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Email Marketing: statistics
Study finds
retailers can do more to continue the relationship
- 04/12/06
Read the comment on the results and the suggestions on the blog.
Phase III of Silverpop's "Retail
Email Marketing Study" examines how marketers present opt-out
choices to subscribers and how the opt-out process is
managed. Silverpop reviewed the email campaigns of 175 major retailers.
The study found few retailers manage the opt-out process in
ways beneficial to both recipient and sender.
KEY FINDINGS
Web based vs reply
- 83% used Web-based opt-outs
- 17% used a reply based opt-out program
- Of those with Web-based opt-outs, 30% used pre-filled forms
- Only 2% of Web-based opt-out programs required that email recipients type
in a password to reach a screen allowing them to unsubscribe from future
mailings.
Attempt to retain unsubscribers
- 97% failed to ask people why they wanted to unsubscribe
- 93% made no attempt to reengage the customer by asking the recipient to
reconsider before completely severing ties
- 12% of companies gave customers the chance to change their preferences in
addition to simply opting-out
- 7% ask one last time whether the customer truly intended to unsubscribe,
and then they conveniently include an easy link for opting back in.
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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