Email marketers have yet to adopt widely accepted best practices -except those required by the CAN-SPAM Act, according to an EmailLabs study (PDF). Inclusion of a working unsubscribe link, required by the CAN-SPAM Act, was the only best practice to be universally adopted.
The company analyzed whether emails incorporated best practices, such as a design that takes into account the preview pane and blocked images, and whether or not they included a link to a profile update, a link to a privacy policy and a forward-to-a-friend button, among others. The top three most widely ignored practices involved including a subscription or administration center, providing a site-search function in the email itself, and including a forward-to-a-friend link.
By industry, travel companies - including airlines, hotels and booking agents - had the highest adoption rates of the 18 best practices considered in the audit, scoring six top ratings and none of the lowest ratings. Financial marketers like credit card companies, mortgage brokers and banks - who rely on trustworthy emails to be delivered to the recipient's inbox - performed the worst of all market segments.
Other adoption trends among the market segments:
-- Travel marketers are increasingly using the subscription link function, allowing customers to easily update their email and personal information.
-- Publishers increasingly optimize their messages for preview panes and blocked images, and incorporate a subscribe link in the email to make it easy for people who've received the original email from a friend to subscribe.
-- The financial services market adopted the least best practices of all the industry segments audited.
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Posted by: Houston Home Security | 19 December 2011 at 01:45 AM