Even as the recession continues, most retailers' email budgets are increasing or staying the same—further proof of email's ability to cost-effectively increase customer loyalty and drive revenue. While retailers increasingly recognize the importance of email, too much of a good thing can have harmful effects. In an effort to help online retailers better connect with customers, Silverpop evaluated the email programs of the Top 500 retailers and identified several key areas for improvement.
Among the many findings:
- Almost nine of 10 retailers are enticing recipients with discounts or special offers
- Less than half of the Top 500 retailers connect their opt-out link to a preference center
- There's a fine line between sending too many emails and not enough
- After a decline in 2008, retailers are more frequently offering choices during the opt-in process
