Post on 13-Jan-2015
description
Email Marketing Practices of the Top Online Retailers
September 22, 2009
Agenda
• Study Overview
• Study Findings / Examples & Best Practices
• Questions & Answers
Study Overview
Silverpop Analyzed Email Programs of …
+ 395
more retailers that did not
make the Top 500 ranking
Year-to-Year Study Comparisons
Study Areas Discussed Today
Home Page Opt-in?
Opt-in Options?
# of Emails in First 30 days?
Unsubscribe Alternatives?
Drum roll please…
C-
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
• And not deploying the basics to keep them
1. Opt-in on Home Page?
Opt-in on Home Page - 96% of Top 500
…but what I see is this…
Better Location
Calls to Action At the Top
Above the Fold
2. Choices offered to registrants
Retailers Opt-Down on Choices
Why Preference Centers?
•Demographics & interests•Up to date/changes
Data Capture
•“My Email”•Better retention
Subscriber Empowerment
•Preferred frequency, lists•Basis of personalization, segmentation
Increased Relevance
Preference Center Touch Points
Opt-inWelcom
e
Regular Emails
Web Site
Transactional Emails
Opt-out
No Data, No Relevance
Logical Personalization?:
• Gender• Marital status• Age ranges on signup• Wedding anniversary• Significant other’s birth date
3. Number of emails received during a 30-day period
Mixed News?
51% are mailing 5+/month
24% are mailing 11+/month
22% send NOemails
20 Emails in 22 Days
Free Shipping20% off
$5, $10 off
What’s the Potential Impact of Over Mailing?
5 times per month
5 times per month
12 times per
month
12 times per
month
Revenue – Churn – Reputation….
Retailer – Increased Frequency
Unsubscribes and spam complaints went through the roof
Financial Impact of Increased Mailings
Start With A Good Welcome Program
• Text• Single email• IT Generated• No marketing messaging
• HTML• 2-part email series• Marketing generated• Promotions, education
75% increase in conversions
Move to Triggers, Behavior, Lifecycle…
Cart Abandonment Reminder Campaign
Big Results after One Month:(compared to all previous email
campaigns)
48% lift Click through rate
129% lift in Net Conversion rate
Accounted for 10.4% of the total revenue from email marketing
while representing only 2.7% of the total email volume.
4. Unsubscribe links leading to preference centers
Should I Stay, or Should I Go?
Alternatives at Opt-out?
Why Recipients Unsubscribe
• Too Frequent
• Irrelevant Content/Offers
• Also, lack of email address change functionality
So What are the Alternatives?
Alternatives
Frequency
Format
ChangeEmail
Profile/Preference
s
Channel
OtherEmails
Promote Alternatives In the Email
50% of one company’s subscribers presented with alternatives to unsubscribing stay!
3 Key Options
Staples – Really Good, But Not Perfect
Missing:- Frequency Option
- RSS or catalog option- Contact info.
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
Resources
• White Paper– Top Online Retailers Study
• Resource Center– White papers– Webinars– Blogs– Case studies– Newsletters– http://www.silverpop.com/marketing-resources/index.html
Q & A / Reminders & Contacts
• Loren McDonald– lmcdonald@silverpop.com– Twitter: @LorenMcDonald
www.silverpop.comTwitter: @Silverpopwww.slideshare.net/silverpop