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NL Dutch Email Marketing Benchmark 2024: B2C CTR drops, B2B rises
The latest Dutch Email Marketing Benchmark 2024 offers comprehensive insight into the performance of email campaigns in the Netherlands. It is striking that the Click Through Rate (CTR) in the B2C sector continues to decline, while the B2B sector shows an upward trend. These findings are crucial for marketers who want to optimize their strategies.
Key Findings Email Marketing Benchmark 2024
- Declining CTR in B2C: Since 2020, there has been a downward trend in B2C CTR. In 2023, it fell further to 5,92%, compared to 8,77% in 2020.
- Increasing CTR in B2B: B2B marketers actually see an increase in their CTR, which makes their campaigns more effective.
- Changing Shipping Preferences: Large campaigns are now more likely to be sent around 10am and 7pm instead of the traditional morning and afternoon hours.
- Soft Bounces: The Soft Bounce Rate (SBR) has increased from 0.48% to 0.54%, which calls for attention to email settings optimization.
- Effect of corona years: The impact of the corona pandemic is still visible in the email statistics, especially in sectors such as Culture & Entertainment.
Recommendations for B2C marketers
To reverse the declining CTR, B2C marketers are advised to:
- Better segmentation: Create targeted segments to deliver more relevant content.
- Personalization: Personalize emails based on recipient behavior and characteristics.
- Use proven techniques: Focus on relevant, necessary and urgent messages such as price changes, latest offers and region-specific promotions.
Industry specific results
The benchmark shows that performance can vary greatly by industry:
- Travel industry: Both opens and clicks are declining, meaning extra attention is needed for email campaigns in this sector.
- Government institutions: Here we see an upward trend in both CTR and open rates.
Shipping preferences and campaign size
One notable change is the shift in sending preferences for large campaigns. Campaigns with more than 50,000 emails are now more likely to be sent in the evening, indicating a trend of continued A/B testing and optimization of sending times.
Increase in soft bounces
The rising Soft Bounce Rate emphasizes the importance of technical optimization:
- Check your trackable links and make sure your domain name is included in the links.
- Manage your DNS records and sender score carefully.
- Ensure proper image-to-text ratio and use ALT texts.
Impact of the corona pandemic
The corona pandemic has left clear traces in the email statistics. Industries that relied heavily on online activities during the pandemic, such as Culture & Entertainment, are now seeing a normalization of their CTRs.
The Triad Performance Plan
At Triad, we use these insights to continuously improve our email marketing strategies. Our Triad Performance Plan combines the power of SEO, CRO, and lead generation to optimize your marketing efforts:
- SEO (Search Engine Optimization): Drives more organic traffic to your website.
- CRO (Conversion Rate Optimization): Improves user experience and increases conversion rates.
- Lead generation: Builds lasting relationships with the right leads.
With this integrated approach, we help your business grow through effective and targeted email campaigns. Discover how our Triad Performance Plan can support your company in achieving better results and sustainable growth.
