In this post we examine the hotchpotch of opt-in and opt-out methods deployed by the leading supermarkets in the UK and globally used to obtain customer consent to add them to their email marketing lists during registration and checkout.
As retailers reassess their consent strategy, it would be prudent to examine the methods used by competitors, ideally incorporating customer feedback and testing, to adopt the best approach.
There are many considerations when harvesting the email address of your customer. How much information do you ask for? How hard do you push the sign-up? What do you include in a welcome email?
For luxury brands, the purchase decision is surely all about education and information. Giving those moneyed customers knowledge of new lines and must-haves will keep them returning, in fear they’re missing out.
Most luxury brands sell ‘lifetime’ pieces, and so to hook the customer ahead of your competitors, every word of your comms should entice and exude the charm of a private members club.
Here’s how some of the most searched for US luxury brands do email welcomes.
If you’re a frequent web user it’s inevitable that you will at some point have been asked to login to a site using your Facebook ID.
It tends to be a popular option with publishers and content sites as it offers an easy way to expose their brand to a wider audience, however it’s not uncommon for ecommerce sites to ask customers to login using Facebook.
That said, ecommerce sites offering a Facebook login are still in the minority.
A study by Sociable Labs in September 2012 found that just 30 of the top 500 online retailers have implemented login with Facebook, which shows that the majority of ecommerce sites feel they are better off without it.