Here are some of the main findings:
- only about 30% of email marketers use a confirmed opt-in method, where a confirmation e-mail including an activation web link (or requiring a reply email) is sent to verify the subscriber.
- Only 29% of email marketers reiterate the benefits of subscribing on the thank you page, 11% define the email frequency, 11% offer a promotion or coupon, 20% display whitelist instructions and 8% offer additional subscription options.
- When subscribers opt-in, about 30% of email marketers don’t pass them on to other sytems. When subscribers opt-out, about 65% of email marketers don’t pass them on to another system.
- After opting out, 90% of email marketers do not follow up with subscribers, leaving a huge opportunity for additional channel communication. Of those that do follow up, 5% use direct mail, 4% follow up via telephone.
- over three-quarters of marketers do not allow subscribers to adjust frequency settings as an alternative means of unsubscribing.
- Nearly one-quarter of email marketers don’t know what they currently do with abuse complaints, or how they are handled.
These are very interesting results and they definitely show that there's still a lot of room for improvement.
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