I read an article in DM News today about a study of retailers' e-mail campaigns conducted by SilverPOP - a permission-based e-mail provider. Their research shows:

- 75% of companies studied don't use customers' names in emails responding to requests
25% failed to offer any reason to sign up to receive emails from the company; of those that did, 45% offered notices of sales and promotions, 14% offered news and 11% offered catalogs
23% failed to include email registration requests on the home page
78% offered only one choice of communication such as notices of sales, newsletters or information bulletins
37% asked customers only for an email address when they registered to receive information; 24% required a more extensive profile that included phone numbers and demographic information
57% didn't send confirmation emails following registration; 24% of those that did failed to include the company or brand name in the "subject" field of the email


E-mail marketing isn't cheap. Names are very expensive. Why spend the money if you're not going to promote awareness of your brand in every customer touchpoint?

I'd suggest printing this little list above, and make sure no one is guilty of missing an opportunity to further extend brand awareness in every marketing effort. It's just not that hard.
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9/16/2005 9:39

Why Spend the Money?

I read an article in DM News today about a study of retailers' e-mail campaigns conducted by SilverPOP - a permission-based e-mail provider. Their research shows:

- 75% of companies studied don't use customers' names in emails responding to requests
25% failed to offer any reason to sign up to receive emails from the company; of those that did, 45% offered notices of sales and promotions, 14% offered news and 11% offered catalogs
23% failed to include email registration requests on the home page
78% offered only one choice of communication such as notices of sales, newsletters or information bulletins
37% asked customers only for an email address when they registered to receive information; 24% required a more extensive profile that included phone numbers and demographic information
57% didn't send confirmation emails following registration; 24% of those that did failed to include the company or brand name in the "subject" field of the email


E-mail marketing isn't cheap. Names are very expensive. Why spend the money if you're not going to promote awareness of your brand in every customer touchpoint?

I'd suggest printing this little list above, and make sure no one is guilty of missing an opportunity to further extend brand awareness in every marketing effort. It's just not that hard.

Posted by at September 16, 2005 9:39 AM

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