The new study by the EEC found that retailers are putting more focus on list hygiene. 38% of retailers surveyed are asking subscribers to confirm their e-mail address by re-entering it when opting in. This is up from 27% last year. In addition, 5% of retailers are now using a confirmed (double) opt-in process, up from 3% last year, which improves list quality and assures that consumers know for what they are opting in.
The new study examined the opt-in practices of 120 of the top online retailers tracked via the Retail Email Blog also found that using incentives to entice consumers is more popular again. While 27% of retailers used this tactic in 2006, only 8% did last year when the idea that these consumers may not be as loyal was more accepted. Perhaps this is not true, as 13% of retailers are back to using this kind of tactic.
“Incentives are not known to attract the highest quality of names, but I think that with this new rise retailers are being more careful about their offers,” White added.
Despite quicker subscription fulfillments across the board, 29% of retailers took 15 days or longer to honor opt-ins or failed to honor them all together, which is the same percentage as last year.
Larson note: The cleaner your list the better success rate that it will not get black-balled. With a double opt-in your emails are more likely to be opened and read as well. And unless that happens you are just spinning your wheels and wasting your time.
Larson & Associates
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* Main source Dianna Dilworth
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