How Digital Retailers Encourage Email Subscription Sign-Ups - eMarketer
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How Digital Retailers Encourage Email Subscription Sign-Ups

Retailers still rely on email

Placing a sign-up form on the homepage of a website is the primary way US digital retailers encourage email subscriptions, according to research.

Publicare Marketing Communications analyzed 6,109 retail websites from April 2015 to June 2015 that offer email subscriptions and found that 87.3% of US digital retailers encourage email subscription sign-ups on their site simply by placing a form on their homepage.

Incentives were also used to drive sign-ups, though not nearly as frequently. For example, 18.8% of respondents said that they tried to get internet users to sign up with coupons to encourage email subscriptions.

Just 5.3% of retailers posted sign-up forms on subpages.

Email can be an effective way for marketers to drive awareness of their brand, as well as reach consumers with relevant content and incentives. However, according to research from Experian Marketing Services, average retail email metrics were down in Q2 2015 for messages sent on its network.

Overall, email marketingremains a dependable tactic for retailers. According to March 2015 research from eTail, while search accounted for 43% of marketing spend but only 38% of revenue, email’s 17% of spend led to 24% of revenue.

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