2011 Top 500 Retailers Study: Benchmarks and Tactics for Better Marketing
Online marketing continues to evolve in exciting ways for both retailers and customers, with new communication channels emerging at a rapid rate. Retailers looking to thrive in this changing marketplace recognize email’s sophistication and its power to engage customers. Silverpop’s Top 500 Retailers Study examines benchmarks, trends and tactics for better marketing, including:
Location of opt-in links on the home page and prominence of opt-in throughout website
The use of personalized subject lines, sales and discount incentives
Cart abandonment campaigns and how incentives were used within the messages
The use of preference centers, especially after a recipient clicks “unsubscribe”
