U.K. retailers are interested in maximizing online marketing tactics, and most are achieving outstanding results and ROI through sophisticated email campaigns. With more companies relying heavily on email, it's not surprising that respondents to a recent Silverpop survey listed "inbox clutter" and "providing timely and relevant content" among their top challenges. To see how online retailers in the United Kingdom are responding to these challenges, Silverpop examined the email marketing programs of 100 of the country's top retailers and compared them to findings uncovered during an evaluation of the Top 500 Online Retailers in America.
Among the many findings:
- On average, U.K. retailers sent fewer emails during a 30-day period than did those in America
- U.K. retailers are more likely to offer choices at sign-up and feature personalized subject lines
- U.K. retailers are less likely to offer a sale/discount or connect the opt-out process to a preference center
- More than half of retailers who sent registrants to a preference center at opt-in gave recipients no choices to change their preferences at opt-out
