How relevant is email marketing in retail – and what does the latest data show?
Our new infographic presents five compelling facts that prove why email marketing is indispensable for retailers today. Based on recognised studies, it highlights the role of personalisation, automation, and cross-channel customer engagement in retail. The figures clearly show that if you want to retain your customers in the long term, increase sales and optimize the shopping experience, there is no way around email marketing.
Fact 1:
Email remains at the heart of digital retail: This is the conclusion of the DACH study ECommerce 2025 by Annalect and United Internet Media. Email is not only the preferred communication channel for 69% of customers, but also the most important medium for order information – used by 88% of Germans (AT: 83%, CH: 82%). Emails directly influence purchasing decisions: 61% have made a purchase in the last six months after receiving an advertising email, 95% use discount codes from these emails, and 86% are made aware of new products in this way.
Source: “Dach Study E-Commerce 2025,” Annalect/United Internet Media
Fact 2:
Lack of personalisation costs brands customers: The Capgemini Consumer Trends Report 2025 shows that 53% of consumers regularly switch brands or retailers – even as members of loyalty programs. Generation Z is particularly volatile: 70% have already switched to another brand to try something new; 32% have done so within just 12 months. 64% of all respondents say that their shared preference data and loyalty programs do not offer a noticeably better, personalised experience – a key reason for switching brands or retailers.
Source: Capgemini Consumer Trends Report 2025
Fact 3:
Newsletters are the driver of customer loyalty: Globally, 83% of consumers have subscribed to an online retailer’s newsletter. The main motivation is discounts and rewards – the most important reason for 59%. In addition, 33% want to learn more about products and services, 29% want exclusive access or the latest updates, and 24% want personalised recommendations. Email newsletters thus remain a key tool for creating purchase incentives and strengthening customer relationships. These are the findings of the DHL E-Commerce Trend Report 2024.
Source: DHL E-Commerce Trends Report 2024
Fact 4:
GDPR compliance in reverse: By 2025, only about one-third of all newsletter forms will meet the basic requirements of the GDPR. Even in retail, which has been a pioneer in legally compliant registration processes, the proportion has fallen below 50% for the first time. This is the conclusion of the study E-Mail Marketing Benchmarks 2025 by absolit.
Source: E-Mail Marketing Benchmarks 2025, absolit
Fact 5:
Online retail back on track for growth: After a period of stagnation, online retail recorded growth of 3.8% in 2024, generating sales of €88.8 billion. A further increase to around €92.4 billion (+4%) is expected for 2025. This means that online sales will account for around 13.4% of total retail sales – a stable, albeit moderate comeback after the coronavirus boom. This is shown by the HDE Online Monitor 2025.
Source: HDE Online Monitor 2025
Whitepaper: Successful omnichannel customer engagement
Three reasons why you should read this whitepaper:
- We show you how to start complex marketing automation with just a little data
- How to make your customer relationships more valuable with omnichannel customer engagement
- How you can optimise the customer experience through highly personalised communication