October 19, 2010   -   The Belgian email marketing benchmarks for 2009 are here

IAB Belgium, Interactive Advertising Bureau, and E-mail Marketing Task Force continuously try to help the interactive marketing surroundings, evolve it and better it. That is why this year, in cooperation with advertisers and active ESP's (Email Service Providers), amongst whom Addemar, an extensive research has been conducted to the benchmarks for e-mail marketing, locally as well as neutrally.
The e-mail benchmark report of 2010 is based on detailed results of more than 300 million sent e-mails in the year 2009. Below you will find one of the many benchmarks.

Commercial e-mails

Definition: E-mail with the sole purpose to sell a service and/or product, lead generation and/or participation in an event which means a short term financial contribution from the reader’s part. 

30% of all e-mails are in this category. 
Language distribution: 67% NL - 23% FR

  • Total Open Rate: 35,9% vs. 42,7%
  • Unique Open Rate: 22,9% vs. 25,7%
  • Total Click-Through Rate: 6,9% vs. 7,6%
  • Unique Click-Through Rate: 4,7% vs. 4,9%
  • Unsubscribe Rate: 0,20% vs. 0,24%
  • Delivery Rate: 90,4% vs. 91,6%
  • Top day: Tuesday 27%, Thursday 20,7%
  • Top hour: 9h 12,5%, 10h 12,2%

A slight decrease in Open Rate compared with 2008, but overall average figures. The sending out of commercial mails is nicely spread during working hours, but 5% during the night (spam!).

Would you also like to see results for contest e-mails, e-newsletters, press releases and other e-mails?

Download here the full report in PDF format (905 kB)

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