68 percent of Swiss online users are open to AI in their email inboxes
In a representative study, the research institute Reppublika examined e-mail usage behavior in German-speaking Switzerland. The results show: More than two thirds of respondents have a positive attitude towards AI in their inbox, 92 percent use email daily and 41 percent buy directly from newsletters.
More than two thirds of Swiss people have a fundamentally positive attitude towards AI in their email inbox. These are the findings of the latest Swiss e-mail market study by the research institute Reppublika. For this study, 1012 online users in German-speaking Switzerland aged 16 and over were surveyed. Younger respondents in particular showed a particularly dynamic trend in email usage.
Protection against spam particularly in demand
The Swiss respondents are particularly interested in assistance functions for their mailbox: AI-supported spam and phishing detection (47%) and translation assistance (31%) ranked first. This is followed by automated categorization and sorting of emails (25%) and intelligent reply suggestions (24%).
«Users want a mailbox that actively supports them. With GMX's tried-and-tested AI functions, we deliver exactly that - for example with the sorted view in the intelligent mailbox and with spam and phishing protection. We have also recently added AI functions that make it easier to read, write and find emails. This further strengthens the relevance of email and intensifies its already high usage,» says Rasmus Giese, CEO of United Internet Media.
Email usage increases across all age groups
92% of respondents read and write emails every day - and usage continues to increase: while 63% continue to read a lot of emails compared to the previous year, 33% say they have even read more emails than in the previous year. A look at the age groups shows that e-mail is used intensively by all generations. A particularly dynamic development can be seen among young people: Among 16 to 29-year-olds, 46% say they read more e-mails.
Across all age groups, the relevance of email communication with family and friends (63%) and with authorities (59%) remains constant at a high level. Communication with family and friends and with public authorities is becoming more important for 22% of respondents, meaning that overall relevance is increasing. Email dialog with companies as part of the purchasing process continues to gain in importance for 21%, while it remains high for 59%. Among 16 to 29-year-olds, there are significant increases: in particular, the importance of e-mail communication with educational institutions or further education (36%) as well as with companies in the purchasing process (30%) and in private life (25%) has increased.
41 percent buy directly from newsletters
90% of Swiss people read newsletters - 35% even read them at least daily, making them heavy users. Almost half of newsletter recipients (47%) even receive up to 15 mailings per week. Newsletters are a central component of email marketing and the customer journey: 41% of newsletter readers have already placed an order directly from a mailing. Offers and discounts that apply exclusively to newsletter subscribers are particularly attractive to these respondents (49%).
GMX is one of the top 3 providers
16 percent of German-speaking online users in Switzerland use GMX.ch as their main e-mail address. This makes GMX one of the three leading e-mail providers. Google leads with 30 percent, followed by Bluewin with 18 percent. Well behind GMX are Microsoft (10 percent), own servers and domains (5 percent) and Sunrise (5 percent).
«The strong market position underlines the relevance of GMX with its high reach in Switzerland. For advertisers, this is a decisive advantage when addressing customers along the entire customer journey: they reach their target groups directly in their inbox - in a secure environment that is used regularly and intensively,» says Rasmus Giese.
The data of the «E-Mail Market Study Switzerland» is based on a survey conducted by the research institute Reppublika. A representative online panel of 1012 German-speaking internet users aged 16 to 79 in Switzerland were surveyed.
With an average of around 892,000 active users per month, GMX reaches around 17% of German-speaking online users in Switzerland (quarter 2026-1). United Internet Media is the media marketing company of United Internet AG. Its portfolio includes the Group's own portals WEB.DE, GMX and 1&1 as well as the partner portals Gelbe Seiten, Das Örtliche and Das Telefonbuch.
More information: www.united-internet-media.de
