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Email Marketing: statistics
+141% of
email marketing adoption of main retailers - 01/15/07
Read the comment on the results and the suggestions on the blog.
Email data source has
released the “2006 Retail White Paper” that analyzes the email
practices of more than 300 name brand retailers to unveils some of the best
(and worst) practices in email marketing.
Key
Findings
Percentage with Email Programs
- 70% had some sort of email sign-up in place. (29% in 2005, +141%)
- 30% had no email sign-up or evidence of an email marketing program.
Sites with Email Programs by Market
Sector
Office Supplies, 100%
Apparel, 84%
Department Stores, 82%
Sporting Goods, 80%
Electronics, 77%
Consumer Good, 74%
Personal Care, 67%
Hardware, 67%
Of the retailers who had an email
program in place:
- 33.3% sent no email within the first 30 days.
- 21.2% sent follow-up email but no welcome message.
- 15.6% sent a welcome message but never sent additional email.
- 29.7% sent a welcome message and followed it up with regular communication.
Subscription form
- 92.4% had a sign-up form on the front page of their web site.
- 70% required additional information such as a name or zip code.
Conclusions
The writing on the wall is clear: email is a major demand generator for the
retail sector and often contributes to the majority of traffic going to an
individual site. And while there have been great strides in the collecting
of email addresses through email sign-ups, too little is being invested by
the industry on follow through to insure those programs are providing
maximum ROI.
The good news is that the adoption of email programs is on
the rise. But more needs to be done and the majority of
retailers still need to invest more attention, time, and money in their
email programs. From what we see on a daily basis, this will not only
enhance their customer experience, but will drive directly to their bottom
line.
Read the comment on the results and the suggestions on the blog.
To go back to the index of the Email Marketing-statistics section, click here
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