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Wwrd holiday webinar3_final
 

Wwrd holiday webinar3_final

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  • Karen: Welcome! I want to thank you all for taking time out of your busy schedules today to join us on this webinar. A couple of housekeeping items before we begin. If you have not done so already, please go ahead and mute your line so there is no background noise. This webinar will be recorded and an email will be sent out by the end of this week with a link to the presentation. We will also have a Q&A section at the end of the webinar. We will do our best to answer all questions, but if we do not, we will follow up with you after to answer those questions. Ok, now let’s jump in.
  • List Activity DashboardDate Range: 11/1/12-1/1/13This is based on what Joe is comfortable sharing. We can block out any of the additional numbers here that he would like in addition to the ones already taken out.
  • List Health DashboardDate Range: 11/1/12-1/1/13This is based on what Joe is comfortable sharing. We can block out any of the additional numbers here that he would like in addition to the ones already taken out.
  • Shopping Cart Abandonment:Things to think about when preparing your holiday campaigns and when to send your emails.1. Over the holiday season (Nov. & Dec.), the highest abandonment rate day was Thursday, with the lowest abandonment rate also being Sunday. 2. Our recommendation based on this data is to send emails on Saturday evening or Sunday morning. It shows that a lot of shopping is happening on Sundays, so be aware of this and time your messages accordingly.
  • Shopping Cart Abandonment:Things to think about when preparing your holiday campaigns and when to send your emails.1. Over the holiday season (Nov. & Dec.), the highest abandonment rate day was Thursday, with the lowest abandonment rate also being Sunday. 2. Our recommendation based on this data is to send emails on Saturday evening or Sunday morning. It shows that a lot of shopping is happening on Sundays, so be aware of this and time your messages accordingly.
  • This data is based on Listrak’s SCA client data for Cyber Monday (approximately 200 clients).
  • This data is based on Listrak’s SCA client data for Cyber Monday (approximately 200 clients).
  • Talk about the best practices of sending too many emails. When is it too many emails? How to know? Knowing your customers is key.
  • Talk about the concept of taking existing email templates and inserting a holiday theme in the navigation at the top and bottom of the email.Ties in as a subject line although the content might be slightly different and it essentially is a stand along campaign.
  • Talk about the concept of taking existing email templates and inserting a holiday theme in the navigation at the top and bottom of the email.Ties in as a subject line although the content might be slightly different and it essentially is a stand along campaign.

Wwrd holiday webinar3_final Wwrd holiday webinar3_final Presentation Transcript

  • Lessons from Holiday Email Strategies: Waterford, Wedgwood, Royal Doulton, Royal Albert Presented by Joe Schmidt & Karen DiClemente
  • 2012 Strategy vs. 2013 Strategy Takeaways Lessons learned focusing on: • Overall 2012 Holiday Recap • Black Friday & Cyber Monday • Sweepstakes • Re-engagement Campaign • Subject Lines
  • 2012 Review
  • 2012 Review
  • 2012 Review
  • 2012 Review
  • Cyber Monday Shopping Behavior
  • Cyber Monday Shopping Behavior
  • 2012 Review Black Friday Performance
  • 2012 Review Black Friday Performance Black Friday Preview email generated more revenue than individual Black Friday Emails Send date: 11/19 (4 days prior to Black Friday) Subject Line: Black Friday Preview + FREE Gift Wrap & Shipping.
  • 2012 Review Black Friday Performance 1st Pass Subject Line: Shop 175+ Black Friday Specials + FREE Gift Wrap & Shipping. 2nd Pass Subject Line: Black Friday Event: 10-35% OFF + FREE Gift Wrap & Shipping.
  • 2012 Review Black Friday Performance 1st Pass Email: (sent at 12:00am EST) • 10% Open Rate • 1.9% Click Through Rate • Generated 49.3% of total campaign revenue
  • 2012 Review Black Friday Performance 2st Pass Email: (sent at 5:00am EST) • 7.5% Open Rate • 1.8% Click Through Rate • Generated 50.6% of total campaign revenue • 2nd pass email generated more revenue than 1st pass • Lesson: ALWAYS re-mail on Black Friday
  • 2012 Review Cyber Monday Performance Waterford • 1st pass email – sent at 4:00am EST • 2nd pass email – sent at 12:00pm EST • 3rd pass email – sent at 5:30pm EST
  • 2012 Review Cyber Monday Performance 1st Pass Subject Line: Cyber Monday Event: 10-30% OFF + FREE Gift Wrap. Shop Now! 2nd Pass Subject Line: LAST CALL: 10-30% OFF Cyber Monday Offers. Order by Midnight. 3rd Pass Subject Line: Cyber Monday Extended: 10-30% OFF! Order by 10am Tuesday.
  • 2012 Review Cyber Monday Performance 1st Pass Email: (sent at 4:00am EST) • 9% Open Rate • 1.6% Click Through Rate • Generated 40.9% of total campaign revenue
  • 2012 Review Cyber Monday Performance 2st Pass Email: (sent at 12:00pm EST) • 6.4% Open Rate • 1.3% Click Through Rate • Generated 38.7% of total campaign revenue
  • 2012 Review Cyber Monday Performance 3rd Pass Email: (sent at 5:30pm EST) • 5.3% Open Rate • 1.2% Click Through Rate • Generated 20.3% of total campaign revenue • Lesson: Plan for the “extension”
  • Sweepstakes In keeping with WWRD’s plan for email acquisition, Listrak and WWRD identified a strategy for increasing the number of subscribers to the main WWRD list through the use of an online sweepstakes promotion.
  • Sweepstakes Listrak supported WWRD in this endeavor by creating sweepstakes templates that captured subscribers and contained a viral component that allowed users to gain more entries by encouraging friends to sign up.
  • Sweepstakes Sweepstakes Entry Form
  • Sweepstakes Friend Referral Entry Form
  • Sweepstakes
  • Sweepstakes 2012 Holiday Sweeps Success: • 6,407 new, unique subscribers added to list (avg. 156/day) • 356 new customers acquired (their AOV was equal to site average) • Contributed to 4% of total revenue for the 41 days the Sweepstakes was live (<15% COM) • Lesson: Using existing customers to get new customers works well!
  • Additional Campaign Ideas • Shipping deadlines (upgrades, ground, etc.) • 12 Days of Christmas • Gift guides • Top Picks/Gifts • Gifts for Him/Her • Stocking Stuffers • Bestsellers • As seen in (leverage PR opportunities) • Private sales (send during slowest week) • Friends and Family sales • Wishlist
  • Additional Campaign Ideas Highest Revenue Don’t forget to capitalize on Post Holiday sales – these emails traditionally perform VERY well
  • Additional Campaign Ideas Lesson: Repurpose, Repurpose, Repurpose • Work with a template, making minor adjustments • Revise subject line, main message, images
  • 2012 Review Subject Lines 2012 – Best Subject Lines ENTER Waterford's Holiday Sweepstakes: Win 1 of 3 Prizes... • 15.17% Open / 6.22% CTR 80+ Black Friday Offers + Free Shipping & Gift Wrap... • 15.06% Open / 3.34% CTR Black Friday Preview + FREE Gift Wrap & Shipping. • 12.13% Open / 3.02% CTR After Christmas Sale now on. Shop & Save... • 13.66% Open / 3.98% CTR
  • Additional Campaign Ideas Subject Lines Lesson: Focus on the subject line that is right for your brand • Know your audience • Stand out in the inbox • Quick, to the point • Witty, only if it makes sense for your brand • Stress urgency in the second and third pass
  • Re-engagement • Getting your emails into the inbox is always important, but is essential during the holidays. • With the annual increase in email traffic resulting in overstuffed inboxes, it is important to make sure you are sending your messages to a clean and engaged list.
  • Re-engagement • Re-engagement emails have been sent in May and June • Utilized 2nd and 3rd pass sends for these emails • Performance has been strong: • 15% Average Open Rate • 3.17% Click Through Rate • Generated 4.2% of revenue of revenue for May & June 2013 with COM <7% • CR% of re-engagement emails was 2.8x the site average • Per visit value of re-engagement emails was 2.4x the site average
  • Re-engagement
  • Recap • The earlier the better – start now! • Utilize 2012 data • Acquire and Re-engage • Track your data • Standardize holiday templates
  • Thank you Thank you for joining us! If you have questions, please contact us: info@listrak.com Look for our final two webinars in our holiday series: August 13th – Deliverability August 27th – Responsive Design