BVDW: Only 49 percent of email marketing managers are satisfied with campaigns

by I. Melaschuk (comments: 0)

According to a current study by the Bundesverband Digitale Wirtschaft (BVDW) e.V. among email marketing experts, 49 percent of the approximately 100 email marketing experts surveyed are "rather satisfied" or "very satisfied" with their own email marketing.

Success factors automation, analysis and reporting

In total, 58 percent of those surveyed use automated contact routes and 84 percent use digital reporting. Of the "satisfied" email marketing managers, 67 percent use automated contact routes. Among the "dissatisfied", however, it is only 50 percent. According to the BVDW, this allows the conclusion that automated contact routes lead to more effective e-mail marketing.

Key figures and challenges

The use of an attribution model, in which user actions are measured and analysed, is also comparatively more frequent among the "satisfied" experts. The most important key performance indicators (KPI) for measuring success include the opening rate (75 percent), the click rate (69 percent) and the return on investment (43 percent).

Further challenges in email marketing are processes and automation (59 percent), manpower (42 percent) and analysis and data understanding (42 percent).

Link to the study (in German):


Source: Bundesverband Digitale Wirtschaft (BVDW) e.V.

E-mail marketing

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