The document analyzes email marketing practices of top online retailers. It finds that most retailers hide opt-in options at the bottom of forms rather than highlighting them at the top. Few retailers offer preference options at opt-in. Over half of retailers send zero welcome emails, which is not an effective welcome. The document recommends using welcome email series, personalizing emails based on user behavior and important dates, and giving users options to opt out of specific emails or opt down in frequency.
Email Marketing Practices Top Online Internet Retailers Silverpop
1. What the Internet Retailer Top 500
Do Well in Email Marketing
Email Marketing Practices of the
Top Online Retailers
June 6, 2012
@LorenMcDonald
@Silverpop
2. How does your company stack up
against other Top Retailers?
40. Concert alerts
• Your tagged artists’
playing nearby,
emailed bi-weekly
• Affiliate encoded
direct links to buy
tickets via ticketing
partner FanSnap
43. Your dates trigger an email…
21 days before occasion
Personalized with name
Occasion w/ date
Coupon code
10% Off
31% CTR
Highest revenue
generating email 43