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The 7 main conclusions from The National Email Survey 2019

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Reading time minutes
By Patrick Schokker

The results from The National Email Survey 2019 have been out for a while, and we've gathered the 7 most important conclusions. Among other things, 2019 showed that (this does not really come as a surprise) the smartphone plays an increasing role in Dutch email usage.

The main conclusion from The National Email Survey 2019 is that email still plays a major role in the daily lives of Dutch consumers. More than half of the Dutch today read their email via a smartphone. Therefore, it is important for marketers to use mobile-friendly email designs, the study shows that this positively affects email marketing ratios. 

We share 7 other key findings from the 2019 National Email Survey:

#1. More and more Dutch people are reading their email on their smartphones

In 2019, 54% of Dutch people used their smartphones to read their emails. This is an increase of 8% compared to 2018. The number of readers on laptops and desktops is decreasing significantly. 

Device national email survey

#2. Dutch subscribe to an average of 1 to 5 email newsletters

In 2019, a whopping 88% of the Dutch said they subscribed to at least one new newsletter. Most of these said they even subscribed to 1 to 5 newsletters. 19% of all Dutch people subscribed to 6 to 10 newsletters. 

The main reasons that Dutch people subscribe are a recent purchase from an online store, receiving offers or exclusive deals and staying informed about developments at organizations. 

email newsletters

In addition to new sign-ups, 81% of the Dutch also indicated that they had unsubscribed from at least one e-mail newsletter in the past year. So only 19% unsubscribed for no newsletter at all. The main reasons that Dutch people unsubscribe are that the topics are not interesting enough (60%) and that the frequency is too high (73%). 

TIP: Keep the number of different campaigns small and don't make the amount of email messages per campaign too large, this way you best match the recipients' needs. You can also do this by segmenting your email list and creating a matching email campaign for each list. It is also important that your unsubscribe process works well because of those who have unsubscribed, 45% often still receive emails.

#3. Online purchases are increasingly made via a smartphone

The biggest increase in The National Email Survey is that of online purchasing behavior via smartphone. This is up 9% over 2018, from 22% to 31%. The laptop is still used more despite a decline, but this does not make much of a difference. Overall, we have also started shopping online more, 45% of the Dutch say they buy something online monthly and 27% even weekly.

purchases

#4. Increasingly, purchases are made in response to a mailing

Overall, 73% of the Dutch say they buy something at least once a year as a result of a mailing. In e-commerce, emails are used to generate sales. 59% of Dutch people buy something more than once as a result of an e-mail they received. Through social media channels hardly anything is purchased, Facebook scores best with 21%.  

purchased

TIP: The more personal the content, the sooner people will purchase something. To create personalized content is marketing automation highly recommended!

#5. The desire for a birthday email increases

In addition to receiving a confirmation email after an order, more and more consumers say they also like receiving a birthday email. 48% say they like receiving this surprise email. Third, 36% indicate that they like getting emails with offers that match their personal interests and buying habits. 

emails webshop

#6. Dutch use email and social media daily, mainly before 9 a.m. or after 7 p.m.

97% of the Dutch say they check their mail daily. They do this an average of 3 times a day. The most popular times when Dutch people read their mails are before 9 a.m. or after 7 p.m. This was also the case in 2018. E-mail is still massively used for personal communication (95%), but also widely used for communication with the government, communication with energy companies or banks, receiving newsletters and advertising, receiving purchase confirmations and registration of social media channels. 

TIP: Send your mailings more in the evening hours. Currently this percentage is still very low, only 14% of mail campaigns are sent in the evening hours.

national email survey

91% of the Dutch are active on social media on a daily basis. So this is also a daily activity for many Dutch people. In contrast to e-mail, social media is mainly used in the evening, after 7 p.m. In addition, social media is also used much less for official communication, but rather for personal communication, entertainment or following current events.   

national email survey

#7. Dutch have a preference for the purposes for which they use email and social media

E-mail is used for a variety of communication purposes. 69% of the Dutch indicate that they also use e-mail as the channel through which they prefer to receive advertising. 13% say they also still appreciate receiving advertising by mail. This is down 1% from 2018. In addition to advertising, 83% of the Dutch say they also prefer to receive service messages through the mail. And perhaps most importantly, even when it comes to privacy, most Dutch people (60%) trust email the most to receive this information. 

Regarding social media channels, WhatsApp remains the most popular when it comes to personal communication. This is indicated by 59% of Dutch people. WhatsApp is therefore the channel almost half of the Dutch (47%) check first thing in the morning. 

national email survey

TIP: Is your mail mobile-friendly? This increases the open rate.

Conclusion 

After reading the results of the 2019 National Email Survey, we can conclude that email marketing still plays an important role in online marketing. With marketing automation, you can ensure that these email campaigns contain the right and relevant information, thanks to dynamic content and insight into the entire customer journey. With marketing automation you send the right message, at the right time, to the right person. Completely segmented and personalized. This allows you to guide your leads through the customer journey towards the sale.

Want to learn more about setting up email campaigns or deploying marketing automation?

Contact contact with our specialists!

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Patrick Schokker
Patrick Schokker

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