Email Marketing Practices Top Online Internet Retailers Silverpop

What the Internet Retailer Top 500Do Well in Email MarketingEmail Marketing Practices of theTop Online RetailersJune 6, 2012 @LorenMcDonald @Silverpop

How does your company stack up against other Top Retailers?

On par, or several notches above?

Silverpop Analyzed Email Programs of … + 130 more retailers that did not make the Top 500 ranking Dec 2011-Jan 2012

Opt-in Processes Study Aspects Looked at Today Welcome/Frequency Onboarding

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% 33% 23% 24% 21% 10% 2009 2010 2011 10

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           Location        Birth Date       Gender    Friends/Contacts        Profile Photo        Interests    Source Janrain

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

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 33

Top 500 C0s Email Volumes in First 30 Days 44% sent between 2-5 emails per week 34

Top 500 C0s Email Volumes in First 30 Days 40% sent 11+ 14% sent +/- 1 email everyday 35

1. Test Frequency – Find the Balance2X per week? Revenue4X per week? List Churn6X per week?

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 via ticketing partner FanSnap

Birthday Email – Behavior Email Tracks Share Convert Request Birthday Open/Click Incentive No Action Reminder

4. Get Creative: Important Dates Reminder Email 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

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!Automation Processes Turn Welcome Into “Onboarding”

Average

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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Email Marketing Practices Top Online Internet Retailers Silverpop

by Silverpop on Jun 08, 2012

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