Email Marketing Integrations Drive Engagement and Personalization in 2025, New Report Shows

As the digital marketing landscape becomes more data-driven and automated, new research released this week highlights the increasingly critical role of email marketing integrations in boosting campaign performance, personalization, and customer engagement.

The study, which analyzed behavior across tens of thousands of email marketing users in 2025, found that 60% of marketers now consider integrations the most important factor when choosing an automation platform. This trend comes as the broader integration platform-as-a-service (iPaaS) market, valued at $6.68 billion in 2024, is projected to surge to over $61 billion by 2031, according to Verified Market Research.

The report offers an in-depth look at how connecting email tools to CRM systems, e-commerce platforms, and social media ecosystems can elevate marketing outcomes. It also includes best practices and a practical guide for businesses aiming to implement or improve their integration strategies.

Key Insights from the Report:

• Between 25% and 30% of users actively use email marketing integrations each month, contributing as much as 15% of platform revenue.
• Customers leveraging integrations tend to have a 20% higher lifetime value (LTV) compared to those who don’t.
• CRM systems are central to marketing workflows, with 90% of marketers reporting regular usage to manage customer data and interactions.
• Automated campaigns are delivering outsized results, accounting for 41% of all email-driven orders while representing just 2% of total email volume, according to third-party data.
• A Morning Consult survey shows that AI-powered personalization is gaining traction, with nearly half of consumers most interested in AI-generated shopping recommendations and curated gift guides.
• When asked about the most impactful tools in their workflow, 34% of marketers pointed to CRM automation, followed by automated lead generation (33%) and email marketing automation (27%).

Integration and Customer Experience Go Hand in Hand

With consumer expectations shifting, especially among younger demographics, consistent and relevant messaging has never been more important. Studies show that frustration with irrelevant offers remains a key pain point, with 51% of global consumers reporting poor digital experiences in the past six months due to off-target content.

A growing portion of Gen Z and Millennial consumers even rank a seamless digital experience as more important than price, underlining the need for connected systems that deliver contextually relevant, consistent communications.

Research Methodology

The findings are based on a combination of internal user data, customer polling, and analysis of industry benchmarks from leading sources including Omnisend, Pipedrive, Grand View Research, and Verified Market Research. The report outlines different types of integrations, their use cases, and actionable steps for implementation.

As email continues to evolve as a key customer engagement tool, integration is proving to be more than just a feature—it’s a strategic necessity for delivering tailored, real-time experiences that resonate with today’s digitally native audience.

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