The 2016 Dutch email benchmark is here

DDMA presents its yearly report on email campaigns

The DDMA (Data-driven Marketing Association) Dutch Email Benchmark is based on the following data:

  • Dutch email campaigns (Dutch senders to Dutch recipients)
  • Sent to a minimum of 500 addresses
  • Sent between January 2015 and December 2015
  • Gathered from seven ESP’s

Event-driven, transactional and service emails are not part of the research.

This year marks the first time predictive analysis was used in interpreting the data.

Some of the more noteworthy results from this year’s report:

The larger the campaign, the smaller the COR, CTR and CTO*. As these figures are relative, large numbers of recipients can of course still be reached by large campaigns.

There is a marked increase in the number of emails that is opened on a mobile device (the research does not distinguish between phones and tablets). The number of mobile opens is 41%, compared to 31% in last year’s benchmark. Mobile CTR and CTO numbers are lower, this seems to indicate people make a quick first selection on their mobile, and rely on their laptop or desktop for further actions. The tipping point in favour of mobile seems to be close however.

Smart use of dynamic content and personalised subject lines increase a mail’s success rate. This effect can be seen especially in the telecom industry and with charities, two sectors that make the best use of these techniques.

There is one important consideration for the future of email marketing: Both CTR and CTO numbers have been declining for a number of years. Does this mean that recipients are getting tired of email? Maybe it is time for marketers to start reinventing email campaigns by making them more surprising and stimulating to increase engagement.

*COR= confirmed open rate: # of opened emails
  CTR= click through rate: # of unique clicks in mail/# of mails delivered
  CTO= click to open rate: # of unique clicks/confirmed unique opens = Unique CTO

Download the 2016 DDMA Email Benchmark (in English) here.


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