Bronto Blog

Bronto recently gave the old blog a facelift. One of the new features we added was a left navigation bar that included an “Ask the Expert” section (look to your left). Over the past two months, we’ve received many inquiries. Occasionally, we’ll pick one of the questions and dedicate a short blog post to answer it. Today is one such occasion.

An excerpt from a recent “Ask the Expert” question:

“How does this rate compare with that of my peers?”

The short answer is, “It depends.” When I provide clients with this answer, I pause, count to 3 in my head, and wait for their reply. It usually goes something like this: “Yeah, but…I mean…what are the averages?”

So, why does it depend?
Let’s say that your organization sends out 3 distinct campaigns per month (promotional, informational, educational). Would you expect the metrics to be the same for the 3 communications? What if they were targeted to 3 diverse demographic groups? Each message has a different goal, with different expectations; therefore, it’s unreasonable to assume that the metrics will be the same.

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