Advertising in emails works: Barclaycard and RTL newsletter

Adver­ti­sing in news­let­ters is effec­tive. This is the con­clu­si­on of the credit card com­pany Bar­clay­card and artegic cli­ent IP Deutsch­land after a cam­pai­gn in the RTL news­let­ter. Bar­clay­card had a pro­mi­nent posi­ti­on across sever­al edi­ti­ons of the RTL news­let­ter. The suc­cess of the cam­pai­gn was deter­mi­ned via a sub­scri­bers’ sur­vey.

The result: Bar­clay­card is top of mind.

Thanks to its adver­ti­sing pre­sen­ce, Bar­clay­card beca­me a top of mind pro­duct by users of the RTL news­let­ter. When asked which credit card com­pany would spon­ta­neous­ly come to mind, 8% of respond­ents named Bar­clay­card and secu­red this finan­ci­al ser­vice pro­vi­der an excel­lent second pla­ce. In addi­ti­on, every second rea­der (47%) had noted the ban­ner of the credit card pro­vi­der and 17% actual­ly cli­cked on it for more detai­led infor­ma­ti­on from the micro­si­te.

IP Deutsch­land at the same time used the oppor­tu­ni­ty to inves­ti­ga­te the popu­la­ri­ty and the res­pon­se to the news­let­ter in addi­ti­on to the effect of the ban­ner. Con­tent as well as desi­gn were very popu­lar with our rea­dership. A third of sub­scri­bers read the news­let­ter inten­si­ve­ly and more than half sta­ted that one of the inci­te­ments for opening the news­let­ter was the sen­der address RTL. More than two thirds con­sider adver­ti­sing in this medi­um nor­mal, a total of 63% were not bothe­red by the ads. The sum­ma­ri­sing con­clu­si­on of the respond­ents: The RTL news­let­ter works in its cur­rent for­mat. Frank Herold, Inter­ac­tive Mana­ger at IP Deutsch­land, con­firms the impres­si­on given by the­se num­bers: “Over 1.8 mil­lion regis­te­red users recei­ve the weekly RTL news­let­ter and each mon­th, an addi­tio­nal 35000 sub­scri­be. This under­li­nes the increa­sing popu­la­ri­ty of this means of com­mu­ni­ca­ti­on.” For the accom­pany­ing rese­ar­ch, more than 4000 news­let­ter reci­pi­ents were ques­tio­ned. For this pur­po­se, sub­scri­bers who had opened the news­let­ter, were asked in an email to take part in the online sur­vey.

artegic has been sup­porting IP Deutsch­land and the RTL Deutsch­land Grup­pe sin­ce 2004 in email mar­ke­ting.

(Sour­ce: IP Deutschland)