Email Practices Top Retailers Shop.Org
 

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.

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 Email Practices Top Retailers Shop.Org Presentation Transcript

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