Opt-In Email Marketing Delivers

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Online retail sales are growing, fueled by sophisticated opt-in email marketing campaigns with eye-catching creative and strong promotional incentives. But despite the proven value of targeting customers with the one-to-one communications available through opt-in email marketing, few companies are implementing campaigns that truly maximize the technology's tremendous potential.

Opt-in email marketing is many things to many people. Six out of 10 marketers say they rely on email messaging to retain customers and increase loyalty. Nine out of 10 online retailers use opt-in email marketing to drive incremental revenue and nearly the same number (88 percent) use it to increase customers' purchase frequency.

With a focus on driving sales, email marketers increasingly are challenged to grow in-house lists. Marketers will have to be more aggressive in their list-building techniques. JupiterResearch reports that 21 percent of email marketers say the lack of effective sources to obtain opt-in email addresses is their biggest concern.  Eighty-three percent of companies rely on Web site registration to acquire addresses for their email campaigns.

Silverpop conducted a comprehensive study to bring into focus the landscape of email marketing practices currently being implemented by major U.S. companies. The data in Phase I of the "2005 Retail Email Marketing Study" provides marketers with insights into best practices for managing opt-in programs.