The document discusses best practices for email marketing based on several studies. It found that registration and opt-in practices are key, such as placing opt-in options prominently and incentivizing opt-ins. For email creative, using branding, offers, incentives and tailored formats increased engagement. Sending emails at times tailored to individual open patterns increased revenue. Opt-out processes should be simple and confirm the action. Competitors are focusing on prominent opt-ins, easy sign-ups, confirmation messages, creative designs, and including sharing and discount details.

1. Winning Email Practices What’s working in retail email marketing Richard Evans Product Marketing Manager Silverpop

2. Our focus

3. The questions

4. The Studies 2005 2007

5. Three key areas Registration / Opt-in Email Creative Opt-out

6. Opt-in Placement

7. Opt-In Incentive

8. Opt-in Options

9. Opt-in Options

10. Opt-in Options

11. Opt-in Content

12. Opt-in Confirm

13. Opt-in Confirm

14. Creative Branding

15. Creative Offers

16. Creative Incentives

17. Creative Format

18. Creative Format FOLD X X X X X X X

19. Creative Frequency

20. Case Study: timing is the essence of a good story What effect does send time have on opens, clicks and conversions? Group 1 received emails at 9am n=120,000 Group 2 received emails based on the time of their last open. n=120,000 Results: Open rates increased 6% Total revenue generated increased 52% Average value per order grew 47%

21. Opt-out Preference Centers

22. Opt-out Make it simple

23. Opt-out Confirm the action

24. What Your Competitors Are Doing Primary opt-in request on home page Make sign-up easy with just email address Alert registrants that a confirmation message will be sent Use creative designs other than postcard format to stand out from the crowd Specific amount of discount rather than using a percentage Include a forward-to-a-friend link

25. Resources 3 studies available on the site Sign up Silverpop Digital Marketer Newsletter Blog: The Quiet Revolution in Email Marketing

26. Thank you