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Email Experience Council Releases Retail Email Subscription Benchmark Study
Top Online Retailers Moving Toward Richer Opt-In Processes
New York, NY, November 19, 2008 — The Email Experience Council (eec), the email marketing arm of the Direct Marketing Association (DMA), today announced the release of its third annual “Retail Email Subscription Benchmark Study.” The new study examined the opt-in practices of 120 of the top online retailers tracked via the Retail Email Blog and found that there is a clear trend toward richer subscription processes.
“This 39-page study dissects the subscription process and examines its various elements, giving email marketers an in-depth look at all of the issues to consider,” said Jeanniey Mullen, eec founder and chief marketing officer of Zinio and VIVMag. “Its findings should be extremely valuable to retailers, service companies, and other B-to-C companies who are looking for new ideas and benchmarks against which to measure their own opt-in practices.”
“The old adage applies here — you never have a second chance to make a good first impression,” said Dave Lewis, chief marketing officer of Message Systems, sponsor of the study. “Your opportunity is to convert a prospect’s initial interest into a long-term, brand loyal relationship. Your challenge is not to lose that interest (and the opportunity) with an intimidating or intrusive subscription process. That’s why we’re proud to sponsor this eec study on subscription best practices so marketers can make their first impression really count.”
Commenting on the eec study, DMA Executive Vice President and Chief Operating Officer,
“Retailers are gravitating away from one-click sign-ups and toward landing page forms that give would-be subscribers more information and options," said Chad White, the eec’s director of retail insights, editor-at-large, and founder of the Retail Email Blog, and the study’s author. "Marketers that follow this approach and apply the preferences indicated should see lower opt-out rates over time. The age of one-size-fits-all email marketing is coming to an end.”
The new study, which is available in the eec’s Whitepaper Room, also found that retailers are putting more focus on list hygiene. Thirty-eight percent of retailers ask subscribers to confirm their email address by re-entering it, up from 27% last year. Also, 5% of retailers now use a confirmed (double) opt-in process, up from 3% last year, which improves list quality.
Here are some other findings from the Retail Email Subscription Benchmark Study:
· After falling from 27% in 2006 to 8% last year, the percentage of retailers using sign-up incentives rebounded to 13% this year, despite growing concerns about the quality of subscribers that are attracted by sweepstakes and other incentives.
· Despite quicker subscription fulfillments overall, 29% of retailers took 15 days or longer to honor opt-ins or failed to honor them all together. That figure was the same as last year.
The new eec study can be purchased for $249 by visiting the eec’s Whitepaper Room by clicking here. Members of the eec may obtain the report at a discounted rate.
[Members of the press may request a free copy of the study by contacting Ali Swerdlow of the eec at 212.790.1483 or email@example.com.]
About the Email Experience Council (eec)
The Email Experience Council (eec) (www.emailexperience.org), the Direct
About Message Systems
Founded in 1997, Message Systems is a worldwide provider of email software solutions and services for email service providers (ESPs), Internet service providers (ISPs) and large enterprises that need to manage large volumes of business-critical email. Through a combination of technology, partnerships and intellectual capital, Message Systems offers a family of software solutions and services that address the email infrastructure and deliverability needs for organizations ranging from e-commerce companies to the Global 2000. With the most powerful message management platform on the market, Message Systems gets over a billion unique messages to the right place at the right time every day. Headquartered in
About Direct Marketing Association (DMA)
The Direct Marketing Association (www.the-dma.org) is the leading global trade association of businesses and nonprofit organizations using and supporting multichannel direct marketing tools and techniques. DMA advocates standards for responsible marketing, promotes relevance as the key to reaching consumers with desirable offers, and provides cutting-edge research, education, and networking opportunities to improve results throughout the end-to-end direct marketing process. Founded in 1917, DMA today represents more than 3,400 companies from dozens of vertical industries in the
In 2008, marketers — commercial and nonprofit — will spend $176.9 billion on direct marketing, which accounts for 52.1 percent of all ad expenditures in the
The Power of Direct: Relevance. Responsibility. Results.
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