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.

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

  1. 1. Naughty or Nice? 10 Keys to Holiday Email Marketing Success<br />
  2. 2. Speakers and Agenda<br />Stephen Guerra<br />Manager-Strategy Consulting<br />Silverpop<br />Loren McDonald<br />VP, Industry Relations<br />Silverpop<br />Checklist<br />Q & A<br />Wrap-Up and Survey<br />
  3. 3. Holiday Email Checklist<br /><ul><li>Optimize for best rendering, navigation and appearance
  4. 4. Make informed frequency/cadence decisions
  5. 5. Make subscribing attractive and easy
  6. 6. Check and prepare customer data , integrations, list hygiene
  7. 7. Fine-tune your social-sharing initiatives
  8. 8. Create cart-abandonment and browse campaigns
  9. 9. Offer an unsubscribe preference center
  10. 10. Optimize transactional emails
  11. 11. Create a post-purchase email strategy
  12. 12. Manage expectations with a holiday-themed welcome program</li></li></ul><li>Holiday Email Checklist<br /><ul><li>Optimize for best rendering, navigation and appearance</li></li></ul><li>Crowded inbox = less tolerance for design challenges<br />Design for recipient behavior path: Open, Scan, Engage, Convert<br />Plan design tests now<br />Review design and functionality on mobile, web, & desktop clients<br />
  13. 13. What Have You Done?<br />Start with last year’s results<br />What did you do and what worked?<br />What did others do that seemed to work better?<br />Evaluate offer, subject lines, calls to action<br />A baseline for where to start this year's holiday email planning<br />
  14. 14. Holiday Email Checklist<br /><ul><li>Optimize for best rendering, navigation and appearance
  15. 15. Make informed frequency/cadence decisions</li></li></ul><li>Increase in Frequency<br />Silverpop found retailers studied sent 22% more emails during Cyber Week in 2009 than they did in 2008<br />Record sends were posted during last year’s holiday season<br />
  16. 16. Impact on Opens and Clicks<br />Opens:<br />2008: 15%<br />2009: 14%<br />Clicks:<br />2008: 29%<br />2009: 25%<br />
  17. 17. Top two unsubscribe drivers: <br />Lack of message relevancy and high message frequency<br />- Forrester, The ROI Of Email Relevance, 2009<br />
  18. 18. More Can Lead to Less<br />
  19. 19. You Know You’ll Send More.Set the Stage Now.<br />Deliverability relies on sender reputation – check it now<br />Develop a frequency segmentation plan<br />Monitor tolerance<br />Establish baselines now<br />Determine thresholds<br />
  20. 20. Holiday Email Checklist<br /><ul><li>Optimize for best rendering, navigation and appearance
  21. 21. Make informed frequency/cadence decisions
  22. 22. Make subscribing attractive and easy</li></li></ul><li>Holiday Email List Considerations<br />@<br />
  23. 23. Optimize for List Growth<br />Value offer for opt-in<br />Obtain address & permission immediately<br />Review preference forms – test designs<br />Include opt-in offer in messages<br />
  24. 24. Holiday Email Checklist<br /><ul><li>Optimize for best rendering, navigation and appearance
  25. 25. Make informed frequency/cadence decisions
  26. 26. Make subscribing attractive and easy
  27. 27. Check and prepare customer data , integrations, list hygiene</li></li></ul><li>Email Infrastructure Check<br />Dynamic content<br />Integrations<br />Web analytics<br />Content<br />List Hygiene<br />Bounces<br />Non-responders<br />Data quality<br />
  28. 28. Save Time with Dynamic Content<br />Improves time efficiency for sending over individual segment sends<br />Requires initial time investment<br />Prepare now<br />Content<br />Template design<br />Business rules<br />
  29. 29. Relevance through Behavioral Tracking<br />51% of surveyed US email marketers use email click-through behavioral segmentation<br />31% of consumers consider consumer reviews the most important part of site content<br />- Forrester, The ROI Of Email Relevance, 2009<br />
  30. 30. Be Relevant. Segment.<br />Holiday behavior shifts<br />Review past holiday periods<br />Holiday shopper segmentsEntertainer, Parent, Budgeted<br />Simple segments<br />Open vs. Non-Open<br />New vs. Old Subscriber<br />
  31. 31. Segmentation tactic to highly target interest in holiday offers<br />By offering option may limit potential audience<br />Create Special Holiday Lists?<br />
  32. 32. Holiday Email Checklist<br /><ul><li>Optimize for best rendering, navigation and appearance
  33. 33. Make informed frequency/cadence decisions
  34. 34. Make subscribing attractive and easy
  35. 35. Check and prepare customer data , integrations, list hygiene
  36. 36. Fine-tune your social-sharing initiatives</li></li></ul><li>Reach Out Socially<br />Fire up Your Social Networking Channels<br />Take the time to do it right<br />
  37. 37. Consumers Are In Control<br />
  38. 38. Silverpop’s Social Sharing Study<br />Facebook dominates among social networks<br />The life of a shared message is about one week<br />Including sharing links isn’t enough: 35% of messages generated no sharing<br />
  39. 39. Why People Share<br />Contributing to the conversation<br />Self-Interest<br />Altruism<br />Validation<br />Affinity<br />
  40. 40. Holiday Email Checklist<br /><ul><li>Optimize for best rendering, navigation and appearance
  41. 41. Make informed frequency/cadence decisions
  42. 42. Make subscribing attractive and easy
  43. 43. Check and prepare customer data , integrations, list hygiene
  44. 44. Fine-tune your social-sharing initiatives
  45. 45. Create cart-abandonment and browse campaigns</li></li></ul><li>Multiple Opportunities in the Funnel<br />
  46. 46. Recommendations/Abandon Site Email <br />Early results: <br /><ul><li> 40% open rate
  47. 47. 57% click to purchase conversion
  48. 48. Earns $2.18 per email deployed
  49. 49. Earned $127.70 per email clicked </li></li></ul><li>Average cart <br />abandonment rate <br />71%<br />Source: SeeWhy<br />
  50. 50. Following up with abandoners by email yields<br />25% or more conversion rates.<br />
  51. 51. Did You Forget Something?<br />
  52. 52. A Special Offer To Return To Tafford<br />
  53. 53. 2009 Abandoned Cart Indexed Results…<br />
  54. 54. Abandon Cart Emails<br />25% conversion on cart abandoners. <br />Cart program accounts for almost 1/3 of TOTAL yearly email sales<br />First and most effective in the series sent within hours after abandonment. <br />
  55. 55. Grad Images: Three stage campaign<br />Immediate<br />23 hrs after<br />120 hrs after<br />
  56. 56. “Service” tone<br />An overt sales message may be counter productive. Service based communications work much better<br /><ul><li> Expectations
  57. 57. A service email stating their transaction did not complete
  58. 58. Use your transaction confirmation as a model
  59. 59. May not be ready to buy yet
  60. 60. An overt sales message may be counter-productive</li></li></ul><li>Abandonment Email Takeaways<br /><ul><li> First email within a few hours
  61. 61. Multiple follow-ups
  62. 62. Start with service tone
  63. 63. Test timing and discounts
  64. 64. Automate </li></li></ul><li>Holiday Email Checklist<br /><ul><li>Optimize for best rendering, navigation and appearance
  65. 65. Make informed frequency/cadence decisions
  66. 66. Make subscribing attractive and easy
  67. 67. Check and prepare customer data , integrations, list hygiene
  68. 68. Fine-tune your social-sharing initiatives
  69. 69. Create cart-abandonment and browse campaigns
  70. 70. Offer an unsubscribe preference center</li></li></ul><li>Why Recipients Unsubscribe<br /><ul><li> Too Frequent
  71. 71. Irrelevant Content/Offers
  72. 72. Also, lack of email address change functionality</li></ul>Jupiter Research (now Forrester)<br />
  73. 73. Administrative Footer - Obvious<br />Make sure links are not just images<br />
  74. 74. Link at Top of Email - Depends<br /><ul><li> Use if high complaint rate
  75. 75. Potentially only with specific ISPs</li></li></ul><li>So What are the Alternatives?<br />Typical retention is 20-30%<br />
  76. 76. Alternatives at Opt-out?<br />Silverpop Study of Internet Retailer 500 - 2009<br />
  77. 77. Email Frequency<br />
  78. 78. Change Email Address<br />
  79. 79. Multiple Lists<br />
  80. 80. Interest Preferences<br />
  81. 81.
  82. 82. Office Depot <br />
  83. 83. Holiday Email Checklist<br /><ul><li>Optimize for best rendering, navigation and appearance
  84. 84. Make informed frequency/cadence decisions
  85. 85. Make subscribing attractive and easy
  86. 86. Check and prepare customer data , integrations, list hygiene
  87. 87. Fine-tune your social-sharing initiatives
  88. 88. Create cart-abandonment and browse campaigns
  89. 89. Offer an unsubscribe preference center
  90. 90. Optimize transactional emails</li></li></ul><li>Think beyond just this…<br />
  91. 91. Marketing Content in Transactional Messages - Benefits<br />Graph Source: Jupiter Research “The Transactional Messaging Imperative,” 2008<br />n=200 email marketers, US<br />
  92. 92. Order Confirmation Series<br />Demand from Order Confirmation Series emails grew 41.5% from 2008 to 2009.<br />Open rates range 45%-50%<br />
  93. 93. Promotional Content Doesn’t Have to be Customized<br />Main message clearly communicated in subject line and top of message<br />Including photos = higher avg click-through rate (7.1% vs 4.7%)<br />Silverpop’s 2006 study “email creative that works” <br />Great HTML Layout<br />Order details <br />Same promotional content reiterated<br />
  94. 94. Bad Ratio!Pressing Your Luck<br />LOTS of promotional content<br />The majority of content in transactional messages should be non-promotional<br />
  95. 95. Cross Sell / Upsell<br />Best Practice:<br />Recommend accessory items<br />or complementary items for each product in cart<br />
  96. 96. Recommendations<br />
  97. 97. Holiday Email Checklist<br /><ul><li>Optimize for best rendering, navigation and appearance
  98. 98. Make informed frequency/cadence decisions
  99. 99. Make subscribing attractive and easy
  100. 100. Check and prepare customer data , integrations, list hygiene
  101. 101. Fine-tune your social-sharing initiatives
  102. 102. Create cart-abandonment and browse campaigns
  103. 103. Offer an unsubscribe preference center
  104. 104. Optimize transactional emails
  105. 105. Create a post-purchase email strategy</li></li></ul><li>Pre- to Post-Purchase Emails<br />Right time, right message!<br />
  106. 106. Client Trigger-Email Program<br />
  107. 107. Low Volume, High ROI<br />4.1%<br />Triggered<br />Campaigns<br />Volume of Emails sent<br />Sales Generated<br />95.9 %<br />Batch <br />Campaigns<br />40.2%<br />Triggered<br />Campaigns<br />59.8 %<br />Batch <br />Campaigns<br />
  108. 108. Fred, A Special Thank-You Offer From Tafford<br />Tafford Customer Survey - Tell Us What You Think<br />Fred, A Special Thank You Offer from Tafford<br />
  109. 109. Fred, A Special Thank-You Offer From Tafford<br />Tafford Customer Survey - Tell Us What You Think<br />
  110. 110. Fred, A Special Thank-You Offer From Tafford<br />Tafford Customer Survey - Tell Us What You Think<br />Fred, Rate the Tafford products you purchased<br />
  111. 111. Post Purchase Lifecycle Indexed Results<br />6X+ Better<br />Survey performs over 20% better…<br />
  112. 112. Post-Purchase Review<br />
  113. 113. Product Review Email<br />14% of those who click place another order <br />Second highest conversion rate next to Abandon Cart emails.<br />
  114. 114. Products Review Notification <br />12% of those clicking on this email go directly to make another purchase. <br />
  115. 115. Thanks!<br /><ul><li>60% Open Rate
  116. 116. Nearly 3X avg
  117. 117. 18.5% CTR
  118. 118. 3X avg
  119. 119. 7.5% higher AOV than overall average
  120. 120. 60% higher conversion rate than overall average</li></li></ul><li>Reminders…almost out of stock<br />Open, CT and Conversion Rates that are MORE THAN DOUBLE broadcast email rates<br />Average Order Value is 53% HIGHER<br />
  121. 121. Purchase Anniversary<br />15% higher conversion rate than average from broadcast messages<br />
  122. 122. Holiday Email Checklist<br /><ul><li>Optimize for best rendering, navigation and appearance
  123. 123. Make informed frequency/cadence decisions
  124. 124. Make subscribing attractive and easy
  125. 125. Check and prepare customer data , integrations, list hygiene
  126. 126. Fine-tune your social-sharing initiatives
  127. 127. Create cart-abandonment and browse campaigns
  128. 128. Offer an unsubscribe preference center
  129. 129. Optimize transactional emails
  130. 130. Create a post-purchase email strategy
  131. 131. Manage expectations with a holiday-themed welcome program</li></li></ul><li>Welcome emails may be the most important email your company sends.<br />
  132. 132. Internet Retailer 500<br />22% send NO<br />emails <br />Silverpop Study - 2009<br />
  133. 133. Welcome Emails: Goals and Purpose<br />Goals<br />Purpose<br />Speed up conversion <br />Minimize list churn<br />Strengthen brand perception<br />Reduce inactivity<br />Educate subscriber<br />Reward/Incent<br />Instill/reinforce trust<br />Enable immediate “email experience”<br />Provide administrative information/tools<br />Set expectations<br />
  134. 134. Timing / Cadence<br /><ul><li> Immediate
  135. 135. Suppress regular emails
  136. 136. Transactional OK
  137. 137. Move to a series</li></ul>3-part series<br />Immediate<br />Immediate<br />Email # 1<br />3-7 days<br />Email # 2<br />Stand alone<br />Email # 3<br />7-14 days<br />
  138. 138. Tafford #1<br />Welcome to the Tafford Community<br />
  139. 139. Tafford #2<br />Three Reasons You Will Love Tafford + A Special Offer<br />
  140. 140. Tafford #3<br />Personalize Your Tafford Experience<br />
  141. 141. 2009 Welcome Series Indexed Results…<br />Welcome #1 Performs 6X Better!<br />
  142. 142. Lastminute.com<br />
  143. 143. Holiday Welcome<br />Increased frequency<br />Frequency options<br />Change preferences<br />Reassure simplicity of holiday shopping experience<br />Email-only specials<br />Information about:<br />Shipping promotions and schedules<br />How to return items<br />Gift-card promotions<br />Call-center hours<br />
  144. 144. Holiday Email Checklist<br /><ul><li>Optimize for best rendering, navigation and appearance
  145. 145. Make informed frequency/cadence decisions
  146. 146. Make subscribing attractive and easy
  147. 147. Check and prepare customer data , integrations, list hygiene
  148. 148. Fine-tune your social-sharing initiatives
  149. 149. Create cart-abandonment and browse campaigns
  150. 150. Offer an unsubscribe preference center
  151. 151. Optimize transactional emails
  152. 152. Create a post-purchase email strategy
  153. 153. Manage expectations with a holiday-themed welcome program</li></li></ul><li>Resources / Q & A<br />
  154. 154. About Silverpop<br /><ul><li> A leading email marketing / marketing automation provider
  155. 155. Email marketing
  156. 156. Transactional email
  157. 157. Share-to-social
  158. 158. Send Time Optimization
  159. 159. Landing pages
  160. 160. Surveys
  161. 161. SMS
  162. 162. API Integrations w/ Web analytics, personalization, reviews, recommendation technologies </li></li></ul><li>Resources<br />Resource Center<br />White papers<br />Webinars<br />Blogs<br />Case studies<br />Newsletters<br />http://www.silverpop.com/marketing-resources/index.html<br />Many presentations on SlideShare<br />www.slideshare.net/Silverpop<br />
  163. 163. Q & A and Contact Information<br />Stephen Guerra, Silverpop<br />Manager-Strategy Consulting<br />sguerra@silverpop.com<br />Twitter:<br />@stephenguerra<br />Loren McDonald, Silverpop<br />VP, Industry Relations<br />lmcdonald@silverpop.com<br />Twitter: <br />@LorenMcDonald<br />@Silverpop<br />www.silverpop.com<br />
  164. 164. Thank you!On Twitter: @Silverpopwww.slideshare.net/silverpopwww.silverpop.com<br />
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