Retailers work on e-mail subscriptions: EEC studyRetailers are getting savvy about e-mail sign ups, according to the third annual Retail Email Subscription Benchmark Study, put out by The Email Experience Council (EEC), the e-mail marketing arm of the Direct Marketing Association.
The new study found that retailers are putting more focus on list hygiene with 38% of retailers surveyed asking subscribers to confirm their e-mail address by re-entering it when opting in. This is up from 27% last year. In addition, 5% of retailers are now using a confirmed (double) opt-in process, up from 3% last year, which improves list quality and assures that consumers know for what they are opting in.
“I think it's a very good sign that retailers are paying more attention to list hygiene,” said Chad White, director of retail insights/editor-at-large at the EEC.
The new study examined the opt-in practices of 120 of the top online retailers tracked via the Retail Email Blog also found that using incentives to entice consumers is more popular again. While 27% of retailers used this tactic in 2006, only 8% did last year when the idea that these consumers may not be as loyal was more accepted. Perhaps this is not true, as 13% of retailers are back to using this kind of tactic.
“Incentives are not known to attract the highest quality of names, but I think that with this new rise retailers are being more careful about their offers,” White added.
Interestingly, despite quicker subscription fulfillments across the board, 29% of retailers took 15 days or longer to honor opt-ins or failed to honor them all together, which is the same percentage as last year.
“Retailers often have a lot of channels to sign up and I'm wondering if they are not auditing their subscription process via all of these channels,” said White.