Email Signup Failures at Crisis Levels

Opt-in failures are costing brands high-quality subscribers and dampening their list growth. More than 15% of homepage and site registration email signup processes resulted in failures, according to ExactTarget research involving more than 160 B2C brands, including retailers, restaurants, manufacturers, travel and hospitality, and nonprofits. This is a worsening from several years…

More Fields, Fewer Subscribers

Companies spend a lot of time and money optimizing their online checkout pages because they know that checkout abandonment is money lost. The same is true of email subscription forms—higher abandonment means slower list growth and therefore less money generated by the email program. Yet, brands don’t appear to be giving these…

1 in 10 B2C Marketers Using Lightboxes for Email Signups

More prominent email signup forms and links perform better. In-your-face lightboxes take this logic to the far end of spectrum and are enjoying growing popularity, particularly among retailers. Unlikely the justly vilified pop-up and pop-under, lightboxes or popovers don’t launch a new window. They are a part of the page you’re already…

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