1. European E-mail Marketing Consumer Report 2010 / Italy, Spain, France, Germany and the United Kingdom 1

2. ContactLab
e-mail & e-marketing evolution
•ContactLab is both an ESP and an agency
•We believe in the power of email marketing to build brand reputation, deliver value-added content, engage with clients and
prospects, and generate business
•We bring our expertise to all the steps in an email marketing program
Strategy: competitive benchmarking, client audit, email marketing action plan, testing calendar, data analysis
Creative: art direction and copywriting
Production: html coding
Broadcasting: ContactLab is Italy’s leading ESP and a rising player in Europe with a multichannel (email, sms, fax)
platform developed in-house
Programming: for ad hoc projects
•When relevant for our projects we extend our activities beyond email to surveys, mobile marketing, social media, mini-sites, online
competitions
•Thanks to the expertise acquired since the year 2000, each day a team of 80 professionals creates over 400 campaigns and sends
more than 25 million emails for more than 800 clients from all industries.
•Since 2010, the new market research and data mining division has been operative and already has 5 staff members.
For more information: http://www.en.contactlab.com/
European E-mail Marketing Consumer Report 2010 / Italy, Spain, France, Germany and the United Kingdom 2

3. Contents
The research operation
Structure of the sample
Results of analysis
Regular use of e-mail
The use of mobile e-mail services
Relations with the newsletter
Conclusions
Key findings
European E-mail Marketing Consumer Report 2010 / Italy, Spain, France, Germany and the United Kingdom 3

4. Internet users in the five largest countries of Europe
Dimensions
41,9
Million individuals
32,1
27,1
24,8
17,6
Italy Spain France Germany United Kingdom
The sample interviewed is representative of the Internet population of the five countries (143.5 million individuals).
European E-mail Marketing Consumer Report 2010 / Italy, Spain, France, Germany and the United Kingdom 4

5. Contents
The research operation
Structure of the sample
Results of analysis
Regular use of e-mail
The use of mobile e-mail services
Relations with the newsletter
Conclusions
Key findings
European E-mail Marketing Consumer Report 2010 / Italy, Spain, France, Germany and the United Kingdom 5

6. Regular use of e-mail
Number of e-mail accounts used
Let us begin with email and your usual habits in using this form of communication.
How many different email accounts do you usually use (including your company email account, if you have one)?
2010
105
35% 67
62 62
Million
32%
39
20%
2,5 2,2 2,3 2,5 2,1
e-mail e-mail e-mail e-mail e-mail
account account account account account
7% per user per user per user per user per user
4%
2%
Italy Spain France Germany United Kingdom
One Two Three Four Five More than five
Base: All respondents
Users from the five countries use on average 2.3 e-mail accounts, for a total of 330 million accounts in regular use.
20% of respondents state that they have three accounts.
The per capita number of e-mail accounts used regularly is very similar across the different countries studied.
Italy and Germany have an above average number of accounts per capita.
European E-mail Marketing Consumer Report 2010 / Italy, Spain, France, Germany and the United Kingdom 6

7. Messaging and communication systems
Use of solutions other than e-mail
Besides email, which of these other personal messaging and communication systems do you regularly use on the Internet?
Send and/or receive SMS via the Internet
2010
Italy 32%
Instant Messaging 46% Spain 14%
Internal email messages within a Social France 10%
40%
Networking Site
Germany 15%
Send and/or receive SMS via the Internet 17% United Kingdom 16%
VoIP applications 10% Instant Messaging
Italy 48%
RSS Feeds 7%
Spain 52%
Send and/or receive faxes via the Internet 7% France 55%
Germany 35%
Base: All respondents
United Kingdom 40%
Instant Messaging systems (Windows / MSN Messenger; Yahoo Messenger; Gmail chat; Facebook chat; etc.) are used
by 46% of users in the five countries. In France the percentage increases to 55%, whilst in Germany the figure is only
35%. The use of e-mail messages within social networks (40%) is equally widespread. It is interesting to note the
popularity of the web-based SMS management system in Italy (32%), in contrast to the other countries.
European E-mail Marketing Consumer Report 2010 / Italy, Spain, France, Germany and the United Kingdom 7

8. Contents
The research operation
Structure of the sample
Results of analysis
Regular use of e-mail
The use of mobile e-mail services
Relations with the newsletter
Conclusions
Key findings
European E-mail Marketing Consumer Report 2010 / Italy, Spain, France, Germany and the United Kingdom 8

9. Regular use of e-mail
Equipment used to check e-mail
Which devices do you use to access your email accounts?
2010 2009
Desktop Computer 76%
79%
Laptop 56%
52%
Smartphone 15%
4%
Mini-laptop or Netbook 11%
5%
Apple iPod 4%
2%
PDA 2%
2%
Apple iPad 2%
Other devices 1%
2%
Base: All respondents
The two most popular devices used to check e-mail are once again desktop and laptop computers. Compared to
2009, there was significant growth in the use of smartphones (increasing from 4% to 15%) and netbooks (from 5% to
11%). Introduction of the Apple iPad device: 2% state that they use this to check e-mail.
European E-mail Marketing Consumer Report 2010 / Italy, Spain, France, Germany and the United Kingdom 9

10. Regular use of e-mail
Smartphones used to check e-mail
You told us you use a smart phone to check your e-mail; please can you tell us what type of smart phone you use?
BlackBerry
Smartphone Italy 26%
Spain 25%
Italia 18%
France 17%
Spagna 11% Germany 21%
United Kingdom 33%
Francia 12%
Apple iPhone
Germania 15%
Italy 26%
Regno Unito 21% Spain 28%
France 52%
Base: All respondents who also use a smartphone
Germany 37%
United Kingdom 39%
The practice of checking one’s own e-mail account using a smartphone is most evident in the United Kingdom (21%),
and least prevalent in Spain (11%). As far as brands are concerned, the Apple iPhone is used more than the BlackBerry
models. In France in particular, the iPhone beats the BlackBerry with 52% of users against 17%.
European E-mail Marketing Consumer Report 2010 / Italy, Spain, France, Germany and the United Kingdom 10

11. Contents
The research operation
Structure of the sample
Results of analysis
Regular use of e-mail
The use of mobile e-mail services
Relations with the newsletter
Conclusions
Key findings
European E-mail Marketing Consumer Report 2010 / Italy, Spain, France, Germany and the United Kingdom 11

12. Regular use of e-mail
E-mail messages received on an average day
Now think about all the types of email (work, personal, sent by automated systems etc...) you usually receive during the course of a day.
Approximately how many emails do you receive in your personal mailbox? And in your company mailbox?
1.076
806 792
Million
563
400
23 23 30 27 25
email email email email email
pro pro pro pro pro
capite capite capite capite capite
Italy Spain France Germany United
Kingdom
Base: All respondents
Based on the statements made by respondents, estimated e-mail traffic in the five countries is almost 3.6 billion
message units every day.
European E-mail Marketing Consumer Report 2010 / Italy, Spain, France, Germany and the United Kingdom 12

13. Regular use of e-mail
Number of e-newsletter subscriptions
Let us continue on the topic of the emails you receive regularly. Some of these may have been sent to you by people you do not know
such as companies, associations, public authorities, Internet service providers, Websites, e-newsletters you are registered with etc...
This question refers to emails sent to people signed up to e-newsletters. How many e-newsletters are you signed up to?
9,5
7,5
6,3
5,3 5,2
Italy Spain France Germany United Kingdom
Base: All respondents
French users prove to be more likely to register for a newsletter: in fact, on average they are registered for more than
9 newsletters per head. British and Spanish users are registered for 5.
European E-mail Marketing Consumer Report 2010 / Italy, Spain, France, Germany and the United Kingdom 13

14. Contents of and services provided by e-newsletters
Topics covered by e-newsletters
Thinking again about the emails you receive from the e-newsletters you are signed up to, what topics are to be found in them?
2010
Travel and Tourism-related services 41%
Online Communities of which I am a member 36%
Job offers 34%
Current affairs 33%
Associations of which I am a member 26%
Fixed or mobile telephone provider services 25%
ISP services 21%
Financial services (statements and messages from Banks, Funds, etc...) 21%
E-commerce/Online auction sites and services 18%
Weather forecast 17%
Sports news 17%
Bets, online games 17%
Properties for sale 13%
Financial news (market news, share prices, etc...) 13%
Other topics 16%
Base: All respondents registered for at least one newsletter
Travel and tourism services, online communities and job offers are the main subjects of the newsletters for which
users are registered in the five countries.
European E-mail Marketing Consumer Report 2010 / Italy, Spain, France, Germany and the United Kingdom 14

15. Online purchases
Purchases through links contained in e-newsletters
Have you ever purchased online by directly following (= clicking on) a link contained in a e-newsletter?
Yes No
43%
57%
Base: All respondents registered for at least one newsletter
43% of users state that they have made online purchases by directly following a link contained in a newsletter.
European E-mail Marketing Consumer Report 2010 / Italy, Spain, France, Germany and the United Kingdom 15

16. Online purchases
Factors of e-newsletters which generate purchases
Can you tell us what the factors were about the e-newsletter that led you to make the purchase?
The newsletter informs me about appealing offers
59%
and promotions
I trust the newsletter to which I am subscribed 39%
The information contained in the newsletter
30%
presented the products/services convincingly.
Following the links in the newsletter saves me the
21%
time I would spend on my own research
Other 1%
Base: All respondents registered for at least one newsletter who have made online purchases by directly following a link contained in a newsletter.
The factor which most often leads to a purchase is the information which the newsletter provides regarding offers
and promotions providing good value (decisive for 59% of respondents).
It is interesting to note that 39% of respondents state that there is a bond of trust between them and the newsletter
for which they are registered.
European E-mail Marketing Consumer Report 2010 / Italy, Spain, France, Germany and the United Kingdom 16

17. Online purchases
Type of products bought online
What type of products have you bought?
Books, CDs, DVDs, newspapers
Books, CDs, DVDs, newspapers 47%
Clothes 43% Italy 45%
Technological, electronic products, household appliances 34% Spain 28%
Transport (flight tickets, rail tickets, boat tickets) 30%
France 44%
Holidays or short breaks (hotels, bed and breakfasts, … 27%
Tickets for sporting events, concerts, etc. 23% Germany 64%
PC software 20% United
48%
Kingdom
Payment of utility bills (gas, electricity, telephone, etc.) 15%
Furniture - things for the house 15% Holidays or short breaks (hotels, bed and breakfasts,
hostels, etc.)
Downloading legal multimedia files (MP3, video, etc.) 11% Italy 29%
Food products 10%
Spain 40%
Insurance 10%
Other goods or services 13% France 19%
Base: All respondents registered for at least one newsletter who have made online purchases Germany 23%
United
27%
Kingdom
For users registered for at least one newsletter, the types of product most often purchased online are: books, CDs,
DVDs and newspapers (47%). However, the percentage falls in Spain (28%), where 40% of respondents purchase trips
or holidays online.
European E-mail Marketing Consumer Report 2010 / Italy, Spain, France, Germany and the United Kingdom 17

18. E-newsletters and social networks
Sharing a e-newsletter on a social network
Have you ever been involved in sharing a e-newsletter with your friends and acquaintances on a social network (Facebook, Twitter, etc.)?
Yes No
27%
73%
Base: All respondents registered for at least one newsletter
27% of respondents state that they have shared the contents of a newsletter on a social network.
The percentage is particularly high in Italy (41%) compared to the United Kingdom (17%) and Germany (15%).
European E-mail Marketing Consumer Report 2010 / Italy, Spain, France, Germany and the United Kingdom 18

19. E-newsletters and social networks
Reasons for sharing a newsletter on a social network
Can you tell us what made you share a e-newsletter with your friends and acquaintances via a social network?
The contents of the newsletter were interesting 59% The newsletter was offering discounts and/or
promotions on products in which we share an interest
The newsletter was offering discounts and/or Italy 34%
promotions on products in which we share an 36%
interest Spain 38%
France 33%
The graphics in the newsletter were very good 20%
Germany 49%
United Kingdom 33%
Other 3%
Base: All respondents registered for at least one newsletter who have shared the contents of a newsletter on a social
network
59% of respondents in the five countries state that they have shared the contents of a newsletter because they
considered them interesting. On the other hand, 36% state that they have shared discounts and special offers. The
percentage rises to 49% in Germany.
European E-mail Marketing Consumer Report 2010 / Italy, Spain, France, Germany and the United Kingdom 19

20. Contents
The research operation
Structure of the sample
Results of analysis
Regular use of e-mail
The use of mobile e-mail services
Relations with the newsletter
Conclusions
Key findings
European E-mail Marketing Consumer Report 2010 / Italy, Spain, France, Germany and the United Kingdom 20

21. Conclusioni
Key findings (1)
•Users from the five countries use on average 2.3 e-mail accounts, for a total of 330 million accounts in regular use. Out of the users who state that they regularly use more
than one e-mail account, 61% state that they use different e-mail accounts for different purposes (61%): in particular, people choose to have one account for personal use and
another for work. Users behave in a similar manner in the different countries. A difference was found in the choice to use accounts with no name in order to protect
anonymity: more frequent in Germany (34%), but less so in Spain (14%).
•Based on the statements made by respondents, estimated e-mail traffic in the five countries is almost 3.6 billion message units every day. Every day each user receives an
average 25 e-mail messages.
• Out of the devices used to check e-mail, desktop computers are confirmed as the most popular (76%). There has been significant growth in the use of smartphones and
netbooks. The Apple iPad is already used to check e-mail by 2% of users.
• 22% of the Internet population of the five countries regularly uses an advanced mobile device (smartphone, Apple iPod, Apple iPad, handheld devices, etc.) to check e-mail.
Overall, more than 22 million users in the five countries state that they regularly check their e-mail using a smartphone. This practice is most widespread in the United
Kingdom (21%), and least in Spain (11%).
• 60% of the respondents who do not use a mobile device agree that the cost of connection to access e-mail is high. A significant proportion also considers that it is
inconvenient to use such a device (40%). These therefore appear to be the factors which most discourage use, as against 45million users (41% of respondents), who state that
they recognise the importance of being able to access their own e-mail account whenever they need to.
•Similar to 2009, out of the various ways of checking e-mail, the majority of respondents access their e-mail accounts exclusively over the Internet, via webmail.
A comparison with the previous year showed an increase of this practice from 40% to 51%. Germany was characterised by the highest percentage (19%) of users who use just
one e-mail program (e.g. Outlook).
• Subscription to newsletters is a very widespread practice in all five countries: on average, users are registered for almost seven newsletters. Less than 20% of respondents
that that they are registered for one or two newsletters. The percentage of users registered for multiple newsletters has fallen compared to 2009 (the percentage of users
who state that they are registered for between ten and twenty newsletters falling from 16% to 7%).
•French users prove to be more likely to register for a newsletter: in fact, on average they are registered for more than 9 newsletters per head. British and Spanish users are
registered for 5.
European E-mail Marketing Consumer Report 2010 / Italy, Spain, France, Germany and the United Kingdom 21

22. Conclusioni
Key findings (2)
•The most common topics covered by the newsletters in which users in the 5 countries are most interested include: travel and tourism services, online communities and job
offers. In particular, 34% of users state that they are registered for a newsletter containing job offers. Spain and Italy raise the average (respectively with 53% and 42% of
users). The French, along with the Germans, prove to be less interested in this issue; on the other hand, in France 35% of users are registered for newsletters dealing with the
weather and 27% for those concerning e-commerce services and online auctions.
•When registering for a newsletter, most respondents provide their main e-mail address. Only 6% state that they have created and use a dedicated address when registering
for newsletters.
•The percentage of users who initially do not see the images contained in the newsletter, but then decide to activate them, increased significantly compared to 2009 (from
35% to 47%). It is interesting to note that 34% of the respondents who do not initially see the images always decide to activate them, irrespective of the sender or the
content.
•43% of respondents registered for at least one newsletter state that they have made online purchases by directly following a link contained in a newsletter. The factor which
most often leads to a purchase is the information which the newsletter provides regarding offers and promotions providing good value (decisive for 59% of respondents).
It is interesting to note that 39% of respondents state that there is a bond of trust between them and the newsletter for which they are registered.
•For users registered for at least one newsletter, the types of product most often purchased online are: books, CDs, DVDs and newspapers (47%). However, the percentage
falls in Spain (28%), where 40% of respondents purchase trips or holidays online.
•From those registered for at least one newsletter, 27% of respondents state that they have shared the contents of a newsletter on a social network. The percentage is
particularly high in Italy (41%) compared to the United Kingdom (17%) and Germany (15%). Out of all users questioned on this point, 59% of respondents in the five countries
state that they have shared the contents of a newsletter because they considered them interesting. On the other hand, 36% state that they have shared discounts and special
offers. The percentage rises to 49% in Germany.
• 69% of users registered for at least one newsletter state that they agree they initiate a request for their own address to be cancelled (unsubscribe) when they no longer wish
to receive a particular newsletter. The percentage that agrees with this is highest in Germany and France. The percentage of users who, as an alternative, state that they agree
with the choice of deleting individual e-mails without even opening them fell compared to 2009.
•Little more than half of users feel that the quantity of junk mail received has increased. The figure is very similar in the five countries. Compared to the 2009 survey, the
percentage of users who have noticed the increase has however fallen from 63% to 54%. Furthermore, more than half of the sample surveyed (57%) knew the meaning of
phishing and said that they knew how to protect themselves against such threats.
European E-mail Marketing Consumer Report 2010 / Italy, Spain, France, Germany and the United Kingdom 22

23. Don’t forget that another detailed study is available on
habits and behaviour in the use of e-mail and e-newsletters by British users
E-mail Marketing Consumer Report 2010 / United Kingdom
which can be downloaded free of charge from the website
www.en.contactlab.com/email-marketing-consumer-report
The following detailed reports on individual countries
are also available in English:
E-mail Marketing Consumer Report 2010 - Italy
E-mail Marketing Consumer Report 2010 - Spain
E-mail Marketing Consumer Report 2010 - France
E-mail Marketing Consumer Report 2010 - Germany
www.en.contactlab.com
European E-mail Marketing Consumer Report 2010 / Italy, Spain, France, Germany and the United Kingdom 23

24. E-mail Marketing Consumer Report 2010
Copyright
•All the materials, data and information published for the “European E-mail Marketing Consumer Report” are non-copyright: they can therefore be copied, distributed,
forwarded, republished or used in any other way, wholly or in part, without the prior consent of ContactLab, provided that this is for personal, research or study-related use,
or any non-commercial use, and that the source is cited with the following words, in clearly visible form: www.contactlab.com
•If the research is copied in full, the words "Research published by ContactLab" must be shown. If the research is cited or published in part, it is sufficient to indicate our
Website. If the articles are not published in full, it must be specified that only parts thereof are being used (e.g. by using ellipses) and clearly stated that the full survey is
available at www.contactlab.com. Under no circumstances may alterations, however slight, be made to the original text
•Where materials, data or information are used in digital form, the source must be cited via the provision of a hypertext link to the home page www.contactlab.com
•In all cases, notification must be given in due course of the use of the materials from www.contactlab.com, by sending an e-mail to marketing@contactlab.com, wherever
possible attaching an electronic copy of the article in which the materials are to be reproduced
European E-mail Marketing Consumer Report 2010 / Italy, Spain, France, Germany and the United Kingdom 24

25. ContactLab
e-mail & e-marketing evolution
81 Oxford Street
London
W1D 2EU
Phone: + 44 (0) 207 903 5295
Fax: + 44 (0) 207 903 5333
info_en@contactlab.com
www.en.contactlab.com
milan
london . madrid . munich . paris
European E-mail Marketing Consumer Report 2010 / Italy, Spain, France, Germany and the United Kingdom 25