Winning Email Practices What’s working in retail email marketing Richard Evans Product Marketing Manager Silverpop
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Winning Email PracticesWhat’s working in retail email marketing
Richard EvansProduct 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 studies available on the site
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Blog: The Quiet Revolution in Email Marketing
Thank you
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