• by Ray Schultz , Columnist, April 2, 2025

Brands that market by email look for one thing above all others when selecting an automation vendor, according to Email Marketing Integration in 2025, a study by Selzy. They seek: 

• Integrations — 60% 
• Customer support — 50%
• Customization — 46%
• Features & functionality — 45%
• Strategic support — 36%
• Platform usability — 31%

The study defines email integration as “the process of connecting email marketing platforms to other tools and services like customer relationship management systems (CRMs), content management systems (CMSs), etc.”

Of Selzy customers surveyed in Europe and the U.S., 90% use customer relationship management platforms. 

In addition, firms that use integrations have a customer lifetime value more than 20% higher than other companies. 

Among Selzy’s 50,000+ customers, 25% to 30% use integrations monthly and contribute up to 15% of the company’s revenue. 

Granted, the sample size is small and most of the revelations are sourced to other companies.  

What’s the takeaway?

"Email marketing is all about building a connection with your audience,” says Dmitry Solovyev, founder and CEO of Selzy. But to build it, your messages should be consistent," 

Solovyev adds: "According to Marigold's 2024 report on consumer trends, 20% of Gen Z and Millennials find a consistent digital experience more important than price. The same study found that 51% of customers globally experienced frustration in the past 6 months caused by irrelevant content or offers. That's why integration should be a key part of your strategy if you want to improve the customer experience.”