Welcome e-mails hold potential for retailers: Premiere Global Services, EEC report

Share this article:

Welcome e-mails are one of the most overlooked sales tools out there for retailers, according to a new report from on-demand business services firm Premiere Global Services and the Email Experience Council.

The second annual Retail Welcome Benchmark Study examined the subscription practices of the largest online retailers using welcome e-mails and found that only 72% of major online retailers regularly use welcome e-mails.

In addition, the study found that 62% of welcome e-mails asked the subscriber to whitelist them by adding an e-mail address to their address book, up from 49% last year.

The report also found that 32% of welcome e-mails include a discount, reward or incentive, down from 34 % last year and that 53% of welcome e-mails included links to the retailer's privacy policy, up from 45% last year.

Seventy-nine percent of retailers who sent out welcome emails, used HTML welcome e-mails, up from 69% last year. The remainder sent text-only welcome e-mails.

In addition, 75% of the welcome e-mails include the retailer's brand name in their subject lines, the same as last year.

Share this article:
You must be a registered member of Direct Marketing News to post a comment.

Sign up to our newsletters

Follow us on Twitter @dmnews

Latest Jobs:

More in Email Marketing

What's Hot in Email Marketing?

What's Hot in Email Marketing?

The world of email marketing is more frenetic than ever. Staying abreast of what's not just hot, but also relevant is an ongoing challenge for email marketers.

Email's Top 12 Teachable Moments

Email's Top 12 Teachable Moments

The frequency marketers use email provides plenty of possibility for error. But those who learn from their mistakes can turn a problem into an opportunity.

8 Ways to Increase Qualified Leads Through Email

8 Ways to Increase Qualified Leads Through Email

Attracting and nurturing leads is tough in today's distracting digital environment. Here's how marketers can use email to grab and hold the attention of the prospects who matter most.