This document summarizes an analysis of email marketing practices by top online retailers. Some key findings include:
- 47% of retailers hide the opt-in at the bottom of websites while 36% highlight it at the top. Only 17% of top retailers use cart abandonment emails despite high abandonment rates.
- Welcoming emails are important but 32% do not send them. Those that do often use a series to onboard new subscribers.
- Over 75% include social sharing links in emails and most promote likes and follows on social media.
- While only a third offer preferences at opt-out, providing alternatives has been shown to reduce unsubscribes by 20-30% for some retailers.
10. Majority Feature Opt-in Prominently
Throughout Website
100
90
92%
80
84%
70
60
50
Yes
40
No
30
20
10
16%
0
8%
Top 500 Remaining Retailers
11. 1/3 of Retailers Offering Options at Opt-in
35
33% 33%
30
28%
25
23%
20 21%
Top 500
15
14% Remaining
10 Retailers
5
0
2008 2009 2010
12. Types of Preferences Offered by
Companies Who Gave Subscribers Options
Frequency Preferences 33%
Channel Preferences 35% All Retailers
Shopping Preferences 56%
0 10 20 30 40 50 60
45. So What are the Alternatives?
Frequency
Other Format
Emails
Alternatives
Change
Channel Email
Profile/
Preferences
46. Promote Alternatives In the Email
Often 20-30% of subscribers presented
with alternatives to unsubscribing stay!
47.
48. Optimize Opt-in
Processes
Turn Welcome
Provide Opt-out
Into
Alternatives “Onboarding”
Takeaways
Cart
Use Email to
Promote Social Abandonment
Just Do It!
49. Q & A / Contact Info
• Loren McDonald
• lmcdonald@silverpop.com
• Twitter: @LorenMcDonald
Stop by Booth # 608 for study report
www.silverpop.com
Twitter: @Silverpop
www.slideshare.net/silverpop