Call for participation opens for 4th edition of GDMA’s International Email Benchmark

To help organizations optimize their email performances, GDMA and DDMA joined forces with ESPs and DMAs (Data and Marketing Associations) from across the world to strengthen the position of email marketing as a channel.

As we begin this 4^th edition, we invite organizations worldwide to participate and contribute to its expansion. The more campaign data we accumulate, the more robust, insightful, and valuable the Benchmark becomes. 

• We are looking for Email Service Providers (ESPs) from all over the world
• Data collection is possible in January & February 2025
• Participating ESPs will receive all the necessary documents to complete this as effectively as possible
• Participation is free and will only benefit your organization, your clients and the wider industry.

Interested in joining? Please contact Robin de Wouters rdewouters@fedma.org.

Access the full dashboard here and explore its findings.

2024 Benchmark

Last year’s comprehensive, interactive dashboard was based on 203 billion emails sent (up from 122 the previous year) and covered 125 countries (up from 69), providing invaluable insights into the evolving landscape of email marketing and highlighting ever higher open and acceptance rates, lower bounce rates, while low unsubscribe and spam complaint rates indicate an increasingly professional email marketing sector.

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. Read the full press release here.

The interactive dashboard allows users to navigate the benchmark themselves and select the filters and metrics they want. By simply clicking and exploring the dashboard, users can unlock a wealth of information and customize their analysis based on their specific needs.

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.

We hope you will consider this opportunity to join our benchmark. For further information, please contact Robin de Wouters via rdewouters@fedma.org.

Robin de Wouters

Communication & Commercial Director | GDMA