{"id":906,"date":"2024-02-28T17:00:39","date_gmt":"2024-02-28T16:00:39","guid":{"rendered":"https:\/\/wanderjourneys.com\/?p=906"},"modified":"2025-03-19T07:56:04","modified_gmt":"2025-03-19T06:56:04","slug":"e-mail-benchmark-2024","status":"publish","type":"post","link":"https:\/\/wanderjourneys.com\/nl\/blog\/e-mail-benchmark-2024","title":{"rendered":"E-mail Benchmark 2024"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"906\" class=\"elementor elementor-906\" data-elementor-post-type=\"post\">\n\t\t\t\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-334e4ce elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"334e4ce\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-8a93398\" data-id=\"8a93398\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-c89e10a elementor-widget elementor-widget-text-editor\" data-id=\"c89e10a\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.16.0 - 20-09-2023 *\/\n.elementor-widget-text-editor.elementor-drop-cap-view-stacked .elementor-drop-cap{background-color:#69727d;color:#fff}.elementor-widget-text-editor.elementor-drop-cap-view-framed .elementor-drop-cap{color:#69727d;border:3px solid;background-color:transparent}.elementor-widget-text-editor:not(.elementor-drop-cap-view-default) .elementor-drop-cap{margin-top:8px}.elementor-widget-text-editor:not(.elementor-drop-cap-view-default) .elementor-drop-cap-letter{width:1em;height:1em}.elementor-widget-text-editor .elementor-drop-cap{float:left;text-align:center;line-height:1;font-size:50px}.elementor-widget-text-editor .elementor-drop-cap-letter{display:inline-block}<\/style>\t\t\t\t<p><span style=\"font-weight: 400;\">Begin februari werd de Deployteq benchmark 2024 uitgebracht. Deployteq is de preferred e-mail partner van Red Online Marketing. Ieder jaar houden zij bij wat o.a. de gemiddelde open ratio\u2019s en doorklik ratio\u2019s zijn. Om het nog interessanter te maken wordt er ook ingezoomd op verschillende branches waaronder de reisbranche.\u00a0\u00a0<\/span><\/p><p><b>Een kleine disclaimer<br \/><\/b><span style=\"font-weight: 400;\">Dit blog bestaat uit een samenvatting van deze benchmark en kan als indicator worden gebruikt voor de prestaties van jouw e-mailmarketing. Onthoud goed dat er geen algemene stelregel bestaat voor het perfecte verzendmoment en tijdstip. Dit is informatie die je uit je eigen doelgroep en je eigen data kan halen. Test daarom zoveel mogelijk met bijvoorbeeld je verzenddag, tijdstip van verzending en onderwerpregels.\u00a0<\/span><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-f362412 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"f362412\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-919c75e\" data-id=\"919c75e\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-716244d elementor-widget elementor-widget-spacer\" data-id=\"716244d\" data-element_type=\"widget\" data-widget_type=\"spacer.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.16.0 - 20-09-2023 *\/\n.elementor-column .elementor-spacer-inner{height:var(--spacer-size)}.e-con{--container-widget-width:100%}.e-con-inner>.elementor-widget-spacer,.e-con>.elementor-widget-spacer{width:var(--container-widget-width,var(--spacer-size));--align-self:var(--container-widget-align-self,initial);--flex-shrink:0}.e-con-inner>.elementor-widget-spacer>.elementor-widget-container,.e-con>.elementor-widget-spacer>.elementor-widget-container{height:100%;width:100%}.e-con-inner>.elementor-widget-spacer>.elementor-widget-container>.elementor-spacer,.e-con>.elementor-widget-spacer>.elementor-widget-container>.elementor-spacer{height:100%}.e-con-inner>.elementor-widget-spacer>.elementor-widget-container>.elementor-spacer>.elementor-spacer-inner,.e-con>.elementor-widget-spacer>.elementor-widget-container>.elementor-spacer>.elementor-spacer-inner{height:var(--container-widget-height,var(--spacer-size))}.e-con-inner>.elementor-widget-spacer.elementor-widget-empty,.e-con>.elementor-widget-spacer.elementor-widget-empty{position:relative;min-height:22px;min-width:22px}.e-con-inner>.elementor-widget-spacer.elementor-widget-empty .elementor-widget-empty-icon,.e-con>.elementor-widget-spacer.elementor-widget-empty .elementor-widget-empty-icon{position:absolute;top:0;bottom:0;left:0;right:0;margin:auto;padding:0;width:22px;height:22px}<\/style>\t\t<div class=\"elementor-spacer\">\n\t\t\t<div class=\"elementor-spacer-inner\"><\/div>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-4e59786 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"4e59786\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-ed9aaf8\" data-id=\"ed9aaf8\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-5999893 elementor-widget__width-initial elementor-widget elementor-widget-image\" data-id=\"5999893\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.16.0 - 20-09-2023 *\/\n.elementor-widget-image{text-align:center}.elementor-widget-image a{display:inline-block}.elementor-widget-image a img[src$=\".svg\"]{width:48px}.elementor-widget-image img{vertical-align:middle;display:inline-block}<\/style>\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" loading=\"lazy\" width=\"1024\" height=\"578\" src=\"https:\/\/wanderjourneys.com\/wp-content\/uploads\/2024\/02\/Scherm\u00adafbeelding-2024-03-05-om-10.42.17-1024x578.png\" class=\"attachment-large size-large wp-image-914\" alt=\"\" srcset=\"https:\/\/wanderjourneys.com\/wp-content\/uploads\/2024\/02\/Scherm\u00adafbeelding-2024-03-05-om-10.42.17-1024x578.png 1024w, https:\/\/wanderjourneys.com\/wp-content\/uploads\/2024\/02\/Scherm\u00adafbeelding-2024-03-05-om-10.42.17-768x433.png 768w, https:\/\/wanderjourneys.com\/wp-content\/uploads\/2024\/02\/Scherm\u00adafbeelding-2024-03-05-om-10.42.17-1536x866.png 1536w, https:\/\/wanderjourneys.com\/wp-content\/uploads\/2024\/02\/Scherm\u00adafbeelding-2024-03-05-om-10.42.17.png 1794w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-15a0208 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"15a0208\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-4ac91f7\" data-id=\"4ac91f7\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-bdcfc46 elementor-widget elementor-widget-text-editor\" data-id=\"bdcfc46\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p><strong>Afleverratio<br><\/strong><span style=\"font-weight: 400;\">De gemiddelde accepted rate voor 2023 is 99,59%. In de reisbranche lag dit cijfer iets lager, namelijk op 99,57%. Als we kijken naar het jaar daarvoor is dit een algemene daling. Toen lag de gemiddelde accepted rate op 99,66% en specifiek in de reisbranche op 99,58%.<\/span><\/p>\n<p><b>Openratio (OR)<br><\/b><span style=\"font-weight: 400;\">Dit jaar wordt er geen onderscheid gemaakt tussen machine-generated opens en daadwerkelijke opens. Daarom worden de cijfers inclusief geautomatiseerde opens met elkaar vergeleken.&nbsp;<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Het gemiddelde open ratio inclusief machine gegenereerde opens in de reisbranche is 51,00%. In 2022 was dit nog 41,22%, wat dus een behoorlijke stijging betekent. Er is niet onderzocht wat deze stijging heeft doen veroorzaken. Vermoedelijk door de stijging van het gebruik van e-mail clients die zorgen voor automatische opens. Een dermate grote stijging in interesse \/ opens is minder voor de hand liggend i.v.m. de benchmark cijfers uit de voorgaande jaren.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Als we naar alle sectoren kijken, lagen de gemiddelden inclusief door machine gegenereerde opens op 51,97%, terwijl dit in 2022 nog 36,61% was. Ook hier is dus een behoorlijke stijging te zien. De gemiddelde open ratio\u2019s in de reisbranche liggen dus net iets lager dan het gemiddelde over alle sectoren.&nbsp;<\/span><\/p>\n<p><span style=\"font-weight: 400;\">De hoogste open ratio\u2019s voor de reisbranche zijn gemeten op donderdag (54,37% versus 52,56% gezien over alle sectoren). De laagste gemiddelde open ratio werd op zaterdag gemeten (45,85%). Deze uitkomsten zijn vergelijkbaar met 2022. Gekeken over alle sectoren is zondag de dag met de laagste open ratios (44,55%).<\/span><\/p>\n<p><b>Click Through Rate (CTR)<br><\/b><span style=\"font-weight: 400;\">Om je CTR te bepalen, wordt het aantal kliks op links in je e-mail gedeeld door het aantal succesvol afgeleverde e-mails. Aan de hand van deze ratio kun je zien of de doelgroep je content relevant en boeiend vindt. Het gemiddelde doorklik ratio in de reisbranche is 2,27%. Dat is een stuk lager dan het gemiddelde over alle sectoren van 2,79%. In de mails van de overheid zijn de hoogste click through rates (10,67%) te zien. In 2022 behoorde de reisbranche nog tot de laagste categorie\u00ebn op basis van de CTR, maar is dit jaar 5 plaatsen gestegen.&nbsp;<\/span><\/p>\n<p><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-b7d6f8c elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"b7d6f8c\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-3b539cd\" data-id=\"3b539cd\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-6b78216 elementor-widget__width-initial elementor-widget elementor-widget-image\" data-id=\"6b78216\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" loading=\"lazy\" width=\"300\" height=\"300\" src=\"https:\/\/wanderjourneys.com\/wp-content\/uploads\/2024\/02\/Header-Technisch-email-1-300x300-1.png\" class=\"attachment-large size-large wp-image-869\" alt=\"\" srcset=\"https:\/\/wanderjourneys.com\/wp-content\/uploads\/2024\/02\/Header-Technisch-email-1-300x300-1.png 300w, https:\/\/wanderjourneys.com\/wp-content\/uploads\/2024\/02\/Header-Technisch-email-1-300x300-1-150x150.png 150w\" sizes=\"(max-width: 300px) 100vw, 300px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-2d6f8d4 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"2d6f8d4\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-9765638\" data-id=\"9765638\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-d44e0cf elementor-widget elementor-widget-text-editor\" data-id=\"d44e0cf\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p><b>Populairste verzenddag en tijdstip<br><\/b><span style=\"font-weight: 400;\">Branchebreed is donderdag de meest populaire dag voor het verzenden van e-mails, terwijl zaterdag het minst favoriet is. Specifiek binnen de reisbranche is dinsdag het populairst, een verschuiving van de vrijdag in 2022. Maandag is de minst populaire verzenddag in de reisbranche.<\/span><\/p>\n<p><b>Verzendtijdstip&nbsp;<br><\/b><span style=\"font-weight: 400;\">Het populairste verzendtijdstip in de reisbranche is 16.00. Ook als er naar de gemiddelde gekeken wordt van alle sectoren in de B2C markt is 16.00 het populairste tijdstip. In de B2B markt is 10:00 het populairst.&nbsp;<\/span><\/p>\n<p><b>Een korte samenvatting en trends van de afgelopen jaren<br><\/b><span style=\"font-weight: 400;\">Vorig jaar heeft Deployteq ter ere van de 20e editie, cijfers uit het verleden vergeleken met die van nu. Belangrijkste punten zijn:&nbsp;<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Het afleverratio is gestegen. In 2008 was dit nog 96,7%, terwijl dit in 2023 op 99,59% lag.&nbsp;<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Het gemiddelde open ratio fluctueerde enorm gedurende de afgelopen decennia: van&nbsp; iets meer dan 20% in 2016 tot achter in de 30% gedurende de daarop volgende jaren.&nbsp;<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">De click through rate is in de afgelopen 20 jaar ruim gehalveerd: van 6,65% in 2008 naar 3,04% in 2022 en naar 2,79% in 2023. Door vollere mailboxen in de loop der jaren wordt er minder interactie gezien in de e-mails.&nbsp;<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Bekijk de volledige E-mail Benchmark 2024<\/span><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-3056d17 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"3056d17\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-860df30\" data-id=\"860df30\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-aa33a59 elementor-widget elementor-widget-button\" data-id=\"aa33a59\" data-element_type=\"widget\" data-widget_type=\"button.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-button-wrapper\">\n\t\t\t<a class=\"elementor-button elementor-button-link elementor-size-sm\" href=\"https:\/\/www.email-benchmark.com\/\">\n\t\t\t\t\t\t<span class=\"elementor-button-content-wrapper\">\n\t\t\t\t\t\t<span class=\"elementor-button-text\">Krijg toegang<\/span>\n\t\t<\/span>\n\t\t\t\t\t<\/a>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>Begin februari werd de Deployteq benchmark 2024 uitgebracht. Deployteq is de preferred e-mail partner van Red Online Marketing. Ieder jaar houden zij bij wat o.a. de gemiddelde open ratio\u2019s en doorklik ratio\u2019s zijn. Om het nog interessanter te maken wordt er ook ingezoomd op verschillende branches waaronder de reisbranche.\u00a0\u00a0 Een kleine disclaimerDit blog bestaat uit [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":914,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v21.3 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>E-mail Benchmark 2024 - Wander Journeys<\/title>\n<meta name=\"description\" content=\"Lees hier de nieuwste cijfers van gemiddelde open en doorklik ratio&#039;s in e-mail marketing per branche.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/wanderjourneys.com\/nl\/blog\/e-mail-benchmark-2024\" \/>\n<meta property=\"og:locale\" content=\"nl_NL\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"E-mail Benchmark 2024 - 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