Email Marketing Practices Top Retailers Shop.org 2011

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Silverpop’s Top 500 Retailers Study examines benchmarks, trends and tactics for better marketing. In this Big Idea presentation at Shop.org September 13, 2011 in Boston, Loren McDonald presented selected study results, along with some suggested tips, examples and benefits/ROI. (This is a slightly updated version of the one presented at Internet Retailer in June)

Areas included:

- Location of opt-in links on the home page and prominence of opt-in throughout website
- Use of welcome emails
- Cart abandonment campaigns
- Use of social sharing links
- Use of Unsubscribe preference centers, especially after a recipient clicks “unsubscribe”

You may download the study report here - http://www.silverpop.com/marketing-resources/white-papers/download/top-500-retailers-study.html

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  • Tafford’s first welcome email generates 6 times the revenue of one of its regular broadcast emails to its entire list. Second welcome email 4.3 times more revenue, with the third less than half one of their broadcast emails. Combined, however the 3 emails generate roughly 10 times the revenue from a single Tafford’s broadcast email to their entire list.
  • Email Marketing Practices Top Retailers Shop.org 2011

    1. 1. Email Marketing Practices of the Top Online Retailers<br />September 13, 2011<br />@LorenMcDonald<br />@Silverpop<br />
    2. 2. Silverpop Analyzed Email Programs of …<br />+ 130 <br /> more retailers that did not make the Top 500 ranking<br />
    3. 3. How does your company stack up <br />against other Top Retailers? <br />
    4. 4. Study Aspects<br />Looked at Today<br />
    5. 5. So let’s dive in…<br />
    6. 6. 1. Opt-in Process<br />
    7. 7. 47% hide opt-in at the bottom<br />
    8. 8. 36% highlight opt-in at the top<br />
    9. 9. 18% go for mid-page opt-in<br />
    10. 10. Majority Feature Opt-in Prominently Throughout Website<br />
    11. 11. 1/3 of Retailers Offering Options at Opt-in<br />
    12. 12. Types of Preferences Offered by Companies Who Gave Subscribers Options<br />
    13. 13. Tips<br />
    14. 14. 2-Step Process<br />
    15. 15.
    16. 16.
    17. 17. 66% of people prefer social sign up<br />
    18. 18. SMS Text to Email Opt-in<br />Ads<br />Point <br />Of<br />Purchase<br />Billboards<br />
    19. 19. iPad POP-IN Mobile Opt-in<br /><ul><li> Point-of-sale
    20. 20. Tradeshow booth
    21. 21. Events
    22. 22. Customer service reps</li></li></ul><li>2. Use of Welcome Emails<br />
    23. 23. Welcome emails may be the most important email your company sends.<br />
    24. 24. But 32% of you are sending this...<br />Zippo.<br />Not much of a welcome, is it?<br />
    25. 25. Tips<br />
    26. 26. Single Email<br />Welcome Email Series<br />
    27. 27. Tafford #1<br />Welcome to the Tafford Community<br />
    28. 28. Tafford #2<br />Three Reasons You Will Love Tafford + A Special Offer<br />
    29. 29. Tafford #3<br />Personalize Your Tafford Experience<br />
    30. 30. Sample Welcome Series Indexed Results…<br />Welcome #1 Performs 6X Better!<br />
    31. 31. The Future<br />“Welcome” programs evolve into “Onboarding”<br />
    32. 32. 3.Use of Cart Abandonment Emails<br />
    33. 33. 60% - 70% of Shopping Carts are Abandoned<br />
    34. 34. “How much money are YOU leaving on the table?”<br />
    35. 35. 17%(only)<br />Of Top 500<br />deploy cart recovery email programs<br />
    36. 36. # of Emails in Cart Aband. Campaigns<br />76% use a single email<br />
    37. 37. 1/2 Offer Incentives in Cart Recovery Emails<br />
    38. 38. Sample Results: CAR vs Promotional Emails<br />
    39. 39. 0.3% Volume but 18.6% of Email Revenue<br />
    40. 40. 4.Social Links<br />
    41. 41. Transition: Share>Find>Follow>Like<br />
    42. 42. 78% Including Social Links in Emails<br />
    43. 43. More Than 2/3 Include Like/Follow<br />
    44. 44. Promote Likes/Follows<br />
    45. 45. Make It Shareworthy<br />
    46. 46. 5.Opt-out Alternatives<br />
    47. 47. 2/3 Offer Some Variation of this<br />UGH!<br />
    48. 48. 1/3 Offer Preferences at Opt-out<br />
    49. 49. So What are the Alternatives?<br />
    50. 50. Promote Alternatives In the Email<br />Often 20-30% of subscribers presented <br />with alternatives to unsubscribing stay! <br />
    51. 51.
    52. 52. Option to “Snooze”<br />
    53. 53. Takeaways<br />
    54. 54. Q & A / Contact Info<br />Loren McDonald<br />lmcdonald@silverpop.com<br />Twitter: @LorenMcDonald<br />www.silverpop.com<br />Twitter: @Silverpop<br />www.slideshare.net/silverpop<br />

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