email marketing practices top retailers shop.org 2011
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.htmlTRANSCRIPT
![Page 1: Email Marketing Practices Top Retailers Shop.org 2011](https://reader035.vdocuments.mx/reader035/viewer/2022081516/54bf21824a795909708b45c8/html5/thumbnails/1.jpg)
Email Marketing Practices of the Top Online Retailers
September 13, 2011
@LorenMcDonald@Silverpop
![Page 2: Email Marketing Practices Top Retailers Shop.org 2011](https://reader035.vdocuments.mx/reader035/viewer/2022081516/54bf21824a795909708b45c8/html5/thumbnails/2.jpg)
+ 130
more retailers that did not make the Top 500
ranking
Silverpop Analyzed Email Programs of …
![Page 3: Email Marketing Practices Top Retailers Shop.org 2011](https://reader035.vdocuments.mx/reader035/viewer/2022081516/54bf21824a795909708b45c8/html5/thumbnails/3.jpg)
How does your company stack up against other Top Retailers?
![Page 4: Email Marketing Practices Top Retailers Shop.org 2011](https://reader035.vdocuments.mx/reader035/viewer/2022081516/54bf21824a795909708b45c8/html5/thumbnails/4.jpg)
Opt-in Processes
Welcome
Emails
Cart Abandonment
Social Sharing Links
Opt-outAlternatives Study Aspects
Looked at Today
![Page 5: Email Marketing Practices Top Retailers Shop.org 2011](https://reader035.vdocuments.mx/reader035/viewer/2022081516/54bf21824a795909708b45c8/html5/thumbnails/5.jpg)
So let’s dive in…
![Page 6: Email Marketing Practices Top Retailers Shop.org 2011](https://reader035.vdocuments.mx/reader035/viewer/2022081516/54bf21824a795909708b45c8/html5/thumbnails/6.jpg)
1. Opt-in Process
![Page 7: Email Marketing Practices Top Retailers Shop.org 2011](https://reader035.vdocuments.mx/reader035/viewer/2022081516/54bf21824a795909708b45c8/html5/thumbnails/7.jpg)
47% hide opt-in at the bottom
![Page 8: Email Marketing Practices Top Retailers Shop.org 2011](https://reader035.vdocuments.mx/reader035/viewer/2022081516/54bf21824a795909708b45c8/html5/thumbnails/8.jpg)
36% highlight opt-in at the top
![Page 9: Email Marketing Practices Top Retailers Shop.org 2011](https://reader035.vdocuments.mx/reader035/viewer/2022081516/54bf21824a795909708b45c8/html5/thumbnails/9.jpg)
18% go for mid-page opt-in
![Page 10: Email Marketing Practices Top Retailers Shop.org 2011](https://reader035.vdocuments.mx/reader035/viewer/2022081516/54bf21824a795909708b45c8/html5/thumbnails/10.jpg)
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
![Page 11: Email Marketing Practices Top Retailers Shop.org 2011](https://reader035.vdocuments.mx/reader035/viewer/2022081516/54bf21824a795909708b45c8/html5/thumbnails/11.jpg)
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
![Page 12: Email Marketing Practices Top Retailers Shop.org 2011](https://reader035.vdocuments.mx/reader035/viewer/2022081516/54bf21824a795909708b45c8/html5/thumbnails/12.jpg)
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
![Page 13: Email Marketing Practices Top Retailers Shop.org 2011](https://reader035.vdocuments.mx/reader035/viewer/2022081516/54bf21824a795909708b45c8/html5/thumbnails/13.jpg)
Tips
![Page 15: Email Marketing Practices Top Retailers Shop.org 2011](https://reader035.vdocuments.mx/reader035/viewer/2022081516/54bf21824a795909708b45c8/html5/thumbnails/15.jpg)
![Page 16: Email Marketing Practices Top Retailers Shop.org 2011](https://reader035.vdocuments.mx/reader035/viewer/2022081516/54bf21824a795909708b45c8/html5/thumbnails/16.jpg)
![Page 17: Email Marketing Practices Top Retailers Shop.org 2011](https://reader035.vdocuments.mx/reader035/viewer/2022081516/54bf21824a795909708b45c8/html5/thumbnails/17.jpg)
66% of people prefer social sign up
![Page 18: Email Marketing Practices Top Retailers Shop.org 2011](https://reader035.vdocuments.mx/reader035/viewer/2022081516/54bf21824a795909708b45c8/html5/thumbnails/18.jpg)
AdsPoint
OfPurchase
Billboards
SMS Text to Email Opt-in
![Page 19: Email Marketing Practices Top Retailers Shop.org 2011](https://reader035.vdocuments.mx/reader035/viewer/2022081516/54bf21824a795909708b45c8/html5/thumbnails/19.jpg)
iPad POP-IN Mobile Opt-in
• Point-of-sale• Tradeshow booth • Events• Customer service reps
![Page 20: Email Marketing Practices Top Retailers Shop.org 2011](https://reader035.vdocuments.mx/reader035/viewer/2022081516/54bf21824a795909708b45c8/html5/thumbnails/20.jpg)
2. Use of Welcome Emails
![Page 21: Email Marketing Practices Top Retailers Shop.org 2011](https://reader035.vdocuments.mx/reader035/viewer/2022081516/54bf21824a795909708b45c8/html5/thumbnails/21.jpg)
Welcome emails may be the most important email your company sends.
![Page 22: Email Marketing Practices Top Retailers Shop.org 2011](https://reader035.vdocuments.mx/reader035/viewer/2022081516/54bf21824a795909708b45c8/html5/thumbnails/22.jpg)
But 32% of you are sending this...
Zippo.Not much of a welcome, is it?
![Page 23: Email Marketing Practices Top Retailers Shop.org 2011](https://reader035.vdocuments.mx/reader035/viewer/2022081516/54bf21824a795909708b45c8/html5/thumbnails/23.jpg)
Tips
![Page 24: Email Marketing Practices Top Retailers Shop.org 2011](https://reader035.vdocuments.mx/reader035/viewer/2022081516/54bf21824a795909708b45c8/html5/thumbnails/24.jpg)
Single Email Welcome Email Series
![Page 25: Email Marketing Practices Top Retailers Shop.org 2011](https://reader035.vdocuments.mx/reader035/viewer/2022081516/54bf21824a795909708b45c8/html5/thumbnails/25.jpg)
Welcome to the Tafford Community
Tafford #1
![Page 26: Email Marketing Practices Top Retailers Shop.org 2011](https://reader035.vdocuments.mx/reader035/viewer/2022081516/54bf21824a795909708b45c8/html5/thumbnails/26.jpg)
Three Reasons You Will Love Tafford + A Special Offer
Tafford #2
![Page 27: Email Marketing Practices Top Retailers Shop.org 2011](https://reader035.vdocuments.mx/reader035/viewer/2022081516/54bf21824a795909708b45c8/html5/thumbnails/27.jpg)
Personalize Your Tafford Experience
Tafford #3
![Page 28: Email Marketing Practices Top Retailers Shop.org 2011](https://reader035.vdocuments.mx/reader035/viewer/2022081516/54bf21824a795909708b45c8/html5/thumbnails/28.jpg)
Welcome #1 Performs 6X Better!
Sample Welcome Series Indexed Results…
![Page 29: Email Marketing Practices Top Retailers Shop.org 2011](https://reader035.vdocuments.mx/reader035/viewer/2022081516/54bf21824a795909708b45c8/html5/thumbnails/29.jpg)
The Future
“Welcome” programs evolve into “Onboarding”
![Page 30: Email Marketing Practices Top Retailers Shop.org 2011](https://reader035.vdocuments.mx/reader035/viewer/2022081516/54bf21824a795909708b45c8/html5/thumbnails/30.jpg)
3. Use of Cart Abandonment Emails
![Page 31: Email Marketing Practices Top Retailers Shop.org 2011](https://reader035.vdocuments.mx/reader035/viewer/2022081516/54bf21824a795909708b45c8/html5/thumbnails/31.jpg)
60% - 70% of Shopping Carts are Abandoned
![Page 32: Email Marketing Practices Top Retailers Shop.org 2011](https://reader035.vdocuments.mx/reader035/viewer/2022081516/54bf21824a795909708b45c8/html5/thumbnails/32.jpg)
“How much money are YOU leaving on the table?”
![Page 33: Email Marketing Practices Top Retailers Shop.org 2011](https://reader035.vdocuments.mx/reader035/viewer/2022081516/54bf21824a795909708b45c8/html5/thumbnails/33.jpg)
17%(only)
Of Top 500deploy cart recovery email
programs
![Page 34: Email Marketing Practices Top Retailers Shop.org 2011](https://reader035.vdocuments.mx/reader035/viewer/2022081516/54bf21824a795909708b45c8/html5/thumbnails/34.jpg)
76%
20%
4%
1 Email2 Emails3 Emails
# of Emails in Cart Aband. Campaigns
76% use a single email
![Page 35: Email Marketing Practices Top Retailers Shop.org 2011](https://reader035.vdocuments.mx/reader035/viewer/2022081516/54bf21824a795909708b45c8/html5/thumbnails/35.jpg)
51%49% Yes No
1/2 Offer Incentives in Cart Recovery Emails
![Page 36: Email Marketing Practices Top Retailers Shop.org 2011](https://reader035.vdocuments.mx/reader035/viewer/2022081516/54bf21824a795909708b45c8/html5/thumbnails/36.jpg)
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
![Page 37: Email Marketing Practices Top Retailers Shop.org 2011](https://reader035.vdocuments.mx/reader035/viewer/2022081516/54bf21824a795909708b45c8/html5/thumbnails/37.jpg)
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
![Page 38: Email Marketing Practices Top Retailers Shop.org 2011](https://reader035.vdocuments.mx/reader035/viewer/2022081516/54bf21824a795909708b45c8/html5/thumbnails/38.jpg)
4. Social Links
![Page 39: Email Marketing Practices Top Retailers Shop.org 2011](https://reader035.vdocuments.mx/reader035/viewer/2022081516/54bf21824a795909708b45c8/html5/thumbnails/39.jpg)
Transition: Share>Find>Follow>Like
![Page 40: Email Marketing Practices Top Retailers Shop.org 2011](https://reader035.vdocuments.mx/reader035/viewer/2022081516/54bf21824a795909708b45c8/html5/thumbnails/40.jpg)
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
![Page 41: Email Marketing Practices Top Retailers Shop.org 2011](https://reader035.vdocuments.mx/reader035/viewer/2022081516/54bf21824a795909708b45c8/html5/thumbnails/41.jpg)
11%
71%
18%
Social Sharing Only
Like/Follow Only
Both
More Than 2/3 Include Like/Follow
![Page 42: Email Marketing Practices Top Retailers Shop.org 2011](https://reader035.vdocuments.mx/reader035/viewer/2022081516/54bf21824a795909708b45c8/html5/thumbnails/42.jpg)
Promote Likes/Follows
![Page 43: Email Marketing Practices Top Retailers Shop.org 2011](https://reader035.vdocuments.mx/reader035/viewer/2022081516/54bf21824a795909708b45c8/html5/thumbnails/43.jpg)
Make It Shareworthy
![Page 44: Email Marketing Practices Top Retailers Shop.org 2011](https://reader035.vdocuments.mx/reader035/viewer/2022081516/54bf21824a795909708b45c8/html5/thumbnails/44.jpg)
5. Opt-out Alternatives
![Page 45: Email Marketing Practices Top Retailers Shop.org 2011](https://reader035.vdocuments.mx/reader035/viewer/2022081516/54bf21824a795909708b45c8/html5/thumbnails/45.jpg)
2/3 Offer Some Variation of this
UGH!
![Page 46: Email Marketing Practices Top Retailers Shop.org 2011](https://reader035.vdocuments.mx/reader035/viewer/2022081516/54bf21824a795909708b45c8/html5/thumbnails/46.jpg)
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
![Page 47: Email Marketing Practices Top Retailers Shop.org 2011](https://reader035.vdocuments.mx/reader035/viewer/2022081516/54bf21824a795909708b45c8/html5/thumbnails/47.jpg)
Alternatives
Frequency
Format
ChangeEmail
Profile/Preferences
Channel
OtherEmails
So What are the Alternatives?
![Page 48: Email Marketing Practices Top Retailers Shop.org 2011](https://reader035.vdocuments.mx/reader035/viewer/2022081516/54bf21824a795909708b45c8/html5/thumbnails/48.jpg)
Often 20-30% of subscribers presented with alternatives to unsubscribing stay!
Promote Alternatives In the Email
![Page 49: Email Marketing Practices Top Retailers Shop.org 2011](https://reader035.vdocuments.mx/reader035/viewer/2022081516/54bf21824a795909708b45c8/html5/thumbnails/49.jpg)
![Page 50: Email Marketing Practices Top Retailers Shop.org 2011](https://reader035.vdocuments.mx/reader035/viewer/2022081516/54bf21824a795909708b45c8/html5/thumbnails/50.jpg)
Option to “Snooze”
![Page 51: Email Marketing Practices Top Retailers Shop.org 2011](https://reader035.vdocuments.mx/reader035/viewer/2022081516/54bf21824a795909708b45c8/html5/thumbnails/51.jpg)
Optimize Opt-in Processes
Turn Welcome
Into “Onboarding”
Cart Abandonment
Just Do It!
Use Email to Promote Social
Provide Opt-outAlternatives
Takeaways
![Page 52: Email Marketing Practices Top Retailers Shop.org 2011](https://reader035.vdocuments.mx/reader035/viewer/2022081516/54bf21824a795909708b45c8/html5/thumbnails/52.jpg)
Q & A / Contact Info
• Loren McDonald• [email protected]
m• Twitter:
@LorenMcDonald
www.silverpop.comTwitter: @Silverpopwww.slideshare.net/silverpop