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.html

1. Email Marketing Practices of the Top Online Retailers September 13, 2011 @LorenMcDonald @Silverpop

2. Silverpop Analyzed Email Programs of … + 130 more retailers that did not make the Top 500 ranking

3. How does your company stack up against other Top Retailers?

4. Study Aspects Looked at Today

5. So let’s dive in…

6. 1. Opt-in Process

7. 47% hide opt-in at the bottom

8. 36% highlight opt-in at the top

9. 18% go for mid-page opt-in

10. Majority Feature Opt-in Prominently Throughout Website

11. 1/3 of Retailers Offering Options at Opt-in

12. Types of Preferences Offered by Companies Who Gave Subscribers Options

13. Tips

14. 2-Step Process

17. 66% of people prefer social sign up

18. SMS Text to Email Opt-in Ads Point Of Purchase Billboards

20. Tradeshow booth

21. Events

23. Welcome emails may be the most important email your company sends.

24. But 32% of you are sending this... Zippo. Not much of a welcome, is it?

25. Tips

26. Single Email Welcome Email Series

27. Tafford #1 Welcome to the Tafford Community

28. Tafford #2 Three Reasons You Will Love Tafford + A Special Offer

29. Tafford #3 Personalize Your Tafford Experience

30. Sample Welcome Series Indexed Results… Welcome #1 Performs 6X Better!

31. The Future “Welcome” programs evolve into “Onboarding”

32. 3.Use of Cart Abandonment Emails

33. 60% - 70% of Shopping Carts are Abandoned

34. “How much money are YOU leaving on the table?”

35. 17%(only) Of Top 500 deploy cart recovery email programs

36. # of Emails in Cart Aband. Campaigns 76% use a single email

37. 1/2 Offer Incentives in Cart Recovery Emails

38. Sample Results: CAR vs Promotional Emails

39. 0.3% Volume but 18.6% of Email Revenue

40. 4.Social Links

41. Transition: Share>Find>Follow>Like

42. 78% Including Social Links in Emails

43. More Than 2/3 Include Like/Follow

44. Promote Likes/Follows

45. Make It Shareworthy

46. 5.Opt-out Alternatives

47. 2/3 Offer Some Variation of this UGH!

48. 1/3 Offer Preferences at Opt-out

49. So What are the Alternatives?

50. Promote Alternatives In the Email Often 20-30% of subscribers presented with alternatives to unsubscribing stay!

52. Option to “Snooze”

53. Takeaways

54. Q & A / Contact Info Loren McDonald lmcdonald@silverpop.com Twitter: @LorenMcDonald www.silverpop.com Twitter: @Silverpop www.slideshare.net/silverpop