Email Marketing Practices Top Retailers Shop.org 2011
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Email Marketing Practices of the Top Online Retailers September 13, 2011 @LorenMcDonald @Silverpop
description
Silverpop’s Top 500 Retailers Study examines benchmarks, trends and tactics for better marketing. In this Big Idea presentation at Shop.org September 13, 2011 in Boston, Loren McDonald presented selected study results, along with some suggested tips, examples and benefits/ROI. (This is a slightly updated version of the one presented at Internet Retailer in June)Areas included:- Location of opt-in links on the home page and prominence of opt-in throughout website - Use of welcome emails- Cart abandonment campaigns - Use of social sharing links- Use of Unsubscribe preference centers, especially after a recipient clicks “unsubscribe” You may download the study report here - http://www.silverpop.com/marketing-resources/white-papers/download/top-500-retailers-study.html
Transcript of Email Marketing Practices Top Retailers Shop.org 2011
Email Marketing Practices of the Top Online Retailers
September 13, 2011
@LorenMcDonald@Silverpop
+ 130
more retailers that did not make the Top 500
ranking
Silverpop Analyzed Email Programs of …
How does your company stack up against other Top Retailers?
Opt-in Processes
Welcome
Emails
Cart Abandonment
Social Sharing Links
Opt-outAlternatives Study Aspects
Looked at Today
So let’s dive in…
1. Opt-in Process
47% hide opt-in at the bottom
36% highlight opt-in at the top
18% go for mid-page opt-in
Top 500 Remaining Retailers0
10
20
30
40
50
60
70
80
90
100
92%84%
8%16%
YesNo
Majority Feature Opt-in Prominently Throughout Website
2008 2009 20100
5
10
15
20
25
30
35
28%
33% 33%
14%
23%21%
Top 500
Remaining Retailers
1/3 of Retailers Offering Options at Opt-in
Shopping Preferences
Channel Preferences
Frequency Preferences
0 10 20 30 40 50 60
56%
35%
33%
All Retailers
Types of Preferences Offered by Companies Who Gave Subscribers Options
Tips
66% of people prefer social sign up
AdsPoint
OfPurchase
Billboards
SMS Text to Email Opt-in
iPad POP-IN Mobile Opt-in
• Point-of-sale• Tradeshow booth • Events• Customer service reps
2. Use of Welcome Emails
Welcome emails may be the most important email your company sends.
But 32% of you are sending this...
Zippo.Not much of a welcome, is it?
Tips
Single Email Welcome Email Series
Welcome to the Tafford Community
Tafford #1
Three Reasons You Will Love Tafford + A Special Offer
Tafford #2
Personalize Your Tafford Experience
Tafford #3
Welcome #1 Performs 6X Better!
Sample Welcome Series Indexed Results…
The Future
“Welcome” programs evolve into “Onboarding”
3. Use of Cart Abandonment Emails
60% - 70% of Shopping Carts are Abandoned
“How much money are YOU leaving on the table?”
17%(only)
Of Top 500deploy cart recovery email
programs
76%
20%
4%
1 Email2 Emails3 Emails
# of Emails in Cart Aband. Campaigns
76% use a single email
51%49% Yes No
1/2 Offer Incentives in Cart Recovery Emails
Abandoned Cart Emails
All Promotional Emails
Comparison
Open Rate 37% 8% 4.6x
Click-through rate
41% 14% 2.9x
Conversion rate
20% 5% 4.0x
Sales/email $7.46 $.08 97x
Sample Results: CAR vs Promotional Emails
Abandon Cart Emails
0.3%
Promotional Emails99.7%
Relative VolumeAbandon
Cart Emails18.6%
Promotional Emails81.4%
Relative Sales
0.3% Volume but 18.6% of Email Revenue
4. Social Links
Transition: Share>Find>Follow>Like
2009 20100
10
20
30
40
50
60
70
80
90
60%
78%
43%
54%
Top 500
Remaining Retailers
78% Including Social Links in Emails
11%
71%
18%
Social Sharing Only
Like/Follow Only
Both
More Than 2/3 Include Like/Follow
Promote Likes/Follows
Make It Shareworthy
5. Opt-out Alternatives
2/3 Offer Some Variation of this
UGH!
2008 2009 20100
5
10
15
20
25
30
35
40
45
31%
40%
34%
23% 24%22% Top 500
Remaining Retailers
1/3 Offer Preferences at Opt-out
Alternatives
Frequency
Format
ChangeEmail
Profile/Preferences
Channel
OtherEmails
So What are the Alternatives?
Often 20-30% of subscribers presented with alternatives to unsubscribing stay!
Promote Alternatives In the Email
Option to “Snooze”
Optimize Opt-in Processes
Turn Welcome
Into “Onboarding”
Cart Abandonment
Just Do It!
Use Email to Promote Social
Provide Opt-outAlternatives
Takeaways
Q & A / Contact Info
• Loren McDonald• [email protected]
m• Twitter:
@LorenMcDonald
www.silverpop.comTwitter: @Silverpopwww.slideshare.net/silverpop
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