How do the Top Australian Retailers rate against the Top U.S. Retailers?
Discover how Australian retail email marketers compare with their compatriots and with the top online retailers in the United States in this webinar. Silverpop evaluated the email marketing programs of companies in both countries in this study to discover in some areas, U.S. retailers’ email marketing programs are more likely to follow best practices, but in other important aspects, Australian retailers are far more likely to deliver important value to email recipients.
8. Key Takeaways
• Missing opportunities to grow your list
• Not capturing data/preferences to drive
relevance
• Many still fumbling the start of the relationship
• Likely driving customers away through increased
volume
• Not deploying the basics to keep them
• And that’s without doing anything cool..
26. Why Preference Centres?
• Demographics & interests
Data Capture • Up to date/changes
Subscriber • “My Email”
Empowerment • Better retention
Increased • Preferred frequency, lists
Relevance • Basis of personalisation, segmentation
27. Preference Centre Touch Points
Opt-in
Opt-out Welcome
Transactional Regular
Emails Emails
Web Site
28. No Data, No Relevance
Logical Personalisation?:
• Gender
• Marital status
• Age ranges on signup
• Wedding anniversary
• Significant other’s birth date
29. 4. Number of emails received during a
30-day period
30. Mixed News?
14% send NO
Emails 31% are mailing
5+/month
(20% less than
US)
9.5% are mailing
21+/month
(6.5% more than
US)
31. 30 Emails in 30 Days
Monday Madness /
Sale / Bonanza / Megasale / Markdown Madness etc
32. What’s the Potential Impact of Over Mailing?
5 times 12 times
per month per
month
Revenue – Churn – Reputation….
33. Retailer – Increased Frequency
Unsubscribes and spam complaints went through the roof
35. Start With A Good Welcome Program
• Text • HTML
• Single email • 2-part email series
• IT Generated • Marketing generated
• No marketing messaging • Promotions, education
75% increase in conversions
47. Staples – Really Good, But Not Perfect
Missing:
- Frequency Option
- RSS or catalog option
- Contact info.
48. So What’s It All Mean?
• Look for competitor weak spots
• Evaluate current practices
– Potential impact
– Resources required
• Act on best opportunities first
• Test everything
49. Resources
• White Paper
– Aust Retailers Study
• Resource Centre
– White papers
– Webinars
– Blogs
– Case studies
– Newsle:ers
– h:p://www.silverpop.com/markeBng‐resources/index.html
50. Q & A / Reminders & Contacts
Jeff Clark - jclark@engagedigitial.com.au
www.silverpop.com
Twitter: @Silverpop
www.slideshare.net/silverpop
Complimentary Email Program Audits (5 key insights)
Jeremy Heap – 02 8019 7064
jheap@engagedigital.com.au
51. Thank You
Don’t Forget – 6-9th July
See Silverpop at the Exhibition and Speak in the Conference