For the first time this year the EEC tracked the amount of time between subscriptions and the sending of welcome emails. The majority of online retailers send their welcome emails within 10 minutes of sign-up, 19 percent take more than 24 hours to deliver and a third of those take more than a week. The EEC says that taking more than a week to send a welcome email is too long for an online retailer to wait.
The study also found that 58 percent of welcome emails were CAN-SPAM compliant in terms of a mailing address and an unsubscribe method, compared to 52 percent last year. In addition 62 percent of welcome emails asked the subscriber to whitelist them by adding an email address to their address book, up form 49 percent last year.
According to the report 75 percent of the welcome emails include the retailer's brand name in their subject lines, which is consistent with last year.
"I think that the retailers who use their name in the subject line are going to have better results," Mullen said.
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