HomeNews EventsNewsletters2015 Email Unsub Audit Report - Retailers & Presidential Candidates

2015 Email Unsub Audit Report - Retailers & Presidential Candidates

Tue, Dec 15, 2015

Today, the Online Trust Alliance (OTA) released the 2015 OTA Email Unsubscribe Audit, analyzing which leading e-commerce sites are enabling consumers to easily opt out of email. 75 percent of the top 200 online retailers moved beyond compliance, demonstrating a commitment to user empowerment and control of their inboxes. These companies have been named to the 2015 Unsubscribe Honor Roll, recognizing excellence in marketing practices. Download the report.

Companies achieved this distinction by scoring 80 percent or higher on a weighted blend of 12 best practice criteria related to the unsubscribe process and results.

Moreover, to address concerns surrounding political candidates’ email practices, the 2015 report was expanded to review and analyze the practices of the leading 2016 U.S. presidential candidates using the same criteria applied to the top retailers. While the presidential candidates’ campaign websites showed higher adoption of core best practices, they lagged in several of the more advanced marketing practices, which resulted in only 48 percent of candidates achieving Unsubscribe Honor Roll status.

Read The Complete Release Including The Listing of Honor Roll Winners

Surprisingly, nine percent of the top retailers and one presidential candidate never sent a newsletter or promotional email even though many of them sent a confirmation “welcome” email after users signed up to receive communications. This is a wasted marketing opportunity and points to the need for constant vigilance of processes and operations to capitalize on consumer interest. At the same time, the use of promotional offers in welcome emails grew significantly, from 29 percent to 42 percent, indicating that many marketers are pushing consumers to purchase as quickly as possible.

“We are encouraged by the improvement we’ve seen since last year, especially in honoring of opt-out requests,” said Jeff Wilbur, Chairman of OTA. “Now more than ever companies need to provide consumers choice and control and honor those choices. This increases trust and engagement while enhancing the vitality of the online experience.”

“Publishers Clearing House applauds the OTA for compiling this report and commends the industry for advances made,” said Sal Tripi, AVP, Digital Operations and Compliance, Publishers Clearing House. “Email continues to be the most effective channel for marketers and has grown to be a vital communication channel not only for marketing, but also to provide valuable information to consumers. Maintaining trust in email is vital to its continued success and growth.”Today, the Online Trust Alliance (OTA) released the 2015 OTA Email Unsubscribe Audit, analyzing 

which leading e-commerce sites are enabling consumers to easily opt out of email. 75 percent of the top 200 online retailers moved beyond compliance, demonstrating a commitment to user empowerment and control of their inboxes. These companies have been named to the 2015 Unsubscribe Honor Roll, recognizing excellence in marketing practices. Download the report.

Companies achieved this distinction by scoring 80 percent or higher on a weighted blend of 12 best practice criteria related to the unsubscribe process and results.

Moreover, to address concerns surrounding political candidates’ email practices, the 2015 report was expanded to review and analyze the practices of the leading 2016 U.S. presidential candidates using the same criteria applied to the top retailers. While the presidential candidates’ campaign websites showed higher adoption of core best practices, they lagged in several of the more advanced marketing practices, which resulted in only 48 percent of candidates achieving Unsubscribe Honor Roll status.

Surprisingly, nine percent of the top retailers and one presidential candidate never sent a newsletter or promotional email even though many of them sent a confirmation “welcome” email after users signed up to receive communications. This is a wasted marketing opportunity and points to the need for constant vigilance of processes and operations to capitalize on consumer interest. At the same time, the use of promotional offers in welcome emails grew significantly, from 29 percent to 42 percent, indicating that many marketers are pushing consumers to purchase as quickly as possible.

“We are encouraged by the improvement we’ve seen since last year, especially in honoring of opt-out requests,” said Jeff Wilbur, Chairman of OTA. “Now more than ever companies need to provide consumers choice and control and honor those choices. This increases trust and engagement while enhancing the vitality of the online experience.”

“Publishers Clearing House applauds the OTA for compiling this report and commends the industry for advances made,” said Sal Tripi, AVP, Digital Operations and Compliance, Publishers Clearing House. “Email continues to be the most effective channel for marketers and has grown to be a vital communication channel not only for marketing, but also to provide valuable information to consumers. Maintaining trust in email is vital to its continued success and growth.”