Benchmarks and best practices: alternative views

It's hard not to get swept up in the excitement of a truism or widespread best practice. Which it's why it's great to have columnists able to stand up and ruffle a few feathers.

Exhibit A is Derek Harding, who wonders how much success the much-applauded (also by me) initiative to develop standards for the numbers presented in campaign reports is likely to have.

Derek argues convincingly that some metrics simply can't be standardized and suggests practical necessity and commercial pragmatism may hinder progress anyway.

Exhibit B is copywriting legend Bob Bly, who takes a mild poke at purveyors of best practices in B2B email marketing.

He uses the example of "text versus HTML" to illustrate his point that there are no silver bullets in the email field. But he does think there are three practices that are undoubtedly healthy for your B2B emails, and reveals them to us.

More on statistics and copywriting | Tags: b2b email marketing, email marketing metrics

Permalink | July 12, 2007 | 0 comment(s)
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