The Forgotten Pages of Email Marketing: Executive Summary

Let’s have a moment of silence for the forgotten pages of email marketing, those lonely and neglected pages that haven’t been updated in two years or more or—gasp!—haven’t been altered from the default template set by the vendor.

These sad pages and emails include:

• Subscription forms


• Double opt-in emails


• Welcome emails


• Preference pages


• Send-to-a-friend forms and emails


• Refer-a-friend forms and emails


• Opt-out pages


• Opt-out confirmation pages and emails

While doing past studies on retailers’ email practices, I’ve come across many instances of this. This 8-page reportlet discusses different kinds of neglect and includes several examples of creatives.

Visit the eec’s Whitepaper Room to download “The Forgotten Pages of Email Marketing,” which is free or discounted 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.
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