Retailers make it easier to sign up for e-mail: EEC study

Share this content:

About 43 percent of major online retailers allow customers to sign up for e-mail in just one click from their home page, according to the second annual Retail Email Subscription Benchmark Study by the Email Experience Council. Although that is down from 50 percent last year, retailers continue to simplify the process of signing up for e-mail.

The study, which examined the e-mail-newsletter subscription practices of 118 of the top online retailers tracked by a retail e-mail blog www.retailemail.blogspot.com, identified a number of best practices and emerging best practices, as well as a former popular practice that appears to be declining.

For instance, fewer retailers required registration to sign up for e-mails, fewer asked for optional information during sign-up and more used JavaScript sign-up forms, which allow customers to complete more complex subscription forms without navigating away from the retailer's home page.

The study, available at www.emailexperience.org/Login-Whitepaper-Room, found that almost half of the retailers surveyed are addressing privacy concerns as a best practice. It also found that providing sample newsletters is an emerging best practice that should help reduce opt-outs, with nearly 12 percent of major online retailers doing that.

The study also shows that 92 percent of retailers have an e-mail sign-up form or link on their home page. Twenty-eight percent of retailers offer more than one content selection. In addition, only 3 percent of major online retailers use a double opt-in subscription process.

Thirty-one percent of the retailers require the subscriber's name and 18 percent require a ZIP code for e-mail registration.

Also, almost 12 percent of retailers offer plain-text versions of their newsletters during the sign-up process.

Loading links....
close

Next Article in Email Marketing

Sign up to our newsletters

Company of the Week

We recently were named B2B Magazine's Direct Marketing Agency of the Year, and with good reason: We make real, measureable, positive change happen for our clients. A full-service agency founded in 1974, Bader Rutter expertly helps you get the right message to the right audience at the right time through the right channels. As we engage our clients' audiences along their journey, direct marketing (email, direct mail, phone, SMS) and behavioral marketing (SEM, retargeting, contextual) channels deliver information relevant to the needs of each stage. We are experts at implementing and leveraging marketing technologies such as CRM and marketing automation in order to synchronize sales and marketing communications. Our team of architects and activators plan, execute, measure and adjust in real time to ensure the strategy is working as needed and change things if it's not.

Find out more here »

DMN's Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here