Have you seen How To SELL Anything?

This incredible sales handbook distils an expert's lifetime of sales and marketing experience and hands it to you on a platter, in a simple, easy-to-follow format. With existing customers being the most valuable source of income for any business, this book will teach you how to increase your return business and make more profit from your most loyal customers - and even how to reduce the costs of dealing with your least profitable customers.

Get it on Amazon (Kindle/Print)

Retailers can still improve their e-marketing ROI

For the study, Silverpop reviewed the email marketing programmes of the top 100 retailers in the UK, and found that most of the attempts to rise above consumers' 'inbox clutter' were based on offering choices at the e-marketing opt-in stage, and by personalising email subject lines.

Among the retailers that had email marketing programmes in place, nearly half presented their subscribers with an opportunity to declare their preferences during the opt-in process (some 40% higher than in the United States where only one-third of the Top 500 retailers offered similar options).

In another effort to stand out in the consumer's email inbox, retailers in the UK were found to be twice as likely as those in the US to grab recipients' attention with personalised subject lines.

"UK retailers are tackling inbox clutter in all the right ways, by focusing on creating the kind of highly relevant and personal emails that online shoppers crave," explained Will Schnabel, vice president of international markets for Silverpop. "With consumers exerting more control over their purchasing decisions than ever before, giving them what they really want has become crucial to any campaign's success."

The survey also found that UK retailers are less likely than their American counterparts to engage email recipients with sales and discounts. Only 58% of the top retailers in the UK included incentives in their emails, while nearly 90% of the US retailers examined catered to shoppers' common desire to save money.

In both countries, a relatively small percentage of retailers connect their 'unsubscribe' links to a web-based 'preferences centre' to allow consumers to more accurately specify the types of message they would like to receive. This, according to Silverpop, could be a serious failure in that email marketing lists may shrink unnecessarily instead of being more constructively refined.

"Not everyone who clicks on an unsubscribe link wants to never hear from that company again," warned Schnabel. "Some people just want certain aspects of the relationship to change."

The full study report, entitled 'UK Retailers Fight Inbox Clutter to Keep Brands Top of Mind', has been made available for free download from Silverpop's web site - click here (free registration required).

Have you seen How To SELL Anything?

This incredible sales handbook distils an expert's lifetime of sales and marketing experience and hands it to you on a platter, in a simple, easy-to-follow format.

With existing customers being the most valuable source of income for any business, this book will teach you how to increase your return business and make more profit from your most loyal customers - and even how to reduce the costs of dealing with your least profitable customers.

You'll learn to sell yourself, sell your products, and sell your brand on the internet, writing high-conversion landing pages, social media posts, and more. You'll start attracting customers you didn’t even know existed, and learn the top trade secrets for customer retention.

You'll become a lean, mean selling machine. See how the experts do it and learn to adapt what they've done for your own profit. You'll learn to write strong, powerful, effective sales copy, whether it's for a sales script, sales letter, flyer, insert, advert or just about anything else.

You'll learn how to sell whether you're selling by telephone, by mail, or even meeting prospects face-to-face. You'll find out how to size them up, present yourself, nail down their true needs, close the sale, and learn to tackle the tricky ones.

You'll discover the biggest secrets of successful direct mail sellers, sales letter writers, and how to segment and choose the right prospects for each campaign.

Get it on Amazon (Kindle/Print)