Style Guide

Accessibility as it refers to websites is the idea of ensuring those with disabilities can still interact with your website without significant restrictions.

There are numerous best practices to ensure accessibility, and they have evolved in recent years. Staying compliant with accessibility guidelines is both good for your potential user base and will aid your site’s rankings, since these considerations are starting to inform how algorithms view and rank sites.

In digital marketing, a benchmark is a specific metric that you compare results to. A benchmark can relate to impressions, clicks, open rate, sales, or many other metrics. An established threshold is then used to determine success or failure of a particular campaign or piece of content. Benchmarks for an email campaign, for example, might be 20% open rate, 2% click through rate, and 0.5% sales rate on a product that the email is highlighting. 

The success or failure of the campaign would be measured against these numbers. Ideally, you’re developing benchmarks based on past campaign results in order to create personalized benchmarks for your business that allow you to compare across marketing channels.

The percentage of recipients who unsubscribe from an email after it is sent. In large-scale marketing, some unsubscribes are expected, but it’s a metric that can be monitored to ensure you aren’t putting off your audience with either the frequency or messaging of your email advertising.