Silverpop Study 2007 Retail Email

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Information about Silverpop Study 2007 Retail Email

Published on December 10, 2007

Author: catdii

Source: slideshare.net

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"Email Marketing Retail Study" di Silverpop, che recensisce le email di 175 imprese.

2007 RETAIL EMAIL MARKETING STUDY PrePared by SilverPoP www.silverpop.com

YOur PArTner FOr emAIL mArkeTIng SuCCeSS STUDY 2007 reTail eMail MarKeTiNG STUdy iNTrodUCTioN A lack of any substantial data on the email marketing practices of retailers first prompted Silverpop to undertake its groundbreaking review of retail email in 2005. Silverpop revisits the practices of online marketers in its “2007 Retail Email Marketing Study.” In addition to examining 100 of the top U.S. online retailers, this latest report also focuses on 50 top U.K. online retailers. Email marketing is making strides in the United Kingdom as well as in the United States, and both sets of marketers can benefit by taking a look at how retailers have changed their approaches in the last two years and by comparing their own practices to those of their colleagues both at home and abroad. MeTHodoloGy To conduct the “2007 Retail Email Marketing Study,” Silverpop studied the email marketing practices of 150 top online U.S. and U.K. retailers. (A full list of companies reviewed can be found in the Appendix.) Researchers visited each company’s Web site and registered a new email account. They studied any confirmation and marketing messages that arrived, and examined each company’s opt-out processes. The study was carried out from a recipient’s point of view, and the results are a comparison of recipient-observable practices. The Silverpop “2007 Retail Email Marketing Study” defines three major areas: I. registration Practices–Examines how marketers attract new subscribers to their email programs at their Web sites, and how they manage the registration process from the moment someone indicates interest through subscription completion and confirmation. II. email Creative–Reviews the marketing messages companies send and compares various aspects such as message design, offers and personalization. III. Opt-out Practices–How retailers manage the opt-out process from the moment subscribers make a request to when they are removed from the list. eXeCUTive SUMMary Email marketing continues to grow in importance. Despite concerns over an ever-present wave of spam, both email senders and recipients are more enthusiastic about the channel than ever. According to Forrester Research, 97 percent of consumers and 94 percent of marketers use email. Customers that connect to retailers through email spend more online than their non-email counterparts, buy on impulse in response to email pro- motions and are more likely to tell others about the email promotions they have received.1 Clearly, maximizing the effectiveness of email campaigns can have a solid impact on a company’s sales goals. Customers who subscribe to email messages are a desired group, with incomes on average $7,500 higher than those who don’t subscribe.2 The findings from Silverpop’s “2007 Retail Email Marketing Study” enables marketers to evaluate their own programs and identify best practices. Key findings from the study include the following: I. registration Practices: • Overall, more companies are working harder to grow their email address lists. In 2005, 75 percent of companies offered email sign-ups on their home pages, but in 2007 that number jumped to 80 percent. • Unfortunately, U.K. marketers are probably missing out on generating as many opt-ins as they could. Thirty-five percent of U.K. retailers buried registration information within the Web site, compared to just 14 percent of U.S. retailers. • A growing number of companies provided a reason why a Web site visitor should offer up an email address. In 2005, three out of four compa- nies offered incentives such as sales information, prizes, news, etc. That number jumped to 92 percent in 2007. • Fifty-eight percent of U.S. retailers who stated a value proposition offered notices of sales and promotions, versus 33 percent of U.K. retailers, who were more likely to offer newsletters. • Slightly more companies give subscribers more choices than they did two years ago. In 2005, 22 percent of companies offered multiple sub- scription choices compared to 27 percent in 2007. 1 www.silverpop.com 1-866-SILVPOP (745-8767) © 2007 Copyright Silverpop. All rights reserved. The Silverpop logo is a registered trademark of Silverpop Systems Inc.

YOur PArTner FOr emAIL mArkeTIng SuCCeSS STUDY II. email Content and Creative: • The growing concerns surrounding renderability have prompted more companies to include links in their marketing emails to view the mes- sage in a browser window. In 2005, 59 percent of the email reviewed by Silverpop included such links compared to 78 percent in 2007. • U.K. marketers need to do a better job at delivering image-rich messages to subscribers. Only 45 percent of U.K. companies included browser links in promotional emails. • Whereas two years ago the postcard-style format was the most popular among retail emailers, in 2007 the styles are more varied. Overall, 30 percent used a letter or newsletter format to communicate to customers and prospects; 26 percent used the postcard style, and 19 percent of the emails featured a single pane of text and art at the top with rows or columns beneath. • While the formatting of the emails changed, incentives to purchase have remained largely the same. When incentives are offered, a percent- age off price is most often given, followed by free or discounted shipping. III. Opt-out Practices: • Most companies (73 percent) send email recipients wishing to opt out to a Web form. New in 2007 is the increased number of companies offering pre-populated forms–59 percent in 2007 compared to just 30 percent in 2005. • While companies made it easier to opt-out with pre-populated Web forms, they also gave more reasons for registrants to stick around. One- third of opt-out links led to a preference center, allowing recipients to change their subscription options. Just 12 percent of opt-out links in 2005 led to preference centers. • Surprisingly, overall opts-outs seem to be taking longer than they did two years ago. In 2005, eight out of 10 companies provided instant opt- outs. In this most recent study, seven out of 10 did. Observing email marketing practices from the recipient perspective provides valuable insight for marketers wishing to deliver a user-friendly experi- ence. The findings from Silverpop’s “2007 Retail Email Marketing Study” can provide marketers with industry benchmarks upon which to evaluate their own programs. i. reGiSTraTioN PraCTiCeS The steps marketers take to encourage Web site visitors to sign up for emails and the messages sent confirming each new subscription are arguably the most important interactions companies have with their email customers. There exists a unique opportunity at the outset of an email relationship to demonstrate value and a sincere desire to fulfill subscriber needs, thereby distinguishing your program from those of competitors. Marketers who carefully cultivate their email marketing programs and treat email subscribers with respect stand to reap huge rewards. According to an October 2006 economic-impact study published by the Direct Marketing Association, email marketing returned an astonishing $57.25 for every dollar spent.3 The same study found that the return-on-investment for non-email-related online marketing was $22.52, or less than half. But email marketing works, and more companies are pulling together the resources to capitalize on this cost-effective and highly efficient marketing channel. More than 80 percent of business-to-consumer email marketers surveyed by the independent research firm MarketingSherpa in Novem- ber 2006 said the impact of email is increasing, and those same companies have increased their email marketing budgets nearly 25 percent on average from 2006 to 2007.4 When considering registration practices, Silverpop’s study focuses on the three major steps in the on-site email registration process: • motivating Subscribers. How do retailers encourage Web site visitors to sign up for their catalogs, newsletters and sales promotions? • exchanging Information. What customer data do retailers gather at opt-in, and what do they provide in return? • Confirming new email relationships. What are marketers saying and doing in that first crucial communication with new email subscribers? Motivating Subscribers Where retailers Place the Call-to-Action Since the “2005 Retail Email Marketing Study,” a notably higher percentage of U.S. marketers are including registration requests on their Web site’s home page. More than half of U.S. (57 percent) and U.K. (53 percent) retailers studied featured prominent subscription requests on the home page. A smaller percentage (29 percent of U.S. and 12 percent of U.K. marketers) featured subscription requests less prominently on the home page, making 2 www.silverpop.com 1-866-SILVPOP (745-8767) © 2007 Copyright Silverpop. All rights reserved. The Silverpop logo is a registered trademark of Silverpop Systems Inc.

YOur PArTner FOr emAIL mArkeTIng SuCCeSS STUDY Figure 1: Location and Prominence of Opt-In Requests visitors hunt for them. Interestingly, 35 percent of U.K. marketers and 14 percent of U.S. marketers buried their opt-in off-page, such as behind a catalog 20% Off page request or log-in prompt. (See Figure 1) Total 24% Secondary 56% Primary 35% U.K. Best Practice Tip: Not only should marketers 12% 53% liberally sprinkle prominent email invitations throughout their Web site, they should always 14% U.S. 29% promote their email programs above the 57% fold on the home page. Forrester Research 0% 10% 20% 30% 40% 50% 60% recommends that marketers place an email capture in a navigation bar throughout the Web site.5 What retailers Offer Nearly every retailer studied–90 percent of U.S. and Figure 2: Opt-in Incentives: U.S. vs. U.K. 95 percent of U.K. marketers–offered a value propo- sition in exchange for an email subscription. Of those, 4% 53 percent of U.S. and 29 percent of U.K. marketers Prize 4% offered announcements of sales and promotions. (See 15% U.K. Catalog or other direct mail 29% Figure 2) Interestingly, news appeared to be emerging 44% Insider information as an incentive for consumers to register to receive 4% Sales and promotions emails. Twenty-six percent of U.S. and 44 percent of 2% U.K. retailers offered newsletters. And, the percentage News 5% of U.S. retailers who offered newsletters as an incen- 5% U.S. None 53% tive to register more than doubled from the previous 26% Silverpop study. (See Figure 3) 9% 0% 10% 20% 30% 40% 50% 60% Best Practices Tip: Successful communi- Figure 3: Opt-in Incentives cation is the art of conveying emotion, and perhaps the growing appeal of newsletters in retail email marketing is their storytelling 2% Prize aspect. Marketers who examine and test the 5% 8% wording of their opt-in requests, forms, pref- 2007 Catalog or other direct mail 8% erences and even their service agreement 31% None language may uncover myriad opportunities 46% Insider information to dump stale, empty phrases in favor of 2% short, evocative sentences that enable people News 12% 25% 2005 to feel as well as to know. By assiduously Sales and promotions 2% speaking in terms of customer benefit, even 14% the smallest details become opportunities 45% to elicit emotion rather than merely convey 0% 10% 20% 30% 40% 50% information. As marketers increasingly use newsletters in their retail efforts, however, they must be careful to provide actual news and not thinly disguised advertisements in newsletter format. Silverpop’s “2005 Retail Email Marketing Study” found a sizable number of companies that purported to offer newsletters but actually only sent advertisements dressed up as newsletters. This practice can backfire on marketers as subscribers, exceedingly sensitive to unwanted advertising, feel misled and walk away. 3 www.silverpop.com 1-866-SILVPOP (745-8767) © 2007 Copyright Silverpop. All rights reserved. The Silverpop logo is a registered trademark of Silverpop Systems Inc.

YOur PArTner FOr emAIL mArkeTIng SuCCeSS STUDY exchanging information Once marketers motivate a Web site visitor to click onto an email opt-in form, they must capture the right balance of information in order to initiate an email relationship. They may do this by collecting personal or demographic information in order to send highly personalized messages, or by offering preferences that allow a subscriber to select only those communications he or she wishes to receive. Some marketers may ask only for an email address to make the sign-up process quick and painless, and collect additional information in email preference centers, through surveys or by using Web-site behavior such as page views and purchases to target and trigger relevant communications. Amount of Data requested Figure 4: Registration Data Requested The Silverpop Retail Email Marketing Studies divide the amount of data retailers request during registration into 61% three categories: 2007 29% 10% • email Address Only. 37% Email address only • Short Profile. Four to five lines that usually attempt to 2005 39% Short profile record a user’s postal address in addition to an email 24% address. Extensive profile 53% U.K. • extensive Profile. More than five lines that attempt 33% 14% to record more extensive information such as tele- 64% phone numbers, personal interests and demographic U.S. 27% information. 9% 0% 10% 20% 30% 40% 50% 60% 70% Depending on the requirements of their programs, market- ers should ask only for the bare minimum needed in order Figure 5: Subscription Options to begin sending relevant communications. In order to maximize email list growth, more companies are asking for 6% only an email address. In 2007, 61 percent of companies >5 2007 21% reviewed required only an email address compared to 37 73% 2 to 5 percent in 2005. U.S. retailers were more likely to seek 3% 1 2005 only an email address than were U.K. marketers. (See 19% 78% Figure 4) 0% 10% 20% 30% 40% 50% 60% 70% 80% Subscription Options Example A: Subscriber Options The overwhelming majority of companies give subscrib- ers only one email messaging option (i.e., a newsletter or sales alert), and only a few offered more than five choices. All-in-all U.S. retailers are offering fewer selections than they were in the 2005 Silverpop study. While marketers never want to overwhelm subscribers with too many choices, providing a variety of messages to choose from is an excellent way to engage a wider range of recipients. Marketers without a mechanism for giving customers a choice of the kind of information they wish to receive are forced to accommodate the broadest possible range of interests in a single email, which may lead to everybody being slightly pleased, but nobody being completely pleased. Targeting different subscribers with the material they select not only enhances response and ROI, it can reduce opt-outs and preserve list size, since recipients can opt-out of selected communications instead of having to opt-out from all of a marketer’s emails. 4 www.silverpop.com 1-866-SILVPOP (745-8767) © 2007 Copyright Silverpop. All rights reserved. The Silverpop logo is a registered trademark of Silverpop Systems Inc.

YOur PArTner FOr emAIL mArkeTIng SuCCeSS STUDY Confirming New email relationships People who ask to receive a company’s emails are highly engaged with the company at that moment. Best Practice Tip: Let Web site Marketers can use this time to cement the relationship by sending a confirmation message right away. visitors who register to receive your Not only does a confirmation message serve to inform a subscriber’s been added to the email list, it emails know that you will be sending provides an opportunity to unsubscribe if the person has been added in error. them a confirmation message, even if they don’t need to respond to the The Silverpop “2007 Retail Email Marketing Study” found that nearly three out of four (73 percent) email. That encourages recipients to marketers sent emails to new subscribers to confirm their registrations, compared to just 43 percent look for it in case it winds up in the in 2005. However, even though more marketers sent confirmations, only 17 percent of U.S and 35 junk folder. percent of U.K. marketers let users know in advance to expect such a message. Branding in Confirmation messages Because they arrive at a time when recipients are most engaged with the brand, confirmation messages present a great opportunity for marketers. One way to reinforce a positive brand impression is to use a company or brand name in the subject line of the confirmation message. Example B: Branded Confirmation Message with Incentive to Buy Best Practice Tip: Immediately make the effort to bond with a new email registrant. Rather than just send a generic, text based confirmation message, send an HTML message that includes strong branding and incentives to buy. Compared to the Silverpop 2005 study, where 76 percent of market- ers placed their company or brand name in the email subject line, retailers in 2007 appear to have fallen back slightly. Only 66 percent of U.S. retailers and 56 percent of U.K. retailers used their company or brand name in the subject line of their confirmation message. Most retailers promote products or services in their confirmation messages. However, U.K. retailers are considerably more restrained than U.S. retailers. The “2007 Retail Email Marketing Study” found that three out of four U.S. marketers sent a confirmation message that also showcased offers for products and/or services or displayed shopping links, but less than half of U.K. marketers did. Personalization The simplest form of personalization–calling someone by name in the subject Figure 6: Personalized Confirmation Messages line–has been shown to boost open rates by 2 percent over using their name in the message alone. And, personalizing both the subject line and message with a 2007 46% recipient’s name has been shown to boost open rates nearly 6 percent over an email with no personalization at all.6 2005 25% U.K. Yet, virtually no company that sent a confirmation message in the “2007 Retail 60% Email Marketing Study” personalized the subject line with the recipient’s name. U.S. 42% However, 42 percent of U.S. marketers and 60 percent of U.K. marketers did 0% 10% 20% 30% 40% 50% 60% personalize the confirmation message itself, compared to just 25 percent of U.S. marketers who did so in the 2005. (See Figure 6) White List requests Being added to a recipient’s address book helps ensure delivery. Yet in 2005, only 22 percent of retailers made such a request. U.S. marketers, at least, have embraced white listing. In the “2007 Retail Email Marketing Study,” 60 percent of those who sent registration confirmations asked recipients to add them to their white lists. However, only 12 percent of U.K. marketers who sent confirmations did so. 5 www.silverpop.com 1-866-SILVPOP (745-8767) © 2007 Copyright Silverpop. All rights reserved. The Silverpop logo is a registered trademark of Silverpop Systems Inc.

YOur PArTner FOr emAIL mArkeTIng SuCCeSS STUDY ii. eMail CreaTive Best Practice Tip: As with most relationships, email As with other forms of marketing, persuasion is still a key element to success in email relationships begin best with a name. But more campaigns. Successful emails combine compelling calls to action, rich, eye-catching marketers need to take personalization seriously. imagery and appropriate timing to reach consumers when they are most likely ready Personalization has been proven to work. Jupiter- to buy. First, of course, a message must be opened. Research found marketers that employ personaliza- tion in email campaigns are 40 percent more likely Branding and Personalization to have average conversion rates of more than 3 While the “From” address is critical to spur more opens, including the company or percent compared to those who don’t personalize product name can go a long way to boost rates as well. JupiterResearch found that 35 messages.8 percent of email subscribers open messages because of subject line content.7 Yet fewer companies are bothering to include branding in the subject line. In 2005, 51 percent of companies included a brand, company or product name in the subject line. In 2007, 41 percent did. As was the case two years ago, more companies use their own name rather than those of recipients, although the practice of personalizing email is improving. In 2005, only 5 percent of promotional email messages reviewed by Silverpop included personalization. In 2007, the number increased to 31 percent. Incentives to Buy Figure 7: Featured Offers According to JupiterResearch, 67 percent of consumers find a sale price to be a compelling motivation, and 55 percent are enticed by Discounted shipping 1% free shipping.9 Silverpop found that when retailers offer a reason to buy, it’s most likely a savings of some kind. Only 28 percent of the Gift 3% messages had no compelling reason to make a purchase, a number Dollar off 7% not much changed from 2005, when 27 percent offered no incentive. There was little difference in featured offers between U.S. and U.K. Free Shipping 9% companies. (See Figure 7) Multiple offerings 12% email Images Other Because it’s estimated that recipients skim the average email in 16% less than three seconds, it’s important to send visually stimulating Percentage off 24% promotional messages in order to grab attention and keep it. Creative None elements must make an impact and make it fast. 28% 0% 10% 20% 30% But the increasing use of email clients that block images by default makes it difficult to get pretty pictures to prospective customers. A best practice is to offer a link in the email to view the message in a separate browser window so the images will display properly, and more companies are doing just that. In 2005 only 41 percent of the emails studied offered a click-to-view link; that number rose to 71 percent in 2007. Figure 8: Layout Formats email Formats The issue of renderability and image blocking has had 12% an impact on layout styles of retail emails as well. In Mixed rows and columns 13% 2005, the single pane design similar to a postcard 2007 Varied cell size 19% was a favorite, with 43 percent of the companies us- 26% Single pane - rows 30% ing that format. To avoid sending messages that look and columns below like nothing more than a big blank box when images 24% Postcard 2% are blocked, marketers are now using a wider variety 2005 17% of layout styles, with the letter/newsletter format Letter/Newsletter 44% slightly surpassing the postcard style in usage. (See 13% Figure 8) 0% 10% 20% 30% 40% 50% 6 www.silverpop.com 1-866-SILVPOP (745-8767) © 2007 Copyright Silverpop. All rights reserved. The Silverpop logo is a registered trademark of Silverpop Systems Inc.

YOur PArTner FOr emAIL mArkeTIng SuCCeSS STUDY Example C: Newsletter Format Example D: Postcard Format Example E: Single Pane--Rows or Columns Below Example F: Mixed Rows and Columns Example G: Varied Cell Size 7 www.silverpop.com 1-866-SILVPOP (745-8767) © 2007 Copyright Silverpop. All rights reserved. The Silverpop logo is a registered trademark of Silverpop Systems Inc.

YOur PArTner FOr emAIL mArkeTIng SuCCeSS STUDY Forward-to-a-Friend Link Example H: Prominent Forward-to-a-Friend Link Word-of-mouth is often a company’s most powerful market- ing tool, and email marketing makes it tremendously easy for satisfied customers to let their friends and family know about companies, products and services they like. The forward-to-a- friend viral potential of email has proven to be very successful for a wide range of companies. Yet retailers, especially those in the United Kingdom, fail to take advantage of this opportunity to expand their customer base. Only 14 percent of promotional messages from U.K. companies included a forward link, while 44 percent from the U.S. did. iii. oPT-oUT PraCTiCeS Figure 9: Types of Opt-outs On the surface, opt-out seems like a simple process. How- ever, if that’s all a company is doing–removing addresses from lists–its opt-out program should be re-evaluated. 73% Web form More can be done than just allowing customers to walk out 69% Off page the online door. 14% Secondary One click 17% Despite the fact that marketers hate to lose contact with 12% Reply based potential customers, few work aggressively to hang on to 14% those considering leaving the fold. 0% 20% 40% 60% 80% There are three basic ways to handle opt-outs. Following is a description of each: Example I: Opt-out Preference Center • reply-based. The message instructs the user to reply to an email with the word “unsubscribe” or “remove” in the subject line or message body. • Single click opt-out. The user clicks on a single link within a message and is immediately opted-out. A Web page pops up to confirm the opt-out. • Web-based form. The user clicks on a link in the message and is taken directly to a Web page. When choosing an opt-out system, there’s a fine balancing act between ensuring the right address is removed and angering the recipient with a multiple-step opt-out process. Silver- pop found in its “2007 Retail Email Marketing Study” that little has changed in the type of opt-out mechanisms used. (See Figure 9) New in 2007, marketers are making it easier to opt-out by sending users to a Web form that’s pre-populated with appropriate data. Of those with Web-based opt-outs, just 30 percent included pre-filled forms in 2005, compared to 59 percent in 2007. Preference Centers While you should never put obstacles between your customers and an easy opt-out process, it’s beneficial both for the sender and recipient to offer options. Since 2005, more companies take recipients to a preference center, allowing them to change their subscrip- tion options rather than simply opt-out. Two years ago, only 12 percent of companies gave customers the chance to change their preferences rather than simply opting-out. In 2007, that number increased to 32 percent. (See Example I) Time to Handle Opt-outs Ultimately, the handling of opt-out requests must be done quickly and efficiently. To do 8 www.silverpop.com 1-866-SILVPOP (745-8767) © 2007 Copyright Silverpop. All rights reserved. The Silverpop logo is a registered trademark of Silverpop Systems Inc.

YOur PArTner FOr emAIL mArkeTIng SuCCeSS STUDY Figure 10: Time for Opt-outs to Take Effect otherwise risks damaging a company’s reputation and the good will of its customers. While most companies never sent another email after the opt-out was submitted, 30 percent continued to send messages 6% >10 for several days. Seven percent of U.S. companies even continued to 4% 2007 send messages past the 10-day CAN-SPAM cutoff. 6 to 10 19% 71% 1 to 5 8% CoNClUSioNS 0 4% 2005 6% Silverpop’s “2007 Retail Email Marketing Study” reveals that U.S. 82% retail email marketers have made significant strides in best practices 0% 20% 40% 60% 80% 100% in the last two years. But to truly achieve engagement with customers in increasingly crowded inboxes, both U.S. and U.K. marketers need to take their email campaigns to a higher level. Tailoring messages to meet the needs of a targeted audience requires segmenting mailing lists and testing various offers, formats and timing. To continue making inroads into email marketing best practices, marketers should: • Place opt-in requests prominently on the home page • Provide strong incentives to register • Send personalized confirmation messages • Ask to be white listed • Always include a browser view link • Rely less on postcard-style formats • Consider including a Forward-to-a-Friend link • Give recipients considering opting out a reason to stay by sending them to a preference center These tactics help marketers take full advantage of email’s unique ability to engage in a truly win-win communications program. Implementing them will take your email program to the next level. FooTNoTeS: FiGUreS: eXaMPleS: 1. “Email Marketing Comes of Age,” 1. Location and Prominence of Opt-in A. Subscriber Options Forrester Research, March 2007 Requests B. Branded Confirmation Message with 2. “Growing Your Retail E-mail List,” For- 2. Opt-in Incentives: U.S. vs. U.K. Incentive to Buy rester Research, August 2004 3. Opt-in Incentives C. Newsletter Format 3. “Power of Direct,” Direct Marketing 4. Registration Data Requested D. Postcard Format Association, October 2006 5. Subscription Options E. Single Pane – Rows or Columns 4. “Email Marketing Benchmark Guide 6. Personalized Confirmation Messages Below 2007,” MarketingSherpa, January 7. Featured Offers F. Mixed Rows and Columns 2007 8. Layout Formats G. Varied Cell Size 5. “The Best and Worst of Email Market- 9. Types of Opt-outs H. Prominent Forward-to-a-Friend Link ing In 2006,” Forrester Research, 10. Time for Opt-outs to Take Effect I. Opt-out Preference Center December 2006 6. “Email Metrics Report,” MailerMailer, July 2006 7. “Effective E-Mail Marketing,” Jupiter- Research, Volume 3, 2004 8. “E-mail Marketing Content Best Prac- tices,” JupiterResearch, November 2005 9. “The ROI of Email Relevance,” Jupi- terResearch, Vol. 1, 2005 9 www.silverpop.com 1-866-SILVPOP (745-8767) © 2007 Copyright Silverpop. All rights reserved. The Silverpop logo is a registered trademark of Silverpop Systems Inc.

YOur PArTner FOr emAIL mArkeTIng SuCCeSS STUDY aPPeNdiX: Companies Studied U.S. Companies American girl Fabulous Furs In the Swim/Cortz, Inc. nFL Anthropologie Famous Smoke Shop Indiana Botanic gardens nike, Inc. Appleseed’s Fire mountain gems J&P Cycles nordstrom Allied electronics Footlocker.com/eastbay J. Crew Office Depot AllState Legal ForplayCatalog.com JC Penney Direct Patagonia Bass Pro Shops Frederick’s of Hollywood L.L. Bean, Inc. PetSmart Brookstone galeton gloves Lab Safety Supply, Inc. restoration Hardware Burger’s Ozark Country Hams garden Botanika Labelmaster rugs Direct Cabela’s, Inc. Ventures Lakeshore Learning materials Sears roebuck & Co. California Car Cover Co. go Ahead Vacations Lands’ end Sephora Camping World, Inc. godiva Chocolatier Learning resources Skymall, Inc. Cash’s of Ireland golfsmith Lehman’s Hardware Smithsonian Catalogue Caswell-massey Company, Ltd. gopher Sport Lenox Collections Swanson Health Products Charley’s greenhouse & garden griot’s garage Inc. Lorman education Services Talbots Cigars International H 2 O Plus martha Stewart The Home Depot Coldwater Creek Harley-Davidson motor mauna Loa macadamia The metropolitan museum of CompuSA Company mediBadge, Inc. Art Cornerstone Brands Harrington’s of Vermont miller Brewing Company The Popcorn Factory International Harry and David motoSport Outlet Things remembered, Inc. Creative Irish gifts Inc. Hat World, Inc. mrs. Fields TravelSmith Cutco Cutlery Hershey Direct musician’s Friend urban Outfitters Direct Cutter & Buck Hewlett-Packard Company nasco International Venus Swimwear Inc. Drs. Foster & Smith Hicktory Farms Inc. national geographic Williams-Sonoma Duluth Trading Company Highlights for Children Inc. naturalizer World’s Finest Chocolate Inc. Dutch gardens Home Shopping network neiman marcus Direct Yankee Candle Company eddie Bauer Home Honey Baked Ham Company newark InOne U.K. Companies Amazon uk Dell emeA marks & Spencer Tesco Amazon.com easyJeT.com myTravel uk Tesco Direct Apple Computer ebookers.com next The Orange Shop Apple itunes expedis O2 Shop Thomas Cook Argos First Choice Packard Bell uk Thomson Holidays ASDA Flybe.com Play.com Thomson Holidays Destinations B&Q HmV.co.uk PX World e-Commerce thomsonfly.com bmibaby.com HP QVCuk Ticketmaster uk British Airways InterContinental Hotels group ryanAir Toys r us uk Carphone Warehouse Jet2 Screwfix Direct Travelodge uk Comet uk John Lewis Stores Superbreak Woolworths uk Currys lastminute.com Symantec Store Debenhams Littlewoods Online TalkTalk For more information about Silverpop’s email marketing products and services, please contact us at: 866-SILVPOP (745-8767) or info@silverpop.com Visit us at www.silverpop.com 10 www.silverpop.com 1-866-SILVPOP (745-8767) © 2007 Copyright Silverpop. All rights reserved. The Silverpop logo is a registered trademark of Silverpop Systems Inc.

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