• Share
  • Email
  • Embed
  • Like
  • Private Content
Email Practices Top Retailers Shop.Org
 

Email Practices Top Retailers Shop.Org

on

  • 2,754 views

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.

Statistics

Views

Total Views
2,754
Views on SlideShare
2,666
Embed Views
88

Actions

Likes
4
Downloads
41
Comments
0

5 Embeds 88

http://betterretail.wordpress.com 81
http://www.slideshare.net 4
http://www.netvibes.com 1
https://betterretail.wordpress.com 1
http://translate.googleusercontent.com 1

Accessibility

Categories

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

    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