Silverpop’s Top 500 Retailers Study examines benchmarks, trends and tactics for better marketing. In this presentation at Internet Retailer Conference & Exhibition in San Diego June 2011, Loren McDonald presented selceted study results, along with some suggested tips, examples and benefits/ROI.
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
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!
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