Modern Marketing Blog

August 9, 2007

The Quick and the Dead - Sending that First Email: Executive Summary

Currently, nearly one-third of the major online retailers that were included in our Retail Email Subscription Benchmark Study didn’t deliver their first regular email within two weeks of the subscription date. Moreover, nearly one-fifth took more than a month to deliver their first regular email or failed to deliver at all. That stands in sharp contrast to the 18% that delivered their first regular email within 3 days.

Because of the CAN-SPAM Act, it’s illegal for marketers to take longer than 10 business days to unsubscribe someone from their email program—and there continues to be talk of lowering that requirement down to just three days. Given that expectation and requirement, I think it’s fair that marketers should also guarantee that new subscribers receive their first regular email within 10 business days of signing up. Call it a self-imposed CAN-SEND Act.

This 4-page reportlet goes on to discuss the opportunity costs associated with delayed delivery of that first regular email and patterns among retailers with delays. It also includes a detailed graphic specifying the percentage of retailers that delivered their first regular email within five different time windows.

Visit the EEC’s Whitepaper Room to download “The Quick and the Dead: Sending that First Email,” which is free for EEC members and available for a nominal charge to non-members. Not a member? Learn more about becoming a member of the Email Experience Council.

Other related research from the Email Experience Council:
Reportlet: Pass CAN-SEND Now (Aug. 17, 2006)
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