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How the top 500 internet retailers collect email sign-ups (2015).

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We reviewed the top 500 internet retailers to analyze their email collection practices and sending habits. Check out some of the trends we discovered while analyzing more than 1,000 websites owned by the internet’s top retailers.

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Opt-In Placement

  • 7.7% in the header (2.3% use a form, 5.4% use a link)
  • 44.4% use pop-ups
  • 54.3 below the fold or in the footer (56.4% using a form, 10% using links)

Insight: Only 6% of retailers required their subscribers to double opt-in

Incentives

  • 29% of retailers incentivized people to opt-in to their email program
  • 18% offered a flat percentage off a purchase
  • 5.9% offered a flat dollar amount off a purchase
  • 5.1% offered free shipping

Insight: Of all websites offering an incentive, 63% of offers were percentage-off purchase

Top 5 Incentives

  1. 10% off
  2. 15% off
  3. 20% off
  4. Free shipping
  5. Percentage off/dollar discount, plus free shipping

Common Barriers to Entry

  1. 75% of retailers didn’t incentivize email opt-ins
  2. 15% of retailers didn’t have a findable sign-up form
  3. 9% of the opt-in forms required multiple steps
  4. 8% required some form of account creation or website registration

Best Practices

  • Incentivize sign-ups with a tangible offer
  • Make your form easy to find
  • Use clear call-to-actions and contrasting colors
  • Reduce barriers to entry and keep forms simple
  • Ask more than once