Thursday, February 17, 2005

Are You Making a Lousy First Impression with Your Email?

Bill McCloskey, Media Post, wrote an article concerning his experiment on trying to sign up for 246 different brands emails in the apparel and accessories market sector. Here is Bill’s findings:

  • 71 of 246 Brands offered an email sign-up form
  • After seven days only 22 out of the 71 brands sent him an email
  • Only 10% of all brands examined provided an email list with a welcome letter attched to sign-up
  • Nearly all of the email welcome letters did nothing to advance the brand or further cement a relationship with the consumer.

Bill goes on to say a lot of these brands are missing the opportunity to communicate one-on-one with the customer and that these customers are more than likely to read that message since they just left your site.

eINFO – a collection of articles and studies about email marketing.

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