Do you plan to email your database to death with Black Friday promotions? With Black Friday falling on the latest possible date (Nov 29), retailers only have 26 days until Christmas this year. Effectively engaging shoppers before and after Black Friday is critical to your holiday season sales. To avoid message fatigue and leverage the spike in shopping traffic, every retailer should attend this webinar to learn how to: Capture new customer data with interactive solutions, both online and offline Make sense of (and use!) the immediate insights you get from that data Tailor your 2020 marketing to what items your holiday shoppers will likely buy next year Join this webinar to survive the holidays and beat your conversion goals! See examples of successful holiday retail campaigns presented by Victoria Manning, Head of Customer Success at Odicci and Andrew Howe, Sr. Director of Digital Marketing Services at Mapp. Register for the webinar today! About Odicci: It’s an interactive marketing platform that captures and enriches customer profiles, through interactive, engaging digital experiences. About Mapp: It’s an intelligent, cross-channel marketing platform that turns data into insights, and insights into real-time marketing action.

1. Holiday Survival Tips:
How to re-engage post Black
Friday
Andrew Howe - Snr Dir Digital Marketing Services - Mapp
Victoria Manning - Head of Customer Success - Odicci
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2. 2
AGENDA
SEASONAL TIMING 2019
HOW TO CAPTURE DATA
HOW TO USE THAT DATA
QUESTIONS
FINISH
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3. 3
Seasonal Timelines 2018-19
Weekends between Cyber
Monday and Xmas
Shopping days between
Cyber Monday and Xmas
November December
22nd 23rd 24th 25th 26th 27th 28th 29th 30th 1st 2nd 3rd
BF CM
2018
27 4

4. 4
Seasonal Timelines 2018-19
Weekends between Cyber
Monday and Xmas
Shopping days between
Cyber Monday and Xmas
November December
22nd 23rd 24th 25th 26th 27th 28th 29th 30th 1st 2nd 3rd
BF CM
2019
21 3

5. 5
2018 Email Engagement Metrics
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Christmas
Black Friday
Cyber Monday
High Open and Click Rates
High Click Rates
High Open Rates
Date 22nd 23rd 24th 25th 26th 27th 28th 29th 30th 1st 2nd 3rd 4th 5th 6th 7th 8th 9th 10th 11th 12th 13th 14th 15th 16th 17th 18th 19th 20th 21st 22nd 23rd 24th 25th
Days to Xmas 33 32 31 30 29 28 27 26 25 24 23 22 21 20 19 18 17 16 15 14 13 12 11 10 9 8 7 6 5 4 3 2 1 0
T F S S M T W T F S S M T W T F S S M T W T F S S M T W T F S S M T
F S S M T W T F S S M T W T F S S M T W T F S S M T W T F S S M T W
November December
2018
2019 est.

6. 6
2018 Email Engagement Metrics
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Christmas
Black Friday
Cyber Monday
High Open and Click Rates
High Click Rates
High Open Rates
Date 22nd 23rd 24th 25th 26th 27th 28th 29th 30th 1st 2nd 3rd 4th 5th 6th 7th 8th 9th 10
Days to Xmas 33 32 31 30 29 28 27 26 25 24 23 22 21 20 19 18 17 16 1
T F S S M T W T F S S M T W T F S S M
F S S M T W T F S S M T W T F S S M
November
2018
2019 est.

7. 7
2018 Email Engagement Metrics
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Christmas
Black Friday
Cyber Monday
High Open and Click Rates
High Click Rates
High Open Rates
4th 25th 26th 27th 28th 29th 30th 1st 2nd 3rd 4th 5th 6th 7th 8th 9th 10th 11th 12th 13th 14th 15th 16th 17th 18th
31 30 29 28 27 26 25 24 23 22 21 20 19 18 17 16 15 14 13 12 11 10 9 8 7
S S M T W T F S S M T W T F S S M T W T F S S M T
S M T W T F S S M T W T F S S M T W T F S S M T W
November December

8. 8
2018 Email Engagement Metrics
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Christmas
Black Friday
Cyber Monday
High Open and Click Rates
High Click Rates
High Open Rates
h 5th 6th 7th 8th 9th 10th 11th 12th 13th 14th 15th 16th 17th 18th 19th 20th 21st 22nd 23rd 24th 25th
1 20 19 18 17 16 15 14 13 12 11 10 9 8 7 6 5 4 3 2 1 0
W T F S S M T W T F S S M T W T F S S M T
T F S S M T W T F S S M T W T F S S M T W
December

9. 9
2019 Email Reccomendations
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Christmas
Black Friday
Cyber Monday
High Open and Click Rates
High Click Rates
High Open Rates
Date 22nd 23rd 24th 25th 26th 27th 28th 29th 30th 1st 2nd 3rd 4th 5th 6th 7th 8th 9th 10th 11th 12th 13th 14th 15th 16th 17th 18th 19th 20th 21st 22nd 23rd 24th 25th
Days to Xmas 33 32 31 30 29 28 27 26 25 24 23 22 21 20 19 18 17 16 15 14 13 12 11 10 9 8 7 6 5 4 3 2 1 0
T F S S M T W T F S S M T W T F S S M T W T F S S M T W T F S S M T
F S S M T W T F S S M T W T F S S M T W T F S S M T W T F S S M T W
November December
2018
2019 est.
Plan campaigns for the weekend of the 7th & 8th
Don’t be afraid to run multiple campaigns between the 14th and 16th this looks
like the most important period
There is less time so send more emails per week between Cyber Monday and
16th/17th!
Send at the right times – be at the top of the inbox when they are most likely to
be responsive

10. 10
2018 Web Engagement Metrics
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11. Surprise &Delight

12. 70%interactive content
36%static content
VS
Interactive Content is very effective at
generating conversions

13. INTERACTING IN REAL TIME
Maximising micro-moments,
accessing information
anywhere

14. SHOULD WE
ENGAGE
THE
CONVERSAT
ION?

15. INTERACTIVE EXPERIENCES
require an active, emotional engagement
Consumers become part of a
dynamic, thrilling, two-way experience.

16. EMAIL
PRIZES
OBJECTIVES
• Offline (in-store) data capture
• Increase email marketing database
SOLUTION
• Physical scratch card
• Unique codes
• Prize notification emails
• CRM integration
• Email verification
• Multiple prizes (online and offline)
RESULTS
• Footfall: 323,700
• Captured customers: 53,438
• Database growth: 50% in 4 months
CUSTOMER SUCCESS
50% DATABASE GROWTH

17. Reveal Marketing – Creative customers!

18. Data Enrichment Experiences

19. Profile
your audience
• Gather customer interests
• Fun and Engaging
• Tailored recommendations
• Rule based
• Customisable

20. Refer a friend
Expand your reach
• Email / Social media sharing
• Interactive content
• Landing page / Pop-up

21. OBJECTIVE
• Capture new contacts
• Engage people during Christmas season
SOLUTION
• Advent Calendar – 12 days
• 5 prizes + 1 big prize
• Random prize attribution
• CRM integration
RESULTS (ONE MONTH)
• Unique Impressions 89.070
• Completed Entries 75,897
• Opt-in 39%
CUSTOMER SUCCESS
ADVENT CALENDAR

22. FEBRUARY
Winter salesNew Year’s Day Valentine’s Day Saint Patrick’s Day
April Fools Day Easter Mother’s Day Father’s Day
Summer sales
Halloween
Back to school
Black Friday Cyber Monday Christmas
MARCHJANUARY
APRIL MAY JUNE
JULY AUGUST SEPTEMBER
NOVEMBEROCTOBER DECEMBER
Seasonal Marketing Roadmap for 2020

23. INTERACTIVE
customer journey
Tell
a friend
Seasonal
Promotions
Launch
Web Pop-up
Registration
Offline
Data Capture
Events
Social
Media
Profile
enrichment
Preference
Center
Feedback
NPS
Loyalty
Birthday
Win back
Re-engagement

24. Now you have the data...
How can you use it?
Examples of great data use that impacted the bottom line
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25. 25
Immediate use data
Using Mapp Cloud our German client Douglas created a
specific set of dashboards to monitor key metrics during
Black Friday/Cyber Monday.
Campaign Performance
Products
Orders
Checkout
Latency
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Immediate use data
Having the data at their finger tips, Douglas were ready
to react in real time to issues or potential opportunities.
Problems with checkout
Unexpected drops in traffic
Catch device/browser issues
Double-down on popular product lines
Adjust channel budgets
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This is a marathon not a
sprint
The strategy and tactics for any given season will not
have been perfect. But it is always an opportunity to
learn and improve. Everyday is a school day!
Test
Measure
Improve
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Example 1
Knowing how much revenue they were able to drive from their newsletter subscriber base
this retailer was very keen to drive signups. Using Mapp Cloud to collect data and interpret
it, over time they were able to serve a banner at just the right moment before someone
was due to leave the site.
Established Electronics Retailer
This technique drove a 200% increase email sign-ups and ultimately incremental
revenue off the those email addresses
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Using conversion prediction
model in Mapp Cloud one of
our ticket retailing clients was
able to save money AND
increase conversions
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Example 2

30. 30
Example 2
Original Journey
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User arrives onsite
User navigates
towards checkout
User offered voucher
User Buys
User doesn’t
buy
New Journey
User arrives onsite
User navigates
towards checkout
User Buys
User doesn’t
buy
User offered voucher
User NOT offered
voucher
User Buys
User doesn’t
buy

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Example 2
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User NOT offered
voucher
User Buys
User doesn’t
buy
Saved lost revenue by not offering the
discount voucher
INCREASED the conversion rate on the
higher propensity users
More sales, at a higher margin!

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Closing tip: don’t
miss people
With the levels of segmentation now available it is really easy
to entirely miss a portion of your email subscriber base. To
avoid this figure out how to…
Create a list of people not receiving a message at least once
per week
Make sure they get one
Don’t leave that money on the table!!
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33. ???
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Howie
andrew.howe@mapp.com
@howie456
Victoria
vmanning@odicci.com
@odicci

34. 34
® 2019 | www.mapp.com | To request a demo or learn more about Mapp Cloud, email sales@mapp.com
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