Publicare LogoPublicare Logo
  • Agency
    • About Us
    • Contact Us
    • Career
  • Platform Expertise
    • Adobe Marketing Cloud
    • CleverReach
    • Emarsys
    • HubSpot
    • JUNE
      • Why JUNE?
    • Mailchimp
    • Salesforce Marketing Cloud
      • FastForward
    • Salesforce Pardot
  • Services
    • Marketing Consulting & Platform Evaluation
      • Marketing Automation Infrastructure Evaluation
    • Marketing Platform Setup
      • Process & Data Integration
      • Application Development
    • Email Marketing Full Service
    • Email Templates
    • Multi Channel Orchestration
    • Contact Acquisition & Contact Management
    • Deliverability Services – Email Delivery Guide and Email Delivery Monitor
    • Realtime Marketing – Picsonal
  • References
    • Clients
    • Partners
  • Blog
English
  • German
Analysis: E-Commerce Market 2022 and Market Share of Email Service Providers
Study on Email Marketing in E-Commerce 2022
19. October 2022
June-Editor im Test
Is JUNE the best Drag-&-Drop-E-Mail-Editor?
27. February 2023
19. October 2022
Incentives of Germany's top 1,000 online shops 2022

How to grow your email lists

Methods used by the top 1,000 online shops.

As we’ve just seen again in our analysis of the efforts of the 1,000 biggest online shops in Germany, e-mail marketing is a topic that seemingly never goes out of style. Virtually no other medium scales as beautifully as e-mail does, which is why it’s no surprise that providers invest a great deal of effort in gaining new subscribers. We’ve taken a closer look at how they do so on their websites.

86% of shops advertise their newsletter right on their homepage

Newsletters appear to be good drivers of revenue, with most shops encouraging visitors to subscribe on the very first page they see. There are some prominent exceptions, though – Amazon, Apple, and Limango, for example, which only start sending e-mails after you open an account or make your first purchase.

Pop-ups and pull-outs are part of the standard repertoire

Just over 70% of all shops also feature an eye-catching layer, pop-up, or pull-out that points visitors towards their newsletter. While some users find such things annoying, they still seem to pay off for retailers.

Incentives of Germany's top 1,000 online shops 2022

Push notifications are rarely utilised

While it feels like we’re constantly being asked to accept in-browser notifications, the share of Germany’s 1,000 largest online shops that use push messages like these is actually less than 5%. Of them, 10 only present offers via web push and don’t even have newsletters.

Incentives of Germany's top 1,000 online shops 2022

2  More Information about the Method and the Population

Over 40% offer an incentive

Of the top 1,000 online shops in Germany, just over 40% reward those who sign up for their newsletter. This figure is virtually identical to our findings from 2018 (42%).

When it comes to discounts, it’s flat amounts over percentages

The shops that work with incentives offer fixed discounts (60.3%) much more often than percentages (36.8%). Just 1% use free shipping to drive newsletter subscriptions, while 2% favour another form of reward (such as club points, prize contests/raffles, or tickets to a trade fair).

The most common discounts: €5, €10, or 10%

In most cases, shops offer discounts of €5 or €10 (this accounts for 87.5% of those that work with fixed amounts). Amounts not divisible by five are rare, as are discounts of more than €20. In terms of percentages, 10% is the clear favourite, but 15% is also common – and certain shops offer as much as 70%.

There are conditions in some cases, however, such as a purchase minimum (“€10 off your first order of at least €50”, for example).

Nearly one shop in three has its own app

A full 30% of all the shops surveyed offer an app of their own, and we expect that number to increase significantly in the years ahead.

About the method

The individual online shops in question were each examined once between June and August 2022. The overall population consisted of the 1,000 largest B2C online shops in Germany as ascertained by the e-commerce market study 2002 conducted by the EHI Retail Institute and Statista.The information presented regarding newsletters refers to the total population of 944 shops that offer a newsletter.

Platform and tool selection

There are so many cloud-platforms and marketing tools available for online and email marketing that it is difficult to separate the wheat from the chaff. We help you define the most important selection criteria in line with your imperatives, goals, and existing IT infrastructure.

Contact us

Wenn Sie hier Ihre E-Mail-Adresse oder Telefonnummer zum Zwecke der Kontaktaufnahme hinterlassen, verwenden wir diese Daten ausschließlich dafür, um mit Ihnen in Kontakt zu treten, Ihre Anfrage zu beantworten und Sie über unsere Produkte und Services zu informieren. Ihre personenbezogenen Daten werden zu diesem Zweck gespeichert aber zu keinem anderen Zweck verwendet.

Close

More from our blog:

June-Editor im Test
Is JUNE the best Drag-&-Drop-E-Mail-Editor?
Analysis: E-Commerce Market 2022 and Market Share of Email Service Providers
Study on Email Marketing in E-Commerce 2022
Nextlevel Inbox
Next Level Inbox – How do I get my company logo displayed in the Inbox?
Newsletter-Baukasten
Hits or Misses? Our Review of Seven Drag-and-Drop E-Mail Creation Solutions
Keeping it clean: Why List Cleaning and Deliverability Checks Pay Off in No Time
Whats App im Multichannel
WhatsApp is back! Sort of, at least…
Study on Email Marketing in 2021
ecommerce-top-1000-blog_US-2021
The most popular email marketing tools of the top 1,000 online shops in the U.S.
19. October 2022
Share

Most recent posts:

  • Is JUNE the best Drag-&-Drop-E-Mail-Editor?

  • Study on Email Marketing in E-Commerce 2022

  • Next Level Inbox – How do I get my company logo displayed in the Inbox?

  • Hits or Misses? Our Review of Seven Drag-and-Drop E-Mail Creation Solutions

  • Keeping it clean: Why List Cleaning and Deliverability Checks Pay Off in No Time

Hive blog digest

Sign up for our blog digest to receive regular news updates via email. Register now

  • Data privacy notice
  • Legal Notice
  • Sitemap

© 2023 Publicare Marketing Communications GmbH

kununu Siegel
XING
Indeed
Facebook
Anmeldung zum Newsletter