Winning Retail Email Practices
26
Winning Retail Email Practices What’s working in retail email marketing Richard Evans Product Marketing Manager Silverpop
-
Upload
loren-mcdonald -
Category
Business
-
view
445 -
download
1
description
Silverpop takes a look at what makes retail email marketing successful. Trends, statistics and tips that you can begin using to improve your retail email marketing campaigns.
Transcript of Winning Retail Email Practices
Winning Retail Email PracticesWhat’s working in retail email marketing
Richard Evans
Product Marketing ManagerSilverpop
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 retail studies available on the site www.silverpop.com
Sign up Silverpop Digital Marketer Newsletter
Blogs
Thank you
