities of the Service that are available to You as a registered user.

  • For the performance of a contract: the development, compliance and undertaking of the purchase contract for the products, items or services You have purchased or of any other contract with Us through the Service.

  • To contact You: To contact You by email, telephone calls, SMS, or other equivalent forms of electronic communication, such as a mobile application’s push notifications regarding updates or informative communications related to the functionalities, products or contracted services, including the security updates, when necessary or reasonable for their implementation.

  • To provide You with news, special offers and general information about other goods, services and events which we offer that are similar to those that you have already purchased or enquired about unless You have opted not to receive such information.

  • To manage Your requests: To attend and manage Your requests to Us.

  • For business transfers: We may use Your information to evaluate or conduct a merger, divestiture, restructuring, reorganization, dissolution, or other sale or transfer of some or all of Our assets, whether as a going concern or as part of bankruptcy, liquidation, or similar proceeding, in which Personal Data held by Us about our Service users is among the assets transferred.

  • For other purposes: We may use Your information for other purposes, such as data analysis, identifying usage trends, determining the effectiveness of our promotional campaigns and to evaluate and improve our Service, products, services, marketing and your experience.

We may share Your personal information in the following situations:

  • With Service Providers: We may share Your personal information with Service Providers to monitor and analyze the use of our Service, to contact You.
  • For business transfers: We may share or transfer Your personal information in connection with, or during negotiations of, any merger, sale of Company assets, financing, or acquisition of all or a portion of Our business to another company.
  • With Affiliates: We may share Your information with Our affiliates, in which case we will require those affiliates to honor this Privacy Policy. Affiliates include Our parent company and any other subsidiaries, joint venture partners or other companies that We control or that are under common control with Us.
  • With business partners: We may share Your information with Our business partners to offer You certain products, services or promotions.
  • With other users: when You share personal information or otherwise interact in the public areas with other users, such information may be viewed by all users and may be publicly distributed outside.
  • With Your consent: We may disclose Your personal information for any other purpose with Your consent.

Retention of Your Personal Data

The Company will retain Your Personal Data only for as long as is necessary for the purposes set out in this Privacy Policy. We will retain and use Your Personal Data to the extent necessary to comply with our legal obligations (for example, if we are required to retain your data to comply with applicable laws), resolve disputes, and enforce our legal agreements and policies.

The Company will also retain Usage Data for internal analysis purposes. Usage Data is generally retained for a shorter period of time, except when this data is used to strengthen the security or to improve the functionality of Our Service, or We are legally obligated to retain this data for longer time periods.

Transfer of Your Personal Data

Your information, including Personal Data, is processed at the Company’s operating offices and in any other places where the parties involved in the processing are located. It means that this information may be transferred to — and maintained on — computers located outside of Your state, province, country or other governmental jurisdiction where the data protection laws may differ than those from Your jurisdiction.

Your consent to this Privacy Policy followed by Your submission of such information represents Your agreement to that transfer.

The Company will take all steps reasonably necessary to ensure that Your data is treated securely and in accordance with this Privacy Policy and no transfer of Your Personal Data will take place to an organization or a country unless there are adequate controls in place including the security of Your data and other personal information.

Disclosure of Your Personal Data

Business Transactions

If the Company is involved in a merger, acquisition or asset sale, Your Personal Data may be transferred. We will provide notice before Your Personal Data is transferred and becomes subject to a different Privacy Policy.

Law enforcement

Under certain circumstances, the Company may be required to disclose Your Personal Data if required to do so by law or in response to valid requests by public authorities (e.g. a court or a government agency).

Other legal requirements

The Company may disclose Your Personal Data in the good faith belief that such action is necessary to:

  • Comply with a legal obligation
  • Protect and defend the rights or property of the Company
  • Prevent or investigate possible wrongdoing in connection with the Service
  • Protect the personal safety of Users of the Service or the public
  • Protect against legal liability

Security of Your Personal Data

The security of Your Personal Data is important to Us, but remember that no method of transmission over the Internet, or method of electronic storage is 100% secure. While We strive to use commercially acceptable means to protect Your Personal Data, We cannot guarantee its absolute security.

Children’s Privacy

Our Service does not address anyone under the age of 13. We do not knowingly collect personally identifiable information from anyone under the age of 13. If You are a parent or guardian and You are aware that Your child has provided Us with Personal Data, please contact Us. If We become aware that We have collected Personal Data from anyone under the age of 13 without verification of parental consent, We take steps to remove that information from Our servers.

If We need to rely on consent as a legal basis for processing Your information and Your country requires consent from a parent, We may require Your parent’s consent before We collect and use that information.

Links to Other Websites

Our Service may contain links to other websites that are not operated by Us. If You click on a third party link, You will be directed to that third party’s site. We strongly advise You to review the Privacy Policy of every site You visit.

We have no control over and assume no responsibility for the content, privacy policies or practices of any third party sites or services.

Changes to this Privacy Policy

We may update Our Privacy Policy from time to time. We will notify You of any changes by posting the new Privacy Policy on this page.

We will let You know via email and/or a prominent notice on Our Service, prior to the change becoming effective and update the “Last updated” date at the top of this Privacy Policy.

You are advised to review this Privacy Policy periodically for any changes. Changes to this Privacy Policy are effective when they are posted on this page.

Contact Us

If you have any questions about this Privacy Policy, You can contact us:

  • By email: