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POS Email Opt-In Has Higher Engagement: Experian

Marketers need to work to improve the quality of the data they collect at the point of sale in stores, according to Experian Marketing Services' Q2 2016 Email Benchmark Report. The research looked at retail marketing between April 2015 and March 2016 and found that welcome mailings to POS subscribers had 32 percent higher click-to-open rate than those emails sent to subscribers whose addresses were collected from other channels.

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