As we all still remember, the last corona measures expired in March 2022. That global crisis is no longer reflected in the ratios of 2022. That is also difficult because the corona measures were felt across the sector, but that is possible with the energy issues. Especially in the last three months of the year you see a clear increase in the click ratio in the energy sector.
It is tempting to think that consumers in 2022 have clicked through to my-environments and specific web pages more often via mailings from their energy supplier. For example, the CTO in email leads December for this sector is no less than 30%. While the average for all sectors in that specific month is 15.7%. The energy sector stands head and shoulders above the rest.
In general, small campaigns score better than large ones, but it is good to look at how big these differences are within your industry. Small campaigns are all email campaigns up to a maximum of 1,000 emails. For large campaigns, you should think of more than 10,000 emails per campaign.
To give an example from the Dutch Email Marketing Benchmark 2023: in the hospitality industry, the average COR is 46.24%, the CTR 6.85% and the CTO 14.92%. If you specify these figures by campaign size, it turns out that small campaigns score better than these average figures and that large campaigns score slightly less. If you place the figures in a historical perspective, there is actually a small decline in small campaigns in the hospitality industry. Always weigh your figures and take these kinds of aspects into account.