Retailers Improve List-Growth Tactics, Lag on Some Basics: Study

Published Tuesday, September 18, 2007

Retailers have made it significantly easier for people to opt into their e-mail programs and have gotten smarter about the way they handle opt outs during the last two years, according to a new study by e-mail service provider Silverpop. But a surprising percentage of marketers still come up short on some of the fundamentals of e-mail. For example, 73% of the companies studied sent e-mails to new subscribers confirming their registrations, according to Silverpop. While this is a significant improvement over the 43% who sent confirmation messages in 2005, it still means 27%, or more than one ...

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