A study of 100 leading ecommerce retailers has revealed a host of interesting details for eSellers about their use of email newsletters, including the fact that one in 20 have no email marketing campaigns at all.
Research by Emailvision, a business that provides software as a service for online relationship marketers, also revealed that 14 per cent of big ecommerce businesses make their customers register in full before sending newsletters to them.
Meanwhile, 65 per cent asked users to input more details than simply their email address when they sign up for newsletters.
The research also found that less than half of eretailers asked users to input email details twice to make sure they are correct and six per cent ask for a double opt-in by asking new users to click a confirmation link in an email.
Emailvision says asking for users to opt-in twice is unnecessary and causes a 20 per cent “leakage” in new subscribers.
“Email is thriving. With the ability to send dynamic, targeted, relevant messages, email has the power to drive and deliver a significant portion of a retailers’ revenue,” said Joe Smith, VP United Kingdom at Emailvision.
“Running online campaigns is not only the best channel for ROI, but it is, quite simply, business critical,” he added.