Email Intelligence - Know if Your Email Lists Are Working for You

Successful email campaigns are not merely about the deliverability of emails, but measuring email efficacy against a set of business objectives. Comparing against benchmark competitors who have a record of highly effective email campaigns helps companies understand their email campaign’s categorical weaknesses and make technical improvements in specific areas for successful email marketing operations.


When business grows, there is a sense of achievement. The important question to ask is if your growth or success rate is anywhere close to that of your leading competitors. Benchmarking gives your business the reality check that it needs to stay relevant and ahead of most competitors for long term growth and profitability.

Using benchmarking, the competitors performance is categorically listed and your company’s performance is matched item wise.

Email Intelligence Categories

While a comprehensive list is beyond the scope of this document, the following categories under which to monitor email intelligence are worth mentioning:

Growth of email list:
This refers to the number of valid new customer email ID’s that were added annually. If the number seems impressive, how did your email list growth compare with that of the competition? How did your email list growth rate compare with that of the industry average? The answers to these questions reflect the health of your email list’s growth and its current reach across your customer segments.

Percentage of Email Read:
Deliverability is not the only consideration when it comes to assessing an email campaign’s success. The percentage of total emails read is a good indicator of the quality of your email’s campaign. Here too, comparing the percentage of total emails read in comparison to the competition’s can give you a good idea of improvement potential.

Compare with Competitors Email List:

A small sample of the competitors email list can give an idea of how the quality of customers in your list compares with that of the competition. Further, sample email lists drawn from the benchmark competitor and your list can indicate the percentage of good to bad email ID’s in your email list in comparison to your competitor’s list.

Additional Data using Email Addresses

Data Management companies not only provide you with email lists, but also give you other related information such as addresses, contact numbers and social network behavior patterns. Therefore email intelligence gives you information on how best you can reach your customers. If you would like to use email alone, additional information helps draft emails that evoke the desired response.

Email intelligence is not merely about email list integrity and deliverability- email intelligence involves a host of other factors that provide feedback on your email campaign’s success rate and potential areas of improvement. Email intelligence is also about using other reliable customer data in addition to  email addresses to use a contact method for best response from the customer.

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