Observed Signal · Aug 26, 2026 · Research Study · Source: Horizont · Impact: 2/5 · Sentiment: Positive
Study: Newsletters Drive Purchases for Online Shops
A study commissioned by United Internet Media and conducted by Omnicom Media Germany finds that newsletters are an important marketing channel for online retailers in Germany. The research reports that two-thirds of Germans have at some point ordered a product directly from a newsletter. The study highlights that newsletters are perceived as attractive and trustworthy by consumers, underlining their relevance for e-commerce marketing and customer conversion strategies. The article was published by HORIZONT on August 26, 2026.
The study provides actionable evidence that newsletters remain an effective direct marketing channel for e-commerce, informing marketers' channel and budget decisions, but it is not industry-shifting.
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Key Takeaways & Evidence Grounding
- Two-thirds of Germans have ordered a product directly from a newsletter.
- The study was commissioned by United Internet Media and conducted by Omnicom Media Germany.
- The research concludes newsletters are an important, attractive, and trustworthy marketing channel for online shops.
- The article reporting the study was published by HORIZONT on 2026-08-26.
Connected Companies & Entities
5 Entities mapped“A study commissioned by United Internet Media shows how important newsletters are as a marketing channel and how they appear particularly at...”
“The article reporting the study was published by HORIZONT (author: Svenja Fennel) on 26 August 2026....”
“© dfv Mediengruppe (publisher group noted on the webpage)....”
“Image credit: PureSolution / AdobeStock (used to illustrate the article)....”
Ontology Mapping & Concepts
Related Market Signals & Shifts
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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.
71% Ordered Directly from Newsletters in DACH
The DACH-wide study "Erfolgsfaktor Newsletter: Nutzung, Erwartungen und Trends," commissioned by United Internet Media and conducted by Omnicom Media Germany, surveyed 6,000 internet users (2,000 per country) aged 18–69 in Germany, Austria and Switzerland. It finds high newsletter reach and strong sales impact: 79% subscribe to at least one newsletter and roughly 70% reported having ordered directly from a newsletter (71% in Switzerland and Austria; about two-thirds in Germany). Swiss recipients show the highest subscription density (39% receive six or more regular mailings). Key motivators are exclusive offers and discounts; readers prefer short text, recognisable designs and the ability to select topics. Trust signals are critical, and demand is growing for personalization and dynamic, location- or time-adaptive content.
German digital ad market forecast raised for 2026
The German digital advertising market is projected to grow by 13.8% to nearly €9 billion in 2026, according to an updated OVK forecast. This upward revision from the spring forecast is driven by strong H1 performance (Q1 up 12%, Q2 up 15%) and an expanded data basis including Connected TV and streaming. Digital video will account for €4.8 billion (53% of the market), and programmatic buying is projected to reach €7.1 billion (78%). The report highlights the rise of agentic advertising and the impact of generative AI on publishers. Media agencies report strong demand, with 70% describing it as strong, but a Dmexco survey finds 39% of marketers expect flat budgets. The trade sector led ad spending growth, while the automotive sector saw the largest increase at 50%.
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