email marketing practices top online internet retailers silverpop
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What the Internet Retailer Top 500 Do Well in Email MarketingEmail Marketing Practices of the Top Online RetailersJune 6, 2012
@LorenMcDonald@Silverpop
How does your company stack up against other Top Retailers?
On par, or several notches above?
+ 130
more retailers that did not make the Top 500
ranking
Silverpop Analyzed Email Programs of …
Dec 2011-Jan 2012
Opt-in Processes
Welcome/ OnboardingFrequency
Study AspectsLooked at Today
1. Opt-in Process
56% hide opt-in at the bottom
36% highlight opt-in at the top
7% go for mid-page opt-in
Fewer Retailers Offering Preference Options at Opt-in
2009 2010 2011
33% 33%
24%23%21%
10%
Top 500 Remaining Retailers
Take it up a notch…
Use Popovers
Pop-overs = 200-400% lift
Preference Pop-Up on Submission
2-Step Process – Preference Page
Facebook Timeline Email Sign Up
Social Sign In: Account Registration
77% of people prefer social sign up
Name
Location
Birth Date
Gender
Friends/Contacts
Profile Photo
Interests
Source Janrain
Social Profile Data by Network
2. Use of Welcome Emails
(Intentionally left blank)
That is what 32% of you send.
Zippo.Not much of a welcome, is it?
Welcome emails are one of the most important emails your company will send.
Bring the Flowers
Take it up a notch…
Single Email Welcome Email Series
35 X Broadcast Revenue
2.5 X Broadcast Revenue
Move to onboarding based on
behavior/preferences…
Mint Welcome
28
Mint Activation 1
29
Users who have not added their banks
after 7 days
Mint Activation 2
30
Users who have not added their banks
after 14 days
Mint Mobile Welcome
31
New Mint users from mobile channel
32
3. Frequency
Top 500 C0s' Email Volumes in First 30 Days
15% Send = 027% Send = 1 to 4
Top 500 C0s' Email Volumes in First 30 Days
34
44% sent between 2-5 emails per week
Top 500 C0s' Email Volumes in First 30 Days
40% sent 11+
14% sent +/-
1 email everyday
Take it up a notch…
1. Test Frequency – Find the Balance
2X per week?
4X per week?
6X per week?
List Churn
Revenue
2. Segment on Engagement
InactiveEngaged
3. Profile + Behavior + Automation
Concert alerts
• Your tagged artists’ playing nearby, emailed bi-weekly
• Affiliate encoded direct links to buy tickets via ticketing partner FanSnap
Birthday Email – Behavior Email Tracks
Birthday
Convert Share Request
Open/Click Incentive
No Action Reminder
4. Get Creative: Important Dates Reminder Email
42
Your dates trigger an email…
43
21 days before occasion
Personalized with name
Occasion w/ date
Coupon code
10% Off
31% CTRHighest revenue generating email
5. Options to Opt Down and “Snooze”
Want more…?
Scan the QR Code for Study Report
Or visit:http://pages.silverpop.com/InternetRetailer_QR_social-sign-in_optin_demo
Get Report/Compare
Optimize Opt-in
Processes
Turn Welcome
Into “Onboarding
”
Leverage Behavior + Automation
Take It Up a Notch!
Average
Q & A / Contact Info
• Loren McDonald• [email protected]
om• Twitter:
@LorenMcDonald• Google+: Loren
McDonald
www.silverpop.comTwitter: @Silverpopwww.slideshare.net/silverpop