Infographic: 5 facts about email marketing

How relevant is email marketing for businesses really – and what do customers think about it? This infographic uses five facts to highlight how important emails are for businesses that want to build a dialogue with their customers. Based on recognized studies, these facts show why email remains an indispensable communication channel, what role personalization and automation play in customer engagement, and how successful retention impacts business success.

Fact 1:
80% of companies surveyed by the Zurich University of Applied Sciences rely on email marketing and newsletters as indispensable tools in digital marketing. 75% see marketing automation as a key technology based on well-maintained CRM data and email communication.

Source: “Marketing Automation & AI Report 2024,” ZHAW

Fact 2:
When asked how they prefer to communicate with companies, 75 percent of Germans say email. This makes email significantly more popular than telephone (34%), messenger services such as WhatsApp (15%), letters (13%) and social media (10%). This also applies to online shopping: 78 percent of respondents want to receive information about their purchases by email. The store’s website or app (18%), messenger services (17%), text messages (16%), the shipping service provider’s website (12%) and social media (11%) are mentioned significantly less often.

Source: Representative study by Convios Consulting on behalf of GMX and WEB.DE

Fact 3:
In Germany, 35% of Gen Z and 33% of millennials find personalized advertising helpful because it allows them to discover relevant offers more quickly and avoid irrelevant content. These digitally savvy target groups prefer brands that tailor their communication to be individualized and context-relevant. This is the conclusion of the study “Digital Marketing in Germany 2025” conducted by Bitkom.

Source: “Digital Marketing in Germany 2025,” Bitcom

Fact 4:
According to Statista’s Content Marketing Trend Study 2024, newsletters are the most widely used format for content visibility: 71% of B2B and 69% of B2C companies rely on email marketing with their own newsletter to make their content visible – significantly ahead of social media or PR.

Source: “Content Marketing Trend Study 2024,” Statista

Fact 5:
According to the McKinsey study “Experience-led Growth” (2023), it is up to three times more expensive to replace a lost customer than to retain an existing one – a clear argument in favor of automated customer loyalty and personalized communication such as email marketing. Successful companies focus on clear goals such as net revenue retention (NRR) or repurchase rates and design automated customer journeys that lead to up to 30% higher customer satisfaction and 25% more cross-selling.

Source: “Experience-led Growth,” McKinsey

Why you should read our whitepaper:

To download the whitepaper, simply fill out the form.