The report, which was based on an analysis of 61 email marketing programs in 2008 and 76 programs in 2013, found that today 33% of brands require just a subscriber's email address to sign up for a marketing program. Five years ago, only 20% were satisfied with just an email address.
Collecting less information doesn't appear to be hurting marketers. A comparison of those who asked for only minimal information with those who asked for more detail during signup showed no meaningful difference in inbox placement, read rates, or complaint rates.
Below, additional key findings from the report.
Over the past five years marketers have shifted their approach during the email unsubscribe process to better retain customer relationships and gather more information:
- 25% of the brands examined now offer opt-down alternatives such as different sending frequencies, something only a few senders did five years ago.
- 22% now ask customers for feedback about why they are unsubscribing, compared with just 3% in 2008.
Ayaz Nanji is an independent digital strategist and a co-founder of ICW Content, a marketing agency specializing in content creation for brands and businesses. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.
LinkedIn: Ayaz Nanji