Leaping Over the Subscriber Hurdle: Best Practices and Guidance for Retailers Trying to Capture Email Sign-ups

The email sign-up process is amongst the most important points of interaction that exist with a new subscriber. Recent studies estimate that some 70% of a consumer’s first interaction with a particular product or service takes place through the internet, raising the stakes for retailers who need to provide a great experience to turn those interactions into sales. There is no second chance to make a first impression and yet all too often a sign-up process is put in place and then ignored by the marketer for long periods of time. While we saw many great examples in this study, we didn’t find one company which demonstrated best practice in all elements of the sign-up.

Similarly, organic database growth is an ongoing challenge for today’s online marketer, but by adopting consistent best practices it is an area that can offer new subscribers a smooth, educational and engaging welcome to your email programs.

This study aims to:
  • Describe best practices in the sign-up process
  • Offer guidance on the key areas where small improvements can lead to substantial rewards
  • Help marketers to optimize their online marketing programs for their organization.

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