Email Practices Top Retailers Shop.Org
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Email Marketing Practices of the Top Online Retailers September 22, 2009
description
Presentation at Shop.org by Loren McDonald outlining key results and best practices from Silverpop's study of top retailer email marketing practices.
Transcript of Email Practices Top Retailers Shop.Org
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– [email protected]– Twitter: @LorenMcDonald
www.silverpop.comTwitter: @Silverpopwww.slideshare.net/silverpop
