DACH Study Newsletter: 70 Percent Make Purchases Directly from Email Campaigns
A new DACH study by United Internet Media shows that newsletters are an effective driver of purchases. 70 percent of respondents have already placed an order directly from an email—and sender cues such as brand logos play a key role in this process.
The DACH Study newsletter from United Internet Media (UIM) shows that email campaigns are much more than just a channel for information—they are a direct sales driver. In Germany, two-thirds of respondents said they had already placed an order directly from a newsletter. In Austria and Switzerland, this figure is even higher, at 71 percent in each country. For the study titled «Newsletters as a Success Factor: Usage, Expectations, and Trends,» Omnicom Media Germany surveyed 6,000 internet users aged 18 to 69 in Germany, Austria, and Switzerland on behalf of United Internet Media.
Online stores dominate newsletter usage in the DACH region
79 percent of respondents have subscribed to at least one newsletter. Internet users in Switzerland are particularly enthusiastic about newsletters: 39 percent receive six or more regular email newsletters; in Austria, the figure is 37 percent, and in Germany, 34 percent. Newsletters most often come from online stores (71 percent), followed by internet services such as comparison sites and rewards programs (49 percent), events (40 percent), and news outlets (39 percent).
Rasmus Giese, CEO of United Internet Media, comments on the results: «Newsletters are much more than just a channel for information. They are an important part of the customer journey and an effective sales channel. Combining relevant content with exclusive offers strengthens customer loyalty, drives purchases, and boosts sales.»
Exclusive offers and discounts encourage subscriptions and purchases
According to the DACH Newsletter Study, whether a newsletter is perceived as appealing depends heavily on specific content factors. For 79 percent of respondents in the DACH region, newsletters are particularly interesting when they contain offers or exclusive promotions. Special discounts are the most important reason for subscribing to a newsletter, cited by 55 percent of respondents—even more so than regular updates from the sender (50 percent). Exclusive offers are particularly effective as a purchase incentive in Austria (59 percent), as well as in Switzerland (54 percent) and Germany (53 percent). Bonus products or gifts influence purchasing decisions in all three countries (44 percent).
Trust Starts in the Inbox: 87 Percent Pay Attention to Sender Cues
For nearly nine out of ten people in the DACH region (87 percent), it is crucial that the sender information in an email appears trustworthy. 57 percent actively look for brand logos when scanning their emails. More than half (54 percent) of newsletter subscribers want a clear description of the content right in the subject line—in Switzerland, this figure is 56 percent; in Austria, 55 percent; and in Germany, 50 percent. About three in ten respondents consider trust seals particularly important for verifying the sender’s authenticity—most frequently in Austria (30 percent), followed by Switzerland (29 percent) and Germany (27 percent).
According to the study, sender logos make it easier to navigate an inbox: 72 percent recognize the sender more quickly as a result, and 70 percent perceive such emails as more professional. In addition, brand logos build trust for 65 percent of respondents and help 56 percent more easily identify scams such as phishing emails. «The study shows that trust can be built right from the inbox. Trustworthy sender signals are becoming increasingly important, especially in times of AI-powered phishing attacks,» says Giese. The trustedDialog quality standard ensures greater security and transparency in more than 40 million inboxes across the DACH region through brand logos and seals of approval.
Personalization and Design as Additional Factors for Success
Recipients also have clear expectations regarding the design of newsletters. 82 percent prefer emails with minimal text, and 81 percent value a consistent, recognizable design. Email previews featuring highlights such as new products or discount promotions, accompanied by an image, are also very well received (59 percent). 78 percent of respondents would like to decide for themselves, based on their interests, which topics or types of offers they receive. 59 percent would like dynamic newsletters that automatically adapt current offers or availability based on location and time of day.
Further information about the study and United Internet Media's offerings is available at: https://www.united-internet-media.de
