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JC Lupis | Marketing Charts | Mon, 17 Oct 2016 13:00:41 +0000

How are the top 500 internet retailers collecting email addresses – and other information? A new analysis from 250ok takes a look at these retailers’ email sign-up processes, finding that fewer than 4 in 10 incentivized consumers to sign up via offers and promotions. That’s an interesting result given that the top reason why consumers opt in to brand emails is to receive promotions.250ok-personal-data-requested-internet-retailers-email-sign-up-process-oct2016

Nevertheless, 250ok notes that the 38% incentivizing consumers is up almost 10% points from last year’s study (29%).

In terms of opt-in placement, the analysis indicates that the footer (83%) remains the most common placement, far ahead of pop-ups (32%) and header (26%) use. Surprisingly, the analysts failed to find an email sign-up form on 5% of the websites they reviewed. The most popular pop-ups used were welcome mats (82%), with fewer using timed or triggered pop-ups (14%) or scrolling pop-ups (4%). (See here for retailers’ modal lightbox conversion benchmarks.)

Interestingly, fewer than half of the retailers asked for information beyond email addresses. Only 4 in 10 requested a name during a promotional sign-up, and about half as many asked for event-specific details (21%) and location (18%). Birthday (13%), gender (10%) and interests (9%) data requests were also sparse; it makes some sense that those might not be prioritized in early sign-ups, though it’s worth noting that response rates for birthday emails are far higher than for business-as-usual emails.

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In other results from the 250ok analysis:

  • About one-third of retailers allowed subscribers to use a third-party account to sign-up for emails, with Facebook (49%) and Google (23%) the most popular options;
  • Facebook data collection centered around public profile and email addresses, though some sought subscribers’ birthdays (16%) and friends list (10%);
  • Fewer than 1 in 10 retailers (9%) used a double opt-in process, though that was an increase from last year; and
  • 96% of the retailers examined sent a Welcome message.