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Holiday Marketing Success: Post-Click Personalization & Strategies for Standing Out & Creating Long-Term Customers

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With email inboxes are more cluttered than any other time of year and brands are seeing open rates decrease by 25 to 30%. We’ll break down how clients are using post-click messaging to personalize the user experience and crush email marketing performance. Learn how to amplify your holiday email marketing efforts with onsite personalization. If you’re counting on the holiday season to drive up annual sales numbers, join Justuno and Campaign Monitor to review the top 3 trends that present challenges for creating a top-flight holiday shopping experiences and converting shoppers into long-term loyalists.

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Holiday Marketing Success: Post-Click Personalization & Strategies for Standing Out & Creating Long-Term Customers

  1. 1. Name of Presentation Subtitle goes here if necessary Holiday Marketing Success: Post-Click Personalization & Strategies for Standing Out & Creating Long-Term Customers Holiday Performance Strategy to Increase Email ROI
  2. 2. Today’s Timeline 11 - 11:45 am PT 12 - 12:45 am PT SHORT BREAK 13 Brands That Are Using Email Marketing Creative to Crush Performance for Holiday Campaigns Holiday Marketing Success: Post-Click Personalization & Strategies for Standing Out & Creating Long-Term Customers 11:45 - 12 pm PT
  3. 3. 3 ● Session recording and slides will be sent out ● Log back in anytime with the same link ● Resources available as handouts Eyebrow Text Today’s Logistics Persephanie Arellano Webinar Coordinator
  4. 4. Today’s Speaker Mathew Bingham Director of Partnerships Mike Barnes Director of Partnerships
  5. 5. Post-click personalization for holiday email success
  6. 6. 6 1. What is post-click personalization 2. How to implement during the holidays 3. Best practices for post-click messaging during holidays 4. Examples from mutual customers between Tinuiti + Justuno 5. How this all impacts your email performance! What we’ll talk about today Justuno
  7. 7. What is post-click personalization? Personalizing a user’s website experience when they click through from an email or a paid ad. ● Email - Show a website banner from an email click-through (mirror offer →) ● Paid ad - Show a website banner or pop-up with the same offer, image and discount code you put in your ad copy ● Paid search - Show the same search term someone used to find you when they click through your paid search ad
  8. 8. Poll Question What happens when someone clicks through from an email with an offer (like a discount) you send them? ● Nothing. They land onsite. ● They see the same offer onsite. ● They see the same offer onsite AND personalization.
  9. 9. How to implement during the holidays ● Leverage UTM terms for all of your campaigns! ● Make your offers easy to understand ● Have abandoned cart offers running ● Leverage timers and sense of urgency to increase sales ● Take the extra clicks out of the situation
  10. 10. Use abandoned carts in 2 powerful ways ● Show an exit intent on the cart page with the discount code ready to use like this example from Tinuiti client, Frederick’s of Hollywood. This offer had a 53.8% conversion rate in the 2018 holiday season! • Increase same session purchase • Reduce barriers to conversion ● Work with your ESP and make a strong cart abandonment trigger flow (next slide)
  11. 11. Cart Abandonment Trigger fires onsite ESP sends an email w/code User clicks thru email direct to cart page Justuno mirrors your discount code onsiteYour ESP sends an email shortly after trigger ESP Cart Abandonment Trigger Flow
  12. 12. Poll Question How much of your revenue is attributed to email marketing? ■ Around 20% ■ Around 50% ■ More than 50%
  13. 13. Give Early / VIP access to holiday deals to boost email ROI ● LimeLush, a Tinuiti client, used this VIP access pop-up last year before Black Friday ● This pop-up had an engaged conversion rate of 14.83% during pre-Black Friday marketing! ● Use offers like this to make visitors opt-in to a specific segment. The emails this particular segment receive will perform much better
  14. 14. Lead Capture Welcome Email Offer Banner Conversion Conversion Send Email based on Purchase Add to List (ESP) Based on their purchase, they’re put on a list in your ESP Mirror Message Target by UTM, reflect offer or message onsite Justuno captures email address Use your ESP to send a Welcome Offer email Mirror that offer on-site by targeting this Email UTM Campaign Customer converts & Justuno tracks the purchase How Justuno boosts your email performance
  15. 15. Key Takeaways Personalize the post-click in some form to boost email performance! Use UTMs and easy offers like abandoned cart w/discount auto-applied Leverage an early access or VIP strategy to boost email ROI
  16. 16. Thank You mat@justuno.com
  17. 17. Turning Holiday Holiday Marketing Success: Creating Long-Term Customers 10/10/2019
  18. 18. TODAY’S AGENDA ● Campaign Monitor Overview ● Holiday Shopping by the Numbers ● Building Your Holiday Marketing Playbook ● Some of our Favorite Customer Examples ● Campaign Monitor Commerce
  19. 19. CM Group Created to offer solutions that meet the needs of every marketer, CM Group was founded in 2017 with the collection of three industry-leading email marketing platforms: Campaign Monitor, Delivra, and Emma. Since then, our family of brands has grown to include a real-time personalization solution, Liveclicker, along with Sailthru, a cross-channel platform driven by AI.
  20. 20. Holiday Shopping by the Numbers The National Retail Federation has recorded increasing sales during holiday shopping 14 out of the last 15 years… $707.5 billion Last year’s total holiday sales were about... Source: NRF - https://nrf.com/media-center/press-releases/2018-holiday-sales-grew-29-percent-amid-turmoil-over-trade-policy-and
  21. 21. Holiday Shopping by the Numbers Source: Sailthru - https://engage.sailthru.com/rs/500-BIA-880/images/Sailthru_2019_Holiday_Guide.pdf 11% of companies expect MORE THAN HALF their annual sales from the holiday season and another 30% expect between 31%-50% their sales during that time
  22. 22. Holiday Shopping by the Numbers Source: Credit Karma - https://www.creditkarma.com/insights/i/nearly-half-of-americans-already-started-holiday-shopping/ Black Friday is no longer seen as the bookend. Last year - ● 50% of holiday shopping was finished by December 3 ● 80% was wrapped up by December 15
  23. 23. Poll Question Which day saw the highest total email volume in 2018? ■ Thanksgiving ■ Black Friday ■ Cyber Monday
  24. 24. Holiday Shopping by the Numbers Thanksgiving Black Friday Cyber Monday 95 million emails were sent 116.5 million emails were sent 106 million emails were sent Source: Campaign Monitor - https://www.campaignmonitor.com/resources/infographics/holiday-email-marketing-by-the-numbers/
  25. 25. Building Your Holiday Marketing Playbook With the market is becoming no only being more competitive, retail marketers are facing added pressure from 3 rising trends: 1. The Never-Ending Holidays 2. The Rise of Self-Gifting 3. Messaging Overload
  26. 26. Building Your Holiday Marketing Playbook The New Table Stakes Recommendation Strategy Diversified Discounts Triggered Messages Driving Foot Traffic Creating Repeat Customers Cut Through the Clutter AI and Testing Tools Segmentation & Predictive Analytics
  27. 27. Some of Our Favorite Customer Examples Creating Repeat Customers 1. Customized Onboarding 2. Leverage “Most Popular” and “Urgency” 3. Promote Your Loyalty Program 4. Discount Future Purchases 5. Rescue Last Year’s One-and-Dones 6. Promote Your App
  28. 28. Some of Our Favorite Customer Examples What we love: ● Creates a sense of urgency with the “holiday edition” ● Instead of “most popular” it tags products as Editors’ Picks ● Exclusivity with a “just arrived” series of recommendations
  29. 29. Some of Our Favorite Customer Examples What we love: ● Use of tiered discounts ● Instead of giving a discount, shopper earn a gift card ● Additional personalized discount code
  30. 30. Some of Our Favorite Customer Examples What we love: ● Combination of sweepstakes to drive data collection efforts ● Simple straightforward entry process ● Using the data for future campaigns and holiday recommendations
  31. 31. Schedule Your 1:1 Strategy Evaluation
  32. 32. Live Q&A Mathew Bingham Director of Partnerships Mike Barnes Director of Partnerships
  33. 33. Webinar Calendar
  34. 34. Upcoming Webinars In October 1. October 16: Google's New Ad Formats: What We've Learned From Testing Discovery and Gallery Ads 2. October 23: Lowering Customer Acquisition Costs on Facebook: Ecommerce Brand's Guide to Social Ads Efficiency 3. October 30: 10 Last-Minute Amazon Tips for Black Friday and Cyber Monday 2019 https://tinuiti.com/content/
  35. 35. THANK YOU!

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