Observed Signal · Sep 11, 2026 · Research Study · Source: Adzine · Impact: 2/5 · Sentiment: Positive
Email Marketing Market: 70% of Newsletter Subscribers Purchase After Clicking Offer
A new study by Omnicom and United Internet Media reveals that 70% of current or former newsletter subscribers in the DACH region have made a purchase or booking within six months of clicking an offer in a newsletter. The survey, conducted by Bilendi in October and November 2025, included 6,014 internet users aged 18-69 across Germany, Austria, and German-speaking Switzerland. The study also found that 71% of subscribers subscribe to newsletters from online shops, and 55% cite discounts as a reason for subscribing. Additionally, 78% want to control the topics they receive, and 59% are interested in dynamic newsletters. The findings highlight the significant role of email marketing in the purchase journey, though the study does not measure conversion rates.
The study provides useful insights into email marketing effectiveness but is not industry-shifting; it reinforces the importance of newsletters in the purchase journey.
Key Takeaways & Evidence Grounding
- 70% of newsletter subscribers in the DACH region purchased or booked within six months after clicking a newsletter offer.
- Study surveyed 6,014 internet users aged 18-69 in Germany, Austria, and Switzerland.
- 71% of subscribers receive newsletters from online shops, 49% from internet services, 40% from events, and 39% from editorial newsletters.
- 55% of subscribers are motivated by exclusive offers or discounts, and 44% by bonus products or gifts.
- 78% of respondents want to choose their newsletter topics, and 59% are interested in dynamic newsletters.
Connected Companies & Entities
3 Entities mappedKlaviyo
Customer data and marketing automation software for ecommerce brands.
“Klaviyo's performance data shows an average order rate of 0.16% for regular email campaigns and 2.11% for automated email flows....”
United Internet Media (UIM)
German media sales house built around email and portal inventory.
“The study was commissioned by United Internet Media (UIM), a German marketing company....”
Omnicom Media Group Germany
German media agency group for planning, buying and marketing transformation.
“The study was conducted by Omnicom Media Germany (OMG) on behalf of United Internet Media....”
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