Email Trends of the Top 100 U.K Retailers

Silverpop Study: Email Marketing Trends of the Top 100 U.K Retailers

How are U.K. retailers adjusting to shifting communication patterns and consumers who are demanding more relevant messages? To find out, Silverpop conducted a study of the top 100 U.K. retailers, comparing and contrasting their email programs to previous years and their American counterparts. Among the many intriguing findings:

More than 20 percent of the U.K.’s top retailers sent zero emails in the first 30 days after opt-in
While 60 percent of U.K. retailers offered new subscribers choices at opt-in, only 27 percent did so at opt-out
Fifty-nine percent of retailers in the United Kingdom included social links in emails, compared to 78 percent in America
Only 11 percent of the top 100 U.K. retailers are sending reminder emails after a shopper abandons a basket

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