How are things going with email? In the last three months of last year, you can see a clear increase in the click-through rate in the Energy sector. That is to be expected with all the unrest we have experienced around the energy ceiling and rising energy prices. However, the Click Through Rate in email campaigns generally shows a decrease. This is evident from the Dutch Email Marketing Benchmark 2023. In this article I share the most important insights.
About the Dutch Email Marketing Benchmark 2023
The Dutch E-mail Marketing Benchmark 2023 is compiled from data from Spotler Mail+ and Spotler Webpower. For this benchmark, 1.1 million campaigns from 6,039 companies were analyzed. A total of 18.4 billion emails were included in the benchmark.
Top 5 conclusions
The main conclusions from the benchmark:
Clicks are decreasing on average, although there are major industry differences
The size of campaigns has a big impact on the ratios
For marketers, Thursday remains the favorite shipping day
An A/B test on your sending time seems like a good idea
Major differences between hard bounce and soft bounce ratio
Not so strange: the energy sector shows good opens and clicks
In the Dutch Email Marketing Benchmark 2023 you can look up the average email ratios of 24 different industries. You can zoom in on B2B or B2C and you can specify all figures by campaign size and sending time. If you really only look at averages, the Confirmed Open Rate (COR) in 2022 is 43.89%, the Click Through Rate (CTR) 7.46% and the Click To Open Rate (CTO) 15.54%.
If you take a closer look at these general averages and, for example, make a division between B2B and B2C, it is noticeable that the CTR has fallen slightly in the past year myanmar email list 175737 contact leads compared to the year before. It is difficult to give a direct explanation for this decline. You see that in e-mail marketing the average click ratio always fluctuates around 7.5%. However, the low CTR in B2B is noticeable. Good to keep an eye on whether this is a one-off outlier in 2022 or whether there is a downward trend. It is also noticeable that B2B scores slightly lower than B2C.
Dutch Email Marketing Benchmark 2023 – CTR B2B and B2C in 2022
The average CTR of B2B and B2C in 2022
As we all still remember, the last corona measures with voice search optimization expired in March 2022. That global crisis is no longer reflected in the ratios of 2022. That is also difficult because the corona measures were felt across the sector, but that is possible with the energy issues. aob directory Especially in the last three months of the year you see a clear increase in the click ratio in the energy sector.
It is tempting to think that consumers in 2022 have clicked through to my-environments and specific web pages more often via mailings from their energy supplier. For example, the CTO in December for this sector is no less than 30%. While the average for all sectors in that specific month is 15.7%. The energy sector stands head and shoulders above the rest.
The size of campaigns has a big impact on the ratios
In general, small campaigns score better than large ones, but it is good to look at how big these differences are within your industry. Small campaigns are all email campaigns up to a maximum of 1,000 emails. For large campaigns, you should think of more than 10,000 emails per campaign.
To give an example from the Dutch Email Marketing Benchmark 2023: in the hospitality industry, the average COR is 46.24%, the CTR 6.85% and the CTO 14.92%. If you specify these figures by campaign size, it turns out that small campaigns score better than these average figures and that large campaigns score slightly less. If you place the figures in a historical perspective, there is actually.