{"id":6068,"date":"2016-12-13T00:00:00","date_gmt":"2016-12-13T00:00:00","guid":{"rendered":"https:\/\/www.litmus.com\/blog\/dutch-email-engagement-infographic\/"},"modified":"2024-04-17T13:08:25","modified_gmt":"2024-04-17T17:08:25","slug":"dutch-email-engagement-infographic","status":"publish","type":"post","link":"https:\/\/www.litmus.com\/blog\/dutch-email-engagement-infographic","title":{"rendered":"How the Dutch Engage with Email [Infographic]"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">With eCommerce sales expected to reach <\/span><a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/ecommercenews.eu\/ecommerce-netherlands-reach-e18bn-2016\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">\u20ac18 billion<\/span><\/a><span style=\"font-weight: 400;\"> in 2016, the Netherlands present a major opportunity for digital marketers. Are some of your subscribers\u2014and potential customers\u2014based in the Netherlands? If so, are you optimizing your emails for their email habits and preferences? <\/span><\/p>\n<p><span style=\"font-weight: 400;\">We\u2019ve teamed up with our friends at <\/span><a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/www.blinker.nl\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">Blinker<\/span><\/a><span style=\"font-weight: 400;\">, a Dutch email marketing and email automation company, to bring you the highlights from their <\/span><a rel=\"noopener\" target=\"_blank\" href=\"http:\/\/www.blinker.nl\/nationaal-email-onderzoek-2016\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">2016 Dutch National Email Report<\/span><\/a><span style=\"font-weight: 400;\"> so you can better understand the local email landscape and get an overview of how the Dutch read and engage with email. <\/span><\/p>\n<figure id=\"post-14953 media-14953\" class=\"alignnone\" style=\"margin: 40px -166px 40px -201px;\"><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2020\/04\/email-behavior-in-the-netherlands-02.png\" target=\"_blank\" rel=\"noopener noreferrer\"><img decoding=\"async\" class=\"\" style=\"border: 1px #D7D9DA solid;\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2020\/04\/email-behavior-in-the-netherlands-02.png\" alt=\"Email-Behavior-in-the-Netherlands\" \/><\/a><\/figure>\n<h2>INFOGRAPHIC TRANSCRIPT<\/h2>\n<h2>Email Behavior in the Netherlands<\/h2>\n<p><span style=\"font-weight: 400;\">Better understand the local email landscape in the Netherlands and how the Dutch read and engage with email. <\/span><\/p>\n<h2><span style=\"font-weight: 400;\">THE IMPORTANCE OF EMAIL<\/span><\/h2>\n<h3><strong>Dutch aged 45-54 have the most cluttered inboxes, with 104 incoming commercial and personal messages per week. <\/strong><\/h3>\n<p><span style=\"font-weight: 400;\">On average, how many emails do you receive per week?<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Average: 79<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">14-17 years: 42<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">18-24 years: 53<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">25-34 years: 74<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">35-44 years: 88<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">45-54 years: 104<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">55-64 years: 99<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">65+: 90<\/span><\/li>\n<\/ul>\n<h3><strong>Many Dutch start their day with email, especially those 45 and older.<\/strong><\/h3>\n<p><span style=\"font-weight: 400;\">What\u2019s the first channel you use after getting up in the morning?<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">WhatsApp: 42%<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Email: 33%<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Facebook: 16%<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Other: 3%<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">SMS: 1%<\/span><\/li>\n<\/ul>\n<h3><b>Messages from brands, the government, and utilities are all quite welcome in Dutch inboxes.<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">What do you use your email address for?<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Personal communication: 96%<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Purchase confirmations: \u00a077%<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Newsletters and commercial emails: 74%<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Official government communications: 71%<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Official communication of energy suppliers: 68%<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Register for social media sites: 62%<\/span><\/li>\n<\/ul>\n<h3><strong>Email is a powerful driver of online purchases.<\/strong><\/h3>\n<p><span style=\"font-weight: 400;\">In the past 12 months, how often did you purchase something after receiving a commercial email about it?<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">1x: 18%<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">&gt; 1x: 55%<\/span><\/li>\n<\/ul>\n<h3><strong>Email is the most trusted channel when it comes to privacy. <\/strong><\/h3>\n<p><span style=\"font-weight: 400;\">What channel do you trust most in terms of privacy?<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Email: 60%<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">WhatsApp: 17%<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">SMS: 11%<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Other: 8%<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Facebook: 1%<\/span><\/li>\n<\/ul>\n<h2><span style=\"font-weight: 400;\">READING<\/span> <span style=\"font-weight: 400;\">BEHAVIOR<\/span><\/h2>\n<h3><strong>Nearly half of the Dutch read email on a smartphone or tablet.<\/strong><\/h3>\n<p><span style=\"font-weight: 400;\">What device do you use to read your emails?<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Smartphone: 37%<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Tablet: 11%<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Laptop: 30%<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Desktop: 22%<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\"><strong>TIP:<\/strong> Use <\/span><a rel=\"noopener\" href=\"https:\/\/litmus.com\/blog\/understanding-responsive-and-hybrid-email-design\"><span style=\"font-weight: 400;\">mobile-aware, responsive, or hybrid email design<\/span><\/a><span style=\"font-weight: 400;\"> to ensure the best email experiences on mobile devices.<\/span><\/p>\n<h3><strong>Gmail and Hotmail are dominant, but local inbox providers like Ziggo and KPN are popular among older Dutch. <\/strong><\/h3>\n<p><span style=\"font-weight: 400;\">What email provider do you use?<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Gmail: 55%<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Hotmail: 56%<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Yahoo!: 3%<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Internet Providers: 29%<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Others: 11%<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\"><strong>TIP:<\/strong> Use<\/span><a rel=\"noopener\" href=\"https:\/\/litmus.com\/email-analytics\"><span style=\"font-weight: 400;\"> Litmus Email Analytics<\/span><\/a><span style=\"font-weight: 400;\"> to discover which email clients your subscribers are using to read your emails, then ensure your emails display as intended in those email clients.<\/span><\/p>\n<h3><strong>Morning and evening hours are the most popular times to read email.<\/strong><\/h3>\n<p><span style=\"font-weight: 400;\">When do you usually read your emails?<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">07.00-09:00: 42%<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">09:00-11:00: 35%<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">11:00-13:00: 23%<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">13:00-15:00: 32%<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">15:00-17:00: 33%<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">17:00-19:00: 35%<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">19:00-21:00: 51%<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">21:00-23:00: 37%<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">23:00-01:00: 10%<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">01:00-03:00: 1%<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">03:00-05:00: 0%<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">05:00-07:00: 3%<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\"><strong>TIP:<\/strong> Run an <\/span><a rel=\"noopener\" href=\"https:\/\/litmus.com\/blog\/how-atlassian-uses-ab-testing-to-send-strategic-optimized-campaigns\"><span style=\"font-weight: 400;\">A\/B test<\/span><\/a><span style=\"font-weight: 400;\"> to determine which send times maximize email conversions for your subscribers.<\/span><\/p>\n<h2><a rel=\"noopener\" href=\"https:\/\/litmus.com\/blog\/adapting-to-consumers-new-definition-of-spam-ebook\"><span style=\"font-weight: 400;\">SPAM AND UNWANTED EMAILS<\/span><\/a><\/h2>\n<h3><strong>Inappropriate sending frequencies and irrelevant content are the biggest drivers for unsubscribes. <\/strong><\/h3>\n<p><span style=\"font-weight: 400;\">Why do you unsubscribe from newsletters?<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">The frequency is too high: 50%<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Topics not interesting enough: 49%<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Subject no longer relevant: 40%<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">I have never knowingly signed up: 33%<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">My inbox is overloaded: 30%<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Other content than expected: 25%<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Other: 1%<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\"><strong>TIP:<\/strong> Send more <\/span><a rel=\"noopener\" href=\"https:\/\/litmus.com\/blog\/achieving-better-performance-with-email-segmentation-personalization-video\"><span style=\"font-weight: 400;\">personalized, segmented, and triggered<\/span><\/a><span style=\"font-weight: 400;\"> messaging to reduce email fatigue and boost engagement.<\/span><\/p>\n<h3><strong>When getting unwanted email, the Dutch generally try to unsubscribe before complaining or taking other actions.<\/strong><\/h3>\n<p><span style=\"font-weight: 400;\">What do you do with unwanted emails in your inbox?<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><a rel=\"noopener\" href=\"https:\/\/litmus.com\/blog\/why-an-unsubscribe-is-better-than-being-marked-as-spam\"><span style=\"font-weight: 400;\">Unsubscribe via the unsubscribe link<\/span><\/a><span style=\"font-weight: 400;\"> in the email: 63%<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">I delete the email instantly: 41%<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">I click on the \u201cthis is spam\u201d button: 32%<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">I send an email asking to unsubscribe: 15%<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">I call the organization asking to unsubscribe: 2%<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\"><strong>TIP:<\/strong> Make your unsubscribe link easy to find and your opt-out process simple to avoid frustrating your subscribers into hitting the spam button.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">This infographic highlights key findings from the <\/span><a rel=\"noopener\" target=\"_blank\" href=\"http:\/\/www.blinker.nl\/nationaal-email-onderzoek-2016\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">Nationaal E-mail Onderzoek 2016<\/span><\/a><span style=\"font-weight: 400;\">, a Dutch consumer panel research project conducted in 2016 by <\/span><a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/www.blinker.nl\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">Blinker<\/span><\/a><span style=\"font-weight: 400;\"> and CG Selecties. Results are based on answers from 2,148 respondents. For more information on how the Dutch engage with email read the <\/span><a rel=\"noopener\" target=\"_blank\" href=\"http:\/\/www.blinker.nl\/nationaal-email-onderzoek-2016\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">full report<\/span><\/a><span style=\"font-weight: 400;\"> (available in Dutch only).<\/span><\/p>\n<p><a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/www.blinker.nl\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">Blinker<\/span><\/a><span style=\"font-weight: 400;\"> offers email marketing and marketing automation software and services, helping marketers to shine for the organization they work for.<\/span><\/p>\n<p>Litmus is a web-based email creation, testing and analytics platform that helps more than 250,000 marketers, designers, and agencies make email better.<\/p>\n<h2>Understand your subscribers with Litmus Email Analytics<\/h2>\n<div class=\"cta\">\n<table>\n<tbody>\n<tr>\n<td class=\"block-1\"><img decoding=\"async\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2020\/04\/laptop_email-analytics.png\" alt=\"\" \/><\/td>\n<td class=\"block-2\">\n<h2>Where are your subscribers located?<\/h2>\n<p>Get to know your audience and dive into detailed geolocation data with Litmus Email Analytics.<\/p>\n<p class=\"zero\"><a class=\"btn medium orange button\" rel=\"noopener\" href=\"https:\/\/litmus.com\/email-analytics\" target=\"_blank\" rel=\"noopener noreferrer\">Learn more\u00a0\u2192<\/a><\/p>\n<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>We\u2019ve teamed up with our friends at Blinker, a Dutch email marketing and email automation company, to bring you the highlights from their 2016 Dutch National Email Report so you can better understand the local email landscape and get an overview of how the Dutch read and engage with email.<\/p>\n","protected":false},"author":3,"featured_media":6069,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"tags":[45,48],"blog_category":[117,1188],"class_list":["post-6068","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","tag-deliverability","tag-spam-filter","blog_category-infographs","blog_category-international"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.5 (Yoast SEO v27.7) - 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