Home  › Stats › Audience/Traffic

The State of Retail E-Mail

  |  May 25, 2005   |  Comments

Retailers could make more of an effort with their e-mail programs.

A study conducted by Silverpop looked at 250 retailers’ practices to identify ways to improve campaigns. Of that initial pool, which included national brands such as nationally recognized names such as Crate & Barrel, Neiman Marcus, JC Penney and CompUSA, only 68 percent are actually running email marketing programs.

Retailers that send email only personalize messages 25 percent of the time. Of these, five percent address the recipient using a full name; while 20 percent use only the first name. The study found 57 percent of surveyed companies don’t send a confirmation message following an online registration. When confirmation is sent, 81 percent send it to registrants the same day.

Building email house lists is a continual challenge. Yet about a quarter of retailers (23 percent) don’t offer an email sign-up option on their homepage. A little over half (52 percent) of sites surveyed offer registration in a primary location on the home page, while 22 percent locate the feature in a secondary spot. Three percent initiate new customer registrations with a pop-up window.

Retailers with EMail SignUp on Home_Page
Click to view full-size chart
"I was very surprised to see that as many as 23 percent of the companies we looked at failed to include email registration requests on the home page," said Elaine O’Gorman, vice president of strategy for Silverpop. "The company that wants to establish a relationship with its customers through email should never bury their call-to-action by placing it off-page."

Information Gathered During Registration
Click to view full-size chart
Initiating an email relationship is an opportunity to collect new customer information. Thirty-seven percent of retailers collect an email address only. A short profile is requested by 39 percent of sites. Only 24 percent request users fill out an extensive profile.

"Retailers could invest a day and reflect on the practices they are using in email," Silverpop CEO Bill Nussey told ClickZ Stats. "I think they would find an immediate and meaningful lift in response rates and revenues."

ABOUT THE AUTHOR

Enid Burns

COMMENTSCommenting policy

comments powered by Disqus

ClickZ Stats delivers stats headlines to your inbox twice a week. Subscribe today!

COMMENTS

UPCOMING EVENTS

Featured White Papers

US Consumer Device Preference Report

US Consumer Device Preference Report
Traditionally desktops have shown to convert better than mobile devices however, 2015 might be a tipping point for mobile conversions! Download this report to find why mobile users are more important then ever.

E-Commerce Customer Lifecycle

E-Commerce Customer Lifecycle
Have you ever wondered what factors influence online spending or why shoppers abandon their cart? This data-rich infogram offers actionable insight into creating a more seamless online shopping experience across the multiple devices consumers are using.

Jobs

  • Editor
    Editor (Search Engine Watch) - New YorkRole Overview Search Engine Watch (SEW) provides tactical advice and information for businesses and site...