Email Marketing Practices of the Top Online RetailersSeptember 22, 2009

AgendaStudy OverviewStudy Findings / Examples & Best PracticesQuestions & 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 TakeawaysMissing opportunities to grow your listNot capturing data/preferences to drive relevance Many still fumbling the start of the relationshipLikely driving customers away through increased volumeAnd 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 RelevanceLogical Personalization?: Gender Marital status Age ranges on signup Wedding anniversary Significant other’s birth date

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 NOemails 51% are mailing 5+/month24% are mailing 11+/month

20 Emails in 22 DaysFree Shipping20% off$5, $10 off

What’s the Potential Impact of Over Mailing?5 times per month12 times per monthRevenue – Churn – Reputation….

Retailer – Increased FrequencyUnsubscribes 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, education75% increase in conversions

Text

Single email

IT Generated

No marketing messaging

HTML

2-part email series

Marketing generated

Promotions, education

Move to Triggers, Behavior, Lifecycle…Cart Abandonment Reminder CampaignBig Results after One Month:(compared to all previous email campaigns)48% lift Click through rate129% lift in Net Conversion rateAccounted 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

Too Frequent

Irrelevant Content/Offers

Also, lack of email address change functionality

So What are the Alternatives?

Promote Alternatives In the Email50% of one company’s subscribers presented with alternatives to unsubscribing stay!

3 Key Options

Staples – Really Good, But Not PerfectMissing: Frequency Option RSS or catalog option Contact info.

Frequency Option

RSS or catalog option

Contact info.

So What’s It All Mean?Look for competitor weak spotsEvaluate current practicesPotential impactResources requiredAct on best opportunities firstTest everything

ResourcesWhite PaperTop Online Retailers StudyResource CenterWhite papersWebinarsBlogsCase studiesNewslettershttp://www.silverpop.com/marketing-resources/index.html

Q & A / Reminders & ContactsLoren McDonaldlmcdonald@silverpop.comTwitter: @LorenMcDonaldwww.silverpop.comTwitter: @Silverpopwww.slideshare.net/silverpop