Winning Retail Email Practices What’s working in retail email marketing Richard Evans Product Marketing Manager Silverpop
Our focus
The questions
The Studies 2005 2007
Three key areas <ul><li>Registration / Opt-in </li></ul><ul><li>Email Creative </li></ul><ul><li>Opt-out  </li></ul>
Opt-in <ul><li>Placement </li></ul>
Opt-In <ul><li>Incentive </li></ul>
Opt-in <ul><li>Options </li></ul>
Opt-in <ul><li>Options </li></ul>
Opt-in <ul><li>Options </li></ul>
Opt-in <ul><li>Content </li></ul>
Opt-in <ul><li>Confirm </li></ul>
Opt-in <ul><li>Confirm </li></ul>
Creative <ul><li>Branding </li></ul>
Creative <ul><li>Offers </li></ul>
Creative <ul><li>Incentives </li></ul>
Creative <ul><li>Format </li></ul>
Creative <ul><li>Format </li></ul>FOLD X X X X X X X
Creative <ul><li>Frequency </li></ul>
Case Study: timing is the essence of a good story <ul><li>What effect does send time have on opens, clicks and conversions...
Opt-out <ul><li>Preference Centers </li></ul>
Opt-out <ul><li>Make it simple </li></ul>
Opt-out <ul><li>Confirm the action </li></ul>
What Your Competitors Are Doing <ul><li>Primary opt-in request on home page </li></ul><ul><li>Make sign-up easy with just ...
Resources <ul><li>3 retail studies available on the site  www.silverpop.com </li></ul><ul><li>Sign up Silverpop Digital Ma...
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Winning Retail Email Practices

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  • Transcript of "Winning Retail Email Practices"

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