What the Internet Retailer Top 500Do Well in Email MarketingEmail Marketing Practices of theTop Online RetailersJune 6, 20...
How does your company stack up  against other Top Retailers?
On par, or several notches above?
Silverpop Analyzed Email Programs of …                                + 130                                   more        ...
Opt-in              Processes             Study Aspects            Looked at Today                               Welcome/F...
1. Opt-in Process
56% hide opt-in at the bottom
36% highlight opt-in at the top
7% go for mid-page opt-in
Fewer Retailers Offering Preference Options atOpt-in               Top 500     Remaining Retailers      33%               ...
Take it up a notch…
Use Popovers     Pop-overs = 200-400% lift
Preference Pop-Up on Submission
2-Step Process – Preference Page
Facebook Timeline Email Sign Up
Social Sign In: Account Registration  77% of people prefer social sign up
Social Profile Data by Network     Email                                                 Name                   ...
2. Use of Welcome Emails
(Intentionally left blank)
That is what 32% of you send.            Zippo.  Not much of a welcome, is it?
Welcome emails are one of the most important      emails your company will send.
Bring the Flowers
Take it up a notch…
Single Email   Welcome Email Series
35 X       2.5 XBroadcast   BroadcastRevenue     Revenue
Move to onboarding basedon behavior/preferences…
MintWelcome          28
Mint Activation 1Users who have not added their banks    after 7 days                     29
Mint Activation 2Users who have not added their banks   after 14 days                     30
Mint Mobile Welcome New Mint users from   mobile channel                       31
3. Frequency               32
Top 500 C0s Email Volumes in First 30 Days      15% Send = 0      27% Send = 1 to 4                                       ...
Top 500 C0s Email Volumes in First 30 Days                   44% sent between                  2-5 emails per week        ...
Top 500 C0s Email Volumes in First 30 Days                                              40%                               ...
Take it up a notch…
1. Test Frequency – Find the Balance2X per week?                        Revenue4X per week?                           List...
2. Segment on Engagement   Engaged           Inactive
3. Profile + Behavior + Automation
Concert alerts• Your tagged artists’  playing nearby,  emailed bi-weekly• Affiliate encoded  direct links to buy  tickets ...
Birthday Email – Behavior Email Tracks                                  Share                 Convert                     ...
4. Get Creative: Important Dates Reminder Email                                              42
Your dates trigger an email…                               21 days before occasion                                Personal...
5. Options to Opt Down and “Snooze”
Want more…?
Scan the QR Code for Study ReportOr visit: http://pages.silverpop.com/InternetRetailer_QR_social-sign-in_optin_demo
Get Report/              Compare Leverage    Take It Up a                            Optimize Opt-inBehavior +     Notch!A...
Average
Q & A / Contact Info•   Loren McDonald•   lmcdonald@silverpop.com•   Twitter: @LorenMcDonald•   Google+: Loren McDonald   ...
Email Marketing Practices Top Online Internet Retailers Silverpop
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Email Marketing Practices Top Online Internet Retailers Silverpop

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  • Get data from their social profile and use progressive forms to get the rest over time.
  • CTR doubled. 3.5% to 7%Imagery shows what Mint is5 easy-to-read bullets reinforcing value propHeader – reinforcing securityFooter – mobile and social
  • Address platform benefits Drive users to web for additional features Increase revenue
  • Loren
  • Loren
  • Email Marketing Practices Top Online Internet Retailers Silverpop

    1. 1. What the Internet Retailer Top 500Do Well in Email MarketingEmail Marketing Practices of theTop Online RetailersJune 6, 2012 @LorenMcDonald @Silverpop
    2. 2. How does your company stack up against other Top Retailers?
    3. 3. On par, or several notches above?
    4. 4. Silverpop Analyzed Email Programs of … + 130 more retailers that did not make the Top 500 ranking Dec 2011-Jan 2012
    5. 5. Opt-in Processes Study Aspects Looked at Today Welcome/Frequency Onboarding
    6. 6. 1. Opt-in Process
    7. 7. 56% hide opt-in at the bottom
    8. 8. 36% highlight opt-in at the top
    9. 9. 7% go for mid-page opt-in
    10. 10. Fewer Retailers Offering Preference Options atOpt-in Top 500 Remaining Retailers 33% 33% 23% 24% 21% 10% 2009 2010 2011 10
    11. 11. Take it up a notch…
    12. 12. Use Popovers Pop-overs = 200-400% lift
    13. 13. Preference Pop-Up on Submission
    14. 14. 2-Step Process – Preference Page
    15. 15. Facebook Timeline Email Sign Up
    16. 16. Social Sign In: Account Registration 77% of people prefer social sign up
    17. 17. Social Profile Data by Network Email        Name           Location        Birth Date       Gender    Friends/Contacts        Profile Photo        Interests    Source Janrain
    18. 18. 2. Use of Welcome Emails
    19. 19. (Intentionally left blank)
    20. 20. That is what 32% of you send. Zippo. Not much of a welcome, is it?
    21. 21. Welcome emails are one of the most important emails your company will send.
    22. 22. Bring the Flowers
    23. 23. Take it up a notch…
    24. 24. Single Email Welcome Email Series
    25. 25. 35 X 2.5 XBroadcast BroadcastRevenue Revenue
    26. 26. Move to onboarding basedon behavior/preferences…
    27. 27. MintWelcome 28
    28. 28. Mint Activation 1Users who have not added their banks after 7 days 29
    29. 29. Mint Activation 2Users who have not added their banks after 14 days 30
    30. 30. Mint Mobile Welcome New Mint users from mobile channel 31
    31. 31. 3. Frequency 32
    32. 32. Top 500 C0s Email Volumes in First 30 Days 15% Send = 0 27% Send = 1 to 4 33
    33. 33. Top 500 C0s Email Volumes in First 30 Days 44% sent between 2-5 emails per week 34
    34. 34. Top 500 C0s Email Volumes in First 30 Days 40% sent 11+ 14% sent +/- 1 email everyday 35
    35. 35. Take it up a notch…
    36. 36. 1. Test Frequency – Find the Balance2X per week? Revenue4X per week? List Churn6X per week?
    37. 37. 2. Segment on Engagement Engaged Inactive
    38. 38. 3. Profile + Behavior + Automation
    39. 39. Concert alerts• Your tagged artists’ playing nearby, emailed bi-weekly• Affiliate encoded direct links to buy tickets via ticketing partner FanSnap
    40. 40. Birthday Email – Behavior Email Tracks Share Convert Request Birthday Open/Click Incentive No Action Reminder
    41. 41. 4. Get Creative: Important Dates Reminder Email 42
    42. 42. Your dates trigger an email… 21 days before occasion Personalized with name Occasion w/ date Coupon code 10% Off 31% CTR Highest revenue generating email 43
    43. 43. 5. Options to Opt Down and “Snooze”
    44. 44. Want more…?
    45. 45. Scan the QR Code for Study ReportOr visit: http://pages.silverpop.com/InternetRetailer_QR_social-sign-in_optin_demo
    46. 46. Get Report/ Compare Leverage Take It Up a Optimize Opt-inBehavior + Notch!Automation Processes Turn Welcome Into “Onboarding”
    47. 47. Average
    48. 48. Q & A / Contact Info• Loren McDonald• lmcdonald@silverpop.com• Twitter: @LorenMcDonald• Google+: Loren McDonald www.silverpop.com Twitter: @Silverpop www.slideshare.net/silverpop
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