Newsletter Advertising - Statista

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.

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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

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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%


10%

14%

10%


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


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


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


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


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%


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


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


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


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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