NEWSLETTER ADVERTISING. Consumer Survey e-commerce & Retail

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1 NEWSLETTER ADVERTISING Consumer Survey e-commerce & Retail

2 marketing from a consumer perspective: What s the secret behind a good newsletter? Background The internet as a core element of the digital age is providing both society and economy with ever more possibilities. Accordingly, newer forms of online advertising such as influencer or social media marketing are gaining ground. Providers still reach a remarkable number of potential customers via the classic channel of marketing, however. Almost 90 percent of onliners receive newsletters on a regular basis and 9 out of 10 of these mailings contain advertisement. Senders have high expectations: 65 percent of owners of small and medium sized enterprises consider newsletters very or rather effective. 2 The opening rate of newsletters on the downside was only 33.5 percent in Q1, This comparably low quota of newsletters actually being read shows that there is room for improvement in the field of advertising. This report introduces you to the secrets of successful marketing by providing you with information on what kind of content to use for what kind of potential customer and how to present your relevant content in a promising way. 2 1: Epsilon (2017): Q1 trends and benchmark 2: Statista Survey (2016): SME Marketing

3 Older onliners see newsletters more critical and have higher expectations of the content Key Takeaways 1. Only 13 percent of onliners don t receive any newsletters at all 2. Interesting content and discounts are the most important reasons to subscribe to newsletters 3. More than half of the onliners consider advertisement in newsletters annoying 4. Older users take a particularly critical view of newsletter advertisement 5. Users want discounts and news, but also interactive elements 6. More than half of the users unsubscribe from newsletters that do not offer interesting content 7. Younger users keep receiving and reading unappealing newsletters more than older onliners 8. Uninteresting content is the main driver of newsletter subscriber churn 3

4 Only 13 percent of onliners don t receive any newsletters at all Newsletter usage Number of received newsletters by age none at all 1 14% 1 12% up to 5 newsletters 3 29% 32% 37% up to 10 newsletters 19% 19% 20% 19% up to 15 newsletters up to 20 newsletters more than 20 newsletters I don t know 10% 14% 10% 7% 4% 5% 6% 7% 9% 8% 11% 11% 15% 10% 10% Total 16 to 29 years 30 to 59 years 60 years and older 4 How many newsletters do you receive in your private account? If you are not sure, please estimate. ; n= 1037

5 Interesting content and discounts are the most important reasons to subscribe to newsletters Newsletter usage Reasons to subscribe to newsletters Total 16 to 29 years 30 to 59 years 60 years and older when I find the content particularly interesting 52% 50% 54% when it gives me a discount 40% 54% 55% when I automatically sign up for newsletters when making an order 17% 35% 39% when I do not want to check the website regularly for news 18% 19% 21% other 1% 0% 5% I don t know 7% 8% 1 5 In which situations do you usually subscribe to a newsletter? ; multiple response; n=905, respondents who receive newsletters

6 More than half of the onliners consider advertisement in newsletters annoying Attitude towards advertisement Opinion on advertisement in newsletters helpful annoying 10% very 27% 22% kind of 24% 26% not too 24% 30% not at all 12% I don t know 2% 10% I do not use 10% 6 [advertising in newsletters] How useful is advertising to you through the following channels? ; [advertising in newsletters] How disturbing is advertising to you on the following channels? ; n= 1037

7 Older users take a particularly critical view of newsletter advertisement Attitude towards advertisement Opinion on advertisement in newsletters by age Total 16 to 29 years 30 to 59 years 60 years and older very helpful 4% 10% 16% kind of helpful 16% 20% 25% not too helpful 2 26% 27% not helpful at all 2 26% 42% I don t know 2% I do not use 8% 11% 12% 7 [advertising in newsletters] How useful is advertising to you through the following channels? In other words, how often do you receive interesting information on new products and brands or special offers through advertising through this channel? ; n= 1037

8 Users want discounts and news, but also interactive elements Newsletter usage Most popular newsletter content, Top 5 special offers and discounts 65% new products 49% information on specific topics 44% invitations to surveys 3 events 27% 8 What information do you like to receive in your newsletters? ; multiple response; n= 905, respondents who receive newsletters

9 More than half of the users unsubscribe from newsletters that do not offer interesting content Newsletter usage Dealing with newsletters that are no longer interesting I unsubscribe from the newsletter 52% I delete the newsletters unread 34% I read the newsletter only sporadically 21% I stop opening the newsletters and just leave them in the inbox 19% I continue to read the newsletter 14% Other / I don t know 9 If a newsletter is no longer interesting for you: What do you usually do? ; multiple response; n=905, respondents who receive newsletters

10 Younger users keep receiving and reading unappealing newsletters more than older onliners Newsletter usage Dealing with newsletters that are no longer interesting by age Total 16 to 29 years 30 to 59 years 60 years and older I unsubscribe from the newsletter 37% 50% 67% I delete the newsletters unread 32% 31% 41% I read the newsletter only sporadically 12% 2 26% I stop opening the newsletters and just leave them in the inbox 6% 20% 31% I continue to read the newsletter 2% 15% 2 Other/I don t know 4% 10 If a newsletter is no longer interesting for you: What do you usually do? ; multiple response; n=905, respondents who receive newsletters

11 Uninteresting content is the main driver of newsletter subscriber churn Newsletter usage Reasons to unsubscribe from a newsletter When the content is no longer interesting 6 When I get too many newsletters from the sender 56% When I never wanted the newsletter in the first place 45% When I want to clean up my mailbox 41% When I have already used the associated discount 15% Other 0% I don t know 4% 11 In which cases do you unsubscribe from newsletters? ; multiple response; n= 905, respondents who receive newsletters

12 About this study Statista Survey Andvertising & Privacy 2017 The survey among internet users over 16 years of age focusses on opinions and the way of dealing with different forms of advertisement and privacy topics around online advertisement. Alongside with newsletter advertising, the survey also includes personalized advertisement, Native Ads and Geo-Targeting. The online survey was conducted between May 18 and 21, See more exciting results of this study here. The same survey was also performed in Germany: Find the German results here. Statista s Consumer and Business Insights Team carries out quantitative online and telephone surveys among consumers and industry experts in Germany, the USA and the United Kingdom. Our work complies with the guidelines set up by the professional associations ESOMAR, BVM, ADM, and DGOF to, in particular, maintain scientific standards pertaining to the collection, analysis and protection of data as well as the processing of personal information. Further data is available on statista.com for Premium and Corporate Account customers. More at statista.com 12

13 YOUR CONTACT Léonie Brandt Statista Johannes-Brahms-Platz Hamburg TEL leonie.brandt@statista.com W W W. S T A T I S T A. C O M