Email Practices Top Retailers Shop.Org

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Presentation at Shop.org by Loren McDonald outlining key results and best practices from Silverpop's study of top retailer email marketing practices.

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Email Practices Top Retailers Shop.Org

  1. 1. Email Marketing Practices of the Top Online Retailers<br />September 22, 2009<br />
  2. 2. Agenda<br />Study Overview<br />Study Findings / Examples<br /> & Best Practices<br />Questions & Answers<br />
  3. 3. Study Overview<br />
  4. 4. Silverpop Analyzed Email Programs of …<br />+ 395 <br /> more retailers that did not make the Top 500 ranking<br />
  5. 5. Year-to-Year Study Comparisons<br />
  6. 6. Study Areas Discussed Today<br />
  7. 7. Drum roll please…<br />
  8. 8. C-<br />
  9. 9. Key Takeaways<br />Missing opportunities to grow your list<br />Not capturing data/preferences to drive relevance <br />Many still fumbling the start of the relationship<br />Likely driving customers away through increased volume<br />And not deploying the basics to keep them<br />
  10. 10. 1. Opt-in on Home Page?<br />
  11. 11. Opt-in on Home Page - 96% of Top 500 <br />
  12. 12. …but what I see is this…<br />
  13. 13. Better Location<br />
  14. 14. Calls to Action At the Top<br />
  15. 15. Above the Fold<br />
  16. 16. 2. Choices offered to registrants<br />
  17. 17. Retailers Opt-Down on Choices<br />
  18. 18.
  19. 19.
  20. 20.
  21. 21. Why Preference Centers?<br />
  22. 22. Preference Center Touch Points<br />
  23. 23. No Data, No Relevance<br />Logical Personalization?:<br /><ul><li> Gender
  24. 24. Marital status
  25. 25. Age ranges on signup
  26. 26. Wedding anniversary
  27. 27. Significant other’s birth date</li></li></ul><li>3.Number of emails received during a 30-day period<br />
  28. 28. Mixed News?<br />22% send NO<br />emails <br />51% are mailing 5+/month<br />24% are mailing 11+/month<br />
  29. 29. 20 Emails in 22 Days<br />Free Shipping<br />20% off<br />$5, $10 off<br />
  30. 30. What’s the Potential Impact of Over Mailing?<br />5 times <br />per month<br />12 times <br />per month<br />Revenue – Churn – Reputation….<br />
  31. 31. Retailer – Increased Frequency<br />Unsubscribes and spam complaints went through the roof<br />
  32. 32. Financial Impact of Increased Mailings<br />
  33. 33. Start With A Good Welcome Program<br /><ul><li> Text
  34. 34. Single email
  35. 35. IT Generated
  36. 36. No marketing messaging
  37. 37. HTML
  38. 38. 2-part email series
  39. 39. Marketing generated
  40. 40. Promotions, education</li></ul>75% increase in conversions<br />
  41. 41. Move to Triggers, Behavior, Lifecycle…<br />Cart Abandonment Reminder Campaign<br />Big Results after One Month:<br />(compared to all previous email campaigns)<br />48% lift Click through rate<br />129% lift in Net Conversion rate<br />Accounted for 10.4% of the total revenue from email marketing while representing only 2.7% of the total email volume.<br />
  42. 42. 4.Unsubscribe links leading to preference centers<br />
  43. 43. Should I Stay, or Should I Go?<br />
  44. 44. Alternatives at Opt-out?<br />
  45. 45. Why Recipients Unsubscribe<br /><ul><li> Too Frequent
  46. 46. Irrelevant Content/Offers
  47. 47. Also, lack of email address change functionality</li></li></ul><li>So What are the Alternatives?<br />
  48. 48. Promote Alternatives In the Email<br />50% of one company’s subscribers presented <br />with alternatives to unsubscribing stay! <br />
  49. 49.
  50. 50. 3 Key Options<br />
  51. 51. Staples – Really Good, But Not Perfect<br />Missing:<br /><ul><li> Frequency Option
  52. 52. RSS or catalog option
  53. 53. Contact info.</li></li></ul><li>So What’s It All Mean?<br />Look for competitor weak spots<br />Evaluate current practices<br />Potential impact<br />Resources required<br />Act on best opportunities first<br />Test everything<br />
  54. 54. Resources<br />White Paper<br />Top Online Retailers Study<br />Resource Center<br />White papers<br />Webinars<br />Blogs<br />Case studies<br />Newsletters<br />http://www.silverpop.com/marketing-resources/index.html<br />
  55. 55. Q & A / Reminders & Contacts<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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