A study of e-mail marketing practices in the e-commerce industry has revealed that 99 percent of the top 500 retailers are missing out on a critical opportunity to engage customers and drive revenue. The survey, conducted by e-mail marketing firm Listrak, shows that only seven of the 500 companies are sending a series of welcome messages to new e-mail subscribers.
A welcome series consists of two or more messages designed to educate customers on the benefits of subscribing, while also providing additional opportunities for interaction and engagement. Welcome messages have the highest open rates of all e-mail campaigns, and using a series of messages rather than just one increases a merchant’s ability to nurture the relationship and turn one-time buyers into long-term customers.
Of the seven welcome series campaigns among the top 500 retailers, six of them contained two messages and one was made up of three messages. Six also contained special offers, five were received immediately upon subscription and two began the following day.
The survey is the latest in a series of reports from Listrak that examines the interactive marketing industry, and is included in the free white paper entitled Creating an e-Commerce Welcome Series to Increase Subscriber Engagement and Email ROI.