My daily email from the Center For Media Research informed me that:
The Email Experience Council and the Direct Marketing Association announced the release of its second annual Retail Welcome Email Subscription Benchmark Study, examining the welcome emails of 118 top online retailers.
The report says that in 2006, only 66% of major online retailers sent welcome emails. With 72% sending welcome emails this year, it appears that more retailers are recognizing the value of these critical emails.
The DMA’s EVP and COO, says “… welcome emails have significantly higher open rates than regular emails…”
My take: What’s a regular email? Did he mean a marketing (sales-oriented) email? If so, then DUH! No big surprise there. If not, then what did he mean?
Let’s see here. When I think about the “regular” emails I get, there’s that daily email from my boss berating me about my substandard work performance. Come to think about it, I don’t open those very often. Maybe if he sent me “welcome” emails I would read them.
And why is it “only” 66%? I don’t have a PhD in math, but I think that 66% = two-thirds. I’m pretty sure that’s well over a majority.
Did it occur to the EEC/DMA that perhaps online retailers were doing a better job of capturing customer email addresses? Or that customers were more willing to provide email addresses? And that these are the reasons welcome emails are on the rise (in contrast to “more retailers recognizing the value”)?
And have they heard about a statistical concept called margin of error? With 118 respondents, the margin of error in the study is about 7 percentage points. Which means that, at a 90% confidence level, this year’s result falls between 65% and 79%. In other words, potentially unchanged from last year.
Why is this so research-worthy? Must be a group of vendors competing in some newly-formed “welcome email” space.
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