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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

Transcript

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