Subscription emails make for happy, spending consumers

Consumers appreciate marketing that makes their lives easier and gives them ultimate control.

The Retail Email Subscription Benchmark Study, put out today by the Email Experience Council and Direct Marketing Association, trumpets the success of commercial email subscription campaigns that both make it easy for consumers to sign up and that allow consumers to opt-in or opt-out any time. Giving potential customers an element of control is key to making sure message recipients are happy: “The opt-in process sets the tone of how a future email relationship between a company and customer will unfold,” said Gold Lasso, a study sponsor.

Plus, when people opt-in, a company can then ask them questions, compile data, and beef up its database. And marketers don’t have to subject consumers to a lengthy, obtrusive questionnaire (according to the study, subscriber names and ZIP codes are the two most-often requested bits of information gathered). After refining their databases, marketers can then make sure they target the right emails to the right consumers.

Subscription commercial email campaigns can generate big revenues – $21.9 billion in U.S. sales this year according to the report. Email marketers need to realize that the days of acquiring lists and obtaining addresses without direct permission of the subscriber are long over. Confirmed subscribers are much more likely to be receptive to what you have to say and therefore lead to increased sales. As the report shows, it’s a windfall already, so shouldn’t you be taking advantage of it as well?

Eydie Cubarrubia


2 Responses

  1. Eric Roth says:

    Nice press release, but I'm still unclear as to what advantages your company provides. For instance, I'm a small educational publisher of English as a Second Language books. Can I buy a list of customers from you who are interested in ESL materials, books, etc? Or do I provide you a list that I have acquired through email submissions on my site and other lists I've purchased?
    Consider me both curious and confused.

  2. COO says:

    Hey Eric —

    We do not rent or sell lists as our services are for permission-based marketers. So, in order to use our service, you must first have a database of subscribers. We cannot let you use a purchased list though without first confirming those addresses. For more information, please email and someone will be happy to answer any questions you may have about our services.

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