Holiday Email Marketing Checklist
 

Holiday Email Marketing Checklist

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The holidays are the most important time of year for the majority of online retailers, and your email marketing program can mean the difference between a good or great ecommerce season....

The holidays are the most important time of year for the majority of online retailers, and your email marketing program can mean the difference between a good or great ecommerce season.

Fine-tuning your email marketing program long before the holidays kick in is critical because it's tough to make mid-course corrections. The 2010 holiday season presents email marketers with a golden opportunity but also a challenge--the old model of simply "sending more" has become less reliable. The mall won't be the only crowded space; inboxes will be deluged with offers and promotions. Learn how to craft programs with messages your customers anticipate and eagerly open to drive increased conversions without negatively affecting margins.

Silverpop strategist Stephen Guerra and evangelist Loren McDonald walk through 10 key pre-holiday email practices that online retailers need to address to maximize holiday revenues. Incorporating industry data, best practices and retailer case studies and examples, the Webinar covers topics including:

- Building specialized holiday welcome email programs
- Setting up browse and cart abandonment programs
- Developing a holiday segmentation and frequency strategy
- Minimizing list churn through an unsubscribe/preference center
- Optimizing your social-sharing initiatives
- Leveraging transactional emails for cross-sell/upsell opportunities
- Developing a "post-purchase" email stream

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Holiday Email Marketing Checklist Holiday Email Marketing Checklist Presentation Transcript

  • Naughty or Nice? 10 Keys to Holiday Email Marketing Success
  • Speakers and Agenda
    Stephen Guerra
    Manager-Strategy Consulting
    Silverpop
    Loren McDonald
    VP, Industry Relations
    Silverpop
    Checklist
    Q & A
    Wrap-Up and Survey
  • Holiday Email Checklist
    • Optimize for best rendering, navigation and appearance
    • Make informed frequency/cadence decisions
    • Make subscribing attractive and easy
    • Check and prepare customer data , integrations, list hygiene
    • Fine-tune your social-sharing initiatives
    • Create cart-abandonment and browse campaigns
    • Offer an unsubscribe preference center
    • Optimize transactional emails
    • Create a post-purchase email strategy
    • Manage expectations with a holiday-themed welcome program
  • Holiday Email Checklist
    • Optimize for best rendering, navigation and appearance
  • Crowded inbox = less tolerance for design challenges
    Design for recipient behavior path: Open, Scan, Engage, Convert
    Plan design tests now
    Review design and functionality on mobile, web, & desktop clients
  • What Have You Done?
    Start with last year’s results
    What did you do and what worked?
    What did others do that seemed to work better?
    Evaluate offer, subject lines, calls to action
    A baseline for where to start this year's holiday email planning
  • Holiday Email Checklist
    • Optimize for best rendering, navigation and appearance
    • Make informed frequency/cadence decisions
  • Increase in Frequency
    Silverpop found retailers studied sent 22% more emails during Cyber Week in 2009 than they did in 2008
    Record sends were posted during last year’s holiday season
  • Impact on Opens and Clicks
    Opens:
    2008: 15%
    2009: 14%
    Clicks:
    2008: 29%
    2009: 25%
  • Top two unsubscribe drivers:
    Lack of message relevancy and high message frequency
    - Forrester, The ROI Of Email Relevance, 2009
  • More Can Lead to Less
  • You Know You’ll Send More.Set the Stage Now.
    Deliverability relies on sender reputation – check it now
    Develop a frequency segmentation plan
    Monitor tolerance
    Establish baselines now
    Determine thresholds
  • Holiday Email Checklist
    • Optimize for best rendering, navigation and appearance
    • Make informed frequency/cadence decisions
    • Make subscribing attractive and easy
  • Holiday Email List Considerations
    @
  • Optimize for List Growth
    Value offer for opt-in
    Obtain address & permission immediately
    Review preference forms – test designs
    Include opt-in offer in messages
  • Holiday Email Checklist
    • Optimize for best rendering, navigation and appearance
    • Make informed frequency/cadence decisions
    • Make subscribing attractive and easy
    • Check and prepare customer data , integrations, list hygiene
  • Email Infrastructure Check
    Dynamic content
    Integrations
    Web analytics
    Content
    List Hygiene
    Bounces
    Non-responders
    Data quality
  • Save Time with Dynamic Content
    Improves time efficiency for sending over individual segment sends
    Requires initial time investment
    Prepare now
    Content
    Template design
    Business rules
  • Relevance through Behavioral Tracking
    51% of surveyed US email marketers use email click-through behavioral segmentation
    31% of consumers consider consumer reviews the most important part of site content
    - Forrester, The ROI Of Email Relevance, 2009
  • Be Relevant. Segment.
    Holiday behavior shifts
    Review past holiday periods
    Holiday shopper segmentsEntertainer, Parent, Budgeted
    Simple segments
    Open vs. Non-Open
    New vs. Old Subscriber
  • Segmentation tactic to highly target interest in holiday offers
    By offering option may limit potential audience
    Create Special Holiday Lists?
  • Holiday Email Checklist
    • Optimize for best rendering, navigation and appearance
    • Make informed frequency/cadence decisions
    • Make subscribing attractive and easy
    • Check and prepare customer data , integrations, list hygiene
    • Fine-tune your social-sharing initiatives
  • Reach Out Socially
    Fire up Your Social Networking Channels
    Take the time to do it right
  • Consumers Are In Control
  • Silverpop’s Social Sharing Study
    Facebook dominates among social networks
    The life of a shared message is about one week
    Including sharing links isn’t enough: 35% of messages generated no sharing
  • Why People Share
    Contributing to the conversation
    Self-Interest
    Altruism
    Validation
    Affinity
  • Holiday Email Checklist
    • Optimize for best rendering, navigation and appearance
    • Make informed frequency/cadence decisions
    • Make subscribing attractive and easy
    • Check and prepare customer data , integrations, list hygiene
    • Fine-tune your social-sharing initiatives
    • Create cart-abandonment and browse campaigns
  • Multiple Opportunities in the Funnel
  • Recommendations/Abandon Site Email
    Early results:
    • 40% open rate
    • 57% click to purchase conversion
    • Earns $2.18 per email deployed
    • Earned $127.70 per email clicked
  • Average cart
    abandonment rate
    71%
    Source: SeeWhy
  • Following up with abandoners by email yields
    25% or more conversion rates.
  • Did You Forget Something?
  • A Special Offer To Return To Tafford
  • 2009 Abandoned Cart Indexed Results…
  • Abandon Cart Emails
    25% conversion on cart abandoners.
    Cart program accounts for almost 1/3 of TOTAL yearly email sales
    First and most effective in the series sent within hours after abandonment.
  • Grad Images: Three stage campaign
    Immediate
    23 hrs after
    120 hrs after
  • “Service” tone
    An overt sales message may be counter productive. Service based communications work much better
    • Expectations
    • A service email stating their transaction did not complete
    • Use your transaction confirmation as a model
    • May not be ready to buy yet
    • An overt sales message may be counter-productive
  • Abandonment Email Takeaways
    • First email within a few hours
    • Multiple follow-ups
    • Start with service tone
    • Test timing and discounts
    • Automate
  • Holiday Email Checklist
    • Optimize for best rendering, navigation and appearance
    • Make informed frequency/cadence decisions
    • Make subscribing attractive and easy
    • Check and prepare customer data , integrations, list hygiene
    • Fine-tune your social-sharing initiatives
    • Create cart-abandonment and browse campaigns
    • Offer an unsubscribe preference center
  • Why Recipients Unsubscribe
    • Too Frequent
    • Irrelevant Content/Offers
    • Also, lack of email address change functionality
    Jupiter Research (now Forrester)
  • Administrative Footer - Obvious
    Make sure links are not just images
  • Link at Top of Email - Depends
    • Use if high complaint rate
    • Potentially only with specific ISPs
  • So What are the Alternatives?
    Typical retention is 20-30%
  • Alternatives at Opt-out?
    Silverpop Study of Internet Retailer 500 - 2009
  • Email Frequency
  • Change Email Address
  • Multiple Lists
  • Interest Preferences
  • Office Depot
  • Holiday Email Checklist
    • Optimize for best rendering, navigation and appearance
    • Make informed frequency/cadence decisions
    • Make subscribing attractive and easy
    • Check and prepare customer data , integrations, list hygiene
    • Fine-tune your social-sharing initiatives
    • Create cart-abandonment and browse campaigns
    • Offer an unsubscribe preference center
    • Optimize transactional emails
  • Think beyond just this…
  • Marketing Content in Transactional Messages - Benefits
    Graph Source: Jupiter Research “The Transactional Messaging Imperative,” 2008
    n=200 email marketers, US
  • Order Confirmation Series
    Demand from Order Confirmation Series emails grew 41.5% from 2008 to 2009.
    Open rates range 45%-50%
  • Promotional Content Doesn’t Have to be Customized
    Main message clearly communicated in subject line and top of message
    Including photos = higher avg click-through rate (7.1% vs 4.7%)
    Silverpop’s 2006 study “email creative that works”
    Great HTML Layout
    Order details
    Same promotional content reiterated
  • Bad Ratio!Pressing Your Luck
    LOTS of promotional content
    The majority of content in transactional messages should be non-promotional
  • Cross Sell / Upsell
    Best Practice:
    Recommend accessory items
    or complementary items for each product in cart
  • Recommendations
  • Holiday Email Checklist
    • Optimize for best rendering, navigation and appearance
    • Make informed frequency/cadence decisions
    • Make subscribing attractive and easy
    • Check and prepare customer data , integrations, list hygiene
    • Fine-tune your social-sharing initiatives
    • Create cart-abandonment and browse campaigns
    • Offer an unsubscribe preference center
    • Optimize transactional emails
    • Create a post-purchase email strategy
  • Pre- to Post-Purchase Emails
    Right time, right message!
  • Client Trigger-Email Program
  • Low Volume, High ROI
    4.1%
    Triggered
    Campaigns
    Volume of Emails sent
    Sales Generated
    95.9 %
    Batch
    Campaigns
    40.2%
    Triggered
    Campaigns
    59.8 %
    Batch
    Campaigns
  • Fred, A Special Thank-You Offer From Tafford
    Tafford Customer Survey - Tell Us What You Think
    Fred, A Special Thank You Offer from Tafford
  • Fred, A Special Thank-You Offer From Tafford
    Tafford Customer Survey - Tell Us What You Think
  • Fred, A Special Thank-You Offer From Tafford
    Tafford Customer Survey - Tell Us What You Think
    Fred, Rate the Tafford products you purchased
  • Post Purchase Lifecycle Indexed Results
    6X+ Better
    Survey performs over 20% better…
  • Post-Purchase Review
  • Product Review Email
    14% of those who click place another order
    Second highest conversion rate next to Abandon Cart emails.
  • Products Review Notification
    12% of those clicking on this email go directly to make another purchase.
  • Thanks!
    • 60% Open Rate
    • Nearly 3X avg
    • 18.5% CTR
    • 3X avg
    • 7.5% higher AOV than overall average
    • 60% higher conversion rate than overall average
  • Reminders…almost out of stock
    Open, CT and Conversion Rates that are MORE THAN DOUBLE broadcast email rates
    Average Order Value is 53% HIGHER
  • Purchase Anniversary
    15% higher conversion rate than average from broadcast messages
  • Holiday Email Checklist
    • Optimize for best rendering, navigation and appearance
    • Make informed frequency/cadence decisions
    • Make subscribing attractive and easy
    • Check and prepare customer data , integrations, list hygiene
    • Fine-tune your social-sharing initiatives
    • Create cart-abandonment and browse campaigns
    • Offer an unsubscribe preference center
    • Optimize transactional emails
    • Create a post-purchase email strategy
    • Manage expectations with a holiday-themed welcome program
  • Welcome emails may be the most important email your company sends.
  • Internet Retailer 500
    22% send NO
    emails
    Silverpop Study - 2009
  • Welcome Emails: Goals and Purpose
    Goals
    Purpose
    Speed up conversion
    Minimize list churn
    Strengthen brand perception
    Reduce inactivity
    Educate subscriber
    Reward/Incent
    Instill/reinforce trust
    Enable immediate “email experience”
    Provide administrative information/tools
    Set expectations
  • Timing / Cadence
    • Immediate
    • Suppress regular emails
    • Transactional OK
    • Move to a series
    3-part series
    Immediate
    Immediate
    Email # 1
    3-7 days
    Email # 2
    Stand alone
    Email # 3
    7-14 days
  • Tafford #1
    Welcome to the Tafford Community
  • Tafford #2
    Three Reasons You Will Love Tafford + A Special Offer
  • Tafford #3
    Personalize Your Tafford Experience
  • 2009 Welcome Series Indexed Results…
    Welcome #1 Performs 6X Better!
  • Lastminute.com
  • Holiday Welcome
    Increased frequency
    Frequency options
    Change preferences
    Reassure simplicity of holiday shopping experience
    Email-only specials
    Information about:
    Shipping promotions and schedules
    How to return items
    Gift-card promotions
    Call-center hours
  • Holiday Email Checklist
    • Optimize for best rendering, navigation and appearance
    • Make informed frequency/cadence decisions
    • Make subscribing attractive and easy
    • Check and prepare customer data , integrations, list hygiene
    • Fine-tune your social-sharing initiatives
    • Create cart-abandonment and browse campaigns
    • Offer an unsubscribe preference center
    • Optimize transactional emails
    • Create a post-purchase email strategy
    • Manage expectations with a holiday-themed welcome program
  • Resources / Q & A
  • About Silverpop
    • A leading email marketing / marketing automation provider
    • Email marketing
    • Transactional email
    • Share-to-social
    • Send Time Optimization
    • Landing pages
    • Surveys
    • SMS
    • API Integrations w/ Web analytics, personalization, reviews, recommendation technologies
  • Resources
    Resource Center
    White papers
    Webinars
    Blogs
    Case studies
    Newsletters
    http://www.silverpop.com/marketing-resources/index.html
    Many presentations on SlideShare
    www.slideshare.net/Silverpop
  • Q & A and Contact Information
    Stephen Guerra, Silverpop
    Manager-Strategy Consulting
    sguerra@silverpop.com
    Twitter:
    @stephenguerra
    Loren McDonald, Silverpop
    VP, Industry Relations
    lmcdonald@silverpop.com
    Twitter:
    @LorenMcDonald
    @Silverpop
    www.silverpop.com
  • Thank you!On Twitter: @Silverpopwww.slideshare.net/silverpopwww.silverpop.com