Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Email Practices Top Retailers Shop.Org

1,588 views

Published on

Presentation at Shop.org by Loren McDonald outlining key results and best practices from Silverpop's study of top retailer email marketing practices.

Published in: Business, Technology
  • Be the first to comment

Email Practices Top Retailers Shop.Org

  1. 1. Email Marketing Practices of the Top Online Retailers<br />September 22, 2009<br />
  2. 2. Agenda<br />Study Overview<br />Study Findings / Examples<br /> & Best Practices<br />Questions & Answers<br />
  3. 3. Study Overview<br />
  4. 4. Silverpop Analyzed Email Programs of …<br />+ 395 <br /> more retailers that did not make the Top 500 ranking<br />
  5. 5. Year-to-Year Study Comparisons<br />
  6. 6. Study Areas Discussed Today<br />
  7. 7. Drum roll please…<br />
  8. 8. C-<br />
  9. 9. Key Takeaways<br />Missing opportunities to grow your list<br />Not capturing data/preferences to drive relevance <br />Many still fumbling the start of the relationship<br />Likely driving customers away through increased volume<br />And not deploying the basics to keep them<br />
  10. 10. 1. Opt-in on Home Page?<br />
  11. 11. Opt-in on Home Page - 96% of Top 500 <br />
  12. 12. …but what I see is this…<br />
  13. 13. Better Location<br />
  14. 14. Calls to Action At the Top<br />
  15. 15. Above the Fold<br />
  16. 16. 2. Choices offered to registrants<br />
  17. 17. Retailers Opt-Down on Choices<br />
  18. 18.
  19. 19.
  20. 20.
  21. 21. Why Preference Centers?<br />
  22. 22. Preference Center Touch Points<br />
  23. 23. No Data, No Relevance<br />Logical Personalization?:<br /><ul><li> Gender
  24. 24. Marital status
  25. 25. Age ranges on signup
  26. 26. Wedding anniversary
  27. 27. Significant other’s birth date</li></li></ul><li>3.Number of emails received during a 30-day period<br />
  28. 28. Mixed News?<br />22% send NO<br />emails <br />51% are mailing 5+/month<br />24% are mailing 11+/month<br />
  29. 29. 20 Emails in 22 Days<br />Free Shipping<br />20% off<br />$5, $10 off<br />
  30. 30. What’s the Potential Impact of Over Mailing?<br />5 times <br />per month<br />12 times <br />per month<br />Revenue – Churn – Reputation….<br />
  31. 31. Retailer – Increased Frequency<br />Unsubscribes and spam complaints went through the roof<br />
  32. 32. Financial Impact of Increased Mailings<br />
  33. 33. Start With A Good Welcome Program<br /><ul><li> Text
  34. 34. Single email
  35. 35. IT Generated
  36. 36. No marketing messaging
  37. 37. HTML
  38. 38. 2-part email series
  39. 39. Marketing generated
  40. 40. Promotions, education</li></ul>75% increase in conversions<br />
  41. 41. Move to Triggers, Behavior, Lifecycle…<br />Cart Abandonment Reminder Campaign<br />Big Results after One Month:<br />(compared to all previous email campaigns)<br />48% lift Click through rate<br />129% lift in Net Conversion rate<br />Accounted for 10.4% of the total revenue from email marketing while representing only 2.7% of the total email volume.<br />
  42. 42. 4.Unsubscribe links leading to preference centers<br />
  43. 43. Should I Stay, or Should I Go?<br />
  44. 44. Alternatives at Opt-out?<br />
  45. 45. Why Recipients Unsubscribe<br /><ul><li> Too Frequent
  46. 46. Irrelevant Content/Offers
  47. 47. Also, lack of email address change functionality</li></li></ul><li>So What are the Alternatives?<br />
  48. 48. Promote Alternatives In the Email<br />50% of one company’s subscribers presented <br />with alternatives to unsubscribing stay! <br />
  49. 49.
  50. 50. 3 Key Options<br />
  51. 51. Staples – Really Good, But Not Perfect<br />Missing:<br /><ul><li> Frequency Option
  52. 52. RSS or catalog option
  53. 53. Contact info.</li></li></ul><li>So What’s It All Mean?<br />Look for competitor weak spots<br />Evaluate current practices<br />Potential impact<br />Resources required<br />Act on best opportunities first<br />Test everything<br />
  54. 54. Resources<br />White Paper<br />Top Online Retailers Study<br />Resource Center<br />White papers<br />Webinars<br />Blogs<br />Case studies<br />Newsletters<br />http://www.silverpop.com/marketing-resources/index.html<br />
  55. 55. Q & A / Reminders & Contacts<br />Loren McDonald<br />lmcdonald@silverpop.com<br />Twitter: @LorenMcDonald<br />www.silverpop.com<br />Twitter: @Silverpop<br />www.slideshare.net/silverpop<br />

×