Winning Email PracticesWhat’s working in retail email marketing

Richard EvansProduct 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 studies available on the site

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