Winning Retail Email Practices What’s working in retail email marketing Richard Evans Product Marketing Manager Silverpop

Our focus

The questions

The Studies 2005 2007

Three key areas Registration / Opt-in Email Creative Opt-out

Registration / Opt-in

Email Creative

Opt-out

Opt-in Placement

Placement

Opt-In Incentive

Incentive

Opt-in Options

Options

Opt-in Options

Options

Opt-in Options

Options

Opt-in Content

Content

Opt-in Confirm

Confirm

Opt-in Confirm

Confirm

Creative Branding

Branding

Creative Offers

Offers

Creative Incentives

Incentives

Creative Format

Format

Creative Format FOLD X X X X X X X

Format

Creative Frequency

Frequency

Case Study: timing is the essence of a good story What effect does send time have on opens, clicks and conversions? Group 1 received emails at 9am n=120,000 Group 2 received emails based on the time of their last open. n=120,000 Results: Open rates increased 6% Total revenue generated increased 52% Average value per order grew 47%

What effect does send time have on opens, clicks and conversions?

Group 1 received emails at 9am n=120,000

Group 2 received emails based on the time of their last open. n=120,000

Results:

Open rates increased 6%

Total revenue generated increased 52%

Average value per order grew 47%

Opt-out Preference Centers

Preference Centers

Opt-out Make it simple

Make it simple

Opt-out Confirm the action

Confirm the action

What Your Competitors Are Doing Primary opt-in request on home page Make sign-up easy with just email address Alert registrants that a confirmation message will be sent Use creative designs other than postcard format to stand out from the crowd Specific amount of discount rather than using a percentage Include a forward-to-a-friend link

Primary opt-in request on home page

Make sign-up easy with just email address

Alert registrants that a confirmation message will be sent

Use creative designs other than postcard format to stand out from the crowd

Specific amount of discount rather than using a percentage

Include a forward-to-a-friend link

Resources 3 retail studies available on the site www.silverpop.com Sign up Silverpop Digital Marketer Newsletter Blogs

3 retail studies available on the site www.silverpop.com

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