Technical Progress & Strategic Gaps
- BREMEN, Germany (VBR) - Email marketing remains a notable driver for growth in digital communication, but a new study indicates many companies are missing key opportunities.
- The study found that 29% of companies increased their email sending frequency in the past year, signaling a move toward more consistent communication.
- According to the study, 66% of companies now personalize newsletter content, a 19-percentage-point jump from four years ago.
Email Marketing Trends: Study Reveals Untapped Potential
Table of Contents
- Email Marketing Trends: Study Reveals Untapped Potential
- Email Marketing in 2025: Trends, Opportunities, and challenges
- What are the Key takeaways from the “Email Marketing Benchmarks 2025” Study?
- Is Email Marketing Still Effective in 2025?
- Are Email Sending Frequencies Increasing?
- What Advancements in Email Marketing are Highlighted in the Study?
- What is the Meaning of Increased Personalization in Email Marketing?
- What strategic Weaknesses Did the Study Identify?
- Why are Welcome Emails Critically important?
- What are the Consequences of a Superficial Data Strategy?
- What are the Key Accessibility Concerns in Email Marketing?
- Which Companies are Leaders in Email Marketing?
- What is the Expert Opinion on the Current State of Email Marketing?
- what Recommendations Does the Study Offer?
- What are the Benefits of Implementing Robust Data Tracking?
- How Can businesses Improve Email Accessibility?
- Where Can I Find More Information on Email Marketing?
- Summary of Key Email Marketing Trends
BREMEN, Germany (VBR) – Email marketing remains a notable driver for growth in digital communication, but a new study indicates many companies are missing key opportunities. The “Email Marketing Benchmarks 2025” study highlights both progress and shortcomings in how businesses utilize email to connect with customers.
Increased Frequency, Improved Techniques
The study found that 29% of companies increased their email sending frequency in the past year, signaling a move toward more consistent communication. Furthermore, 83% now use professional email service providers, a 12% increase since 2021. This suggests a growing reliance on sophisticated tools and strategies.
Personalization is also on the rise. According to the study, 66% of companies now personalize newsletter content, a 19-percentage-point jump from four years ago. This indicates a greater focus on delivering relevant content to individual subscribers.
Strategic Weaknesses persist
Despite these positive trends,the study reveals significant strategic weaknesses. Two-thirds of companies do not send welcome emails to new subscribers, and 43% wait more than a month to send their frist message.This delay represents a missed opportunity to engage potential customers when their interest is highest.
Data Strategy and Accessibility Lacking
A superficial approach to data strategy is another concern. The study found that 35% of companies do not use tracking or feedback mechanisms, which could hinder their ability to improve communication quality. Accessibility is also frequently overlooked, with only 13% of emails meeting minimum digital accessibility requirements, despite impending legal requirements in June 2025.
Furthermore,only 5% of companies clearly explain the benefits of providing additional facts,such as interests or preferences,leaving potential value on the table.
Leaders in Email Marketing
The study identified Rewe as a leader in email marketing for the second consecutive year, followed by EMP and ZOOROYAL. these companies demonstrate clear customer benefits and adhere to legal processes,supported by consistent automation.
expert Opinion
We see pleasing developments in the field of technology and tool use-but the decisive strategic levers often remain unused. If you do not collect relevant data, do without feedback and wait for new subscribers for weeks, give away enormous potential.
Martin Nitsche, President, DDV
Recommendations
The “Email Marketing Benchmarks 2025” study suggests that companies need to rethink their email marketing strategies to fully capitalize on the channel’s potential. This includes prioritizing welcome emails, implementing robust data tracking, and ensuring accessibility for all subscribers.
Further Information
More information on related topics can be found on Wikipedia:
Email Marketing in 2025: Trends, Opportunities, and challenges
This article will explore the latest email marketing trends, strategic weaknesses, and opportunities for businesses, based on the ”Email Marketing Benchmarks 2025″ study. We’ll unpack key findings, provide insights, and offer recommendations to help you optimize your email marketing strategy.
What are the Key takeaways from the “Email Marketing Benchmarks 2025” Study?
The study, conducted in Bremen, Germany, reveals both advancements and areas for improvement in how businesses utilize email to connect with customers. While there are positive trends like increased frequency and personalization, meaningful strategic weaknesses persist.
Is Email Marketing Still Effective in 2025?
Yes! The study emphasizes that email marketing remains a notable driver for growth in digital communication. Businesses are still heavily invested in email as a key touchpoint.
Are Email Sending Frequencies Increasing?
Yes, the study showed that 29% of companies increased their email sending frequency in the past year, demonstrating a move toward more consistent communication with subscribers.
What Advancements in Email Marketing are Highlighted in the Study?
Several advancements where uncovered:
Increased Frequency: More businesses are sending emails more often.
More Professional Service Providers: 83% of companies now use professional email service providers, a 12% increase since 2021, indicating a shift toward more refined tools and strategies.
Personalization: 66% of companies now personalize newsletter content, a 19-percentage-point jump from four years ago.
What is the Meaning of Increased Personalization in Email Marketing?
The rise in personalization, with 66% of companies personalizing newsletters, highlights a greater focus on delivering relevant content to individual subscribers. This can lead to higher engagement and conversion rates.
What strategic Weaknesses Did the Study Identify?
Despite positive trends, the study identified several weaknesses:
Lack of Welcome Emails: Two-thirds of companies do not send welcome emails to new subscribers.
Delayed First Message: 43% of companies wait more than a month to send their first message.
Superficial Data Strategy: 35% of companies do not use tracking or feedback mechanisms.
Accessibility Issues: only 13% of emails meet minimum digital accessibility requirements, despite upcoming legal requirements .
Failure to Explain Benefits: Only 5% of companies explain the benefits of providing additional information, such as interests or preferences.
Why are Welcome Emails Critically important?
Welcome emails are crucial for engaging potential customers when their interest is highest. Failing to send a welcome email represents a missed possibility to make a positive first impression and set the stage for future engagement.
What are the Consequences of a Superficial Data Strategy?
A superficial approach to data strategy can hinder a company’s ability to improve communication quality. Without tracking and feedback mechanisms, it becomes tough to understand what resonates with subscribers and optimize email campaigns effectively.
What are the Key Accessibility Concerns in Email Marketing?
The study highlighted that only 13% of emails meet minimum digital accessibility requirements. This is especially concerning given the impending legal requirements in June 2025 and risks excluding a significant portion of subscribers.
Which Companies are Leaders in Email Marketing?
The study identified the following leaders in email marketing:
Rewe (for the second consecutive year)
EMP
ZOOROYAL
these companies demonstrate clear customer benefits and adhere to legal processes, supported by automation.
What is the Expert Opinion on the Current State of Email Marketing?
Martin Nitsche, President of DDV, highlights the contrast between technology and strategic execution: “We see pleasing developments in the field of technology and tool use – but the decisive strategic levers often remain unused. If you do not collect relevant data,do without feedback and wait for new subscribers for weeks,give away enormous potential.”
what Recommendations Does the Study Offer?
The “Email Marketing Benchmarks 2025” study suggests that companies need to:
Prioritize welcome emails.
implement robust data tracking.
Ensure accessibility for all subscribers.
What are the Benefits of Implementing Robust Data Tracking?
Implementing robust data tracking allows businesses to:
Understand Subscriber Behavior: Track which emails are opened, clicked, and converted.
Personalize Content: Tailor emails based on subscriber interests and preferences.
Optimize Campaigns: Improve email performance by identifying what works and what doesn’t.
How Can businesses Improve Email Accessibility?
To improve email accessibility, businesses shoudl:
Use alt text for images: Provide descriptions for images so visually impaired users understand the content.
Ensure sufficient color contrast: Use high-contrast color combinations for text and background.
Use clear font sizes and styles: Make text easy to read.
Provide captions or transcripts for videos: Make audio content accessible.
Where Can I Find More Information on Email Marketing?
You can find further information on related topics on Wikipedia:
Summary of Key Email Marketing Trends
| Trend | Key Finding | Impact |
| —————————————— | ———————————————————————————————————– | ————————————————- |
| increased Frequency | 29% of companies increased email sending frequency. | More consistent communication. |
| Professional Email Service Providers | 83% of companies now use professional email service providers. | Growing reliance on sophisticated tools. |
| Personalization | 66% of companies personalize newsletter content.| More relevant content, higher engagement. |
| Strategic Weaknesses | Lack of welcome emails, delayed first messages, poor data strategy, accessibility issues. | Missed opportunities, potential legal risks. |
| Leaders in Email Marketing | rewe, EMP, and ZOOROYAL demonstrate best practices. | Showcase of successful strategies. |
| Expert Opinion | Strategic levers are often unused, hindering potential.| Highlights the need for better strategy execution. |
| Study Recommendations | Prioritize welcome emails, implement robust data tracking, and ensure accessibility. | Optimize email campaigns and improve results. |