australian retailer email marketing study
DESCRIPTION
How do the Top Australian Retailers rate against the Top U.S. Retailers?Discover how Australian retail email marketers compare with their compatriots and with the top online retailers in the United States in this webinar. Silverpop evaluated the email marketing programs of companies in both countries in this study to discover in some areas, U.S. retailers’ email marketing programs are more likely to follow best practices, but in other important aspects, Australian retailers are far more likely to deliver important value to email recipients.TRANSCRIPT
Email Marketing Practices of the Top Online Retailers
27 April 2010
Agenda • Study Overview
• Study Findings / Examples • & Best Practices
• Questions & Answers
Study Overview
US v Australian Study Comparisons
Study Areas Discussed Today
Home Page Opt-in?
Opt-in Options?
# of Emails in First 30
days? Emails offer discounts
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 • Not deploying the basics to keep them • And that’s without doing anything cool..
1. Retailers Offering an Email program
2. Location of Opt In
Opt-in on Home Page
Australia – 94%
US – 96%
…butwhatIseeisthis…
On closer inspection…
Be clear – a little too cute
Better Location
Calls to Action At the Top
Above the Fold
3. Choices offered to registrants
A good time to show some personality
Why Preference Centres?
• Demographics & interests • Up to date/changes Data Capture
• “My Email” • Better retention
Subscriber Empowerment
• Preferred frequency, lists • Basis of personalisation, segmentation
Increased Relevance
Preference Centre Touch Points
Opt-in
Welcome
Regular Emails
Web Site
Transactional Emails
Opt-out
No Data, No Relevance
Logical Personalisation?:
• Gender • Marital status • Age ranges on signup • Wedding anniversary • Significant other’s birth date
4. Number of emails received during a 30-day period
Mixed News?
14% send NO Emails 31% are mailing
5+/month (20% less than
US)
9.5% are mailing 21+/month
(6.5% more than US)
30 Emails in 30 Days
Monday Madness / Sale / Bonanza / Megasale / Markdown Madness etc
What’s the Potential Impact of Over Mailing?
5 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
5. Emails offer Sales/Discount incentives
No offer or incentive?
It’s an offer but not very strong.
Did I want the catalogue?
Relevance to my interests and purchase history?
5. Unsubscribe links leading to preference centres
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
Change Email
Profile/ Preferences
Channel
Other Emails
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
• WhitePaper– AustRetailersStudy
• ResourceCentre– Whitepapers
– Webinars
– Blogs– Casestudies– Newsle:ers– h:p://www.silverpop.com/markeBng‐resources/index.html
Q & A / Reminders & Contacts
Jeff Clark - [email protected]
www.silverpop.com Twitter: @Silverpop www.slideshare.net/silverpop
Complimentary Email Program Audits (5 key insights) Jeremy Heap – 02 8019 7064 [email protected]
Thank You
Don’t Forget – 6-9th July
See Silverpop at the Exhibition and Speak in the Conference