Silverpop Study 2007 Retail Email

2007 RETAIL EMAIL MARKETING STUDY

PrePared by SilverPoPwww.silverpop.com

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.

STUDYYOur PArTner FOr emAIL mArkeTIng SuCCeSS

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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,morecompaniesareworkinghardertogrowtheiremailaddresslists.In2005,75percentofcompaniesofferedemailsign-upson

their home pages, but in 2007 that number jumped to 80 percent. • Unfortunately,U.K.marketersareprobablymissingoutongeneratingasmanyopt-insastheycould.Thirty-fivepercentofU.K.retailersburied

registration information within the Web site, compared to just 14 percent of U.S. retailers. • AgrowingnumberofcompaniesprovidedareasonwhyaWebsitevisitorshouldofferupanemailaddress.In2005,threeoutoffourcompa-

nies offered incentives such as sales information, prizes, news, etc. That number jumped to 92 percent in 2007. • Fifty-eightpercentofU.S.retailerswhostatedavaluepropositionofferednoticesofsalesandpromotions,versus33percentofU.K.retailers,

who were more likely to offer newsletters. • Slightlymorecompaniesgivesubscribersmorechoicesthantheydidtwoyearsago.In2005,22percentofcompaniesofferedmultiplesub-

scription choices compared to 27 percent in 2007.



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II. email Content and Creative:• Thegrowingconcernssurroundingrenderabilityhavepromptedmorecompaniestoincludelinksintheirmarketingemailstoviewthemes-

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.marketersneedtodoabetterjobatdeliveringimage-richmessagestosubscribers.Only45percentofU.K.companiesincludedbrowser

links in promotional emails. •Whereastwoyearsagothepostcard-styleformatwasthemostpopularamongretailemailers,in2007thestylesaremorevaried.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.

•Whiletheformattingoftheemailschanged,incentivestopurchasehaveremainedlargelythesame.Whenincentivesareoffered,apercent-age off price is most often given, followed by free or discounted shipping.

III. Opt-out Practices:• Mostcompanies(73percent)sendemailrecipientswishingtooptouttoaWebform.Newin2007istheincreasednumberofcompaniesofferingpre-populatedforms–59percentin2007comparedtojust30percentin2005.

• Whilecompaniesmadeiteasiertoopt-outwithpre-populatedWebforms,theyalsogavemorereasonsforregistrantstostickaround.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,overallopts-outsseemtobetakinglongerthantheydidtwoyearsago.In2005,eightoutof10companiesprovidedinstantopt-outs. In this most recent study, seven out of 10 did.

Observingemailmarketingpracticesfromtherecipientperspectiveprovidesvaluableinsightformarketerswishingtodeliverauser-friendlyexperi-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 toanOctober2006economic-impactstudypublishedbytheDirectMarketingAssociation,emailmarketingreturnedanastonishing$57.25forevery 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.Morethan80percentofbusiness-to-consumeremailmarketerssurveyedbytheindependentresearchfirmMarketingSherpainNovem-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-ActionSince 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.

MorethanhalfofU.S.(57percent)andU.K.(53percent)retailersstudiedfeaturedprominentsubscriptionrequestsonthehomepage.Asmallerpercentage (29 percent of U.S. and 12 percent of U.K. marketers) featured subscription requests less prominently on the home page, making



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visitorshuntforthem.Interestingly,35percentofU.K. marketers and 14 percent of U.S. marketers buried their opt-in off-page, such as behind a catalog request or log-in prompt. (See Figure 1)

What retailers OfferNearlyeveryretailerstudied–90percentofU.S.and95 percent of U.K. marketers–offered a value propo-sitioninexchangeforanemailsubscription.Ofthose,53percentofU.S.and29percentofU.K.marketersoffered announcements of sales and promotions. (See Figure 2) Interestingly, news appeared to be emerging as an incentive for consumers to register to receive emails. Twenty-six percent of U.S. and 44 percent of U.K. retailers offered newsletters. And, the percentage of U.S. retailers who offered newsletters as an incen-tive to register more than doubled from the previous Silverpopstudy.(SeeFigure3)

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.

Best Practice Tip:Notonlyshouldmarketersliberally sprinkle prominent email invitations throughout their Web site, they should always promote their email programs above the fold on the home page. Forrester Research recommends that marketers place an email capture in a navigation bar throughout the Web site.5

Best Practices Tip: Successful communi-cation is the art of conveying emotion, and perhaps the growing appeal of newsletters in retail email marketing is their storytelling aspect. Marketers who examine and test the wording of their opt-in requests, forms, pref-erences and even their service agreement language may uncover myriad opportunities to dump stale, empty phrases in favor of short, evocative sentences that enable people to feel as well as to know. By assiduously speaking in terms of customer benefit, even the smallest details become opportunities to elicit emotion rather than merely convey information.

U.S. 29%

14%

57%

U.K. 12%

35%

53%

Total 24%

20%

56%

0% 10% 20% 30% 40% 50% 60%

Primary

Off page

Secondary

U.K.

U.S.

9%

26%

53%

5%

2%

5%

4%

44%

29%

4%

4%

15%

0% 10% 20% 30% 40% 50% 60%

News

None

Sales and promotions

Insider information

Prize

Catalog or other direct mail

2007

2005

45%

14%

2%

12%

2%

25%

46%

31%

8%

5%

2%

8%

0% 10% 20% 30% 40% 50%

News

Sales and promotions

Insider information

None

Prize

Catalog or other direct mail

Figure 1: Location and Prominence of Opt-In Requests

Figure 2: Opt-in Incentives: U.S. vs. U.K.

Figure 3: Opt-in Incentives



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exchanging information

OncemarketersmotivateaWebsitevisitortoclickontoanemailopt-inform,theymustcapturetherightbalanceofinformationinordertoinitiatean 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 requestedThe Silverpop Retail Email Marketing Studies divide the amount of data retailers request during registration into three categories:

• email Address Only.• Short Profile. Four to five lines that usually attempt to

record a user’s postal address in addition to an email address.

• extensive Profile. More than five lines that attempt to record more extensive information such as tele-phone numbers, personal interests and demographic information.

Depending on the requirements of their programs, market-ers should ask only for the bare minimum needed in order to begin sending relevant communications. In order to maximize email list growth, more companies are asking for only an email address. In 2007, 61 percent of companies reviewedrequiredonlyanemailaddresscomparedto37percent in 2005. U.S. retailers were more likely to seek only an email address than were U.K. marketers. (See Figure 4)

Subscription OptionsThe 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,itcanreduceopt-outsandpreservelistsize,sincerecipients can opt-out of selected communications instead of having to opt-out from all of a marketer’s emails.

U.S. 27%

64%

9%

U.K. 33%

53%

14%

2005 39%

37%

2007 29%

61%

24%

10%

0% 10% 20% 30% 40% 50% 60% 70%

Extensive profile

Email address only

Short profile

2005 19%

3%

2007 21%

6%

78%

73%

0% 10% 20% 30% 40% 50% 60% 70% 80%

1

>5

2 to 5

Figure 4: Registration Data Requested

Figure 5: Subscription Options

Example A: Subscriber Options



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Confirming New email relationships

People who ask to receive a company’s emails are highly engaged with the company at that moment. Marketers can use this time to cement the relationship by sending a confirmation message right away. Notonlydoesaconfirmationmessageservetoinformasubscriber’sbeenaddedtotheemaillist,itprovides an opportunity to unsubscribe if the person has been added in error.

TheSilverpop“2007RetailEmailMarketingStudy”foundthatnearlythreeoutoffour(73percent)marketerssentemailstonewsubscriberstoconfirmtheirregistrations,comparedtojust43percentin2005.However,eventhoughmoremarketerssentconfirmations,only17percentofU.Sand35percent of U.K. marketers let users know in advance to expect such a message.

Branding in Confirmation messagesBecause they arrive at a time when recipients are most engaged with the brand, confirmation messages present a great opportunity for marketers. Onewaytoreinforceapositivebrandimpressionistouseacompanyorbrandnameinthesubjectlineoftheconfirmationmessage.

Compared to the Silverpop 2005 study, where 76 percent of market-ers placed their company or brand name in the email subject line, retailersin2007appeartohavefallenbackslightly.Only66percentof 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.

PersonalizationThe simplest form of personalization–calling someone by name in the subject 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 recipient’s name has been shown to boost open rates nearly 6 percent over an email with no personalization at all.6

Yet, virtually no company that sent a confirmation message in the “2007 Retail Email Marketing Study” personalized the subject line with the recipient’s name. However, 42 percent of U.S. marketers and 60 percent of U.K. marketers did 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 requestsBeing 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.

Best Practice Tip: Let Web site visitors who register to receive your emails know that you will be sending them a confirmation message, even if they don’t need to respond to the email. That encourages recipients to look for it in case it winds up in the junk folder.

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.

Example B: Branded Confirmation Message with Incentive to Buy

2007

2005

U.K.

U.S.

46%

25%

60%

42%

0% 10% 20% 30% 40% 50% 60%

Figure 6: Personalized Confirmation Messages



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ii. eMail CreaTive

As with other forms of marketing, persuasion is still a key element to success in email campaigns. Successful emails combine compelling calls to action, rich, eye-catching imagery and appropriate timing to reach consumers when they are most likely ready to buy. First, of course, a message must be opened.

Branding and PersonalizationWhile the “From” address is critical to spur more opens, including the company or productnamecangoalongwaytoboostratesaswell.JupiterResearchfoundthat35percent 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 includedpersonalization.In2007,thenumberincreasedto31percent.

Incentives to Buy According to JupiterResearch, 67 percent of consumers find a sale price to be a compelling motivation, and 55 percent are enticed by free shipping.9 Silverpop found that when retailers offer a reason to buy,it’smostlikelyasavingsofsomekind.Only28percentofthemessages had no compelling reason to make a purchase, a number not much changed from 2005, when 27 percent offered no incentive. There was little difference in featured offers between U.S. and U.K. companies. (See Figure 7)

email ImagesBecause it’s estimated that recipients skim the average email in less than three seconds, it’s important to send visually stimulating promotional messages in order to grab attention and keep it. Creative elements must make an impact and make it fast.

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.

email FormatsThe issue of renderability and image blocking has had an impact on layout styles of retail emails as well. In 2005, the single pane design similar to a postcard wasafavorite,with43percentofthecompaniesus-ing that format. To avoid sending messages that look like nothing more than a big blank box when images are blocked, marketers are now using a wider variety of layout styles, with the letter/newsletter format slightly surpassing the postcard style in usage. (See Figure 8)

Best Practice Tip: As with most relationships, email relationships begin best with a name. But more marketers need to take personalization seriously. Personalization has been proven to work. Jupiter-Research found marketers that employ personaliza-tion in email campaigns are 40 percent more likely tohaveaverageconversionratesofmorethan3percent compared to those who don’t personalize messages.8

Multiple offerings

Free Shipping

Dollar off

Gift

Discounted shipping

Other

Percentage off

None

12%

9%

7%

3%

1%

16%

24%

28%

0% 10% 20% 30%

Figure 7: Featured Offers

2007

2005

13%

44%

2%

24%

17%

30%

26%

13%

12%

19%

0% 10% 20% 30% 40% 50%

Letter/Newsletter

Postcard

Single pane - rowsand columns below

Mixed rows and columns

Varied cell size

Figure 8: Layout Formats



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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



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Forward-to-a-Friend LinkWord-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 toexpandtheircustomerbase.Only14percentofpromotionalmessages from U.K. companies included a forward link, while 44 percent from the U.S. did.

iii. oPT-oUT PraCTiCeS

Onthesurface,opt-outseemslikeasimpleprocess.How-ever, if that’s all a company is doing–removing addresses from lists–its opt-out program should be re-evaluated. More can be done than just allowing customers to walk out the online door.

Despite the fact that marketers hate to lose contact with potential customers, few work aggressively to hang on to those considering leaving the fold.

There are three basic ways to handle opt-outs. Following is a description of each:

•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)

Newin2007,marketersaremakingiteasiertoopt-outbysendinguserstoaWebformthat’spre-populatedwithappropriatedata.OfthosewithWeb-basedopt-outs,just30percent included pre-filled forms in 2005, compared to 59 percent in 2007.

Preference CentersWhile 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, thatnumberincreasedto32percent.(SeeExampleI)

Time to Handle Opt-outsUltimately, the handling of opt-out requests must be done quickly and efficiently. To do

Example H: Prominent Forward-to-a-Friend Link

Example I: Opt-out Preference Center

Figure 9: Types of Opt-outs

Reply based14%

12%

One click17%

14%

Web form69%

73%

0% 20% 40% 60% 80%

Off page

Secondary



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otherwise risks damaging a company’s reputation and the good will of its customers. While most companies never sent another email after theopt-outwassubmitted,30percentcontinuedtosendmessagesfor several days. Seven percent of U.S. companies even continued to sendmessagespastthe10-dayCAN-SPAMcutoff.

CoNClUSioNS

Silverpop’s “2007 Retail Email Marketing Study” reveals that U.S. retail email marketers have made significant strides in best practices 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:

• Placeopt-inrequestsprominentlyonthehomepage• Providestrongincentivestoregister• Sendpersonalizedconfirmationmessages• Asktobewhitelisted• Alwaysincludeabrowserviewlink• Relylessonpostcard-styleformats• ConsiderincludingaForward-to-a-Friendlink• Giverecipientsconsideringoptingoutareasontostaybysendingthemtoapreferencecenter

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.

2007

2005

82%

4%

8%

6%

71%

4%

6%

19%

0% 20% 40% 60% 80% 100%

0

1 to 5

>10

6 to 10

Figure 10: Time for Opt-outs to Take Effect

FooTNoTeS:

1. “Email Marketing Comes of Age,” Forrester Research, March 2007

2. “GrowingYourRetailE-mailList,”For-rester Research, August 2004

3. “PowerofDirect,”DirectMarketingAssociation,October2006

4. “EmailMarketingBenchmarkGuide2007,” MarketingSherpa, January 2007

5. “The Best and Worst of Email Market-ing In 2006,” Forrester Research, December 2006

6. “Email Metrics Report,” MailerMailer, July 2006

7. “Effective E-Mail Marketing,” Jupiter-Research,Volume3,2004

8. “E-mail Marketing Content Best Prac-tices,”JupiterResearch,November2005

9. “TheROIofEmailRelevance,”Jupi-terResearch, Vol. 1, 2005

FiGUreS:

1. LocationandProminenceofOpt-inRequests

2. Opt-inIncentives:U.S.vs.U.K. 3. Opt-inIncentives 4. Registration Data Requested 5. SubscriptionOptions 6. Personalized Confirmation Messages 7. FeaturedOffers 8. Layout Formats 9. TypesofOpt-outs 10. TimeforOpt-outstoTakeEffect

eXaMPleS:

A. SubscriberOptions B. Branded Confirmation Message with

Incentive to Buy C. NewsletterFormat D. Postcard Format E. Single Pane – Rows or Columns

Below F. Mixed Rows and Columns G. VariedCellSize H. Prominent Forward-to-a-Friend Link I. Opt-outPreferenceCenter



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aPPeNdiX: Companies Studied

U.S. Companies

U.K. Companies

American girlAnthropologieAppleseed’sAllied electronicsAllState LegalBass Pro ShopsBrookstoneBurger’s Ozark Country HamsCabela’s, Inc.California Car Cover Co.Camping World, Inc.Cash’s of IrelandCaswell-massey Company, Ltd.Charley’s greenhouse & gardenCigars InternationalColdwater CreekCompuSACornerstone Brands InternationalCreative Irish gifts Inc.Cutco CutleryCutter & BuckDrs. Foster & SmithDuluth Trading CompanyDutch gardenseddie Bauer Home

Fabulous FursFamous Smoke ShopFire mountain gemsFootlocker.com/eastbayForplayCatalog.com Frederick’s of Hollywoodgaleton glovesgarden BotanikaVenturesgo Ahead Vacationsgodiva Chocolatiergolfsmithgopher Sportgriot’s garage Inc.H 2 O PlusHarley-Davidson motor CompanyHarrington’s of VermontHarry and DavidHat World, Inc.Hershey DirectHewlett-Packard CompanyHicktory Farms Inc.Highlights for Children Inc.Home Shopping networkHoney Baked Ham Company

In the Swim/Cortz, Inc.Indiana Botanic gardensJ&P CyclesJ. CrewJC Penney Direct L.L. Bean, Inc.Lab Safety Supply, Inc.LabelmasterLakeshore Learning materialsLands’ endLearning resourcesLehman’s HardwareLenox CollectionsLorman education Servicesmartha Stewartmauna Loa macadamiamediBadge, Inc.miller Brewing CompanymotoSport Outletmrs. Fieldsmusician’s Friendnasco Internationalnational geographicnaturalizerneiman marcus Directnewark InOne

nFLnike, Inc.nordstromOffice DepotPatagoniaPetSmartrestoration Hardwarerugs DirectSears roebuck & Co.SephoraSkymall, Inc.Smithsonian CatalogueSwanson Health ProductsTalbotsThe Home DepotThe metropolitan museum of ArtThe Popcorn FactoryThings remembered, Inc.TravelSmithurban Outfitters DirectVenus Swimwear Inc. Williams-SonomaWorld’s Finest Chocolate Inc.Yankee Candle Company

Amazon uk Amazon.comApple ComputerApple itunesArgosASDAB&Qbmibaby.comBritish AirwaysCarphone WarehouseComet ukCurrysDebenhams

Dell emeAeasyJeT.comebookers.comexpedisFirst ChoiceFlybe.comHmV.co.ukHPInterContinental Hotels groupJet2John Lewis Storeslastminute.comLittlewoods Online

marks & SpencermyTravel uknextO2 ShopPackard Bell ukPlay.comPX World e-CommerceQVCukryanAirScrewfix DirectSuperbreakSymantec StoreTalkTalk

TescoTesco DirectThe Orange ShopThomas CookThomson HolidaysThomson Holidays Destinationsthomsonfly.comTicketmaster ukToys r us ukTravelodge ukWoolworths uk

For more information about Silverpop’s email marketing products and services, please contact us at:

866-SILVPOP(745-8767)[email protected] Visit us at www.silverpop.com

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Silverpop Study 2007 Retail Email