Welcome Study
Email Marketing Benchmark Study
This unique piece of research reveals how 80 of the largest European e-commerce retailers fare in email registration best practice. The two-part study produces a coherent picture as to how companies in the UK, Germany, France and Italy gain newsletter subscribers and welcome them to the brand. For key e-commerce decision makers, the study provides actionable insights to optimise consumer relationships, boost conversions and increase ROI from the initial email sign-up process.
Welcome Study - Part 1
The Newsletter Subscription Process
Email marketing is no longer just a standard online marketing tool. It has become the backbone of any successful e-commerce strategy.
One of the most important – and often commonly neglected – factors for successful email marketing is the process of obtaining email addresses. Only those who consistently obtain new and high quality addresses for their newsletters or email marketing programmes can increase their success in the long run.
Download the first part of the study: The Newsletter Subscription Process
The Welcome Study - Part 2
The Welcome Email
Address quality and mailing list expansion are the two fundamental success factors in email marketing. Welcome emails (i.e. the emails which a new newsletter subscriber receives directly after registration) are particularly important in this context. This is an excellent opportunity for every email marketing manager to impress new subscribers with their own brand and to involve them more. In general, welcome emails have the highest opening rates of all email campaigns. They ideally reach the customer straight after sign-up when their attention is at its greatest and they are awaiting a direct response from the company
All too often, the welcome email is still treated as a purely technical confirmation email and valuable potential is consequently wasted.
Download the second part of the study: The Welcome Email
