{"id":166932,"date":"2025-05-27T13:57:43","date_gmt":"2025-05-27T11:57:43","guid":{"rendered":"https:\/\/spotler.com\/blog\/gdma-email-benchmark-2025"},"modified":"2025-06-25T21:22:38","modified_gmt":"2025-06-25T19:22:38","slug":"gdma-email-benchmark-2025","status":"publish","type":"blog","link":"https:\/\/spotler.com\/en-de\/blog\/gdma-email-benchmark-2025","title":{"rendered":"GDMA Email Benchmark 2025: The Netherlands, UK, and Germany perform well"},"content":{"rendered":"<p><strong>On 15 May 2025, the <a href=\"https:\/\/globaldma.com\/\" target=\"_blank\" rel=\"noreferrer noopener\">GDMA International Email Benchmark 2025<\/a> was launched. This international benchmark includes the key email metrics from 63 countries. In total, 521 billion emails from 54,000 companies were analysed. No fewer than 20 different Email Service Providers (ESPs) \u2013 including Spotler \u2013 provided their data. The general conclusion: Open Rates show an upward trend, while Click Rates are declining. Another notable finding is that the Netherlands, Germany, and the UK score above average. In this article, we elaborate on these and several other conclusions.<\/strong><\/p>\n<h2 class=\"wp-block-heading\">Strong Email Metrics in the Netherlands, UK, and Germany<\/h2>\n<p>The GDMA benchmark reveals that the average Confirmed Open Rate (COR) stands at 32.40%, the Click To Open Rate (CTO) at 7.62%, and the Click Through Rate (CTR) at 2.91%. When we look more deeply into the data, we see a significant variation from country to country. In particular, the 3 countries where Spotler has offices, the Netherlands, Germany and the UK, all perform better than the overall average in all 3 metrics.\u00a0<\/p>\n<figure class=\"wp-block-table\">\n<style>\n    .wp-block-table table.has-fixed-layout {\n      box-shadow: 4px 4px 0 #002a4d;\n      border-collapse: collapse;\n    }<\/p>\n<p>    .wp-block-table table.has-fixed-layout thead th {\n      background-color: #8ec8ed;\n      border: none;\n    }<\/p>\n<p>    .wp-block-table table.has-fixed-layout th,\n    .wp-block-table table.has-fixed-layout td {\n      border: none;\n      padding: 8px;\n    }\n  <\/style>\n<table class=\"has-fixed-layout\">\n<thead>\n<tr>\n<th><strong>Statistic<\/strong><\/th>\n<th><strong>Average<\/strong><\/th>\n<th><strong>Netherlands<\/strong><\/th>\n<th><strong>United Kingdom<\/strong><\/th>\n<th><strong>Sweden<\/strong><\/th>\n<th><strong>Germany<\/strong><\/th>\n<th><strong>Spain<\/strong><\/th>\n<\/tr>\n<\/thead>\n<tbody>\n<tr>\n<td><strong>COR<\/strong> <\/td>\n<td>32,40% <\/td>\n<td>44,93% <\/td>\n<td>38,34% <\/td>\n<td>38,62% <\/td>\n<td>32,88% <\/td>\n<td>29,70% <\/td>\n<\/tr>\n<tr>\n<td><strong>CTO<\/strong> <\/td>\n<td>7,62% <\/td>\n<td>12,67% <\/td>\n<td>11,52% <\/td>\n<td>7,64% <\/td>\n<td>7,90% <\/td>\n<td>6,73% <\/td>\n<\/tr>\n<tr>\n<td><strong>CTR<\/strong> <\/td>\n<td>2,91% <\/td>\n<td>5,95% <\/td>\n<td>4,49% <\/td>\n<td>3,02% <\/td>\n<td>3,27% <\/td>\n<td>2,25% <\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<\/figure>\n<p>A country like Spain, where Spotler is also active, does not always score above average on the key email metrics. For example, the average open rate (2024) for Spanish companies is 29.70%, which is slightly below the average of 32.40%. Still, there is an upward trend. The COR in Spain was 27.91% in 2022, 29.17% a year later, and now 29.70%. Hopefully, this upward trend will continue in the coming years.&nbsp;<\/p>\n<p>If, like us, you operate in multiple countries, the GDMA benchmark allows you to select different regions and countries. This is useful, as email metrics can vary significantly by region.&nbsp;<\/p>\n<p>Nevertheless, a general trend is visible: Open Rates are rising, while Click Rates are declining. If you\u2019re noticing this trend in your own email metrics as well, then it\u2019s time to take action. A good starting point is to check whether your inbox elements are appealing enough to entice readers to click. There are quite a few best practices available for this. You can find them all in our blog <a href=\"https:\/\/spotler.com\/en-de\/blog\/unfolding-the-email-sender-name-subject-line-and-pre-header\" target=\"_blank\" rel=\"noreferrer noopener\">Unfolding the email: Sender name, subject line, and pre-header.<\/a>&nbsp;<\/p>\n<div class=\"wp-block-group is-content-justification-left is-nowrap is-layout-flex wp-container-core-group-is-layout-f56a869c wp-block-group-is-layout-flex\">\n<div class=\"wp-block-group has-light-blue-background-color has-background is-vertical is-layout-flex wp-container-core-group-is-layout-8cf370e7 wp-block-group-is-layout-flex\">\n<p><strong>Guide<\/strong><\/p>\n<h3 class=\"wp-block-heading\">Email Marketing Guide: Learn How to Get More Conversions from Email<\/h3>\n<p>In our guide on email marketing, you\u2019ll learn:&nbsp;<\/p>\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer wp-container-content-4daaf377\"><\/div>\n<ul class=\"fa-ul\" style=\"padding-top: 20px;\">\n<li><span class=\"fa-li\"><i class=\"fas fa-check\" style=\"color: #23afe6;\"><\/i><\/span> the significant conversion benefits this form of marketing can deliver; <\/li>\n<li><span class=\"fa-li\"><i class=\"fas fa-check\" style=\"color: #23afe6;\"><\/i><\/span> the differences between email marketing and marketing automation;<\/li>\n<li><span class=\"fa-li\"><i class=\"fas fa-check\" style=\"color: #23afe6;\"><\/i><\/span> why email marketing is an essential part of your marketing mix; <\/li>\n<li><span class=\"fa-li\"><i class=\"fas fa-check\" style=\"color: #23afe6;\"><\/i><\/span> how to calculate the impact of email marketing. <\/li>\n<\/ul>\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer wp-container-content-16d1eb73\"><\/div>\n<div class=\"wp-block-buttons is-layout-flex wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button\"><a class=\"wp-block-button__link wp-element-button\" href=\"https:\/\/spotler.com\/en-de\/guides\/what-is-emailmarketing\">Go to the email marketing guide<\/a><\/div>\n<\/div>\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer wp-container-content-16d1eb73\"><\/div>\n<\/div>\n<\/div>\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n<h2 class=\"wp-block-heading\">Favourite Send Days Don\u2019t Always Deliver the Best Metrics&nbsp;<\/h2>\n<p>The international GDMA benchmark includes not only data on Opens and Clicks but also on the timing of email campaign sends. What stands out? Probably what you\u2019d expect: Tuesdays and Thursdays have been the most popular send days for years, and that remained true in 2024. In that year, 16.24% of campaigns were sent on a Thursday, and 16.19% on a Tuesday.&nbsp;<\/p>\n<p>However, campaigns sent on Wednesdays perform best. On that day, both Opens and Clicks exceeded expectations based on send preferences. Campaigns sent on Wednesdays achieve a Confirmed Open Rate (COR) of 33.46%, which is above the average of 32.40%. The Click Through Rate (CTR) also peaks internationally on Wednesdays at 3.28%, and the Click To Open Rate (CTO) reaches 7.78%, just above the global average.&nbsp;<\/p>\n<h2 class=\"wp-block-heading\">Campaign Size and Industry Matter in Email Metrics&nbsp;<\/h2>\n<p>In the GDMA benchmark, all metrics can be filtered by industry type, campaign size, and audience segment (e.g., B2B or B2C). And it\u2019s smart to do so. For instance, if you frequently send large campaigns of more than 50,000 emails, you\u2019ll see that most of these go out on Fridays (15.80%). Yet, the best Click and Open Rates for this campaign size don\u2019t necessarily occur on Fridays.&nbsp;<\/p>\n<p>The GDMA benchmark provides many options to tailor the data to your target audiences, industry, and campaign characteristics. This makes it an invaluable reference.&nbsp;<\/p>\n<h2 class=\"wp-block-heading\">Acceptance Rate Under Pressure for B2B Globally&nbsp;<\/h2>\n<p>One final trend to note is the sharp decline in Acceptance Rate (AR) for B2B audiences. While this group still had an AR of 98.21% worldwide in 2023, in 2024 the rate dropped significantly to 95.51%. That\u2019s a steep decline, especially considering that the overall average across all audiences in 2024 was 98.59%.<\/p>\n<h2 class=\"wp-block-heading\">Conclusion<\/h2>\n<p>If you interpret the benchmark data correctly, it can provide you with valuable insights, especially when you compare your own data to that of your peers. Beyond that, you gain access to a benchmark report that is unmatched in online marketing, bringing together marketing data from no fewer than 63 countries.&nbsp;<\/p>\n<p class=\"has-light-blue-background-color has-background\">Want to learn more about professional emailing, setting up email campaigns, or Spotler&#8217;s email marketing solutions? Feel free to contact our sales team at +44 01483 411 911 or email them at <a href=\"mailto:sales@spotler.com\" target=\"_blank\" rel=\"noreferrer noopener\">sales@spotler.com<\/a>.&nbsp;<\/p><\/p>\n","protected":false},"excerpt":{"rendered":"<p>The Netherlands, Germany and the UK score above average. In this article, we are happy to explain these and some other conclusions.<\/p>\n","protected":false},"author":27,"featured_media":166788,"template":"","cat_industry":[1943,1459,2035],"cat_topic":[1629,1001],"class_list":["post-166932","blog","type-blog","status-publish","has-post-thumbnail","hentry","cat_industry-b2b-en-de","cat_industry-b2c-en-de","cat_industry-government-en-de","cat_topic-data-analytics-en-de","cat_topic-email-marketing-en-de"],"acf":[],"_links":{"self":[{"href":"https:\/\/spotler.com\/en-de\/wp-json\/wp\/v2\/blog\/166932","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/spotler.com\/en-de\/wp-json\/wp\/v2\/blog"}],"about":[{"href":"https:\/\/spotler.com\/en-de\/wp-json\/wp\/v2\/types\/blog"}],"author":[{"embeddable":true,"href":"https:\/\/spotler.com\/en-de\/wp-json\/wp\/v2\/users\/27"}],"version-history":[{"count":4,"href":"https:\/\/spotler.com\/en-de\/wp-json\/wp\/v2\/blog\/166932\/revisions"}],"predecessor-version":[{"id":170751,"href":"https:\/\/spotler.com\/en-de\/wp-json\/wp\/v2\/blog\/166932\/revisions\/170751"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/spotler.com\/en-de\/wp-json\/wp\/v2\/media\/166788"}],"wp:attachment":[{"href":"https:\/\/spotler.com\/en-de\/wp-json\/wp\/v2\/media?parent=166932"}],"wp:term":[{"taxonomy":"cat_industry","embeddable":true,"href":"https:\/\/spotler.com\/en-de\/wp-json\/wp\/v2\/cat_industry?post=166932"},{"taxonomy":"cat_topic","embeddable":true,"href":"https:\/\/spotler.com\/en-de\/wp-json\/wp\/v2\/cat_topic?post=166932"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}