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econsultancy_xml

The research also studied: Opt-in practices <ul> <li>80% of retailers now offer email sign-ups on their homepages, up from 75% two years ago, though 35% of UK retailers hide registration information within the website, meaning they miss out on some registrations. </li> <li>Companies are giving subscribers more choice than they did two years ago. Twenty seven percent offered multiple subscription choices, compared to 22% in 2005. </li> <li>Retailers are also making things easier by requiring less personal info to sign up for emails. Sixty one percent requested just an email address, compared with 37% in the last study two years ago. </li> </ul> Content and creative <ul> <li>Email styles are more varied than in 2005 - 30% used a letter/newsletter format, 26% used the postcard style, while 19% featured a single pane of text and art at the top with rows or columns beneath. </li> <li>Only 45% of UK firms are including browser links in promotional emails. </li> </ul> Unsubscribing <ul> <li>73% of companies send customers who want to opt out to an online form, though more (59%) are now making it easier with pre-populated forms. </li> <li>One third of unsubscribe links led to options for customers to change their email preferences, compared with 12% in 2005. </li> </ul> However, unsubscribes are now taking longer, as only seven out of ten companies provided instant unsubscribe options. Allowing customers to <a href="/blog/1734-tips-on-the-unsubscribe-process">unsubscribe easily</a> is important, and should ideally be a one or two click process. Making customers work too hard to opt out will have many reporting your emails as spam, which can have a negative effect with ISPs. Related stories: <a href="/blog/1171-how-often-should-you-email-your-customers">How often should you email your customers?</a> Related research: <a href="http://econsultancy.com/reports/email-marketing-roundtable-briefing-may-2007">Email Marketing - Roundtable Briefing, May 2007 </a>

<FormattedContent xmlns="http://www.e-consultancy.com/schema/formattedContent/"> <Paragraph> <Quote>The research also studied:</Quote> </Paragraph> <Paragraph> <Emphasis>Opt-in practices</Emphasis> </Paragraph> <List Type="Disc"> <ListItem>80% of retailers now offer email sign-ups on their homepages, up from 75% two years ago, though 35% of UK retailers hide registration information within the website, meaning they miss out on some registrations. <LineBreak /><LineBreak /></ListItem> <ListItem>Companies are giving subscribers more choice than they did two years ago. Twenty seven percent offered multiple subscription choices, compared to 22% in 2005. <LineBreak /><LineBreak /></ListItem> <ListItem>Retailers are also making things easier by requiring less personal info to sign up for emails. Sixty one percent requested just an email address, compared with 37% in the last study two years ago. </ListItem> </List> <Paragraph> <Emphasis>Content and creative</Emphasis> </Paragraph> <List Type="Disc"> <ListItem>Email styles are more varied than in 2005 - 30% used a letter/newsletter format, 26% used the postcard style, while 19% featured a single pane of text and art at the top with rows or columns beneath.<LineBreak /><LineBreak /></ListItem> <ListItem>Only 45% of UK firms are including browser links in promotional emails. </ListItem> </List> <Paragraph> <Emphasis>Unsubscribing</Emphasis> </Paragraph> <List Type="Disc"> <ListItem>73% of companies send customers who want to opt out to an online form, though more (59%) are now making it easier with pre-populated forms. <LineBreak /><LineBreak /></ListItem> <ListItem>One third of unsubscribe links led to options for customers to change their email preferences, compared with 12% in 2005. <LineBreak /></ListItem> </List> <Paragraph>However, unsubscribes are now taking longer, as only seven out of ten companies provided instant unsubscribe options. Allowing customers to <Link URL="/blog/1734-tips-on-the-unsubscribe-process" Window="Self">unsubscribe easily</Link> is important, and should ideally be a one or two click process. </Paragraph> <Paragraph>Making customers work too hard to opt out will have many reporting your emails as spam, which can have a negative effect with ISPs. </Paragraph> <Paragraph> <Emphasis>Related stories:</Emphasis> <LineBreak /> <Link URL="/blog/1171-how-often-should-you-email-your-customers" Window="Self">How often should you email your customers?</Link> </Paragraph> <Paragraph> <Emphasis>Related research:</Emphasis> <LineBreak /> <Link URL="http://econsultancy.com/reports/email-marketing-roundtable-briefing-may-2007" Window="Self">Email Marketing - Roundtable Briefing, May 2007<LineBreak /></Link> </Paragraph> </FormattedContent>

2007-09-20T12:23:00+01:00

econsultancy_xml

Retailers in the US and UK are getting better at email marketing, though there is still room for improvement, according to a new survey. Silverpop's <a href="http://www.silverpop.com/downloads/documents/SilverpopStudy_2007RetailEmail.pdf">2007 Retail Email Marketing Study</a> (PDF) looks at opt-in practices, email content and the unsubscribe procedures of 150 major retailers in the UK and North America.

<FormattedContent xmlns="http://www.e-consultancy.com/schema/formattedContent/"> <Paragraph> <Emphasis>Retailers in the US and UK are getting better at email marketing, though there is still room for improvement, according to a new survey.</Emphasis> </Paragraph> <Paragraph>Silverpop's <Link URL="http://www.silverpop.com/downloads/documents/SilverpopStudy_2007RetailEmail.pdf" Window="Self">2007 Retail Email Marketing Study</Link> (PDF) looks at opt-in practices, email content and the unsubscribe procedures of 150 major retailers in the UK and North America. </Paragraph> </FormattedContent>

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2007-09-20T14:58:00+01:00

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2009-04-28T22:58:29+01:00

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