silverpop - Internet Marketing News and Blogs

Retailers in the US and UK are getting better at email marketing, though there is still room for improvement, according to a new survey.

Silverpop's 2007 Retail Email Marketing Study (PDF) looks at opt-in practices, email content and the unsubscribe procedures of 150 major retailers in the UK and North America.

Far too many online retailers in the US and UK are failing to send a response to opt-in requests on their websites, according to a retail email study by Silverpop.

Silverpop, which surveyed 100 US and 50 UK retailers, found that a third of retailers don't bother sending confirmation/courtesy emails.

Of those that did, UK firms did better, sending a personalised response 60% of the time, compared to 34% for the US. Yet clearly there's plenty of room for improvement on both sides of the pond.

Almost 50% of people that visit landing pages from emails will abandon the site in the first eight seconds, meaning a lot of the effort marketers make to get people to click on links in emails is wasted.

Silverpop's latest email study, '8 Seconds to Capture Attention' (registration required) looks into what makes an effective email landing page by studying the landing pages from the campaigns of 150 companies.

Email service provider Silverpop has acquired Vtrenz, a company which provides automated lead generation services.

Vtrenz analyses customer behaviour and uses this information to determine the most appropriate response, whether it be a phone call or email.