Dutch Email Marketing Benchmark 2024: CTR decreases in B2C & increases in B2B
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Especially marketers in B2B show good figures with their e-mail activities. The important Click Through Rate or CTR increases. And the number of e-mail opens also increased. In contrast, B2C marketers do much less well. They show less beautiful figures with their e-mail marketing. You can read all these conclusions in the Dutch E-mail Marketing Benchmark 2024.
Dutch Email Marketing Benchmark 2024
The Dutch E-mail Marketing Benchmark 2024 is compiled from Spotler data. For this benchmark, 1.2 million campaigns from 6,497 companies were analyzed. A total of 20.5 billion emails were included in the benchmark.
Top 5 conclusions
The main conclusions from the benchmark:
The decline in CTR in B2C in particular calls for targeted actions from marketers
2022 and 2023 email numbers show large fluctuations in some industries
Large campaign shipping preferences have changed
The increase in the number of soft bounces requires extra attention
For the first time we see the effect of the corona years in the email figures
B2C Marketers: Select and Personalize More
The 2023 figures show a decline in the Click Through Rate in B2C. A decline that started in 2020. The CTR dropped from 8.77% in 2020 to 5.92% in 2023. This is not good news for marketers working in B2C. The compilers of the benchmark have looked for an explanation and they can provide one. A sample shows that campaigns that do show good CTRs are characterized by the use of proven marketing techniques. Emails that are relevant, necessary and urgent and that are sufficiently personalized score well.
Information about price changes (B2B), latest offers (B2C), upcoming industry events (B2B) or region-specific promotions (B2C) still show excellent figures. It is often information that readers are waiting for and that is relevant to them.
The downward trend is mainly caused by campaigns that are list of papua new guinea consumer email sent to large groups without any focus. The benchmark calls on marketers to make better segmentations, send more relevant campaigns and to personalize more. And with the latter, you should especially think of a good connection to the behavior or specific characteristics of individual readers.
result dutch e-mail marketing benchmark CTR in B2B and B2C
Email statistics: industry differences can sometimes be large
The Click Through Rate (CTR) may be declining for B2C in general – and rising for B2B – but that is not the case for every industry. In the Travel industry, the most important email metrics are actually declining. youth survey 2024: the most striking figures on media use This applies to both opens and clicks. If you work in the Travel industry with B2B audiences and you notice that your america email list email metrics have declined, you know that this applies to the entire industry.
Another example: if you work for a government agency, it is quite possible that your email metrics show a clear increase. The CTR increased by a whopping 2.86 percentage points and the opens also showed increasing figures. Especially when you compare 2023 with 2022.
The benchmark shows that there are sometimes considerable differences between the email figures of last year and those of 2022. The compilers of the benchmark could not immediately provide a good.