Email Marketing Practices of the TopOnline RetailersJune 15, 2011@LorenMcDonald@Silverpop
Silverpop Analyzed Email Programs of …                          + 130                             more                    ...
How does your company stack up  against other Top Retailers?
Opt-in                         Processes  Opt-out                                     WelcomeAlternatives                 ...
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...
1/3 of Retailers Offering Options at Opt-in35                 33%         33%30     28%25                       23%20     ...
Types of Preferences Offered byCompanies Who Gave Subscribers Options  Frequency Preferences                 33%    Channe...
Tips
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?
Tips
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%      ...
1/2 Offer Incentives in  Cart Recovery Emails                 51%        Yes49%                            No
Sample Results: CAR vs Promotional               Emails                Abandoned       All                Cart Emails Prom...
0.3% Volume but 18.6% of Email Revenue    Relative Volume            Relative Sales                  Abandon              ...
4. Social Links
Transition: Share>Find>Follow>Like
78% Including Social Links in Emails9080                 78%7060     60%50                     54%                        ...
More Than 2/3 Include Like/Follow     18%       11%                            Social Sharing                            O...
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%      ...
So What are the Alternatives?              Frequency    Other                    Format    Emails              Alternative...
Promote Alternatives In the Email Often 20-30% of subscribers presented with alternatives to unsubscribing stay!
Optimize Opt-in                        Processes                                              Turn WelcomeProvide Opt-out ...
Q & A / Contact Info• Loren McDonald• lmcdonald@silverpop.com• Twitter: @LorenMcDonaldStop by Booth # 608 for study report...
Email Practices of Internet Retailer 500 2011
Email Practices of Internet Retailer 500 2011
Email Practices of Internet Retailer 500 2011
Upcoming SlideShare
Loading in …5
×

Email Practices of Internet Retailer 500 2011

14,668 views
14,572 views

Published on

Silverpop’s Top 500 Retailers Study examines benchmarks, trends and tactics for better marketing. In this presentation at Internet Retailer Conference & Exhibition in San Diego June 2011, Loren McDonald presented selceted study results, along with some suggested tips, examples and benefits/ROI.

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

Published in: Business
0 Comments
7 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
14,668
On SlideShare
0
From Embeds
0
Number of Embeds
9,193
Actions
Shares
0
Downloads
133
Comments
0
Likes
7
Embeds 0
No embeds

No notes for slide

Email Practices of Internet Retailer 500 2011

  1. 1. Email Marketing Practices of the TopOnline RetailersJune 15, 2011@LorenMcDonald@Silverpop
  2. 2. Silverpop Analyzed Email Programs of … + 130 more retailers that did not make the Top 500 ranking
  3. 3. How does your company stack up against other Top Retailers?
  4. 4. Opt-in Processes Opt-out WelcomeAlternatives Emails Study Aspects Looked at Today Social Sharing Cart Links Abandonment
  5. 5. So let’s dive in…
  6. 6. 1. Opt-in Process
  7. 7. 47% hide opt-in at the bottom
  8. 8. 36% highlight opt-in at the top
  9. 9. 18% go for mid-page opt-in
  10. 10. Majority Feature Opt-in Prominently Throughout Website10090 92%80 84%706050 Yes40 No302010 16% 0 8% Top 500 Remaining Retailers
  11. 11. 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
  12. 12. 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
  13. 13. Tips
  14. 14. 2-Step Process
  15. 15. SMS Text to Email Opt-in PointAds Of Billboards Purchase
  16. 16. 2. Use of Welcome Emails
  17. 17. Welcome emails may be the most important email your company sends.
  18. 18. But 32% of you are sending this... Zippo.Not much of a welcome, is it?
  19. 19. Tips
  20. 20. Single Email Welcome Email Series
  21. 21. Tafford #1Welcome to the Tafford Community
  22. 22. Tafford #2Three Reasons You Will Love Tafford + A Special Offer
  23. 23. Tafford #3 Personalize Your Tafford Experience
  24. 24. Sample Welcome Series Indexed Results…
  25. 25. The Future“Welcome” programs evolve into “Onboarding”
  26. 26. 3. Use of Cart Abandonment Emails
  27. 27. 60% - 70% of Shopping Carts are Abandoned
  28. 28. “How much money are YOU leaving on the table?”
  29. 29. 17% (only) Of Top 500deploy cart recovery email programs
  30. 30. # of Emails in Cart Aband. Campaigns 4% 76% use a single 20% email 1 Email 2 Emails 3 Emails 76%
  31. 31. 1/2 Offer Incentives in Cart Recovery Emails 51% Yes49% No
  32. 32. 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
  33. 33. 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%
  34. 34. 4. Social Links
  35. 35. Transition: Share>Find>Follow>Like
  36. 36. 78% Including Social Links in Emails9080 78%7060 60%50 54% Top 50040 43%30 Remaining20 Retailers100 2009 2010
  37. 37. More Than 2/3 Include Like/Follow 18% 11% Social Sharing Only Like/Follow Only 71% Both
  38. 38. Promote Likes/Follows
  39. 39. Make It Shareworthy
  40. 40. 5. Opt-out Alternatives
  41. 41. 2/3 Offer Some Variation of this UGH!
  42. 42. 1/3 Offer Preferences at Opt-out4540 40%35 34%30 31%25 23% 24%20 22% Top 50015 Remaining10 Retailers50 2008 2009 2010
  43. 43. So What are the Alternatives? Frequency Other Format Emails Alternatives Change Channel Email Profile/ Preferences
  44. 44. Promote Alternatives In the Email Often 20-30% of subscribers presented with alternatives to unsubscribing stay!
  45. 45. Optimize Opt-in Processes Turn WelcomeProvide Opt-out Into Alternatives “Onboarding” Takeaways Cart Use Email to Promote Social Abandonment Just Do It!
  46. 46. 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

×