DDMA proudly announces the nominees for the EMAS Awards 2025, the annual awards celebrating excellence in email marketing and marketing automation. The winners will be revealed on 26 June during the Email Marketing Automation Summit (EMAS) at Circa Amsterdam.

The EMAS Awards are presented in four categories: Outstanding Email, Email Marketing Automation Excellence, Young Talent of the Year, and the creative agency competition Battle of the Agencies. All entries are reviewed by an independent expert jury consisting of professionals from the fields of email and data-driven marketing.

Milou Steenvoorden, jury chair and Global Senior Director Consumer Engagement at Adidas:

It was an absolute pleasure to serve as jury chair this year! The quality and diversity of the submissions made our job anything but easy – but that only highlights how much the field continues to evolve. This year’s cases truly centered on the customer journey and the consumer’s brand experience. We saw smart combinations of creativity, data and technology, with personalization, relevance and timing at the core. Emerging techniques, including AI, are increasingly being applied in thoughtful ways to make campaigns even smarter and more effective. And the young talent truly stood out: their drive, vision and fresh ideas are truly inspiring and show that email marketing is constantly evolving – and remains an essential part of today’s marketing mix.

Nominees – EMAS Awards 2025

Outstanding Email

• Knab
• ANWB
• DFL Digital Sports

Email Marketing Automation Excellence

• Just Russel
• Kramp
• Bol.

Young Talent of the Year

• Koen Franken – Springbok Agency
• Miriam Elean – Greenwheels
• Juliette den Hartog – NeoSEM

Battle of the Agencies
The three agencies competing for the title in this year’s Battle of the Agencies are:

• Yellowgrape
• Ematters
• MandAd e-mailmarketing

These agencies will work on a campaign brief from KNVB (Royal Dutch Football Association) and present their concepts live on stage during EMAS. The winner will be announced the same day.

About DDMA
DDMA is the largest industry association for marketing and data in the Netherlands. We represent a network of more than 360 brands, non-profits, agencies, publishers, and tech providers who are committed to using data responsibly and effectively for marketing. DDMA supports professional growth through knowledge sharing, networking, and self-regulation, and serves as a key dialogue partner for policymakers and regulators.

 

The Battle of the Agencies is once again part of the DDMA EMAS Awards 2025 program, and registration is officially open. Ambitious email marketing agencies can now register by submitting their motivation via emas.nu/awards/battle.

In this competition, agencies compete to create the best email campaign for a client. The winner will establish itself as an authority in the field and gain visibility among a (inter)national audience, including potential clients.

The Client: KNVB (Royal Dutch Football Association)

This year, the client for the Battle of the Agencies is KNVB (Royal Dutch Football Association). Agencies can submit their motivation until March 20th to participate. KNVB will review the submissions anonymously and select three agencies for the competition.

Process for Selected Agencies

Once KNVB has selected three agencies based on their motivations, the process will be as follows:

1. Case Briefing: The selected agencies will receive the case details from KNVB.
2. Campaign Design: Agencies will create an email design based on KNVB’s briefing.
3. HTML Submission: The nominated agencies must submit one HTML email to KNVB, based on the approved design. The email may include dynamic content as specified in the briefing.
4. Target Audience: The target audience for all emails is uniform and will be selected by KNVB.
5. Email Dispatch: KNVB will handle the dispatch using its own systems.
6. Simultaneous Communication: All communications will be sent simultaneously by KNVB.
7. Results and Announcement: KNVB will analyze the results and announce the winner at the EMAS on June 26.

Important: If the provided email does not meet the requirements, KNVB reserves the right to cancel the email dispatch at any time.

Evaluation Criteria

KNVB will evaluate the submitted emails based on the following metrics:

• Conversion Rate
• Open Rate
• Click-to-Open Ratio
• Unsubscribe Rate
• Creativity and Originality (assessed by KNVB’s email marketing team)

Case Pitch and Award Ceremony

On June 26, during the DDMA Email Marketing Automation Summit (EMAS), the three selected agencies will compete for the prize. Each agency will present a pitch (8 to 10 minutes) explaining their approach, the rationale behind their choices, and the design of their campaign. KNVB will then announce the winner.

Submissions for the EMAS Awards 2025 are officially open. These prestigious awards, presented during the DDMA Email Marketing Automation Summit (EMAS) on June 26, 2025, at Circa Amsterdam, recognize outstanding achievements in email marketing and automation. Cases can be submitted via: emas.nu/awards

Categories

As tradition dictates, the EMAS Awards will be presented during the EMAS event. Registration for these awards is open starting today. Ambitious email marketing (automation) professionals can participate in three categories this year: Email Marketing Automation Excellence, Best Outstanding Email, and Young Talent.

1. Email Marketing Automation Excellence

This category honors organizations that excel in email marketing automation. The focus is on creating impactful touchpoints, delivering personalized content, and using relevant triggers that resonate with recipients. Smart data analysis and innovative email flows are key. Submissions are not limited to email alone, but email should be the core element of the campaign.

2. Outstanding Email

This category recognizes the most exceptional email marketing campaigns, whether through outstanding design, innovative technology, highly effective execution, or creative use of data. Whether it’s a single email or a strategic sequence, the greater the impact, the stronger the entry.

3. Young Talent of the Year

This category highlights emerging email marketers with a maximum of three years of experience in the field. Whether you are an all-round email marketer or specialize in technical development or design, if you have made a significant impact within your organization, you are eligible for this award. Nominations from third parties are also welcome.

Submissions are open until March 20th via this page. Don’t miss this opportunity to have your work evaluated by top industry experts.

More information: emas.nu/awards

Battle of the Agencies

The Battle of the Agencies returns this year. In this competition, agencies will compete to create the best email campaign for a yet-to-be-announced client. Each agency can submit a strong motivation to participate. Selected agencies will develop a campaign leading up to the EMAS, with the most creative, effective, and customer-focused email campaign winning the title.

Registration for this category is not open yet, but will open soon.

On Thursday, June 26, 2025, industry association DDMA will host a new edition of the Email Marketing Automation Summit (EMAS) at Circa Amsterdam. EMAS is the premier knowledge event in the field of email marketing automation and a must-attend for every (email) marketer. Early-bird tickets are now available here.

During EMAS, attendees will gain access to exclusive insights not easily found via Google or public platforms. All shared content is unique and invaluable for your daily practice. Topics include: the future of marketing automation, (generative) AI, deliverability, security, cookieless marketing, lead generation, database growth, design, creation and copywriting, legal and privacy issues, analytics, tooling, and the evolving role of the (email) marketer. And that’s just a glimpse of the program. The line-up is currently being finalized, but the first speakers have already been announced: none other than Taylor Raffa (Semrush) and Anuvind Kanwa (Miro) will take the stage.

As tradition dictates, the EMAS Awards will be presented during the event. This year also marks the return of the Battle of the Agencies, where agencies compete to create the best email campaign for a to-be-announced client. Registration for this competition will open soon.

About the EMAS

With nearly 500 attendees at the last edition, EMAS has become the largest conference for email marketing automation in the Benelux region. It brings together email marketers, CRM marketers, digital marketers, and marketing automation specialists to explore the latest trends and developments in deliverability, security, email marketing automation, and lead generation. EMAS offers a unique opportunity to engage with top international speakers in the field. The next edition takes place on June 26, 2025, at Circa Amsterdam, made possible by sponsors Bikkelhart, RapidSugar, and Wander Journeys. For more information, visit emas.nu.

About DDMA

DDMA is the largest trade association for marketing and data. It is a network of over 360 brands, non-profits, publishers, agencies, and tech providers who aim to use data successfully and responsibly for marketing purposes. DDMA provides guidance on developments in technology, regulation, and ethics and connects marketers, data specialists, and legal professionals to help them grow in their field. The organization also promotes self-regulation and serves as a dialogue partner for policymakers and regulators.

The winners of the DDMA EMAS Awards 2024 were announced today. Ancienne Belgique claimed victory in the Email Marketing Automation Excellence category, while Autogroep Twente secured the top spot in the Outstanding Email category. Karin Meinders (Harvest Digital) was honored as EMAS Young Talent of the Year. In the Battle of the Agencies, with Brabantia as this year’s client, Springbok Agency emerged triumphant.

Joris de Bruijne (jury chair): “The diversity of the cases sparked great discussion during our deliberations. Ultimately, the entire jury made a thoughtful decision on the winners. It’s inspiring to see how (young) marketers are captivated by the profession, creating truly excellent emails with a perfectionist mindset, and how established organizations take email marketing seriously. The winners showcase the diversity and effectiveness of email marketing!”

Winner in the Email Marketing Automation Excellence Category: Ancienne Belgique

Ancienne Belgique innovatively made fixed blocks available in an email template, incorporating personalization and smart content related to the concert schedule, image usage, and already sold tickets. According to the jury, this approach demonstrates how Ancienne Belgique understands the simplification and full automation of work processes for marketers. This results in a highly personalized experience for the recipient, increased conversions, and more time for further optimizations.

Ancienne Belgique: “It was challenging to condense our long story into 5 minutes, but we succeeded. Our case is the result of a multi-year journey. We are very proud and grateful, especially to our partners Sparklink and Inventis. We hope we’ve inspired people to create their own Ancienne Belgique account and visit us. We’re thrilled that the jury gave us the opportunity to be on stage and ultimately receive the grand prize.”

Winner in the Outstanding Email Category: Autogroep Twente

By leveraging advanced technology and data, Autogroep Twente created a highly personalized email that provided immediate clarity to the recipient. By showcasing the customer’s current car, the email’s recognizability upon opening was increased. The direct offer led to concrete leads and consistency within the customer journey. The jury praised the concept for being well-thought-out from start to finish, resulting in an excellent customer experience.

EMAS Young Talent of the Year: Karin Meinders (Harvest Digital)

The jury awarded Karin Meinders the title of EMAS Young Talent of the Year, impressed by her infectious enthusiasm for the profession. She has a strong interest in the technical and data aspects of email marketing and has already achieved significant results.

Karin Meinders, Junior Marketing Technology Consultant at Harvest Digital: “This was an incredible experience. First, hearing that my colleague Peter nominated me was amazing. Learning I was among the final three was even more exciting. The jury day went well, but you never know exactly what they’re looking for or how things will turn out. And did they turn out! It was incredibly fun to finally have my moment on stage and win the grand prize, especially since I only started working in September.”

Winner of the Battle of the Agencies: Springbok Agency

Finally, Funnelboost, Netprofiler, and Springbok Agency competed for the title in the Battle of the Agencies. The three agencies developed an email campaign for Brabantia. The task was to create a creative email encouraging subscribers to design a print for the iconic Brabantia NewIcon pedal bin. Springbok Agency achieved the best results and emerged as the winner.

Stan Plandsoen and Rachelle Abbas (Springbok Agency): “What made the entire Battle of the Agencies process so enjoyable was involving all the different disciplines of our team, from design and copy to CRM and development. It’s incredibly rewarding to win. This completes the circle. Moreover, it’s a huge compliment that both the Brabantia design jury and the client selected our email as the best.”

Eric van der Palen, Director D2C at Brabantia: “The Battle of the Agencies was a completely new experience for us and a very educational process. Before deciding to participate, we had quite a bit of internal discussion. After all, you are handing over your brand to three anonymous agencies and promising to send out the emails they create for you. But we are very happy we participated, as all three agencies did an excellent job. In terms of metrics, the campaigns were very close, but ultimately the email from Springbok Agency outperformed the others on almost all fronts. I am very pleased to announce them as this year’s winner.”

 

The Global Data & Marketing Alliance (GDMA) and the Dutch Data & Marketing Association (DDMA) are proud to present the third and latest edition of the GDMA International Email Benchmark. This year’s edition is even more comprehensive and international, featuring 5 million email campaigns (2023: 3 million), 203 billion emails sent (2023: 122 billion), 42,000 organizations (2023: 28,000), and nearly double the geographical coverage, with 125 countries (2023: 69).

For the second time the International Email Benchmark is published via an interactive dashboard, which provides cross border insights based on email campaigns data. You can access the full dashboard here and explore the findings.

Key insights:

1. Even higher open and acceptance rates, lower bounce rates
2. Low unsubscribe and spam complaint rates indicate an increasingly professional email marketing sector

Email Marketing is Becoming More Professional and Mature

Globally, the acceptance rate has increased for the third consecutive year, from 98.24% to 98.46% to 99.22% this year. Consequently, the hard bounce rate has decreased from 0.92% to 0.82% to just 0.44% in 2023. The soft bounce rate has also declined from 0.84% to 0.73%, and this year to 0.33%. This positive trend can be attributed to marketers taking list hygiene more seriously, better adhering to laws and regulations, and meeting consumer expectations even outside the EU. For example, in countries where GDPR rules are observed even if they are not directly enforced. Email Service Providers (ESPs) have also raised awareness among marketers and taken steps to better facilitate consent management. This has positively impacted benchmark results and improved the email channel’s image among recipients.

Additionally, the open rate has improved to 34.12% from 31.35% in 2022. This can be partly explained by the continuation of Apple’s Mail Privacy Protection (AMPP), which marks emails as opened automatically for Apple users. There is also an increase in the click-through rate (CTR) to 3.56% from 3.44% in 2022. However, since the CTR has increased less sharply than the open rate, the click-to-open rate (CTO) has slightly decreased to 8.82% from 9.04% in 2022.

New Statistics: Low Unsubscribe and Spam Complaint Rates

To further expand and professionalize the benchmark, two new statistics have been included in the 2024 edition: the unsubscribe rate and the spam complaint rate. ESPs are increasingly focusing on list hygiene, providing methods to make the number of unsubscribes and spam complaints at the campaign level more transparent. As these insights are increasingly important for marketers, the figures are now included in the benchmark going forward. Based on 2023 data, the unsubscribe rate is 0.14%. The spam complaint rate is even lower globally, with only 0.01% of accepted emails marked as spam. The low rates of both statistics demonstrate that email as a channel is becoming more professional, with professionals not only maintaining the quality of their mailing lists but also ensuring high-quality content.

The data also show that ESPs are taking spam more seriously and that the market demands it.
This confirms that email, a long-standing marketing channel, continues to mature and marketers are responsibly tackling even the less pleasant aspects of the job, which generally are considered to be related to complying with legislation and security.

Join us for a Deep Dive at the Email Marketing Automation Summit

Interested in learning more about the Benchmark? Join us at the Email Marketing Automation Summit (EMAS) on June 27th. Robin de Wouters (GDMA) will be hosting a Deep Dive session  to explore the key figures of the Benchmark in detail. This session is part of the broader EMAS program that includes other keynotes and workshops.

About the GDMA International Email Benchmark 2024

Besides the insights above, users can navigate through the benchmark via the interactive dashboard. By simply clicking and exploring the dashboard, users can unlock a wealth of information and tailor their analysis to their specific needs.

The 2024 benchmark results are derived from anonymized campaign data from 2021, 2022, and 2023, provided by 13 participating ESPs and covering 125 countries across the Americas, Europe and APAC.

The GDMA International Email Benchmark is an annual study, inviting organizations worldwide to participate and contribute to its expansion. The more campaign data we collect, the more robust, insightful, and valuable the benchmark becomes. Participation in the study is free. Interested in joining? Contact Robin de Wouters at rdewouters@fedma.org.

About GDMA

The GDMA (umbrella organization of DDMA) represents, supports, and unites 28 data and marketing associations worldwide, focusing on data-driven marketing. The association promotes global initiatives aimed at providing knowledge on global trends, thought leadership, and expertise in data-driven marketing across all sectors, disciplines, and channels. Through its member associations, GDMA offers access to the largest network of data-driven marketing organizations and influential individuals worldwide.

About DDMA

DDMA is the largest industry association for marketing and data. We are a network of over 360 brands, non-profits, publishers, agencies, and tech suppliers who aim to use data successfully and responsibly for marketing purposes. We identify developments in technology, regulations, and ethics, and bring together marketers, data specialists, and legal experts to help them advance in their fields. Additionally, we promote self-regulation and act as a dialogue partner for policymakers and regulators. ddma.nl

Springbok Agency, Funnelboost, and LevelUp Group are contenders for this year’s title in the EMAS Battle of the Agencies (part of the DDMA EMAS Awards). This year, the nominees are competing to create the best email campaign for retailer Brabantia. The winner will be announced during the DDMA Email Marketing Automation Summit (EMAS) on June 27, 2024.

The nominated agencies will work on developing an email campaign for Brabantia in the coming months. On June 27, they will present their cases to the EMAS 2024 audience, culminating in the announcement of the winner by Brabantia. The agency with the best results will ultimately take home the victory.

About the Battle of the Agencies and the DDMA EMAS Awards

The Battle of the Agencies is part of the DDMA EMAS Awards. The awards ceremony will take place during EMAS 2024 on June 27, 2024, at Circa Amsterdam. The event is an initiative of DDMA, the industry association for data and marketing, and is co-organized by the DDMA Email Committee.

The jury of the DDMA Email Marketing Automation Summit Awards (EMAS Awards) 2024 has made its decision. The jury has nominated Uitgekookt, FitFor Me, and Ancienne Belgique in the Email Marketing Automation Excellence category. In the Outstanding Email category, PostNL, Allianz Direct, and Autogroep Twente will compete against each other. Sanne van Wieringen, Nermin Colakovic (Merkle), and Karin Meinders (Harvest Digital) will vie for the title of Young Talent of the Year. The winners will be announced during the DDMA Email Marketing Automation Summit (EMAS) on June 27, 2024, in Circa Amsterdam.

Jury Chairman Joris de Bruijne (SOLVM) stated, “The quality and diversity of the cases have pleasantly surprised us this year, making it challenging to decide who deserves a nomination and, more importantly, who does not. Personalization, data utilization, and attention to content and design have become commonplace. However, some cases stand out with innovative applications, smart data usage, and automated contact moments tailored to recipients’ needs. The Young Talent Award nominations are especially inspiring as we witness young professionals mastering the field and contributing valuable insights and visions for its development, serving as role models for others.”

Apart from Jury Chairman Joris de Bruijne, the professional jury includes experts from various sectors of the data-driven marketing industry: Niels Gleditzch (Albert Heijn), Alexandra Stuij (Nederlandse Loterij), Jill Steffen (Freelance data marketer), Kevin Duijndam (Air France-KLM), Wilbert Heinen (Centraal Beheer), Roxsane Maxwell (Zingo Pow), Jos Meijer (In Good Company), and Renske Schippers-de Koning (Deployteq).

On June 27, 2024, we are hosting a new edition of the Email Marketing Automation Summit (EMAS). This time, the event will take place at a new venue, Circa Amsterdam, and for the first time, it will be conducted entirely in English. The EMAS stands as the premier knowledge event in the field of email marketing automation and is a must-attend for every (email) marketer. Early-bird tickets are available now until March 17th.

During the EMAS, attendees will gain access to exclusive insights not readily found through a simple Google search or on public platforms. All content is unique and of immense value for your business practices. Topics to be covered include the future of marketing automation, (generative) AI, deliverability, security, cookieless strategies, lead generation, database growth, design, content creation, legal and privacy considerations, analytics, tooling, the role of the (email) marketer in the future, and much more. The lineup for the EMAS is currently being curated, with speaker announcements forthcoming.

EMAS Awards 2024 Registration Now Open

As tradition dictates, the EMAS Awards will be presented during the EMAS event. Registration for these awards is open starting today. Ambitious email marketing (automation) professionals can participate in three categories this year: Email Marketing Automation Excellence, Best Outstanding Email, and Young Talent. To submit your case and for more information, please visit: emas.nu/awards. The awards ceremony will take place during the EMAS on June 27th at Circa in Amsterdam.

The expert jury comprises professionals from various sectors of the data-driven marketing industry, including Jury Chairman Joris de Bruijne (SOLVM), Niels Gleditzch (Albert Heijn), Alexandra Stuij (Nederlandse Loterij), Jill Steffen (Freelance data marketer), Kevin Duijndam (Air France-KLM), Wilbert Heinen (Centraal Beheer), Roxsane Maxwell (Zingo Pow), Jos Meijer (In Good Company), and Maxime Mittelmeijer (Coolblue).

For agencies: The Battle of the Agencies returns to the program this year. In this competition, agencies will vie to create the best email campaign for a client to be determined. Registration for this competition will open soon.

About DDMA

DDMA is the largest industry association for marketing and data. We represent a network of over 360 brands, non-profits, publishers, agencies, and tech suppliers dedicated to effectively and responsibly using data for marketing purposes. We interpret developments in technology, regulations, and ethics, and facilitate connections among marketers, data specialists, and legal professionals to support their professional growth. Additionally, we promote self-regulation and serve as a key dialogue partner for policymakers and regulators.

De winnaars van de DDMA EMAS Awards zijn vandaag bekendgemaakt. Thermen Resorts won in de categorie Personalization en T-Mobile sleepte de winst in de wacht in de categorie Design. Jisk Flikweert (De Badenman) wist de allereerste titel van EMAS Young Talent op zijn naam te schrijven. In de Battle of the Agencies, met Amnesty International dit jaar als opdrachtgever, trok Happy Horizon aan het langste eind.

Joris de Bruijne (juryvoorzitter): “Het is prachtig om te zien hoe er continu mooi gebruik wordt gemaakt van alle toepassingen die er bestaan in het emailmarketinglandschap en hoe het vak zich voortdurend ontwikkelt. Ook is het geweldig om te merken dat er een overvloed aan talent bestaat en dat jonge marketeers e-mail erkennen als een van de belangrijkste kanalen binnen marketing. Het is dan ook een eer om de allereerste EMAS Young Talent van het jaar te mogen bekronen. Deze awards bevestigen dat het emailmarketinglandschap springlevend is, zich blijft ontwikkelen en een essentiële plek inneemt in het geheel van marketing.”

Winnaar in de Categorie Personalization: Thermen Resorts

Thermen Resorts heeft haar strategie omgegooid, met als doel om gasten vaker te laten terugkomen en meer te laten besteden. In campagnes vindt personalisatie nu plaats door bijvoorbeeld locatiedata van het te bezoeken resort te combineren met weersverwachtingen op die locatie op de datum van het bezoek. Volgens de jury laat Thermen Resorts met deze nieuwe klantreis zien dat de offline ervaring als goede basis kan dienen voor online. Het Thermen Resorts-gevoel wordt op een gepersonaliseerde manier overgebracht in de nieuwe e-mails, gebruikmakend van de beschikbare data.

Ronald Spoler (Thermen Resorts): ‘Dit is een prachtige beloning voor ons vanuit marketingperspectief. Ontzettend mooi om te zien dat de stappen die we hebben gezet om van ons kortingsimago af te komen, worden gewaardeerd door de jury. En dat we met onze case met data tot goede resultaten zijn gekomen en daarmee echt iets hebben weten toe te voegen voor onze gasten; een extra stukje ontspanning in de beleving, wat het voor ons als team ook leuker maakt.’

Winnaar in de Categorie Design: T-Mobile

Net als vorig jaar kon het publiek van de EMAS 2023 live stemmen op hun favoriet in de EMAS Awards-categorie Design. De campagne van T-Mobile wist uiteindelijk de meeste mensen te overtuigen.

Jasper Hoven (T-Mobile): ‘Wat fantastisch om deze prijs voor het tweede jaar achtereen in de wacht te slepen. Het was zeker geen makkelijke strijd, met Koninklijk Theater Carré en Zwitserleven als goede tegenstanders. Ik ben blij dat het publiek en de jury onze technische en grensverleggende interactiviteit in onze campagne heeft gewaardeerd. Deze winst legt de lat hoog voor onze volgende eindejaarscampagne.’

EMAS Young Talent van het jaar: Jisk Flikweert (De Badenman)

De jury bekroonde Jisk Flikweert tot EMAS Young Talent van het jaar. Alle leden waren onder de indruk van Jisks nuchtere benadering van zichzelf en het vakgebied. Bovenal is hij iemand met een solide basiskennis en heeft hij al aanzienlijke resultaten behaald. Wat eruit sprong was zijn snelle ontwikkeling in een veeleisende omgeving, samen met zijn potentieel voor groei.

Jisk Flikweert, specialist e-mailmarketing bij De Badenman: ‘Ik ben heel blij dat ik binnen een korte tijd m’n weg heb kunnen vinden bij een grote organisatie als De Badenman. Heel tof dat de jury dit erkent en mij deze titel toebedeeld. Het geeft me enorm veel motivatie voor de toekomst. Ik hoop dat ik de komende jaren nog veel verder ga komen in het e-mailmarketingvak.’

Winnaar Battle of the Agencies: Happy Horizon

Als laatste streden Bikkelhart, Bureau Strak en Happy Horizon om de titel in de Battle of the Agencies. De drie bureaus ontwikkelden een e-mailcampagne voor Amnesty International. De opdracht: een e-mail ten behoeve van de werving van zoveel mogelijk donateursleden, met een zo hoog mogelijke jaarwaarde. Happy Horizon scoorde uiteindelijk de beste resultaten en kwam als winnaar uit de bus.

Joep van Ham (Happy Horizon): ‘Simplicity is key. Dat is wel gebleken. Heel mooi om te zien dat onze insights op het gebied van non-profit en e-mailmarketing de doorslag hebben gegeven in onze winst. Het verhaal van de klassieke Amnesty-brief is goed doorgekomen en dat zie je terug in de conversie. Tof om te zien dat dit genomen risico goed heeft uitgepakt.’

Over de DDMA EMAS Awards
DDMA EMAS Awards worden jaarlijks uitgereikt tijdens de DDMA Email Marketing Automation Summit (EMAS), die dit jaar plaatsvond op 22 juni in de Kromhouthal in Amsterdam. Het event is een initiatief van DDMA, de branchevereniging voor data en marketing, en wordt georganiseerd door de DDMA Commissie E-mail. De Summit wordt mede mogelijk gemaakt door deze sponsoren.

Also available in English

Voor het eerst wordt de International Email Benchmark gepubliceerd via een interactief dashboard dat landsgrenzen overstijgt en inzichten biedt op basis van gegevens van e-mailcampagnes. Krijg toegang tot het dashboard via onderstaande knop.

Ga naar Dashboard

Trend 1. Hogere open rates als gevolg van de introductie van Apple’s Mail Privacy Protection (AMPP)

Een opmerkelijke trend in de benchmarkgegevens is de toegenomen Unique Open Rates, toe te schrijven aan de introductie van Apple’s Mail Privacy Protection (AMPP). Sinds de lancering met iOS15 in september 2021 wordt elke gebruiker van Apple Mail die AMPP heeft geactiveerd automatisch geregistreerd als een ‘open’. Het wereldwijde gemiddelde open rate zag een opmerkelijke stijging van 22% in 2021 naar 31% in 2022, een toename van 9 procentpunt. Deze positieve verschuiving is duidelijk zichtbaar in alle landen die zijn opgenomen in de International Email Benchmark gedurende de afgelopen 2 jaar.

Hoewel de open rate historisch gezien de belangrijkste focus is geweest voor e-mailexperts, wordt de betrouwbaarheid van deze metric nu in twijfel getrokken. De Click Through Rate (CTR) wordt steeds meer beschouwd als een waardevolle KPI in e-mailmarketingcampagnes.

Trend 2. Privacyregels beïnvloeden deliverability en engagementniveaus

De tweede trend die door de benchmark wordt blootgelegd, heeft betrekking op de invloed van nationale privacywetgeving op deliverability en engagementniveaus, zoals open rates en clicks. Westerse markten, waaronder Europa en Canada/VS, hebben lagere Bounce Rates behaald in vergelijking met Latijns-Amerikaanse landen. Dit verschil kan worden toegeschreven aan nationale wettelijke regels en culturele perspectieven, waar privacy meer gestandaardiseerd en gehandhaafd wordt, bijvoorbeeld door het gebruik van feedback loops, double opt-ins en een meer algemene focus op mailinglijsten van hoge kwaliteit. In tegenstelling hiermee sluiten sommige Latijns-Amerikaanse landen Hard Bounce Rates (HBR) niet direct uit voor toekomstige verzendingen. In Europa en Canada/VS is naleving van strikte wettelijke regels essentieel om mogelijke economische gevolgen, zoals GDPR-boetes, of sociale risico’s zoals rechtszaken te vermijden.

Deze regionale verschillen hebben niet alleen invloed op de deliverabilitypercentages, maar beïnvloeden ook engagement metrics, zoals open rates en clicks. Met name West-Europese landen hebben bovengemiddelde scores behaald op het gebied van Open Rates, Click Through en Click To Open Rates. Deze bevinding benadrukt het belang van het onderhouden van een schone mailinglijst om betere resultaten te behalen op het gebied van kwaliteit en engagementniveaus in e-mailcampagnes.

Over de 2023 GDMA International Email Benchmark

Naast de uitgebreide inzichten die worden geboden door de GDMA International Email Benchmark, kunnen gebruikers nu zelf door de benchmark navigeren via interactieve functies. Door eenvoudigweg te klikken en het dashboard te verkennen, kunnen gebruikers een schat aan informatie ontgrendelen en hun analyse aanpassen op basis van hun specifieke behoeften.

De resultaten van de benchmark van 2023 zijn afgeleid van geanonimiseerde campagnegegevens uit 2022 en 2023, afkomstig van 13 deelnemende ESP’s uit 69 landen in de regio’s: Canada/VS, Oost-Europa, Zuid-Europa, West-Europa en Latijns-Amerika.

De GDMA International Email Benchmark is een jaarlijks onderzoek en organisaties wereldwijd worden uitgenodigd om deel te nemen en bij te dragen aan de uitbreiding ervan. Hoe meer campagnegegevens we verzamelen, des te robuuster, inzichtelijker en waardevoller wordt de benchmark. Deelname aan het onderzoek is gratis. Geïnteresseerd om mee te doen? Neem contact op met Robin de Wouters via rdewouters@fedma.org.

Over de GDMA

De GDMA (DDMA’s koeporganisatie) is een organisatie die 28 data- en marketingverenigingen wereldwijd vertegenwoordigt, ondersteunt en verenigt, met de focus op datagestuurde marketing. De vereniging promoot wereldwijde initiatieven gericht op het verstrekken van kennis omtrent global trends, thought leadership en knowhow over datagestuurde marketing in alle sectoren, disciplines en kanalen. Via de verenigingen van haar leden biedt de GDMA toegang tot het grootste netwerk van datagestuurde marketingorganisaties en invloedrijke personen ter wereld.

Also available in Dutch

For the first time ever the International Email Benchmark is published via an interactive dashboard, which provides cross border insights based on email campaigns data. To access the full dashboard and explore the findings, please click the button below:

Go to Dashboard

Trend 1. Higher Open Rates due to the introduction of Apple’s Mail Privacy Protection (AMPP)

One notable trend observed in the benchmark data is the increased Unique Open Rates, attributable to the introduction of Apple’s Mail Privacy Protection (AMPP). Since its launch with iOS 15 in September 2021, every user of Apple Mail who activated AMPP is automatically registered as an ‘open.’ The global average Open Rate saw a remarkable increase from 22% in 2021 to 31% in 2022, marking an 9%-point uplift. This positive shift is evident across all countries included in the International Email Benchmark over the last 2 years.

While historically, Open Rate has been the primary metric of focus for email experts, the reliability of this metric is now being questioned. The Click Through Rate (CTR) is emerging as a more valuable Key Performance Indicator (KPI) in email marketing campaigns.

Trend 2. Privacy rules affect deliverability and engagement levels

The second trend uncovered by the benchmark pertains to the influence of national privacy legislations on deliverability and engagement metrics such as open rates and clicks. Western markets, including Europe and Canada/USA, have achieved lower Bounce Rates compared to Latin American countries. This discrepancy can be attributed to national legal rules and cultural perspectives, where privacy is more standardized and enforced, for example by the use of feedback loops, double opt-ins, and an overall focus on qualitative mailing lists. In contrast, some Latin American countries do not directly exclude Hard Bounce Rates (HBR) for future sendings. In Europe and Canada/USA, adherence to strict legal rules is crucial to avoid potential economic consequences, such as GDPR fines, or social risks like court cases.

These regional differences not only impact deliverability rates but also affect engagement metrics, such as open rates and clicks. Western European countries, in particular, have scored above average in Open Rates, Click Through, and Click To Open Rates. This finding underscores the importance of maintaining a clean mailing list to achieve better results in terms of quality and engagement levels in email campaigns.

About the 2023 GDMA International Email Benchmark

In addition to the comprehensive insights provided by the 2023 GDMA International Email Benchmark, we are thrilled to announce that users can now navigate the benchmark themselves through interactive features. By simply clicking and exploring the dashboard, users can unlock a wealth of information and customize their analysis based on their specific needs.

The 2023 benchmark results are derived from anonymized 2022 and 2023 campaign data from 13 participating ESPs, covering 69 countries across Canada/USA, Eastern Europe, Southern Europe, Western Europe, and the Latin American region.

The GDMA International Email Benchmark is an annual study, and organizations worldwide are invited to participate and contribute to its expansion. The more campaign data we accumulate, the more robust, insightful, and valuable the Benchmark becomes. Taking part in the study is free. Interested in joining? Please contact Robin de Wouters via rdewouters@fedma.org.

About the GDMA

The GDMA is an organization that represents, supports and unites 28 Data and Marketing Associations from around the globe that focus on data-driven marketing. It promotes worldwide initiatives aimed at providing marketers with global trend information, thought leadership and know-how on data-driven marketing across all sectors, disciplines and channels. Through its members’ associations, GDMA provides access to the world’s largest network of data-driven marketing organizations and influencers.