Email Marketing RulesEmail 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…
Category: Uncategorized
Tags: List Building & Profiling, Onboarding & Welcome Emails, Permission
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…
Category: Uncategorized
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…
Category: Uncategorized
Welcome! Email Marketing Rules is your guide to understanding the best practices of this complex, often misunderstood channel as you craft the best executions for your brand. Every week, we’ll explore strategies and tactics, discuss tips and inspiration, and dig into industry news and trends.
Chad S. White
Head of Research
Oracle Digital Experience Agency
Author of Email Marketing Rules and nearly 4,000 articles about digital and email marketing
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