Email Marketing Report: Not Executing

In a survey of 355 retail websites, EmailDataSource.com found that managing and executing email signup programs can leave customers in the dark. And looking for a different online experience.

by Kristina Knight

According to the report, many e-tailers either aren’t sending welcome messages or aren’t following up with regular emails to users. While more e-tailers are adopting email as a method of communicating with consumers, to get the best response to direct mailings marketers need to follow through.

Overall, the report found that 92% of online retailers have a sign up form on their landing pages; however, more than 33% sent no email to signups within the first 30 days. Research shows that welcome messages and early contacts with signups are the best ways to build brand confidence. Don’t inundate users with emails, but an initial contact and short follow up can boost conversions.

Another surprising fact is that many welcome messages aren’t compliant with the Can-SPAM rules. Whether welcoming a new user or sending a monthly sales flyer, all messages to email lists must include an opt-out link or postal address.

Supermarkets are doing the best job of integrating email lists into their retail lives. 72% send welcome messages and follow up emails. If you want to make a bigger chunk of revenue from email campaigns, take a lesson from supermarkets: be welcoming and follow up.