Email Practices of Internet Retailer 500 2011

Email Marketing Practices of the TopOnline RetailersJune 15, 2011@LorenMcDonald@Silverpop

Silverpop Analyzed Email Programs of … + 130 more retailers that did not make the Top 500 ranking

How does your company stack up against other Top Retailers?

Opt-in Processes Opt-out WelcomeAlternatives Emails Study Aspects Looked at Today Social Sharing Cart Links Abandonment

So let’s dive in…

1. Opt-in Process

47% hide opt-in at the bottom

36% highlight opt-in at the top

18% go for mid-page opt-in

Majority Feature Opt-in Prominently Throughout Website10090 92%80 84%706050 Yes40 No302010 16% 0 8% Top 500 Remaining Retailers

1/3 of Retailers Offering Options at Opt-in35 33% 33%30 28%25 23%20 21% Top 50015 14% Remaining10 Retailers 5 0 2008 2009 2010

Types of Preferences Offered byCompanies Who Gave Subscribers Options Frequency Preferences 33% Channel Preferences 35% All Retailers Shopping Preferences 56% 0 10 20 30 40 50 60

2-Step Process

SMS Text to Email Opt-in PointAds Of Billboards Purchase

2. Use of Welcome Emails

Welcome emails may be the most important email your company sends.

But 32% of you are sending this... Zippo.Not much of a welcome, is it?

Single Email Welcome Email Series

Tafford #1Welcome to the Tafford Community

Tafford #2Three Reasons You Will Love Tafford + A Special Offer

Tafford #3 Personalize Your Tafford Experience

Sample Welcome Series Indexed Results…

The Future“Welcome” programs evolve into “Onboarding”

3. Use of Cart Abandonment Emails

60% - 70% of Shopping Carts are Abandoned

“How much money are YOU leaving on the table?”

17% (only) Of Top 500deploy cart recovery email programs

# of Emails in Cart Aband. Campaigns 4% 76% use a single 20% email 1 Email 2 Emails 3 Emails 76%

1/2 Offer Incentives in Cart Recovery Emails 51% Yes49% No

Sample Results: CAR vs Promotional Emails Abandoned All Cart Emails Promotional Comparison EmailsOpen Rate 37% 8% 4.6xClick-through 41% 14% 2.9xrateConversion 20% 5% 4.0xrateSales/email $7.46 $.08 97x

0.3% Volume but 18.6% of Email Revenue Relative Volume Relative Sales Abandon Abandon Cart Emails Cart Emails 0.3% 18.6% Promotional Promotional Emails Emails 99.7% 81.4%

4. Social Links

Transition: Share>Find>Follow>Like

78% Including Social Links in Emails9080 78%7060 60%50 54% Top 50040 43%30 Remaining20 Retailers100 2009 2010

More Than 2/3 Include Like/Follow 18% 11% Social Sharing Only Like/Follow Only 71% Both

Promote Likes/Follows

Make It Shareworthy

5. Opt-out Alternatives

2/3 Offer Some Variation of this UGH!

1/3 Offer Preferences at Opt-out4540 40%35 34%30 31%25 23% 24%20 22% Top 50015 Remaining10 Retailers50 2008 2009 2010

So What are the Alternatives? Frequency Other Format Emails Alternatives Change Channel Email Profile/ Preferences

Promote Alternatives In the Email Often 20-30% of subscribers presented with alternatives to unsubscribing stay!

Optimize Opt-in Processes Turn WelcomeProvide Opt-out Into Alternatives “Onboarding” Takeaways Cart Use Email to Promote Social Abandonment Just Do It!

Q & A / Contact Info• Loren McDonald• lmcdonald@silverpop.com• Twitter: @LorenMcDonaldStop by Booth # 608 for study report www.silverpop.com Twitter: @Silverpop www.slideshare.net/silverpop

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Email Practices of Internet Retailer 500 2011

by Silverpop on Jun 17, 2011

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