Presentation at Shop.org by Loren McDonald outlining key results and best practices from Silverpop's study of top retailer email marketing practices.

1. Email Marketing Practices of the Top Online Retailers September 22, 2009

2. Agenda Study Overview Study Findings / Examples & Best Practices Questions & Answers

3. Study Overview

4. Silverpop Analyzed Email Programs of … + 395 more retailers that did not make the Top 500 ranking

5. Year-to-Year Study Comparisons

6. Study Areas Discussed Today

7. Drum roll please…

8. C-

9. 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

10. 1. Opt-in on Home Page?

11. Opt-in on Home Page - 96% of Top 500

12. …but what I see is this…

13. Better Location

14. Calls to Action At the Top

15. Above the Fold

16. 2. Choices offered to registrants

17. Retailers Opt-Down on Choices

21. Why Preference Centers?

22. Preference Center Touch Points

24. Marital status

25. Age ranges on signup

26. Wedding anniversary

28. Mixed News? 22% send NO emails 51% are mailing 5+/month 24% are mailing 11+/month

29. 20 Emails in 22 Days Free Shipping 20% off $5, $10 off

30. What’s the Potential Impact of Over Mailing? 5 times per month 12 times per month Revenue – Churn – Reputation….

31. Retailer – Increased Frequency Unsubscribes and spam complaints went through the roof

32. Financial Impact of Increased Mailings

34. Single email

35. IT Generated

36. No marketing messaging

37. HTML

38. 2-part email series

39. Marketing generated

40. Promotions, education75% increase in conversions

41. 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.

42. 4.Unsubscribe links leading to preference centers

43. Should I Stay, or Should I Go?

44. Alternatives at Opt-out?

46. Irrelevant Content/Offers

48. Promote Alternatives In the Email 50% of one company’s subscribers presented with alternatives to unsubscribing stay!

50. 3 Key Options

52. RSS or catalog option

54. Resources White Paper Top Online Retailers Study Resource Center White papers Webinars Blogs Case studies Newsletters http://www.silverpop.com/marketing-resources/index.html

55. Q & A / Reminders & Contacts Loren McDonald lmcdonald@silverpop.com Twitter: @LorenMcDonald www.silverpop.com Twitter: @Silverpop www.slideshare.net/silverpop