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.

1. Email Marketing Practices of the Top
Online Retailers
27 April 2010

2. Agenda
• Study Overview
• Study Findings / Examples
• & Best Practices
• Questions & Answers

3. Study Overview

4. US v Australian Study Comparisons

5. Study Areas Discussed Today
Home Page
Opt-in?
Unsubscribe Opt-in
Alternatives? Options?
# of Emails
Emails offer in First 30
discounts days?

6. Drum roll please…

7. C-

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. 1. Retailers Offering an Email program

11. 2. Location of Opt In

13. Opt-in on Home Page
Australia – 94%
US – 96%

14. …but what I see is this…

15. On closer inspection…
Be clear – a little
too cute

16. Better Location

17. Calls to Action At the Top

18. Above the Fold

19. 3. Choices offered to registrants

25. A good time to show
some personality

26. 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

27. Preference Centre Touch Points
Opt-in
Opt-out Welcome
Transactional Regular
Emails Emails
Web Site

28. No Data, No Relevance
Logical Personalisation?:
• Gender
• Marital status
• Age ranges on signup
• Wedding anniversary
• Significant other’s birth date

29. 4. Number of emails received during a
30-day period

30. 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)

31. 30 Emails in 30 Days
Monday Madness /
Sale / Bonanza / Megasale / Markdown Madness etc

32. What’s the Potential Impact of Over Mailing?
5 times 12 times
per month per
month
Revenue – Churn – Reputation….

33. Retailer – Increased Frequency
Unsubscribes and spam complaints went through the roof

34. Financial Impact of Increased Mailings

35. 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

36. 5. Emails offer Sales/Discount
incentives

38. No offer or incentive?
It’s an offer but not very strong.
Did I want the catalogue?
Relevance to my interests and
purchase history?

39. 5. Unsubscribe links leading to
preference centres

40. Should I Stay, or Should I Go?

41. Alternatives at Opt-out?

42. Why Recipients Unsubscribe
• Too Frequent
• Irrelevant Content/Offers
• Also, lack of email address
change functionality

43. So What are the Alternatives?
Frequency
Other Format
Emails
Alternatives
Change
Channel Email
Profile/
Preferences

44. Promote Alternatives In the Email
50% of one company’s subscribers presented
with alternatives to unsubscribing stay!

46. 3 Key Options

47. Staples – Really Good, But Not Perfect
Missing:
- Frequency Option
- RSS or catalog option
- Contact info.

48. 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

49. 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

50. 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

51. Thank You
Don’t Forget – 6-9th July
See Silverpop at the Exhibition and Speak in the Conference