250ok (www.250ok.com) presents How The Top 500 Internet Retailers Collect Email Sign-ups (2016). The review included how retailers promote their programs, leverage mobile optimization, use social sign-ups, capture personal data, and more. View the complete blog report and infographic at 250ok.com: bit.ly/2beVLMV

1. INTERNET RETAILERS
COLLECT EMAIL SIGN-UPS
2016 EDITION

2. We analyzed the top 500 Internet retailers’ email collection
practices and sending habits to show how retailers promote their
programs, leverage mobile optimization, use social sign-ups,
capture personal data, and more.
#EmailMarketing

3. OPT-IN PLACEMENT
Where did each retailer place email subscription opt-in on their homepage?

4. 26.2% IN HEADER
83% IN FOOTER
32.4% POP-UP
2.4%
LOCATED
ELSEWHERE
5.2%
NOT FOUND
OPT-IN PLACEMENT

5. Nearly half of retailers (48.4%) used two or
more sign-up placements. We were unable to
locate the email sign-up in the first 30
seconds of reviewing 5.2% of sites.
OPT-IN PLACEMENT

6. Example: Header Opt-in
OPT-IN PLACEMENT

7. Example: Footer Opt-in
OPT-IN PLACEMENT

8. POP-UP TRENDS
OPT-IN PLACEMENT

9. 82% Sign-up was
immediately prompted
across majority of the
site when consumer
visited.
WELCOME MAT
OPT-IN PLACEMENT

10. Example: Welcome Mat
OPT-IN PLACEMENT

11. 14.3% Pop-up occurred after
a certain amount of
time or consumer
passed trigger location.
TIMED
OPT-IN PLACEMENT

12. Example: Timed
OPT-IN PLACEMENT

13. 3.7% Sidebar with an opt-in
field followed the
consumer while scrolling
throughout site.
SCROLLING
OPT-IN PLACEMENT

14. Example: Scrolling
OPT-IN PLACEMENT

15. SumoMe performed an analysis of
300 million pop-ups generated by their
customers that showed strong conversion
rates when compared to traditional email
sign-up positions.
OPT-IN PLACEMENT

16. THE SIGN-UP PROCESS
WAS BROKEN ON 1.1% OF
WEBSITES
OPT-IN PLACEMENT

17. MOBILE EXPERIENCE
Were email sign-up forms optimized for mobile devices?
OPT-IN PLACEMENT

18. DESKTOP ONLY
8%
MOBILE FRIENDLY
92%
OPT-IN PLACEMENT

19. Example: Not Mobile Friendly
OPT-IN PLACEMENT

20. RETAIL INCENTIVES
Which incentives were offered to persuade the consumer to sign up for an
email subscription?

21. OF RETAILERS INCENTIVIZED PEOPLE
TO SIGN-UP
RETAIL INCENTIVES

22. MONEY OFF
7.6%
RETAIL INCENTIVES

23. Example: Money Off
RETAIL INCENTIVES

24. FREE SHIPPING
3.9%
RETAIL INCENTIVES

25. Example: Free Shipping
RETAIL INCENTIVES

26. PERCENT OFF
22.3%
RETAIL INCENTIVES

27. Example: Percent Off
RETAIL INCENTIVES

28. SWEEPSTAKES
4.4%
RETAIL INCENTIVES

29. Example: Sweepstakes
RETAIL INCENTIVES

30. THE USE OF INCENTIVES
HAS INCREASED BY NEARLY
10% SINCE OUR ANALYSIS
IN 2015
RETAIL INCENTIVES

31. PERCENT-OFF DISCOUNT
A wide range of percentage discounts were offered.
RETAIL INCENTIVES

32. 12% 15% 20% 25% 30% 35% 40% 55%5% 10% 50%
5%
10%
15%
20%
25%
30%
PERCENTAGE DISCOUNT OFFERED
PERCENTOFRETAILERS
35%
40%
PERCENT-OFF DISCOUNTS
RETAIL INCENTIVES

33. Example: Lowest Offer of 5%
RETAIL INCENTIVES

34. Example: Highest Offer of 55%
RETAIL INCENTIVES

35. PERSONALIZATION
Some retailers asked for personal information to customize the consumer's
email experience.

36. GENDER
10.3% 39.8%
NAME BIRTHDAY
12.8%18.4%
LOCATION
PERSONALIZATION

37. Example: Location
PERSONALIZATION

38. 46% ASKED FOR AT LEAST
ONE PERSONAL DETAIL
BESIDES EMAIL ADDRESS
PERSONALIZATION

39. Example: Multiple Personalization Fields
PERSONALIZATION

40. Specific data to enable personalization was
requested by 21% of retailers (e.g., wedding date,
military service, weight, or hair color.)
PERSONALIZATION

41. Example: Specific Personalization
PERSONALIZATION

42. In 8.8% of sign-ups, retailers inquired about the
consumer’s interests, such as books, technology,
and fashion.
PERSONALIZATION

43. Example: Consumer Interests
PERSONALIZATION

44. SOCIAL SIGN-UP
Retailers allowed subscribers to sign-up for email using a third-party social login.
PERSONALIZATION

45. OF RETAILERS ALLOWED FOR A SOCIAL
SIGN-UP.
PERSONALIZATION

46. 5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
Yahoo!
Instagram
M
icrosoft
Paypal
Twitter
Am
azon
Google
LinkedIn
Facebook
SOCIAL SIGN-UP OFFERED
PERCENTOFRETAILERS
SOCIAL SIGN-UP
PERSONALIZATION

47. Example: Alternative Sign-ups
PERSONALIZATION

48. When a subscriber signs up using a Facebook
account, retailers can request access to 40
different Facebook data points. Six subjects
were most commonly requested.
PERSONALIZATION

49. 100%
PUBLIC PROFILE
97%
EMAIL ADDRESS
PERSONALIZATION

50. Example: Requesting Public Profile & Email
PERSONALIZATION

51. 15.7%
BIRTHDAY
3.9%
LIKES
9.8%
FRIENDS LIST
3.9%
LOCATION
PERSONALIZATION

52. Example: Requesting Birthday & Likes
PERSONALIZATION

53. SUBSCRIPTION EMAILS
When an email sign-up occurs, most consumers expect an immediate
response from retailers.

54. OF RETAILERS THAT SENT A WELCOME EMAIL
AFTER THE USER SIGNED UP, 61.5% SENT THE
MESSAGE WITHIN THE FIRST HOUR.
SUBSCRIPTION EMAILS

55. Example: Welcome Email
SUBSCRIPTION EMAILS

56. DOUBLE OPT-IN
A small percent of retailers required consumers to confirm their subscription via a follow-up email.
SUBSCRIPTION EMAILS

57. yes, subscribe me to this list
If you received this email by mistake,
simply delete it.
ASKED TO CONFIRM
SIGN-UP IN AN EMAIL
9%
SUBSCRIPTION EMAILS

58. Example: Welcome Email
SUBSCRIPTION EMAILS

59. DOUBLE OPT-IN HAS
INCREASED BY NEARLY
3% SINCE 2015
SUBSCRIPTION EMAILS

60. About 250ok
250ok is a leading provider of email deliverability software
and services. Global email programs responsible for billions of dollars in
revenue depend on 250ok. Our products and integrations allow customers
to gather advanced insights into email deliverability, sender reputation, brand
protection, and consumer engagement.
Need help making sure your email program is on track?
Visit https:/250ok.com/ today!