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  • Customer Journey meets E-Mail (2017)

Customer Journey meets E-Mail

Und welche Rolle digitale Screens dabei spielen.

Die E-Mail bleibt die Nr. 1 in der modernen Kommunikation. Ob bei der Alltagskommunikation oder als Marketing-Instrument, die E-Mail ist ein echtes Allround-Talent. In Deutschland wird sie von knapp 48 Millionen Menschen*) genutzt und 18 Millionen Onliner prüfen tägliche Ihren Posteingang.**)

Doch welche Rolle spielt die E-Mail beim (Online-) Shoppen bzw. in der gesamten Customer Journey?

Lesen Sie mehr dazu in unserer neuen Studie "Customer Journey meets E-Mail".

Keyfacts:

  • Über 9 von 10 Personen nutzen die E-Mail anschaffungsbezogen im Laufe
    der Customer Journey.
  • Knapp drei Viertel der Befragten setzen ihren E-Mail-Account in der Nachkaufphase als „Monitoring-Tool“ nach einer Transaktion ein.
 Teilen
  • Teilen
  • Twitter
  • LinkedIN
  • Xing
  • E-Mail

Device-Nutzung in der Customer Journey:

  • Bei Multi-Device-Nutzern zeigt sich sowohl vor als auch nach dem Kauf eine erhöhte anschaffungsbezogene E-Mail-Aktivität.
  • Das Smartphone wird in allen Kaufphasen am häufigsten genutzt.
  • Nutzung bei Laptop, Tablet & Desktop-Computer ist ähnlich hoch - Desktop ist nachweislich relevant!

Die Ergebnisse machen deutlich: Das E-Mail-Postfach ist ein zentraler Touchpoint zur Zielgruppenansprache in der Customer Journey - sowohl auf dem Small- als auch auf dem Big Screen!

Die Erfolgsfaktoren für Ihre Mediaplanung:

  • E-Mail-Portale sind wichtige Touchpoints – und ein fester Bestandteil für die Online-Mediaplanung!  
    Über 90% der Onliner nutzen die E-Mail in Zusammenhang mit einer Anschaffung (stationär oder online).
  • E-Mail ist die Nr. 1 im Netz – sowohl für Branding- als auch Performance-Kampagnen auf allen Screens!
    Potentielle Zielgruppen befinden sich in unterschiedlichen Phasen in der Customer Journey;
    Über 90% nutzen die E-Mail nach einem (Online-) Kauf.
  • trustedDialog – vertrauensvolle E-Mails von Händlern und Dienstleistern im Posteingang!
    Dank häufiger E-Mail-Kommunikation während des Kaufprozesses erhalten (potentielle) Käufer regelmäßig E-Mails von Werbungtreibenden.

Unsere Empfehlung für Ihre Mediaplanung:

Big Screen sollte im gesamten Kaufprozess berücksichtigt werden, denn dieser ist nachweislich relevant.

*) AGOF daily digital facts 2017-11; United Internet Media; Basis: Onliner-WNK 14+ Jahre (Internetnutzer letzte 3 Monate); Zielgruppe: „Private E-Mails versenden und empfangen: Nutze dafür mind. gelegentlich das Internet“
**) VuMA 2017, Basis: Deutschsprachige Bevölkerung ab 14 Jahre; Zielgruppe: "E-Mail senden und empfangen: Täglich"

Hier finden Sie die ausführliche Studie.

 Download

Film "Customer Journey meets E-Mail".

 Zum Video.
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