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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