E-Mail-Marketing 2025: Was Industrie, Finanzdienstleister und öffentliche Institutionen jetzt wissen müssen
Manfred Bacher
Most companies send their emails between 9 AM and 12 PM on Thursday – and thus compete against the toughest competition in the inbox.
Email Marketing 2025: What Industry, Financial Services, and Public Institutions Need to Know Now
The new Email Marketing Benchmark 2025 by Inxmail analyzes 4.2 billion emails and reveals industry-specific differences that should change your strategy.
In Brief
Industry convinces with quality over quantity: 29.4% open rate despite only 2 mailings per month
Financial sector struggles with deliverability: Highest bounce rate (1.4%) jeopardizes performance
Public service in solid midfield: Potential for conversion optimization
Retail needs to rethink frequency: High send volumes don't lead to better click rates
Tourism shows how it's done: 50.8% open rate through relevant, seasonal content
Why Your Emails Arrive at the Wrong Time
While 18.8% of all marketers choose Thursday between 9 AM and 12 PM, they miss the truly golden hours: Emails sent between 3 AM and 6 AM achieve click rates of up to 14.1% – more than four times higher than the average.
The reason is simple: When recipients check their emails in the morning, these messages are at the top of the inbox. No competition, maximum attention.
The Performance Champions Have One Thing in Common
Tourism and culture dominate the benchmark results with open rates of 50.8% and 40.5% respectively. What do these industries do differently? They focus on emotional relevance instead of high frequency.
While fashion companies send an average of 24 emails per month, the tourism industry limits itself to 7 – and still achieves the highest effective click rate of 31.1%.
The Distribution List Myth: Why Less is More
The analysis of 4.2 billion emails clearly shows: The larger the distribution list, the worse the performance. Small, well-segmented lists with under 1,500 contacts achieve on average 40% higher open rates than mega-lists with over a million addresses.
Data quality becomes problematic: Financial companies struggle with the highest bounce rates of 1.4% – a clear sign of insufficient list hygiene.
What B2B Can Learn from B2C
While B2B companies dutifully send their 3 emails per month during business hours, B2C experiments more successfully with send times. The result: B2C not only achieves higher open rates (25.0% vs. 23.4%) but also better click rates.
The key lies in the courage to use unconventional send times. B2B emails sent on Sunday between 3 AM and 6 AM achieve sensational click rates of 26%.
Your Next Steps
These insights are just the beginning. The complete Benchmark 2025 contains detailed industry analyses, seasonal trends, and concrete recommendations for action for each target group.
The most important lesson: Stop sending emails when it's convenient for you. Send them when it's valuable for your recipients.
The data clearly shows: Those who are willing to break established patterns are rewarded with significantly better performance.
Want the full benchmark results for your industry? The report contains over 70 pages of detailed analyses, industry-specific insights, and concrete optimization recommendations.
Photo: Mariia Shalabaieva on Unsplash
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