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De GDMA International Email Benchmark: Een Wereldwijde Vergelijking – DDMA
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De prestaties van e-mailcampagnes kunnen echter sterk variëren tussen verschillende continenten en landen. In dit derde en laatste artikel van onze 3-delige reeks over de GDMA International Email Benchmark vergelijken we de benchmark cijfers voor e-mailmarketing over verschillende…"> <meta property="og:image" content="https://ddma.nl/wp-content/uploads/2024/09/GDMA-International-Email-Benchmark-2024.jpg"> <meta property="og:image:secure_url" content="https://ddma.nl/wp-content/uploads/2024/09/GDMA-International-Email-Benchmark-2024.jpg"> <meta property="og:image:width" content="900"> <meta property="og:image:height" content="600"> <meta name="twitter:card" content="summary"> <meta name="twitter:title" content="De GDMA International Email Benchmark: Een Wereldwijde Vergelijking – DDMA"> <meta name="twitter:description" content="E-mailmarketing blijft een essentieel onderdeel van de digitale marketingstrategie voor bedrijven wereldwijd. De prestaties van e-mailcampagnes kunnen echter sterk variëren tussen verschillende continenten en landen. 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href="https://ddma.nl"><span itemprop="name">Home</span></a><meta itemprop="position" content="1"></li><li class="breadcrumb-item" itemprop="itemListElement" itemscope itemtype="https://schema.org/ListItem"><a itemscope itemtype="https://schema.org/WebPage" itemprop="item" itemid="https://ddma.nl/kennisbank/" href="https://ddma.nl/kennisbank/"><span itemprop="name">Kennisbank</span></a><meta itemprop="position" content="2"></li><li class="breadcrumb-item active" aria-current="page" itemprop="itemListElement" itemscope itemtype="https://schema.org/ListItem"><span itemprop="name">De GDMA International Email Benchmark: Een Wereldwijde Vergelijking </span><meta itemprop="position" content="3"></li></ol></nav> </div> <div class="banner-image" style="background: url(https://ddma.nl/wp-content/uploads/2021/06/email-achtergrond.jpg) center/cover no-repeat; background-color: #dae1e6"></div> <div class="container"> <div class="row"> <div class="col-lg-8 offset-lg-1"> <div class="pt-3 pt-lg-4 pb-3 pb-md-4"> <div class="banner-negative-margin | d-flex flex-wrap align-items-center mb-4 mb-md-5"> <a href="/kennisbank/?_article_type=artikel" class="btn btn-secondary small-font-size-mobile py-2 mb-2 mr-2 mr-md-3"> Artikel </a> <a href="/kennisbank/?_themes=e-mail" class="btn btn-primary small-font-size-mobile py-2 mb-2 mr-2 mr-md-3"> E-mail </a> </div> <div class="mb-3 small">4 november 2024</div> <h1 class="mb-4 mb-md-5 ">De GDMA International Email Benchmark: Een Wereldwijde Vergelijking </h1> <p class="lead">E-mailmarketing blijft een essentieel onderdeel van de digitale marketingstrategie voor bedrijven wereldwijd. De prestaties van e-mailcampagnes kunnen echter sterk variëren tussen verschillende continenten en landen. In dit derde en laatste artikel van onze 3-delige reeks over de GDMA International Email Benchmark vergelijken we de benchmark cijfers voor e-mailmarketing over verschillende continenten en de landen binnen deze continenten. Daarbij gaan we onder meer in op metrics als verzendtijd, openingspercentage, klikfrequentie (CTR), afmeldingspercentage en spamklachten. </p> </div> </div> </div> </div> </div> <div class="container yard-blocks-grid preset--article-upper mb-md-7 mb-5"><div class=""><div class="row"> <div class="col-lg-1 yard-blocks-grid-column invisible"><div class="column"> <p></p> </div></div> <div class="col-lg-8 yard-blocks-grid-column"><div class="column"> <div class="wp-block-columns alignwide are-vertically-aligned-center has-tertiary-background-color has-background is-layout-flex wp-container-core-columns-is-layout-1 wp-block-columns-is-layout-flex"> <div class="wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow"> <p><em>Benieuwd naar alle cijfers? Navigeer zelf door de cijfers via het interactieve dashboard.</em></p> </div> </div> <div class="wp-block-buttons is-layout-flex wp-block-buttons-is-layout-flex"> <div class="yard-blocks-button is-style-arrow"><a class="wp-block-button__link wp-element-button" href="https://globaldma.com/international-email-benchmark/" target="_blank" rel="noreferrer noopener">Naar het dashboard</a></div> </div> <figure class="wp-block-table is-style-regular"><table class="has-fixed-layout"><tbody><tr><td><strong> </strong> </td><td><strong>Send time</strong> </td><td><strong>Send day</strong> </td><td><strong>Send month</strong> </td><td><strong>Delivery</strong> </td><td><strong>Open</strong> </td><td><strong>CTR</strong> </td><td><strong>Unsub</strong> </td><td><strong>Spam</strong> </td></tr><tr><td><strong>Europe</strong> </td><td>9-11 AM </td><td>Tue/Thu </td><td>Okt-Dec </td><td>99,40% </td><td>37,72% </td><td>4,41% </td><td>0,17% </td><td>0,01% </td></tr><tr><td><strong>North America</strong> </td><td>9AM-1PM </td><td>Tue, Thu, Fri </td><td>Jan </td><td>99,36% </td><td>32,25% </td><td>1,89% </td><td>0,17% </td><td>0,01% </td></tr><tr><td><strong>Central America</strong> </td><td>3-7PM </td><td>Tue-Wed </td><td>Aug-Nov </td><td>99,13% </td><td>26,80% </td><td>1,52% </td><td>0,08% </td><td>0,04% </td></tr><tr><td><strong>South America</strong> </td><td>12AM-3PM </td><td>Tue-Fri </td><td>June, Aug </td><td>98,67% </td><td>25,76% </td><td>1,99% </td><td>0,07% </td><td>0,03% </td></tr><tr><td><strong>APAC</strong> </td><td>7AM </td><td>Tue, Thu, Fri </td><td>Oct-Nov </td><td>99,02% </td><td>28,84% </td><td>2,26% </td><td>0,18% </td><td>0,01% </td></tr><tr><td><strong>Afrika</strong> </td><td>10AM </td><td>Fri </td><td>Dec </td><td>97,94% </td><td>26,83% </td><td>1,98% </td><td>0,21% </td><td>0,00% </td></tr><tr><td><strong>Average</strong> </td><td>9-11AM </td><td>Thu </td><td>Okt-Dec </td><td>99,20% </td><td>34,41% </td><td>3,39% </td><td>0,14% </td><td>0,01% </td></tr></tbody></table><figcaption class="wp-element-caption">Tabel: Een overzicht van e-mailprestaties per continent </figcaption></figure> <h2 class="wp-block-heading" id="europa-de-best-presterende-regio"><strong>Europa: De best presterende regio</strong> </h2> <p>Europa toont zich als de best presterende regio als we kijken naar delivery (99,4%), opens (37,7%) en klikfrequentie (CTR) (4,41%). Het afmeldingspercentage is echter relatief hoog (0,17%) in vergelijking met Centraal- en Zuid-Amerika. </p> <p>Als we kijken naar de verzendtijden, dan wordt er het meest verstuurd in het 4<sup>e</sup> kwartaal van het jaar, op dinsdag en donderdag tussen 9 en 11 uur in de ochtend. Een verklaring hiervoor zijn onder andere Black Friday- en eindejaarsacties. Dinsdag en donderdag zijn drukste kantoordagen waardoor veel bedrijven ervoor kiezen om op die dagen meer mailings uit te sturen en het liefst in de ochtend. Dit komt mogelijk doordat men inziet dat je in de ochtend nog kunt reageren op reacties en eventueel volgende batches nog op dezelfde dag kunt aanpassen. </p> <p>Binnen Europa zien we behoorlijke verschillen in performance. Zo is het open ratio in Nederland het hoogst (48,23%), gevolgd door Zwitserland (42,2%) en scoort Ierland het laagst (19,7%). De CTR is vervolgens weer het hoogst in de UK (7%), gevolgd door Nederland (6,2%) en België (5%). Ierland scoort wederom het laagst met 1,7%. Portugal heeft het laagste afmeldingspercentage (0,01%), terwijl Frankrijk (0,23%) en Duitsland (0,2%) de hoogste percentages tonen. </p> <h2 class="wp-block-heading" id="noord-amerika-een-gemengd-beeld"><strong>Noord-Amerika: Een gemengd beeld</strong> </h2> <p>Noord-Amerika presteert goed als we kijken naar delivery (99,4%) en opens (32,25%) De CTR (1,89%) is echter relatief laag in vergelijking met Europa (4,41%), en ook zelfs nog iets lager dan alle andere continenten, op Centraal-America na die het laagst scoort (1,5%). Het afmeldingspercentage is relatief gelijk aan die van Europa en dus ook vrij hoog (0,17%) in vergelijking met Centraal- en Zuid-Amerika. </p> <p>Als we kijken naar de verzendtijden, dan wordt verrassend genoeg het meest verstuurd in de maand januari. De meest populaire verzenddagen zijn dinsdag, donderdag en vrijdag tussen 9 uur in de ochtend en 13 uur in de middag. </p> <p>Er zijn opmerkelijke verschillen tussen de Verenigde Staten (VS) en Canada. De delivery ratio is nagenoeg gelijk. De VS scoren iets hoger (99,4%) dan Canada (99,2%). Het open ratio ligt in Canada wel veel hoger (49,3%) dan in de VS (31,6%). Canada scoort ook aanzienlijk hoger wat betreft de CTR. Canada scoort een CTR van 7,8% en ten opzichte van 1,7% in de VS. Het afmeldingspercentage spreekt daarentegen wel in het voordeel van de VS (0,16%) ten opzichte van Canada (0,33%). </p> <h2 class="wp-block-heading" id="centraal-amerika-gematigde-prestaties"><strong>Centraal-Amerika: Gematigde prestaties</strong> </h2> <p>Centraal-Amerika scoort qua engagement niet heel goed. De afleverratio is wel behoorlijk (99,1%), net als de uitschrijfratio (0,08%) De open ratio (26,8%) ligt echter ver achter ten opzichte van Europa en Noord-Amerika. Bovendien is de CTR is in Centraal-Amerika het laagst van alle continenten (1,5%) . </p> <p>Als we kijken naar de verzendtijden, dan wordt het meest verstuurd van augustus tot en met november. De meest populaire verzenddagen zijn dinsdag en woensdag tussen 15 en 19 uur. . </p> <h2 class="wp-block-heading" id="zuid-amerika-diverse-resultaten-met-chile-als-best-presterende-land"><strong>Zuid-Amerika: Diverse resultaten met Chile als best presterende land</strong> </h2> <p>Zuid-Amerika scoort qua engagement niet heel goed. De uitschrijfratio (0,07%) is in Zuid-Amerika wel het laagst met 0,07%, wat dus positief is. De afleveratio (98,7%) en CTR (1,99%) zijn echter vrij laag ten opzichte van de rest en de open ratio is zelfs het laagst van alle continenten (25,8%). </p> <p>Als we kijken naar de verzendtijden, dan wordt het meest verstuurd in juni en augustus. De meest populaire verzenddagen zijn dinsdag tot en met vrijdag tussen 12 en 15 uur. </p> <p>Chili is het best presenterende land waar de open ratio (33,96%) en CTR (2,32%) het hoogst zijn van alle landen. Brazilië noteert de laagste open ratio (18,07%), maar aan de andere kant zien we in ditzelfde een top 3 notering als we kijken naar de CTR (2,15%). </p> <h2 class="wp-block-heading" id="apac-opens-en-clicks-prima-japan-scoort-beter-dan-china"><strong>APAC: Opens en clicks prima. Japan scoort beter dan China</strong> </h2> <p>APAC scoort qua engagement niet heel goed. De afleverratio is redelijk (99,02%). De Open ratio (28,84%) en CTR (2,26%) zijn prima. Respectievelijk een top 3 en top 2 notering. Aan de andere kant is ratio uitschrijvingen weer wat hoger (0,18%). Alleen Afrika scoort (0,21%) minder goed. </p> <p>Als we kijken naar de verzendtijden, dan worden de meeste e-mails verstuurd in oktober en november. De meest populaire verzenddagen zijn dinsdag, donderdag en vrijdag om 7 uur. </p> <p>De vergelijking die we kunnen maken is tussen Japan en China. China scoort alleen ietsje beter op aflever ratio (98,61% vs 98,54%) en de overige metrics wint Japan: </p> <ul class="wp-block-list"> <li>Opens: China 32,30%, Japan 35,7% </li> </ul> <ul class="wp-block-list"> <li>CTR: China 2,18%, Japan 2,8% </li> </ul> <ul class="wp-block-list"> <li>Unsubscribe: China 0,34%, Japan 0,04% </li> </ul> <ul class="wp-block-list"> <li>Spam: China, Japan (0,0%) </li> </ul> <p><em>APAC is een continent dat dit jaar voor het eerst is opgenomen in de GDMA International Email Benchmark. Hierdoor is er nog minder data beschikbaar over APAC in vergelijking met de eerder genoemde continenten. </em> </p> <h2 class="wp-block-heading" id="afrika-lage-engagement"><strong>Afrika: lage engagement</strong> </h2> <p>Afrika scoort qua engagement niet heel goed. De aflever ratio is heel laag (99,02%). De Open ratio is ook vrij laag (26,8%) en de CTR (1,98%) is dan nog relatief in orde in vergelijking met andere continenten. Aan de andere kant is % uitschrijvingen in Afrika het hoogst (1,98%). </p> <p>Als we kijken naar de verzendtijden, dan wordt het meest verstuurd in oktober. De meest populairste verzenddag is vrijdag en tijdstip om te verzenden 10 uur in de ochtend en 15uur in de middag. </p> <p><em>Ook Afrika is een continent dat dit jaar voor het eerst is opgenomen in de GDMA International Email Benchmark. Er is nog minder data beschikbaar over Afrika in vergelijking met de eerder genoemde continenten. </em> </p> <h2 class="wp-block-heading" id="conclusie"><strong>Conclusie</strong> </h2> <p>De e-mailbenchmarkcijfers laten duidelijke verschillen zien tussen continenten en landen. Europa en APAC presteren over het algemeen goed, terwijl Noord- en Zuid-Amerika gemengde resultaten tonen. Afrika en Centraal-Amerika vertonen gematigde tot uniforme prestaties. </p> <p>Al met al tonen de verschillen aan dat er geen universele aanpak is voor e-mailmarketing en dat regionale verschillen en voorkeuren cruciaal zijn voor het optimaliseren van e-mailcampagnes wereldwijd. De gegevens benadrukken het belang van maatwerk en strategische planning om e-mailmarketingcampagnes effectief af te stemmen op specifieke markten. De inzichten uit de benchmark en dit artikel kunnen marketeers daarom helpen hun strategieën af te stemmen op de verschillende regio’s voor betere resultaten. </p> <h2 class="wp-block-heading" id="over-de-gdma-international-email-benchmark"><strong>Over de GDMA International Email Benchmark </strong> </h2> <p>De resultaten uit de 2024 benchmark zijn afgeleid van geanonimiseerde campagnedata uit 2021, 2022 en 2023, verstrekt door 13 deelnemende ESP’s en beslaan 125 landen uit de hele wereld. Benieuwd naar alle resultaten? 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