Newsletters Still Sell: Two-Thirds of Germans Buy Straight From a Mailing
TL;DR: A new study commissioned by United Internet Media, surveying 6,000 internet users across Germany, Austria and Switzerland, finds roughly two-thirds of German recipients have bought directly off a newsletter — and 79% subscribe to at least one — a reminder that owned email remains a high-conversion channel as paid-media costs rise.
What the study found
The study, carried out by Omnicom Media Germany for United Internet Media, surveyed 6,000 internet users across Germany, Austria and Switzerland. Roughly two-thirds of German recipients say they have bought directly from a newsletter, rising to 71% in Austria and Switzerland.
79% of respondents subscribe to at least one newsletter, and online-shop newsletters reach 71% of subscribers. Discounts and exclusive offers are the main pull, with 55% subscribing for special discounts.
Trust signals matter too: 87% value a trustworthy sender and 82% prefer newsletters with minimal text — a clear steer on how the format actually performs.
Why owned email still punches above its weight
As paid-media costs climb and platform reach gets rationed, the economics of a channel you own outright look increasingly attractive. Email has no auction, no algorithm gatekeeping delivery to your own list, and no rising CPMs.
The direct-purchase figure is the headline. Two-thirds of Germans buying straight off a mailing means email isn't just a nurture channel — it's a genuine point of sale that closes transactions.
The trust and 'minimal text' findings tell you how to win at it: a credible sender and a clean, scannable message beat clutter, because subscribers reward brands that respect their inbox.
Marketing Minute's read
Our take: in an era obsessed with new AI channels, the least glamorous owned asset — the email list — quietly remains one of the highest-converting things a brand can build.
The reason is control. You own the relationship, the timing and the data, none of which is true on rented platforms where reach can be capped or repriced overnight.
The discipline the data points to is restraint. High trust and a preference for minimal text mean the winning newsletter is useful and uncluttered, not a wall of promotions that trains people to unsubscribe.
What businesses should do
Treat your email list as a strategic asset, not an afterthought. It's a channel you own, with no auction and no algorithm between you and your customer.
Design newsletters as a genuine point of sale. If two-thirds of recipients will buy directly, make the path from mailing to purchase frictionless.
Respect the inbox. Credible sender, minimal text and real value protect the trust that makes email convert — clutter erodes it.
Quick FAQ
How many Germans buy directly from newsletters?
Roughly two-thirds, according to a United Internet Media study of 6,000 DACH users, rising to 71% in Austria and Switzerland.
How common are newsletter subscriptions?
79% of respondents subscribe to at least one newsletter, and online-shop newsletters reach 71% of subscribers.
What makes a newsletter effective?
Discounts drive sign-ups (55%), but 87% value a trustworthy sender and 82% prefer minimal text — credible, uncluttered mailings perform best.
In an era obsessed with shiny new AI channels, the least glamorous owned asset — the email list — quietly remains one of the highest-converting things a brand can build. No auction, no algorithm, no rising CPMs. The catch is restraint: high trust and a preference for minimal text mean useful beats loud, every time. — Daniel Nikolla, Founder of Merx Marketing
The headline for marketers: two-thirds of Germans buy straight off a newsletter, making owned email a genuine point of sale — and a channel with no auction or algorithm between brand and customer.
When paid reach gets capped and repriced, how much of your sales could your owned email list carry? If you don't know, that's the asset to build now — is it in your plan?
If you would like to know more about this topic, please contact us on danieln@merxmarketing.co.uk
Sources: Horizont and neuhandeln.de.
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Written by Daniel Nikolla, Founder of Merx Marketing Ltd and Marketing Minute
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