customers via the classic channel of email marketing, however. Almost 90 percent of ... is room for improvement in the f
NEWSLETTER ADVERTISING Consumer Survey 2017 - e-Commerce & Retail
Email 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 email 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, 2017.1 This comparably low quota of newsletters actually being read shows that there is room for improvement in the field of email advertising. This report introduces you to the secrets of successful email 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 email trends and benchmark 2: Statista Survey (2016): SME Marketing
Statista // August 17
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
Statista // August 17
Only 13 percent of onliners don‘t receive any newsletters at all Newsletter usage
Number of received newsletters by age
none at all
13%
14%
13%
12%
up to 5 newsletters
33%
29%
32%
37%
up to 10 newsletters
19%
19%
20%
up to 15 newsletters
10%
14%
10%
up to 20 newsletters
4%
more than 20 newsletters
9%
6%
I don’t know
4
5%
8%
11%
11%
10%
10%
Total
16 to 29 years
30 to 59 years
„How many newsletters do you receive in your private e-mail account? If you are not sure, please estimate.“; n= 1037 Source: Statista Survey Advertising & Privacy 2017
19% 7% 3% 7% 15%
60 years and older
Statista // August 17
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 52%
when I find the content particularly interesting
50%
when it gives me a discount
40%
when I automatically sign up for newsletters when making an order
17% 19%
when I do not want to check the website regularly for news
other
I don’t know
5
18% 1%
35%
54%
54%
55%
39%
21%
5%
0% 7%
8%
13%
„ In which situations do you usually subscribe to a newsletter? “; multiple response; n=905, respondents who receive e-mail newsletters Source: Statista Survey Advertising & Privacy 2017
Statista // August 17
More than half of the onliners consider advertisement in newsletters annoying Attitude towards advertisement
Opinion on advertisement in email newsletters helpful very
10%
22%
26%
27%
kind of
24%
not too
24%
not at all
30%
3%
10%
6
annoying
I don‘t know
I do not use
12%
2%
10%
„[advertising in e-mail newsletters] How useful is advertising to you through the following channels?“; „[advertising in e-mail newsletters] How disturbing is advertising to you on the following channels?“; n= 1037 Source: Statista Survey Advertising & Privacy 2017
Statista // August 17
Older users take a particularly critical view of newsletter advertisement Attitude towards advertisement
Opinion on advertisement in email newsletters by age 16 to 29 years
Total
very helpful
16%
not too helpful
7
20%
23%
25%
26%
27%
26%
not helpful at all
I do not use
60 years and older
10% 16%
4%
kind of helpful
I don’t know
30 to 59 years
23% 3% 3%
42%
2%
8%
12% 11%
„[advertising in e-mail 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 Source: Statista Survey Advertising & Privacy 2017
Statista // August 17
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
events
8
„What information do you like to receive in your newsletters?“; multiple response; n= 905, respondents who receive e-mail newsletters Source: Statista Survey Advertising & Privacy 2017
33%
27%
Statista // August 17
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
Other / I don’t know
9
14%
3%
„If a newsletter is no longer interesting for you: What do you usually do?“; multiple response; n=905, respondents who receive e-mail newsletters Source: Statista Survey Advertising & Privacy 2017
Statista // August 17
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
I unsubscribe from the newsletter 32% 31% 12%
I read the newsletter only sporadically
I stop opening the newsletters and just leave them in the inbox
Other/I don’t know
10
50%
37%
I delete the newsletters unread
I continue to read the newsletter
60 years and older
23%
2%
15%
41%
26%
20%
6%
67%
31%
23%
3% 3% 4%
„If a newsletter is no longer interesting for you: What do you usually do?“; multiple response; n=905, respondents who receive e-mail newsletters Source: Statista Survey Advertising & Privacy 2017
Statista // August 17
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
63%
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 Other
I don’t know
11
15%
0%
4%
„In which cases do you unsubscribe from newsletters?“; multiple response; n= 905, respondents who receive e-mail newsletters Source: Statista Survey Advertising & Privacy 2017
Statista // August 17
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, 2017. 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.
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Statista // August 17
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