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 2018

The Black Friday emails are deleted, marketers’ email lists are checked twice, we pretty much know which senders have been naughty or nice. Another year in email is coming to a close, and boy, what a ride. While most thought leaders are busy making predictions about 2019, we like to learn from the past to […]

Poorly designed emails could cost you millions of dollars. But what does that really mean?

We partnered with the smart folks at Lab42 to research what people really think about marketing email. Do they like how they look on their preferred device? Do they prioritize the same design elements you do? If you’re not aligned with your recipients, you could end up sending unwanted, unsatisfying email. You know what that […]

The Year in Email 2017

Can you believe it? The year 2017 is coming to a close and what a year it has been in the email ecosystem. Email’s staying power continues to flex its muscles as a dynamic channel that can adapt to the ever-changing landscape of digital marketing. This past year saw many changes, trends, and announcements that […]

Ready to get started?