Email Marketing Benchmarks Guide 2025 | Folderly

Quoted on this wiki

Every place a page here uses this source, in the order the words come in it.

1. Comparability methodology “You can compare an external benchmark with your campaign only when its formula, population, measurement conditions, and source are close enough for the decision you need to make.” How to use this worksheet

   In Benchmark normalization

2. How to use this worksheet “Complete one record for one external benchmark and one campaign.” Use

   In Benchmark source quality

3. Comparability methodology “Complete the worksheet first; then choose use, reject, or build your own baseline.” How to use this worksheet

   In Benchmark source quality

4. Comparability methodology “You can compare an external benchmark with your campaign only when its formula, population, measurement conditions, and source are close enough for the decision you need to make.” How to use this worksheet

   In Benchmark source quality

5. How to use this worksheet “Record every mismatch, name the decision the comparison would support, and choose one of the three outputs below.” Use

   In Benchmark source quality

6. Use “fields match the decision” Reject

   In Benchmark source quality

7. Reject “a material mismatch remains” Build

   In Benchmark source quality

8. Build “your own dated baseline” Executive summary.

   In Benchmark source quality

9. How to use this worksheet “Do not fill gaps with assumptions.” Use

   In Benchmark source quality

10. IANA · verified 2026-09-01 “Standard success, persistent transient failure, and permanent failure classes used when defining delivery and bounce measures.” Collect campaign data with custom URLs

    In Bounce types and SMTP codes

11. Capture the denominator “For bounce measures, state how temporary 4.X.X and permanent 5.X.X SMTP outcomes are classified rather than treating every delivery status as equivalent.” Source: SMTP Enhanced Status Codes Registry

    In Bounce types and SMTP codes

12. Record mailbox-provider scope “Capture the destination-provider mix and whether the source covers all mailboxes or a provider-specific dataset.” Sources: Email sender guidelines, Postmaster Tools dashboards, Sender best practices

    In Data provider evaluation

13. Build “your own dated baseline” Executive summary.

    In Internal outbound baselines

14. • A review finds that a worksheet field is routinely unknown or fails to change the output. “• A new first-party data source changes which campaign segments can support an internal baseline.” Caveats and limits

    In Internal outbound baselines

15. The short answer is conditional: an outside number is comparable only when you can reproduce what was counted, who and what was measured, where and when it was measured, and how collection or privacy controls changed the observation. “Capture the metric definition, numerator, denominator, audience, message type, mailbox-provider scope, geography, window and date, instrumentation and privacy effects, and source quality.” When no external source passes, define the metric once and build a segmented first-party baseline. The downstream measurement workflow belongs in the Email Analytics Guide; this page only decides whether an external reference is fit for comparison.

    In Metrics

16. Grade source quality without inventing precision. “Judge both evidence quality and decision fit.” Record provenance

    In Proof relevance and matching

17. Record audience and list context “Capture relationship, acquisition or consent path, segment, lifecycle stage, organization type, list age, and relevant sender maturity.” Separate message type

    In Prospect list schema