Holiday webinar 2010 final
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Holiday webinar 2010 final Presentation Transcript

  • 1. Blue Sky Factory Driving Email Marketing Performance Eggnog, Elves, and Email:How to Plan a Successful Holiday Email Campaign Lindsay Clark & Joanna Lawson-Matthew Thursday, September 16, 2010 1:00 – 1:45 PM (EDT) Baltimore, Maryland
  • 2. Getting Acquainted Feel free to submit questions via the GoToWebinar dashboard or #bsfwebinar on Twitter.Lindsay Clark Joanna Lawson-MatthewSenior Client Services Manager Senior Client Services Manager 2 Copyright Blue Sky Factory 2010
  • 3. About Blue Sky Factory Blue Sky Factory is both a full & self service ESP.Design, execute, and track your email marketing communications with Blue Sky Factory’s platform, Publicaster. Visit us at www.blueskyfactory.com. 3 Copyright Blue Sky Factory 2010
  • 4. Why start planning for the holidays now? 4 Copyright Blue Sky Factory 2010
  • 5. Why Start Now?Consumers are already starting their holiday shopping and research. Source: http://www.emarketer.com/Article.aspx?R=1007872 5 Copyright Blue Sky Factory 2010
  • 6. Competition is Heating Up!Email marketing volumes are expected to increase 15% to20% for the upcoming 2010 holiday season, compared to the same time period in 2009.1 1 Experian Marketing Services’ annual 2010 Holiday Marketer: Benchmark and Trend Report. 2 Flickr Photo Credit: mx5tx 6 Copyright Blue Sky Factory 2010
  • 7. Our Agenda1. Getting Started2. What Worked in 20093. The Best Practices You Should Stick With4. The Most Important Tip for 2010 Holiday Emailing5. Q&A 7 Copyright Blue Sky Factory 2010
  • 8. I. Getting Started 8 Copyright Blue Sky Factory 2010
  • 9. Ask Yourself• What are your goals for this year’s holiday campaigns?• What will be the main call-to-action of your campaigns?• Will you vary your current email template only slightly or will you completely redesign your template to optimize for recipients’ holiday mindset?• Will you have a dedicated holiday email series or will you jazz up your current campaigns (think: auto-response campaigns and transactional emails) with holiday flair?• How will you measure success this year? 9 Copyright Blue Sky Factory 2010
  • 10. Review last year’s campaigns to evaluate what worked. 10 Copyright Blue Sky Factory 2010
  • 11. Review Last Year’s CampaignsWhich campaigns generated the best response? Remember tolook at all metrics: • Open • Click-through • Conversion • Forward • Unsubscribe • Complaint 11 Copyright Blue Sky Factory 2010
  • 12. Review Last Year’s CampaignsDid your complaint or opt-out rate start to spike mid-series?Identify the issues and plan for 2010 accordingly. 12 Copyright Blue Sky Factory 2010
  • 13. Review Last Year’s CampaignsWhat days of the week did you send on? Were weekdays orweekends more successful? 13 Copyright Blue Sky Factory 2010
  • 14. Come up with a schedule, a plan-of-action. 14 Copyright Blue Sky Factory 2010
  • 15. Develop a SchedulePlan frequency and number ofcampaigns: • How often are your subscribers used to receiving emails currently? • Do you want to increase that level or maintain the same schedule? • Will you come right out and announce your holiday series or deals or will you slowly tailor the emails more and more to the holidays? 15 Copyright Blue Sky Factory 2010
  • 16. Develop a ScheduleReview your schedule with other departments to confirm thereare no conflicts. You want to sprinkle timely and relevant emails inbetween now and the holidays, not bombard your subscribers. Flickr Photo Credit: emma.kate 16 Copyright Blue Sky Factory 2010
  • 17. Don’t Flood The Inbox59% of US and UK Internet Users said the reason for notregularly opening/reading email marketing messages is that they come too frequently.1 1 e-Dialog "Manifesto for E-mail Marketers: Consumer Demand Relevance" (2010) 2 Flickr Photo Credit: Greg Hayter 17 Copyright Blue Sky Factory 2010
  • 18. For a full pre-holiday audit guide, check out our two- part blog post, “It’s Time for your Pre-Holiday Email Check-up”:Part One: http://blog.blueskyfactory.com/general/it%E2%80%99s-time-for- your-pre-holiday-email-check-up-part-1/Part Two: http://blog.blueskyfactory.com/creativeanddesign/it%E2%80%99s- time-for-your-pre-holiday-email-check-up-part-2/ 18 Copyright Blue Sky Factory 2010
  • 19. II. What Worked in 2009 19 Copyright Blue Sky Factory 2010
  • 20. What Worked in 2009Announcing early bird specials to encourage subscribers to shopearly 20 Copyright Blue Sky Factory 2010
  • 21. What Worked in 2009Creating urgency closer to the holiday• Only 10 more days until Christmas!• Guaranteed shipping by X date 21 Copyright Blue Sky Factory 2010
  • 22. What Worked in 2009Giving your recipients “insider status”, special deals just for them 22 Copyright Blue Sky Factory 2010
  • 23. What Worked in 2009Introducing a daily or weekly sale item just for subscribers 23 Copyright Blue Sky Factory 2010
  • 24. What Worked in 2009Triggered emails for abandoned shopping carts 84% of recipients open an abandoned cart emails within 24 hours, and 99% of recipients open within a week. Experian (2010) 24 Copyright Blue Sky Factory 2010
  • 25. What Worked in 2009Recommendations based on whatwas frequently viewed in recentsessions 25 Copyright Blue Sky Factory 2010
  • 26. What Worked in 2009Showing recipients the closeststore to them to encourageboth online and offlinepurchases 26 Copyright Blue Sky Factory 2010
  • 27. What Worked in 2009Promote “last minute” gift items 27 Copyright Blue Sky Factory 2010
  • 28. What Worked in 2009Showcase gift ideas by budget, gender, age and interests 28 Copyright Blue Sky Factory 2010
  • 29. No Matter What the Core Offer…Include Free Shipping!Last holiday season, free shipping offers with no minimumspend requirement had 70% higher transaction rates, triple therevenue per email, and more than double the average ordervalue compared to free shipping offers with minimumrequirements. 11 Experian Marketing Services’ annual 2010 Holiday Marketer: Benchmark and Trend Report (2010) 2 Flickr Photo Credit: Robert S. Donovan 29 Copyright Blue Sky Factory 2010
  • 30. What Worked in 2009During the holiday season, be sure to spread the cheer. 30 Copyright Blue Sky Factory 2010
  • 31. Spread the CheerRelevant holiday tips,how-to guides • Recipes • How to stay healthy this holiday • Guide to a stress-free holiday • Travel tips • Party planning Sent on 11/4 31 Copyright Blue Sky Factory 2010
  • 32. Spread the Cheer• Give a “family & friend” discount, reward for referring a friend• Prompt subscribers to submit their own holiday tips, recipes, money-saving ideas, best traditions• Send a video that will give your subscribers a good laugh http://blog.g1440.com/2009/12/happy-holidays-from-all-of-us-at-g-1440/ 32 Copyright Blue Sky Factory 2010
  • 33. Spread the CheerEmails with a refer-a-friend link have been proven to drive 14%higher open rates, 20% higher clicks and 40% highertransaction rates than those without.1 1 Experian Marketing Services’ annual 2010 Holiday Marketer: Benchmark and Trend Report (2010) 33 Copyright Blue Sky Factory 2010
  • 34. Spread the CheerEncourage sharing by providingForward to a Friend links andShare With Your Networkbuttons http://www.blip.tv/file/3021827/ 34 Copyright Blue Sky Factory 2010
  • 35. Spread the CheerBe interactive by showcasing a game, quiz, or survey 35 Copyright Blue Sky Factory 2010
  • 36. Spread the CheerGive away something…for FREE! 36 Copyright Blue Sky Factory 2010
  • 37. Spread the CheerShow your subscribers you appreciate them, and don’t just seethem as a dollar sign 37 Copyright Blue Sky Factory 2010
  • 38. Spread the Cheer Add a little humor to your subscribers’ holiday season 38Copyright Blue Sky Factory 2010
  • 39. Spread the CheerShow subscribers the morecharitable side of yourcompany 39 Copyright Blue Sky Factory 2010
  • 40. What Worked in 2009Your job is not over come New Year’s. Be there after the holidays. 40 Copyright Blue Sky Factory 2010
  • 41. Post-Holiday EmailsSurvey buyers about their purchases 41 Copyright Blue Sky Factory 2010
  • 42. Post-Holiday EmailsComplement their holiday purchases with accessories Image source: Smith-Harmon, “Retail Email Guide to the Holiday Season” 2009 42 Copyright Blue Sky Factory 2010
  • 43. Post-Holiday EmailsEncourage gift card redemption or purchasesThe promotion of gift cards in holiday email marketing messages more than tripledtransaction rates for multichannel retailers last year.Experian Marketing Services’ annual 2010 Holiday Marketer: Benchmark and Trend Report Image source: Smith-Harmon, “Retail Email Guide to the Holiday Season” 2009 43 Copyright Blue Sky Factory 2010
  • 44. III. Best Practices to Stick With 44 Copyright Blue Sky Factory 2010
  • 45. Best Practices To Stick WithThe holiday season is not the time to try out new and fancy tricks. Instead stick with what works for you and follow these 15 general tips. 45 Copyright Blue Sky Factory 2010
  • 46. Best Practices to Stick With1. Make sure only true opt-in subscribers are included in your email campaigns2. Segment list based on click behavior3. Remember the expectations regarding frequency you set up front with your subscribers4. Consider setting up a separate opt-in just for the holidays and set up a holiday-only unsubscribe option5. Check with your ESP to make sure your IP reputation is in good standing 46 Copyright Blue Sky Factory 2010
  • 47. Best Practices to Stick With6. Find a balance between offer and value-added content7. A/B split test: subject lines, call-to-action placement, offer used8. Use this holiday to plan for next holiday9. Subscribe to your competitors emails to generate ideas for next year10. Ensure your call-to-action is prominent (5 second test) 47 Copyright Blue Sky Factory 2010
  • 48. Best Practices to Stick With11. Include a View in Browser link12. Remember to include Share With Your Network links, and encourage social sharing13. Ensure all images have alt tags14. Take the time now to ensure your email renders well across all email clients15. Build a strong subject line that reflects content of email and creates urgency 48 Copyright Blue Sky Factory 2010
  • 49. IV. Most Important Tip for 2010 Holiday Season 49 Copyright Blue Sky Factory 2010
  • 50. Mobile VersionYour carefully crafted emailis often being viewed by apotential buyer or keydecision maker on a mobiledevice 50 Copyright Blue Sky Factory 2010
  • 51. Mobile VersionOptimize each email for all mobile devices by featuring a link to amobile version 51 Copyright Blue Sky Factory 2010
  • 52. Mobile Version24% of online consumers (with or without Web-enabledphones) say they expect to be comparing prices, and 22%expect to be purchasing items from their mobile phones in thenext 12 months. 1 Experian Marketing Services’ annual 2010 Holiday Marketer: Benchmark and Trend Report (2010) 2 Flickr Photo Credit: William Hook 52 Copyright Blue Sky Factory 2010
  • 53. Mobile VersionMake sure all links in your email lead to landing pages whichmobile devices can support (e.g.- no flash) 53 Copyright Blue Sky Factory 2010