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Winning Retail Email Practices

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Transcript

  • 1. Winning Retail Email Practices What’s working in retail email marketing Richard Evans Product Marketing Manager Silverpop
  • 2. Our focus
  • 3. The questions
  • 4. The Studies 2005 2007
  • 5. Three key areas
    • Registration / Opt-in
    • Email Creative
    • Opt-out
  • 6. Opt-in
    • Placement
  • 7. Opt-In
    • Incentive
  • 8. Opt-in
    • Options
  • 9. Opt-in
    • Options
  • 10. Opt-in
    • Options
  • 11. Opt-in
    • Content
  • 12. Opt-in
    • Confirm
  • 13. Opt-in
    • Confirm
  • 14. Creative
    • Branding
  • 15. Creative
    • Offers
  • 16. Creative
    • Incentives
  • 17. Creative
    • Format
  • 18. Creative
    • Format
    FOLD X X X X X X X
  • 19. Creative
    • Frequency
  • 20. Case Study: timing is the essence of a good story
    • What effect does send time have on opens, clicks and conversions?
      • Group 1 received emails at 9am n=120,000
      • Group 2 received emails based on the time of their last open. n=120,000
    • Results:
      • Open rates increased 6%
      • Total revenue generated increased 52%
      • Average value per order grew 47%
  • 21. Opt-out
    • Preference Centers
  • 22. Opt-out
    • Make it simple
  • 23. Opt-out
    • Confirm the action
  • 24. What Your Competitors Are Doing
    • Primary opt-in request on home page
    • Make sign-up easy with just email address
    • Alert registrants that a confirmation message will be sent
    • Use creative designs other than postcard format to stand out from the crowd
    • Specific amount of discount rather than using a percentage
    • Include a forward-to-a-friend link
  • 25. Resources
    • 3 retail studies available on the site www.silverpop.com
    • Sign up Silverpop Digital Marketer Newsletter
    • Blogs
  • 26. Thank you