Nationale E-mail Benchmark 2014

The results are based on 156.839
e-mail campaigns, which equal
5,21 billion e-mails sent in 2013
in the Netherlands.
Nationale E-mail
Benchmark 2014
Download full report: www.nationaleemailbenchmark.nl
Confirmed Open Rate
(COR)
Click Through Rate
(CTR)
Click to Open Rate
(CTO)
Average Confirmed
Open Rate
Average Click
Through Rate
Average Click to
Open Rate
31,9%
7,3%
20,6%
28,0%
6,9%
31,4%
22,0%
No
34,6%
Dynamic content
7,2%
No
9,3%
Yes
* Based on 40% of total dataset
No
Yes
28,8%
List size
Yes
List size
9,8%
21,9%
20,5%
8,0%
41,3%
21,5%
20,1%
18,8%
7,0%
35,7%
6,8%
30,7%
27,7%
5000
10.0000
21,0%
50.000
250.000
10.000
50.000
3,4%
>250.000
500-1000
1000-5000
49,1%
Energy & Natural Resources
Banking & Insurance
44,3%
43,9%
41,8%
40,8%
Not for profit
Charity
5000
10.0000
10.000
50.000
1000-5000
500-1000
Government
5000
10.0000
50.000
250.000
10.000
50.000
>250.000
Sector of industry (top 10)
12,9%
12,2%
Charity
Energy & Natural Resources
26,9%
26,4%
Charity
26,0%
Government
10,1%
9,7%
Industry & Producers
23,6%
Banking & Insurance
Media & Publishing
Automotive
9,6%
Education
23,4%
23,0%
Not for profit
Transportation & Logistics 9,1%
Automotive
Healthcare
38,2%
Healthcare
Telecom
37,9%
Education
Transportation & Logistics
>250.000
14,3%
Energy & Natural Resources
40,4%
39,2%
38,8%
Leisure
50.000
250.000
Sector of industry (top 10)
Sector of industry (top 10)
Government
15,6%
5,2%
24,4%
1000-5000
19,0%
* Based on 40% of total dataset
* Based on 40% of total dataset
List size
500-1000
20,4%
* Based on 74% of total dataset
Dynamic content
Dynamic content
B2C
(Business-to-Consumer)
B2B
(Business-to-Business)
7,3%
* Based on 74% of total dataset
* Based on 74% of total dataset
24,7%
B2C
(Business-to-Consumer)
B2B
(Business-to-Business)
B2C
(Business-to-Consumer)
B2B
(Business-to-Business)
Telecom
Healthcare
22,6%
22,1%
21,5%
Telecom
21,4%
Automotive
9,1%
8,8%
8,8%
Not for profit
Desktop / Mobile
Unique opens
Desktop / Mobile
Unique clicks
Mobile
Mobile
Desktop
Desktop
* Based on 31% of total dataset
* Based on 31% of total dataset
Time of day
Day of week
(Top 3 most sent)
(Top 3 most sent)
22,3%
19,1%
18,1%
9,5%
9,3%
8,4%
Thursday
Tuesday
Friday
10:00h
12:00h
16:00h
The benchmark is in accordance with the
‘DDMA Standaardisatie e-maildefinities’
The benchmark is enabled by: E-ngine, E-Village, Klantenbinder, MailPlus, Measuremail and Tripolis Solutions
Design: www.styndirkx.nl

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