To better understand and analyse best practices that can be applied to email marketers across industries, we examined the email sign-up process of 100 retailers, 50 US and 50 UK in these increasingly digitised markets.
By opting in to these top-of-funnel forms and examining their opt-in processes, we aimed to gain a better understanding of practices employed across retailers that can be adopted or improved upon by email marketers, regardless of industry or vertical.
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