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Silverpop takes a look at what makes retail email marketing successful. Trends, statistics and tips that you can begin using to improve your retail email marketing campaigns.
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Winning Retail Email PracticesWhat’s working in retail email marketing
Richard Evans
Product Marketing ManagerSilverpop
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Our focus
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The questions
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The Studies
2005 2007
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Three key areas
Registration / Opt-in
Email Creative
Opt-out
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Opt-in
Placement
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Opt-In
Incentive
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Opt-in
Options
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Opt-in
Options
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Opt-in
Options
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Opt-in
Content
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Opt-in
Confirm
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Opt-in
Confirm
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Creative
Branding
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Creative
Offers
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Creative
Incentives
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Creative
Format
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Creative
Format
FOLD
X
X
X
X
X
X
X
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Creative
Frequency
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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%
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Opt-out
Preference Centers
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Opt-out
Make it simple
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Opt-out
Confirm the action
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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
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Resources
3 retail studies available on the site www.silverpop.com
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