Undoubtedly, the most common question I am asked when speaking to event industry leaders is: “Do you think our open rates and click through rates are above or below the benchmark for the industry?”
While I haven’t officially surveyed the conference professionals that I know, I have many conversations to draw upon, and in my experience email is still hugely important to event companies. They really care about the results they are getting and want to know how they measure up to competitors and peers.
Now, when it comes to actual figures, I believe you have to take them with a pinch of salt. Many marketers like to think that they are already taking the right approach, and simply want to be assured of this. In addition, if you were to ask your marketing manager what kind of results they are seeing you will likely induce panic, and cause them to demonstrate only their best performing pieces for fear of criticism.
But, based on my experiences across the board within the event industry, here are the metrics you should expect to see: