Experian CheetahMail 2010 Christmas Online Retail Strategies & Planning
The Essential Christmas Email Checklist <ul><li>Marketers should consider incorporating the checklist into their campaigns...
The Essential Christmas Email Checklist <ul><ul><li>Leverage the spirit of the holidays in your creative and messaging </l...
Email Acquisition:  “best of” creative – forward to a friend Subject line : Make it better.  For yourself.  And a tree.
<ul><li>Let your subscribers do the work for you! </li></ul><ul><li>Consider viral opportunities at email sign up combined...
Wishlists <ul><li>A wishlist is a great shopping tool </li></ul><ul><li>Help customers build shopping lists and save gift ...
The Countdown <ul><li>Countdown emails generate high customer interest </li></ul><ul><li>These emails had the highest uniq...
Holiday gift ideas email <ul><li>Campaigns reporting gift ideas pulled more than double the transaction rates for Multi-ch...
In-store offers <ul><li>Emails promoting in-store only offers had the highest unique open and click rates (16.09% and 3.43...
Free shipping <ul><li>Free shipping with a minimum spend of $25 was most offered by companies </li></ul><ul><li>Free shipp...
© 2010 Experian Limited.  All rights reserved. www.cheetahmail.com.au
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Experian CheetahMail Australia

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  • We’re going to review trends we saw last year holiday season through the second quarter to help you make decisions about how you can integrate these plans into your email program and what content or segmentation you might apply to your holiday email campaigns.
  • We’re going to review trends we saw last year holiday season through the second quarter to help you make decisions about how you can integrate these plans into your email program and what content or segmentation you might apply to your holiday email campaigns.
  • Each week during the holiday season, different polls around their customer shopping plans
  • LV – advent calendar
  • Gift sites and mini web sites or sitelets started to become popular in the last 4 years. It is now common place for clients to have gift sites or landing pages. This strategy has become common place and we feel that customers expect this type of tool to be offered. Gift sites have moved from a trend to a best practice. Providing gift ideas in the email more than doubled transaction rates for Multi-Channel Retailers (145 campaigns). Their transaction rates with gift ideas were Home depot – nice sub nav REI – great job with gifts under $100, stocking stuffers and ornaments (especially closer to xmas) Vera Bradley – love this by price. Common strategy and perhaps even more important this year. Napster – not the typical company you think of but a great job at packaging their business for the holiday period
  • We’ve mentioned the trend to merge your channel marketing iniatives and a strong move to incorporate online offers with offline offers. We’ve seen a big increase in the inclusion of in-store messages and retail only messages
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    1. 1. Experian CheetahMail 2010 Christmas Online Retail Strategies & Planning
    2. 2. The Essential Christmas Email Checklist <ul><li>Marketers should consider incorporating the checklist into their campaigns </li></ul><ul><ul><li>Use holiday language </li></ul></ul><ul><ul><li>Clearly promote shipping deadlines </li></ul></ul><ul><ul><li>Use headline text to indicate offer </li></ul></ul><ul><ul><li>Incorporate a holiday navigation bar with gift sites and holiday services </li></ul></ul><ul><ul><li>Indicate purchase channel details (Retail hours, locations, telephone, etc.) </li></ul></ul>www.cheetahmail.com.au
    3. 3. The Essential Christmas Email Checklist <ul><ul><li>Leverage the spirit of the holidays in your creative and messaging </li></ul></ul><ul><ul><li>Countdown to the holiday to remind subscribers of timing </li></ul></ul><ul><ul><li>Consider Christmas Specific Series </li></ul></ul><ul><ul><ul><li>Advent </li></ul></ul></ul><ul><ul><ul><li>12 Days of Christmas </li></ul></ul></ul><ul><ul><li>Help people choose gifts </li></ul></ul><ul><ul><li>Thank your customers </li></ul></ul><ul><ul><li>Start Early and Finish Late – Don’t forget post Christmas Sales </li></ul></ul>www.cheetahmail.com.au
    4. 4. Email Acquisition: “best of” creative – forward to a friend Subject line : Make it better.  For yourself.  And a tree.
    5. 5. <ul><li>Let your subscribers do the work for you! </li></ul><ul><li>Consider viral opportunities at email sign up combined with a sweepstakes </li></ul>Email Acquisition: Don’t forget about your website www.cheetahmail.com.au
    6. 6. Wishlists <ul><li>A wishlist is a great shopping tool </li></ul><ul><li>Help customers build shopping lists and save gift ideas </li></ul><ul><li>WishMail Results: </li></ul><ul><ul><li>50x lift in transaction rate </li></ul></ul><ul><ul><li>23x lift in $ per email </li></ul></ul><ul><ul><li>8x lift in open rate </li></ul></ul><ul><ul><li>21x lift in click rate </li></ul></ul>www.cheetahmail.com.au
    7. 7. The Countdown <ul><li>Countdown emails generate high customer interest </li></ul><ul><li>These emails had the highest unique open, unique click and click-to-open rates: </li></ul><ul><ul><li>14.77% unique open rate </li></ul></ul><ul><ul><li>6.68% unique click rate </li></ul></ul><ul><ul><li>28.94% click-to-open rate </li></ul></ul>www.cheetahmail.com.au
    8. 8. Holiday gift ideas email <ul><li>Campaigns reporting gift ideas pulled more than double the transaction rates for Multi-channel Retailers (0.46% vs. 0.17%) </li></ul>www.cheetahmail.com.au
    9. 9. In-store offers <ul><li>Emails promoting in-store only offers had the highest unique open and click rates (16.09% and 3.43% respectively) beating out online only and site wide offers </li></ul><ul><li>Clearly promote your channels via email to help customers decide where to shop </li></ul>www.cheetahmail.com.au
    10. 10. Free shipping <ul><li>Free shipping with a minimum spend of $25 was most offered by companies </li></ul><ul><li>Free shipping with a minimum spend of $50 pulled in the strongest unique open and click rates (13.81% and 2.51%) </li></ul><ul><li>Free shipping with a minimum spend of $150 had the highest transaction rate </li></ul>www.cheetahmail.com.au
    11. 11. © 2010 Experian Limited. All rights reserved. www.cheetahmail.com.au

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