Australian retailer email marketing study

1,225 views

Published on

How do the Top Australian Retailers rate against the Top U.S. Retailers?

Discover how Australian retail email marketers compare with their compatriots and with the top online retailers in the United States in this webinar. Silverpop evaluated the email marketing programs of companies in both countries in this study to discover in some areas, U.S. retailers’ email marketing programs are more likely to follow best practices, but in other important aspects, Australian retailers are far more likely to deliver important value to email recipients.

Published in: Business
  • Be the first to comment

  • Be the first to like this

Australian retailer email marketing study

  1. 1. Email Marketing Practices of the Top Online Retailers 27 April 2010
  2. 2. Agenda •  Study Overview •  Study Findings / Examples •  & Best Practices •  Questions & Answers
  3. 3. Study Overview
  4. 4. US v Australian Study Comparisons
  5. 5. Study Areas Discussed Today Home Page Opt-in? Unsubscribe Opt-in Alternatives? Options? # of Emails Emails offer in First 30 discounts days?
  6. 6. Drum roll please…
  7. 7. C-
  8. 8. 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 •  Not deploying the basics to keep them •  And that’s without doing anything cool..
  9. 9. 1. Retailers Offering an Email program
  10. 10. 2. Location of Opt In
  11. 11. Opt-in on Home Page Australia – 94% US – 96%
  12. 12. …but
what
I
see
is
this…

  13. 13. On closer inspection… Be clear – a little too cute
  14. 14. Better Location
  15. 15. Calls to Action At the Top
  16. 16. Above the Fold
  17. 17. 3. Choices offered to registrants
  18. 18. A good time to show some personality
  19. 19. Why Preference Centres? •  Demographics & interests Data Capture •  Up to date/changes Subscriber •  “My Email” Empowerment •  Better retention Increased •  Preferred frequency, lists Relevance •  Basis of personalisation, segmentation
  20. 20. Preference Centre Touch Points Opt-in Opt-out Welcome Transactional Regular Emails Emails Web Site
  21. 21. No Data, No Relevance Logical Personalisation?: •  Gender •  Marital status •  Age ranges on signup •  Wedding anniversary •  Significant other’s birth date
  22. 22. 4. Number of emails received during a 30-day period
  23. 23. Mixed News? 14% send NO Emails 31% are mailing 5+/month (20% less than US) 9.5% are mailing 21+/month (6.5% more than US)
  24. 24. 30 Emails in 30 Days Monday Madness / Sale / Bonanza / Megasale / Markdown Madness etc
  25. 25. What’s the Potential Impact of Over Mailing? 5 times 12 times per month per month Revenue – Churn – Reputation….
  26. 26. Retailer – Increased Frequency Unsubscribes and spam complaints went through the roof
  27. 27. Financial Impact of Increased Mailings
  28. 28. Start With A Good Welcome Program •  Text •  HTML •  Single email •  2-part email series •  IT Generated •  Marketing generated •  No marketing messaging •  Promotions, education 75% increase in conversions
  29. 29. 5. Emails offer Sales/Discount incentives
  30. 30. No offer or incentive? It’s an offer but not very strong. Did I want the catalogue? Relevance to my interests and purchase history?
  31. 31. 5. Unsubscribe links leading to preference centres
  32. 32. Should I Stay, or Should I Go?
  33. 33. Alternatives at Opt-out?
  34. 34. Why Recipients Unsubscribe •  Too Frequent •  Irrelevant Content/Offers •  Also, lack of email address change functionality
  35. 35. So What are the Alternatives? Frequency Other Format Emails Alternatives Change Channel Email Profile/ Preferences
  36. 36. Promote Alternatives In the Email 50% of one company’s subscribers presented with alternatives to unsubscribing stay!
  37. 37. 3 Key Options
  38. 38. Staples – Really Good, But Not Perfect Missing: -  Frequency Option -  RSS or catalog option -  Contact info.
  39. 39. 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
  40. 40. Resources •  White
Paper
 –  Aust
Retailers
Study
 •  Resource
Centre
 –  White
papers
 –  Webinars
 –  Blogs
 –  Case
studies
 –  Newsle:ers
 –  h:p://www.silverpop.com/markeBng‐resources/index.html

  41. 41. Q & A / Reminders & Contacts Jeff Clark - jclark@engagedigitial.com.au www.silverpop.com Twitter: @Silverpop www.slideshare.net/silverpop Complimentary Email Program Audits (5 key insights) Jeremy Heap – 02 8019 7064 jheap@engagedigital.com.au
  42. 42. Thank You Don’t Forget – 6-9th July See Silverpop at the Exhibition and Speak in the Conference

×