The document analyzes email marketing practices of top online retailers. It finds that most retailers hide opt-in options at the bottom of forms rather than highlighting them at the top. Few retailers offer preference options at opt-in. Over half of retailers send zero welcome emails, which is not an effective welcome. The document recommends using welcome email series, personalizing emails based on user behavior and important dates, and giving users options to opt out of specific emails or opt down in frequency.

1. What the Internet Retailer Top 500
Do Well in Email Marketing
Email Marketing Practices of the
Top Online Retailers
June 6, 2012
@LorenMcDonald
@Silverpop

2. How does your company stack up
against other Top Retailers?

3. On par, or several notches above?

4. Silverpop Analyzed Email Programs of …
+ 130
more
retailers that
did not make
the Top 500
ranking
Dec 2011-Jan 2012

5. Opt-in
Processes
Study Aspects
Looked at Today
Welcome/
Frequency Onboarding

6. 1. Opt-in Process

7. 56% hide opt-in at the bottom

8. 36% highlight opt-in at the top

9. 7% go for mid-page opt-in

10. Fewer Retailers Offering Preference Options at
Opt-in
Top 500 Remaining Retailers
33% 33%
23% 24%
21%
10%
2009 2010 2011 10

11. Take it up a notch…

12. Use Popovers
Pop-overs = 200-400% lift

13. Preference Pop-Up on Submission

14. 2-Step Process – Preference Page

15. Facebook Timeline Email Sign Up

16. Social Sign In: Account Registration
77% of people prefer social sign up

17. Social Profile Data by Network
Email       
Name          
Location       
Birth Date      
Gender    
Friends/Contacts       
Profile Photo       
Interests   
Source Janrain

18. 2. Use of Welcome Emails

19. (Intentionally left blank)

20. That is what 32% of you send.
Zippo.
Not much of a welcome, is it?

21. Welcome emails are one of the most important
emails your company will send.

22. Bring the Flowers

23. Take it up a notch…

24. Single Email Welcome Email Series

26. 35 X 2.5 X
Broadcast Broadcast
Revenue Revenue

27. Move to onboarding based
on behavior/preferences…

28. Mint
Welcome
28

29. Mint Activation 1
Users who have not
added their banks
after 7 days
29

30. Mint Activation 2
Users who have not
added their banks
after 14 days
30

31. Mint Mobile Welcome
New Mint users from
mobile channel
31

32. 3. Frequency
32

33. Top 500 C0s' Email Volumes in First 30 Days
15% Send = 0
27% Send = 1 to 4
33

34. Top 500 C0s' Email Volumes in First 30 Days
44% sent between
2-5 emails per week
34

35. Top 500 C0s' Email Volumes in First 30 Days
40%
sent
11+
14% sent
+/-
1 email
everyday
35

36. Take it up a notch…

37. 1. Test Frequency – Find the Balance
2X per week?
Revenue
4X per week?
List
Churn
6X per week?

38. 2. Segment on Engagement
Engaged Inactive

39. 3. Profile + Behavior + Automation

40. Concert alerts
• Your tagged artists’
playing nearby,
emailed bi-weekly
• Affiliate encoded
direct links to buy
tickets via ticketing
partner FanSnap

41. Birthday Email – Behavior Email Tracks
Share
Convert
Request
Birthday Open/Click Incentive
No Action Reminder

42. 4. Get Creative: Important Dates Reminder Email
42

43. Your dates trigger an email…
21 days before occasion
Personalized with name
Occasion w/ date
Coupon code
10% Off
31% CTR
Highest revenue
generating email 43

44. 5. Options to Opt Down and “Snooze”

45. Want more…?

46. Scan the QR Code for Study Report
Or visit: http://pages.silverpop.com/InternetRetailer_QR_social-sign-in_optin_demo

47. Get Report/
Compare
Leverage Take It Up a
Optimize Opt-in
Behavior + Notch!
Automation Processes
Turn Welcome
Into
“Onboarding”

48. Average

49. Q & A / Contact Info
• Loren McDonald
• lmcdonald@silverpop.com
• Twitter: @LorenMcDonald
• Google+: Loren McDonald
www.silverpop.com
Twitter: @Silverpop
www.slideshare.net/silverpop