Email benchmarks may — or may not — be useful: Depends upon who you ask?

Source: eMarketer

BOTTOM LINE: Open rates are irrelevant unless you are getting measurable results. The only thing that counts is whether an email measures up to your own financial expectations or other organizational goals. Don’t send an email without first setting your own results goals. Open rate and other metrics do not necessarily equal success.

Define your own measures of success rather than being happy with something that’s just a number.