Silverpop Study 2007 Retail Email

This document summarizes the key findings of a 2007 study on email marketing practices of top online retailers in the US and UK. Some of the main findings include: - More companies are offering email sign-ups prominently on their homepage to grow email lists, though UK retailers could do better at this. - Most companies provide a value proposition to encourage email subscriptions, most commonly notices of sales and promotions. - Marketers are improving opt-out processes by offering pre-populated opt-out forms and preference centers to reduce unsubscribes. The study analyzed registration, email content, and opt-out practices to evaluate how retailers are cultivating email programs and subscriber relationships. Overall it found both