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August 2007
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Dear Reader,
Struggling to get a handle on your spam complaints, but don’t know where to start? This month’s Optimization column shows you how to help subscribers recognize your messages as wanted which results in fewer complaints and happier subscribers.
Stefan Pollard
Editor
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Stat Watch
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Few Retailers Require Email Confirmation
The Direct Marketing Association’s Email Experience Council recently surveyed 118 retail email newsletters on subscription practices and found only 3% required subscribers to confirm their opt-in request, a step many consider an essential best practice in order to avoid mistyping or malicious subscriptions. The newsletters are those tracked by the Retail Email Blog Spot http://retailemail.blogspot.com/. Among other findings in the report:
55%: Require only email address at sign-up
45%: Offer link to privacy policy on registration page
43%: Offer one-click sign-up from the homepage
28%: Offer content tailored to specific interests or products
31%: Require a name in addition to email address at sign-up
18%: Require ZIP code at sign-up
16%: Request to be added to address books to boost rendering and deliverability
12%: Offer a text-only option
Source: DMA/EEC study, "2007 Retail Email Subscription Benchmark Study,” published July 25, 2007
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About EmailLabs
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EmailLabs is a leading provider of high performance email marketing solutions to agencies, publishers and marketing, sales and customer service departments of middle-market and Global 2000 companies. The EmailLabs email marketing platform is provided as an ASP (Web-based) service, and is easily customized and integrated with a company's Web site, sales force automation and CRM technologies. The company provides email marketing solutions to more than 600 companies, including Nokia, Agilent, PalmSource and Jupitermedia. Headquartered in Menlo Park, Calif., EmailLabs was founded in 1999 and is a marketing technology solution of
Lyris, Inc. (OTCBB:JLHY).
For more information, visit www.emaillabs.com or call 866.362.4522.
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