By Juliette Aiken, CMO, Dotdigital
In 2025, marketing teams are leaner, budgets are tighter, and the demand to prove ROI is louder than ever. Gone are the days of experimenting without consequence or chasing vanity metrics that impress in dashboards but do little for long-term growth. Today’s marketers are being asked to do more with less, and to do it fast.
AI is certainly part of the solution. From generating subject lines to automating multi-channel journeys, AI has transformed how marketing teams operate, reducing time spent on manual tasks and improving campaign efficiency. But let’s be clear, AI alone won’t solve the economic pressure marketers face. Efficiency gains are vital, yes, but without clear benchmarks to measure performance, it’s impossible to prove value or optimise where it matters most.
In this high-pressure environment, benchmarks have never been more important. Not as a way to chase perfection, but as a means of grounding a marketer’s strategy in reality. Because when every touchpoint is under scrutiny, understanding how your performance stacks up against your peers is no longer a “nice-to-have” but a strategic necessity.
Rethinking what success looks like
Benchmarking isn’t about setting impossible goals or measuring yourself against the top 1%. It’s about knowing what “good” looks like under real-world constraints. With economic uncertainty still clouding long-term planning, marketers need clear, practical indicators to help guide where to invest time, money, and creative energy.
It’s also about confidence. Whether you’re pitching your strategy to a board or defending your campaign performance in a review, benchmarks give you the language to talk about results with precision and perspective. They separate gut feeling from data-driven decisions.
The myth of “doing less, better”
You’ve probably heard the advice: “Do less, but do it better.” It sounds smart in theory, but our latest Global Benchmark Report tells a different story. The idea that quality and quantity can’t coexist simply doesn’t hold up.
Take email, for example. Email sends are up 23.9% vs the previous reporting period, but that hasn’t led to audience fatigue. In fact, quite the opposite. Global click-through rates have doubled, click-to-open rates have climbed by over 50%, and unsubscribe rates are holding steady at just 0.13%.
What this tells us is that volume still works, but only when it’s strategic. Marketers aren’t just sending more for the sake of it; they’re combining intelligent automation, audience segmentation, and personalisation to make every message count. It’s a reminder that efficiency and effectiveness are not mutually exclusive. With the right tools and tactics, you can scale smartly.
The cross-channel advantage
While email remains a core performer, top marketers are no longer relying on it alone. The data shows that a diversified channel strategy isn’t just nice but necessary.
List growth is up 8%, delivery rates are hovering around 99%, and abandoned cart emails are delivering a click-to-open rate of 14%, generating millions in reclaimed revenue. But outside the inbox, other channels are starting to shine in their own right.
SMS, for instance, continues to punch above its weight. Its global click-through rate is six times that of email, offering a direct and immediate line to your audience that’s perfect for time-sensitive or high-impact messages. And WhatsApp, once seen as just a customer service tool, is fast becoming a legitimate channel for brand engagement, especially in regions where it’s the go-to messaging platform.
Crucially, it’s not just about channel choice – it’s about orchestration. Brands that use cross channel automation are seeing stronger subscriber retention and higher conversion rates. These businesses understand that customers don’t think in channels, they expect consistent, relevant communication wherever they choose to engage.
Where to double down
So, what does all this mean for marketers trying to make smarter choices in the face of budget constraints? If you’re being asked to cut costs, start by focusing on the channels that are delivering real, measurable value.
Double down on email, but refine your strategy for CTOR because it’s the clearest sign your content is resonating. Embrace SMS for its immediacy and high engagement potential. Explore WhatsApp if your audience is already there. And use automation to bring it all together in a way that’s scalable and sustainable.
Clarity in the chaos
In times of uncertainty, benchmarks bring clarity. They provide context when you’re unsure how well you’re performing, and they give you the confidence to say, “Yes, this is working,” or “No, it’s time to change direction.”
This isn’t about chasing the highest numbers or trying to do it all. It’s about knowing what works, where to focus, and how to prove your impact.
Strategic volume isn’t the enemy of quality. In fact, the two go hand in hand when backed by data and delivered with relevance. And while email continues to be a cornerstone of digital marketing, the smartest teams are building broader, bolder strategies that meet customers wherever they are.
Benchmarking gives you the foundation to do just that, anchoring your decisions in insight, not instinct. And in today’s climate, that might be the most powerful tool a marketer can have.
