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add benchmarks to handbook for email under KPIs that matter

Shari Rances requested to merge srances-add-benchmarks-kpis-email-2023-10-03 into master

Why is this change being made?

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CHANGEME - add the details saying why, not just what.

The purpose of this MR is to add benchmarks to the Handbook page section Email KPI's that matters

Slack thread here

Google Doc comment thread here

old spreadsheetdated from 2021 with email benchmarks

This stemmed from my question is there a place where I can find benchmarks for email stats? (i.e. by 1/ industry, 2/ GitLab vs. competitors, and/or 3/ region (AMER, EMEA, APAC))? OR if you have created one based on historical analysis?

looking for:

  • %Opened (Opened/Delivered)
  • %Clicked (Clicked/Delivered)
  • Clicked-to-Open (CTO) (Clicked/Opened)

This will help multiple teams (i.e. Campaign Marketing, Product Marketing, Content Marketing) accurately report statistics with context, as well as to communicate with stakeholders on target performance rates as we develop net new assets. This also helps promote self-serve so stakeholders can reference this page to track performance.

This information is helpful if it's documented somewhere in the handbook, and it can be revised/updated on an annual basis or whatever timeframe your team thinks best. (i.e. during end of year review or something else)

@ Lifecycle Team, if this is not the right spot to add in the Handbook, feel free to move to another section. I chose this since KPIs are called out right beforehand.

cc: @Aklatzkin @dambrold @bstallings @aoetama @campaign-managers @anair5 @danielhom @KristinaWeis @csaavedra1

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Edited by Shari Rances

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