Almost 90 percent of onliners receive newsletters on a regular basis. 9 out of 10 of these mailings contain advertisements.
Before analysing the reasons behind subscribing to newsletters and how subscribers deal with newsletters that are no longer in their interest, we are looking at the number of received newsletters in context with the receivers’ age. Almost 50 percent in the age of 16 to 29 years and in the age of 30 to 59 years receive more than 5 newsletters. Online users in the age of 60 and above tend to receive 5 or less. But what is the reason for subscribing to a newsletter?
The most important reasons for more than 50 percent of the respondents are content, followed by receiving discounts on second place. The results for subscribers in the age of 16 to 29 years (50 percent content, 54 percent discount) and 30 to 59 years (52 percent content, 55 percent discount) are comparable. Online users in the age of 60 and above are rather interested in content (54 percent) and less interested in receiving discounts (40 percent). Please note, that multiple responses were allowed.
Knowing the reasons behind subscribing to newsletters is one important aspect. Knowing how subscribers deal with newsletters that are no longer in their interest another one.
In total, more than 50 percent of the onliners unsubscribe from the respective newsletter. An age-affected reaction: in the age group of 16 to 29 years only 37 percent of the subscribers unsubscribe. Aside from unsubscribing they either delete the newsletters unread (32 percent) or stop opening them (31 percent). In the age group of 30 to 59 years, half of the subscribers unsubscribe. 32 percent delete the newsletters unread and 23 percent read the newsletter sporadically. In the age group of 60 years and older, 67 percent of the subscriber unsubscribe the newsletter while 41 percent delete them unread. Again, multiple responses were allowed.
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