June 16, 2015

How the top 500 internet retailers collect email sign-ups (2015).


We reviewed the top 500 internet retailers to analyze their email collection practices and sending habits. Check out some of the trends we discovered while analyzing more than 1,000 websites owned by the internet’s top retailers.

Top-500-Internet-Retailers-Collect-Email-Addresses


Opt-In Placement

  • 7.7% in the header (2.3% use a form, 5.4% use a link)
  • 44.4% use pop-ups
  • 54.3 below the fold or in the footer (56.4% using a form, 10% using links)

Insight: Only 6% of retailers required their subscribers to double opt-in

Incentives

  • 29% of retailers incentivized people to opt-in to their email program
  • 18% offered a flat percentage off a purchase
  • 5.9% offered a flat dollar amount off a purchase
  • 5.1% offered free shipping

Insight: Of all websites offering an incentive, 63% of offers were percentage-off purchase

Top 5 Incentives

  1. 10% off
  2. 15% off
  3. 20% off
  4. Free shipping
  5. Percentage off/dollar discount, plus free shipping

Common Barriers to Entry

  1. 75% of retailers didn’t incentivize email opt-ins
  2. 15% of retailers didn’t have a findable sign-up form
  3. 9% of the opt-in forms required multiple steps
  4. 8% required some form of account creation or website registration

Best Practices

  • Incentivize sign-ups with a tangible offer
  • Make your form easy to find
  • Use clear call-to-actions and contrasting colors
  • Reduce barriers to entry and keep forms simple
  • Ask more than once

Author: Alex Griffis

Alex Griffis is the VP of Product (a product geek) at 250ok, where he focuses on product design and improving our customer experiences.

You may also like...

The Year in Email 2019

It’s hard to believe we are nearing the end of yet another exciting year in email, and 2019 proved to be one of the most momentous and active years to date. Over the past year, the number of new technologies, mergers and acquisitions, mailbox provider (MBP) announcements, news, and highlights is evidence of the versatility […]

[Infographic] Global Privacy Relationship Status: It’s Complicated

I recently gave a presentation on global privacy regulations to a post-graduate marketing class and one of the things I noticed while preparing was that even within a single country, privacy is complicated. On a global scale, it is really complicated. For example, Canada has one federal private sector privacy law, three similar provincial laws, […]

The Year in Email 2018

*Update: This article was featured on email influencer Jordie van Rijn’s emailmonday blog! To see it in action, plus a great round-up of other articles and thought leadership looking forward to the future of email, click here.* The Black Friday emails are deleted, marketers’ email lists are checked twice, we pretty much know which senders […]

Ready to get started?