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Email practice 2011

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Email practice 2011

  1. 1. Email Marketing Practices of the TopOnline RetailersJune 15, 2011@LorenMcDonald@Silverpop
  2. 2. Silverpop Analyzed Email Programs of … + 130 more retailers that did not make the Top 500 ranking
  3. 3. How does your company stack up against other Top Retailers?
  4. 4. Opt-in Processes Opt-out WelcomeAlternatives Emails Study Aspects Looked at Today Social Sharing Cart Links Abandonment
  5. 5. So let’s dive in…
  6. 6. 1. Opt-in Process
  7. 7. 47% hide opt-in at the bottom
  8. 8. 36% highlight opt-in at the top
  9. 9. 18% go for mid-page opt-in
  10. 10. Majority Feature Opt-in Prominently Throughout Website10090 92%80 84%706050 Yes40 No302010 16% 0 8% Top 500 Remaining Retailers
  11. 11. 1/3 of Retailers Offering Options at Opt-in35 33% 33%30 28%25 23%20 21% Top 50015 14% Remaining10 Retailers 5 0 2008 2009 2010
  12. 12. Types of Preferences Offered byCompanies Who Gave Subscribers Options Frequency Preferences 33% Channel Preferences 35% All Retailers Shopping Preferences 56% 0 10 20 30 40 50 60
  13. 13. Tips
  14. 14. 2-Step Process
  15. 15. SMS Text to Email Opt-in PointAds Of Billboards Purchase
  16. 16. 2. Use of Welcome Emails
  17. 17. Welcome emails may be the most important email your company sends.
  18. 18. But 32% of you are sending this... Zippo.Not much of a welcome, is it?
  19. 19. Tips
  20. 20. Single Email Welcome Email Series
  21. 21. Tafford #1Welcome to the Tafford Community
  22. 22. Tafford #2Three Reasons You Will Love Tafford + A Special Offer
  23. 23. Tafford #3 Personalize Your Tafford Experience
  24. 24. Sample Welcome Series Indexed Results…
  25. 25. The Future“Welcome” programs evolve into “Onboarding”
  26. 26. 3. Use of Cart Abandonment Emails
  27. 27. 60% - 70% of Shopping Carts are Abandoned
  28. 28. “How much money are YOU leaving on the table?”
  29. 29. 17% (only) Of Top 500deploy cart recovery email programs
  30. 30. # of Emails in Cart Aband. Campaigns 4% 76% use a single 20% email 1 Email 2 Emails 3 Emails 76%
  31. 31. 1/2 Offer Incentives in Cart Recovery Emails 51% Yes49% No
  32. 32. Sample Results: CAR vs Promotional Emails Abandoned All Cart Emails Promotional Comparison EmailsOpen Rate 37% 8% 4.6xClick-through 41% 14% 2.9xrateConversion 20% 5% 4.0xrateSales/email $7.46 $.08 97x
  33. 33. 0.3% Volume but 18.6% of Email Revenue Relative Volume Relative Sales Abandon Abandon Cart Emails Cart Emails 0.3% 18.6% Promotional Promotional Emails Emails 99.7% 81.4%
  34. 34. 4. Social Links
  35. 35. Transition: Share>Find>Follow>Like
  36. 36. 78% Including Social Links in Emails9080 78%7060 60%50 54% Top 50040 43%30 Remaining20 Retailers100 2009 2010
  37. 37. More Than 2/3 Include Like/Follow 18% 11% Social Sharing Only Like/Follow Only 71% Both
  38. 38. Promote Likes/Follows
  39. 39. Make It Shareworthy
  40. 40. 5. Opt-out Alternatives
  41. 41. 2/3 Offer Some Variation of this UGH!
  42. 42. 1/3 Offer Preferences at Opt-out4540 40%35 34%30 31%25 23% 24%20 22% Top 50015 Remaining10 Retailers50 2008 2009 2010
  43. 43. So What are the Alternatives? Frequency Other Format Emails Alternatives Change Channel Email Profile/ Preferences
  44. 44. Promote Alternatives In the Email Often 20-30% of subscribers presented with alternatives to unsubscribing stay!
  45. 45. Optimize Opt-in Processes Turn WelcomeProvide Opt-out Into Alternatives “Onboarding” Takeaways Cart Use Email to Promote Social Abandonment Just Do It!
  46. 46. Q & A / Contact Info• Loren McDonald• lmcdonald@silverpop.com• Twitter: @LorenMcDonaldStop by Booth # 608 for study report www.silverpop.com Twitter: @Silverpop www.slideshare.net/silverpop

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