Sports retail mostly uses emails as a form of advertising

In cooperation with the VAT hat absolutely Dr. Schwarz Consulting analyzed the email marketing of 5000 top companies. The result: e-mail marketing is becoming more professional – there is still room for improvement. As part of the study, 5043 companies in the DACH region from nine industries were examined for up to 160 criteria from the areas of dialogue, domain security, shipping technology, new customer acquisition, marketing automation, legal security and newsletter design. The 40-page short version of the study is available at emailbenchmarks.de. Let’s turn the clock back ten years – just 60 percent of marketing decision-makers in Germany state that they actively integrate the e-mail channel into their marketing mix. Many companies are turning to emerging networks such as Facebook or Twitter. The classic email strategy is like a watering can. Today, ten years later, the tide has turned. 98 percent of the top 5,000 companies use email marketing. 91 percent have a newsletter. 71 percent send via a professional e-mail service provider. Email marketing is becoming more professional and has arrived in the middle of many marketing departments. Put simply: More and more companies are doing good email marketing – but there is often still room for improvement.-

Active lead generation via the website is slowly becoming common practice

Every day hundreds, thousands, if not hundreds of thousands of interested users cavort on your own website. Two years ago, only 61 percent offered them the opportunity to stay informed about the latest tips, new products or offers via e-mail. This value is now over 70 percent. Many companies seem to have understood that just a mere customer distribution list is not very effective and they open the gate for all kinds of interested parties. 61 percent also try to get to know the interested parties a little better in the registration process and ask for their gender or name. Another 25 percent offer the opportunity to set main interests in order to individualize communication. “E-mail marketing is not about sending out a newsletter every month, it is rather an opportunity to better understand your customers and their interests.” Torsten Schwarz.

B2Cers shy away from the weekend

The rules in B2B are clear: shipping on Mondays can be difficult – there is always a lot to do here and most of the time the weekend lags behind. Nobody is in the office at the weekend and very few people check their business emails. It looks different in B2C. After the stressful week, on the weekend you might even find it easier to take a look at your private emails and clean up a bit. For a long time, Sunday afternoons were even considered an insider tip among mail order companies. But what does it look like in 2021? The evaluation of 33,554 e-mails from the top 5000 companies showed that B2C people even tend to shy away from the weekend. Five percent like to ship on Saturdays and eight percent do it on Sundays on average.

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