INTERNET RETAILERS COLLECT EMAIL SIGN-UPS

2016 EDITION

We analyzed the top 500 Internet retailers’ email collection

practices and sending habits to show how retailers promote their

programs, leverage mobile optimization, use social sign-ups,

capture personal data, and more.

#EmailMarketing

OPT-IN PLACEMENTWhere did each retailer place email subscription opt-in on their homepage?

26.2% IN HEADER

83% IN FOOTER

32.4% POP-UP

2.4%LOCATED

ELSEWHERE

5.2% NOT FOUND

OPT-IN PLACEMENT

Nearly half of retailers (48.4%) used two or

more sign-up placements. We were unable to

locate the email sign-up in the first 30

seconds of reviewing 5.2% of sites.

OPT-IN PLACEMENT

Example: Header Opt-in

OPT-IN PLACEMENT

Example: Footer Opt-in

OPT-IN PLACEMENT

POP-UP TRENDS

OPT-IN PLACEMENT

82% Sign-up was

immediately prompted

across majority of the

site when consumer

visited.

WELCOME MAT

OPT-IN PLACEMENT

Example: Welcome Mat

OPT-IN PLACEMENT

14.3% Pop-up occurred after

a certain amount of

time or consumer

passed trigger location.

TIMED

OPT-IN PLACEMENT

Example: Timed

OPT-IN PLACEMENT

3.7% Sidebar with an opt-in

field followed the

consumer while scrolling

throughout site.

SCROLLING

OPT-IN PLACEMENT

Example: Scrolling

OPT-IN PLACEMENT

SumoMe performed an analysis of

300 mill ion pop-ups generated by their

customers that showed strong conversion

rates when compared to traditional email

sign-up positions.

OPT-IN PLACEMENT

THE SIGN-UP PROCESS WAS BROKEN ON 1.1% OF

WEBSITES

OPT-IN PLACEMENT

MOBILE EXPERIENCEWere email sign-up forms optimized for mobile devices?

OPT-IN PLACEMENT

DESKTOP ONLY

8%

MOBILE FRIENDLY

92%

OPT-IN PLACEMENT

Example: Not Mobile Friendly

OPT-IN PLACEMENT

RETAIL INCENTIVESWhich incentives were o�ered to persuade the consumer to sign up for an

email subscription?

OF RETAILERS INCENTIVIZED PEOPLE TO SIGN-UP

RETAIL INCENTIVES

MONEY OFF7.6%

RETAIL INCENTIVES

Example: Money Off

RETAIL INCENTIVES

FREE SHIPPING3.9%

RETAIL INCENTIVES

Example: Free Shipping

RETAIL INCENTIVES

PERCENT OFF22.3%

RETAIL INCENTIVES

Example: Percent Off

RETAIL INCENTIVES

SWEEPSTAKES4.4%

RETAIL INCENTIVES

Example: Sweepstakes

RETAIL INCENTIVES

THE USE OF INCENTIVES HAS INCREASED BY NEARLY

10% SINCE OUR ANALYSIS IN 2015

RETAIL INCENTIVES

PERCENT-OFF DISCOUNTA wide range of percentage discounts were o�ered.

RETAIL INCENTIVES

12% 15% 20% 25% 30% 35% 40% 55%5% 10% 50%

5%

10%

15%

20%

25%

30%

PERCENTAGE DISCOUNT OFFERED

PER

CEN

T O

F R

ETA

ILER

S

35%

40%

PERCENT-OFF DISCOUNTS

RETAIL INCENTIVES

Example: Lowest Offer of 5%

RETAIL INCENTIVES

Example: Highest Offer of 55%

RETAIL INCENTIVES

PERSONALIZATIONSome retailers asked for personal information to customize the consumer's

email experience.

GENDER10.3% 39.8%

NAME BIRTHDAY12.8%18.4%

LOCATION

PERSONALIZATION

Example: Location

PERSONALIZATION

46% ASKED FOR AT LEAST ONE PERSONAL DETAIL

BESIDES EMAIL ADDRESS

PERSONALIZATION

Example: Multiple Personalization Fields

PERSONALIZATION

Specific data to enable personalization was

requested by 21% of retailers (e.g., wedding date,

military service, weight, or hair color.)

PERSONALIZATION

Example: Specific Personalization

PERSONALIZATION

In 8.8% of sign-ups, retailers inquired about the

consumer’s interests, such as books, technology,

and fashion.

PERSONALIZATION

Example: Consumer Interests

PERSONALIZATION

SOCIAL SIGN-UPRetailers allowed subscribers to sign-up for email using a third-party social login.

PERSONALIZATION

OF RETAILERS ALLOWED FOR A SOCIAL SIGN-UP.

PERSONALIZATION

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%

Yahoo!

Instagram

Microsoft

Paypal

Twitter

Amazon

Google

LinkedIn

Facebook

SOCIAL SIGN-UP OFFERED

PER

CEN

T O

F R

ETA

ILER

S

SOCIAL SIGN-UP

PERSONALIZATION

Example: Alternative Sign-ups

PERSONALIZATION

When a subscriber signs up using a Facebook

account, retailers can request access to 40

di�erent Facebook data points. Six subjects

were most commonly requested.

PERSONALIZATION

100%

PUBLIC PROFILE

97%

EMAIL ADDRESS

PERSONALIZATION

Example: Requesting Public Profile & Email

PERSONALIZATION

15.7%

BIRTHDAY

3.9%

LIKES

9.8%

FRIENDS LIST

3.9%

LOCATION

PERSONALIZATION

Example: Requesting Birthday & Likes

PERSONALIZATION

SUBSCRIPTION EMAILSWhen an email sign-up occurs, most consumers expect an immediate

response from retailers.

OF RETAILERS THAT SENT A WELCOME EMAIL AFTER THE USER SIGNED UP, 61.5% SENT THE

MESSAGE WITHIN THE FIRST HOUR.

SUBSCRIPTION EMAILS

Example: Welcome Email

SUBSCRIPTION EMAILS

DOUBLE OPT-INA small percent of retailers required consumers to confirm their subscription via a follow-up email.

SUBSCRIPTION EMAILS

yes, subscribe me to this list

If you received this email by mistake, simply delete it.

ASKED TO CONFIRMSIGN-UP IN AN EMAIL

9%

SUBSCRIPTION EMAILS

Example: Welcome Email

SUBSCRIPTION EMAILS

DOUBLE OPT-IN HAS INCREASED BY NEARLY

3% SINCE 2015

SUBSCRIPTION EMAILS

About 250ok250ok is a leading provider of email deliverability software

and services. Global email programs responsible for billions of dollars in

revenue depend on 250ok. Our products and integrations allow customers

to gather advanced insights into email deliverability, sender reputation, brand

protection, and consumer engagement.

Need help making sure your email program is on track?

Visit https:/250ok.com/ today!