kiehlsGermany has some of the most stringent email marketing rules, including a regulation that requires consumers to sign up twice before receiving marketing messages. Despite that, 94% of German online consumers have opted into at least one email marketing program. The conversion rate is high for emails as well; 45% of German online consumers have made a purchase as a result of receiving an email.


Kiehl’s’ email marketing campaign – featured as a Flash of Genius in our Digital IQ Index: Beauty® | Germany – in one of the most robust of brands in our Index. Kiehl’s offers single-day samples with personalized subject lines (include name and title), and sends approximately five emails a month to subscribers. Emails and offers vary by market, and but Kiehl’s sends emails to all on holidays such on Valentine’s Day and the Lunar New Year.


Beauty brands in Germany have weaker email campaigns than those France and the U.K. They send on average 0.42 emails per week, while brands in the U.K. and France send 0.80 and 0.52 respectively. Given Germans’ favorable response towards marketing emails, it’s surprising that more brands haven’t used the medium to the fullest.

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