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Holiday Retail Email Marketing 2010

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What can retailers learn from 2010's holiday email marketing promotions? That question other email marketing questions were answered during this informal discussion between Silverpop's Loren McDonald and email marketers from King Arthur Flour and Cuddledown.

Attendees took away the following:
- Key 2010 holiday email trends;
- Some holiday email best practices (and practices to avoid);
- Ideas for improvement in 2011

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Holiday Retail Email Marketing 2010

  1. 1. Retail Roundtable:Retail Holiday Wrap-UpJanuary 14, 2011
  2. 2. Agenda TrendsBest Practices / Tips Q&A
  3. 3. Trends and Tips
  4. 4. Key Trends Frequency / Streams Sending Promotions Waves / Campaigns
  5. 5. 2-3 X Frequency
  6. 6. Jan 2 Dec 25 37emails 51T-Day emails ToXMAS Nov 18 1 week before Thanksgiving Day
  7. 7. New Tracks Added
  8. 8. KAF: Additional Email Stream• Introduced the end of October – Mailed every Saturday through Christmas day• Promotions – Free Ship 1: Sent 11/10 – Free ship 2: Sent 12/6 – Flat rate shipping: Sent 12/13 – Parchment: Sent 11/15• Content – Pie recipes: Sent 11/12 – Freeze: Sent 12/10 – Candy: Sent 12/17• Social media – Holiday card: Sent 12/24 – Facebook album: over 150 photos added
  9. 9. A Brown Christmas
  10. 10. Sending WavesShipping is the Key Driver1. Pre-Thanksgiving2. Black Friday3. Cyber Monday4. “Shop Early”5. Shipping cut offs a. 17th-Free shipping Friday b. Standard c. 2-day d. Overnight6. Christmas/Post Christmas7. New Years
  11. 11. PromotionsFree Shipping/Flat RateFriends & Family
  12. 12. Cuddledown – In Season Promotions •Weekly special emails •Discounts were 40-50% off retail and items shipped for free. •Sent to selections of customers who historically•In season Clearance email-sent during the lull between Veteran’s Day purchase off price. and Black Friday. •Generally we found that customers responded to•Higher open rates and 5X higher CT rates. product in our core bedding line more than apparel•Resent the email a week later with a free ship offer, and then a final reminder related offers. email.-Open rates & CT dwindled with each send-Demand and Units sold were highest on second send.
  13. 13. KAF: Promotions• Free Ship 1: Sent 11/10• Free ship 2: Sent 12/6• Flat rate shipping: Sent 12/13• Parchment: Sent 11/15
  14. 14. Friends & Family Friends and family offersextended to social channels, as well as distributed via exclusive email subscribers
  15. 15. Deadlines & DiscountsCyber Monday offer--one day only-no restrictions-sitewide
  16. 16. Black Friday – 1, 2, 3 Sent 11/26 5 pmSent 11/26, 7 am Sent 11/27 7 am
  17. 17. Incorporate personality Sent 11/8, 7amSent 11/5, 7am
  18. 18. More items qualify…“…over 30 new items...” • Internet Only items ship free. • Encourages catalog customers to come back to the Website to shop frequently • Benefit for choosing the online channel. • Message customers when new items are added to the free ship assortment.
  19. 19. Include Shipping Deadlines
  20. 20. KAF: Content Focus• Pie recipes: Sent 11/12• Freeze: Sent 12/10• Candy: Sent 12/17
  21. 21. KAF: Social Media• Holiday card: Sent 12/24• Facebook album: 150+ photos added
  22. 22. Some Successes – What WorkedCuddledown• Black Friday through Cyber Monday promotional stream and email frequency.• Keep promotions easy and non-restrictive, remove hurdles.• More diligent segmentation yields much more productive results to the email program overall• Free shipping offers tied to surveys-you scratch my back, I’ll scratch yours.• In season inventory clearance emails• Free Shipping event for 3 days leading up to the ground cutoff as well as the national free ship holidayKing Arthur Flour• Product driven promotions – free shipping on parchment, $$ off vanilla• Holiday card (KAF)
  23. 23. What DisappointedCuddledown• Weekly specials only worked for some product categories-don’t veer too far away from your existing assortment.• List growth continues to be our biggest challenge to overcome• Didn’t have the internal resources to fine tune all landing page strategies to align more closely with email• Social media integration could be even better.• Too long of an email break between our 12/8 email till our free shipping offers started 12/12. Need to have relevant email content for this key period, not just promotions.King Arthur Flour• Friends & Family• Cyber Monday (expected to be weak performer)
  24. 24. 2011
  25. 25. Our 2011 Holiday “Wish List” More segmentation More social integration via contests and community Good use of video Surveys-in exchange for benefits like free shipping  More short themed surveys several times a year. Using more value-add content items Post-purchase follow-up emails for upsell and care techniques  Sending recipes for ingredients purchased Adding new email streams
  26. 26. Q & A / Contact Information• Loren McDonald – lmcdonald@silverpop.com – Twitter: @LorenMcDonald – Twitter: @Silverpop• Tracy Taylor – Tracy.taylor@kingarthurflour.com – Twitter: @kingarthurflour – Twitter: @T_TaylorKAF• Laura Hnatow – lhnatow@cuddledown.com – Twitter: @Cuddledown – Twitter: @hnatow
  27. 27. About Silverpop• A leading email marketing /marketing automation provider• Transactional email system• Landing pages• Surveys• SMS• API Integrations w/ Webanalytics, personalization, reviews,recommendation technologies
  28. 28. Resources• Resource Center – White papers – Webinars – Blogs – Case studies – Newsletters – http://www.silverpop.com/marketing-resources/index.html• Many presentations on SlideShare – www.slideshare.net/Silverpop
  29. 29. Thank you! On Twitter: @Silverpopwww.slideshare.net/silverpop www.silverpop.com

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