Not all sectors are created equal for Email Marketing
The reality of Email Marketing in Belgium is that you need to contact on average 16 clients or 44 prospects to generate one click. But when you start to study these numbers by sector, you see huge differences: In the FMCG sector, you just need to contact 9 Clients or 25 Prospects for one click. At the other end, in the Finance/Insurance sector, you will have to scream louder: only 1 out of 56 clients or 155 prospects will listen to you! What is striking is that they don’t differ by a low open rate: people are opening their Finance emails as much as the other ones. The difference happens at the next step: people don’t click. Does this mean that Email Marketing is useless for this sector? Well, not necessarily. But if you want to succeed, you first have to identify the cause of these poor performances.