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  • Newsletter-Studie DACH (2019)

Deep Dive: Newsletter-Nutzung im DACH-Raum

Insights zur Relevanz von Newslettern im Alltag

Wie werden Newsletter von WEB.DE und GMX Nutzern im DACH-Raum genutzt? Was zeichnet einen guten Newsletter aus Nutzersicht aus? Und welche Rolle spielen Newsletter im Kaufprozess? Mit diesen Fragen befasst sich die Studie „Deep Dive: Newsletter-Nutzung im DACH-Raum“, für die United Internet Media seine Nutzer auf WEB.DE und GMX in Deutschland, Österreich und Schweiz befragte.

Die in der Studie gewonnenen Erkenntnisse zeigen die Relevanz von Newslettern im Alltag und ihre Rolle im Kaufprozess auf. Für Werbetreibende lassen sich aus den Ergebnissen konkrete Empfehlungen für die Newsletter-Gestaltung ableiten.

KEY INSIGHTS

  • Insgesamt zeigt sich eine hohe Newsletter-Nutzung im DACH-Raum
    ca. 70% haben sich für Newsletter registriert, über 70% der Registrierten lesen diese auch.
  • Die mobile Nutzung dominiert
    In allen drei Ländern ist das Smartphone das beliebteste Device, um Newsletter zu lesen.
  • Reise & Mode sind beliebte Newsletter-Themen
    Am meisten werden im DACH-Raum Newsletter aus den Branchen Reise und Mode empfangen.

→ Was zeichnet einen guten Newsletter aus Nutzersicht aus?

  • Der erste Eindruck zählt: Mit einer eindeutigen und komplett lesbaren Betreffzeile kann beim ersten Eindruck gepunktet werden.
  • Mit der Anrede mit „Sie“ ist man auf der sicheren Seite: ca. 40% der Newsletter-Leser in Deutschland und Österreich sprechen sich für „Sie“ aus („Du“: ca. 15%), bei den Schweizern sind es 30%.
  • Angebote und Produktneuheiten wecken Interesse: Sonderangebote und Rabatte sowie Informationen über neue Produkte und Angebote sind die interessantesten Newsletter-Inhalte.
  • Verständlichkeit ist wichtig: Verständliche Formulierungen sind den Befragten in allen drei Ländern für einen guten Newsletter am wichtigsten.

→ Welche Rolle spielen Newsletter im Kaufprozess?

  • Newsletter sind im Kaufprozess relevant: Ca. 70% der deutschen und österreichischen Newsletter-Leser nutzen Newsletter während des Kaufprozesses, bei den Schweizern sind es 62%.
  • Kauf nach Klick: Mehr als ein Drittel der Newsletter-Leser im DACH-Raum hat schon einmal unmittelbar nach Klick auf ein Angebot im Newsletter gekauft.

METHODIK

Für die Studie wurden im Rahmen einer On-Site Befragung insgesamt 2.402 WEB.DE und GMX Nutzer in Deutschland, Österreich und Schweiz befragt. Der Befragungszeitraum war von 15.01.2019 bis 11.02.2019.

Hier finden Sie die ausführliche Studie.

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