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Holiday retail email marketing tips aima silverpop fabric.com silverpop

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Consumers are increasingly researching and buying from mobile devices, and they are shopping earlier and making last minute purchases using gift cards and via multiple channels, so solidifying your email plans and programs early is especially important in 2014.

In this session, Loren McDonald, Vice President of Industry Relations, Silverpop, an IBM Company, and Meredith Gertz, Email Marketing Manager, Fabric.com, an Amazon Company, share ideas and tactics to help ensure that online retailers get the most out of their email marketing programs during the critical holiday shopping season. You’ll come away with actionable holiday promo next steps to easily integrate into your existing holiday marketing plan.

Discussion topics include:

Developing a holiday-specific welcome program
Segmentation and frequency considerations
Optimizing emails for mobile conversions
Revising templates with information about details such as shipping, return policy, and gift cards
Designing emails to better enable mobile navigation and browsing
Using content and personality to increase engagement
Creating high-converting gift card programs
Launching post-purchase programs
How to integrate your holiday subscribers into your regular non-holiday communication stream

Published in: Marketing
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Holiday retail email marketing tips aima silverpop fabric.com silverpop

  1. 1. Email Marketing Campaigns and Tactics to Maximize 2014 Holiday Revenue Meredith Gertz, Fabric.com @fabricdotcom Loren McDonald, Silverpop, an IBM Company @LorenMcDonald
  2. 2. Agenda Shopping / Mobile Data Email Tactics Takeaways / Q&A Today’s Agenda
  3. 3. Mobile Shopping & Email Data
  4. 4. The Smartphone Paradox 66% higher than tablet rate 43% of tablet rate 28% of tablet Less rate browsing time/page views
  5. 5. Source: Litmus, Jan 2014
  6. 6. Fabric.com Email Readership 65% of Fabric.com email subscribers are reading on smartphones We’re seeing a big bounce rate from email to conversion. A focus in creative is to give users the very best email/tablet visual experience.
  7. 7. Agenda Shopping / Mobile Data 8 Email Tactics Takeaways / Q&A Agenda – Email Tactics
  8. 8. #1. Make Your Emails Mobile Friendly Especially for Remarketing Emails
  9. 9. Screensize-apalooza Small Medium Large iPhone 2.3” wide Galaxy Note 3.2” wide Nexus 7 7.3” wide BlackBerry 2.6” wide iPad Mini 5.3” wide Excite 13 8.5” wide Chart Source: Litmus
  10. 10. Are your emails touch-friendly? Old mouse New mouse
  11. 11. More than just “design” – Think “context”
  12. 12. The Simple Difference – Responsive Emails Desktop Mobile
  13. 13. Responsive Desktop Responsive Mobile
  14. 14. Test Across Key Devices and Email Clients Android 2.3 Apple Mail 6
  15. 15. Heat map lessons: • Shoppers look for discounts first • CTA beneath it gets higher conversion/lower bounce rate Website/emails use same button
  16. 16. #2. Update Onboarding / Welcome Emails With Mobile Shopping Info.
  17. 17. Typical Welcome Email Approach Immediate 3-7 days 7-14 days Immediate Stand alone Email # 1 Email # 2 Email # 3 3-part series
  18. 18. Add to an existing email or add as a new email in onboarding series • Payment alternatives (e.g. PayPal) • Register today / social-sign-up option • Download our mobile app • Use our wishlist / save for later function to complete the purchase process later
  19. 19. #3. Targeting & Cadence Targeting, Black Friday, Cyber Monday, et al
  20. 20. Holiday pounding …
  21. 21. 200+ annually 4 per week 1 every 1.8 days @LorenMcDonald
  22. 22. Jan 2 Dec 25 51 emails Nov 18 1 week before Thanksgiving Day 37 emails T-Day To XMAS 50 emails 44 days
  23. 23. Every time an email goes ka-ching an retail marketer gets her wings! Every time an email dings, an email marketer gets her wings!
  24. 24. Broadcast: •Black Friday •Cyber Monday •General Promotions Targeted: •Past purchasers •Gift card purchasers •Never purchased Onboarding •New holiday subscribers welcome •Onboarding track •Cart/Browse abandonment Purchasers Remarketing •Order confirmation •Upsell/Cross sell •Post-purchase care •Resends Targeting & Cadence Possibilities
  25. 25. Fabric.com 2014 Holiday Approach Fabric.com will be increasing our volume during the 2014 holiday over 2013 holiday frequency But we haven’t seen an increase in unsubscribe rate ... Holiday Emails Must Have a Purpose How does this help me? Does the email take care of a gift, fill a problem with a solution, let me check something else off my holiday list?
  26. 26. Use “White Space” to Maintain Engagement The holidays are a great opportunity to inspire our customers. In 2014 we’re going to be offering: • More projects • More ideas • More inspiration from gifts to home decoration.
  27. 27. Fabric.com Win Back – Deployed Prior to Holidays Win Back Series • 3 emails • 60/90/120 days if no purchase • Updating with holiday-themed images
  28. 28. Lapsed Customer: Increase Engagement– KAF Ideas - Drop-down menu (dolls) - Put into automated program based on response
  29. 29. • “Thanks” sent on Thanksgiving Day • “You are part of the Fabric.com family” • Generates LOTS of positive feedback
  30. 30. 12 Days of December – 12/14 to 12/25
  31. 31. Fabric.com Sample Holiday Promotions Deal of the Day Deals & Steals
  32. 32. #4. Holiday Onboarding / Holiday Shopping Reminders
  33. 33. Welcome and remind in season
  34. 34. - Register now for easier and quicker checkout process during the hectic holidays. Registering also makes shopping on your smartphone or tablet a breeze. -We offer PayPal payment option – leave your credit card in your wallet or purse! - Download our mobile app for a superior mobile shopping experience. - Use our wishlist / save for later function to complete the purchase process later. - Register with social sign-in using your Facebook account.
  35. 35. Content to Consider Including Expect Increased frequency Frequency options if you want less Change preferences Reassure simplicity of holiday shopping experience Email-only specials Information about: Shipping schedules How to return items Gift-cards Call-center hours
  36. 36. #5. “Make It Easy” For Consumers and Yourself Don’t make them work or have to think
  37. 37. Clean, Simple With Primary CTA that “Pops”
  38. 38. Highlight in navigation, body copy, CTAs and footer – key holiday shopper concerns: Shipping Options – Return Policy – Gift Cards – 1-888-555.1212 • Shipping options and deadlines • Return policy • Gift cards • Etc.
  39. 39. Shipping Deadlines and Options
  40. 40. #6. Add Gift Card Promotions Capture the Last Minute Shoppers
  41. 41. Promote Gift Cards as an Easy Alternative
  42. 42. #7. Remarketing / Reminder Emails Browse & Cart Abandonment
  43. 43. Holiday Shoppers … Sniffing Around
  44. 44. Gift Cards – Browse Remarketing Program Browse, but don’t buy within 24 hours • Receive reminder • Sent daily for 12 days before Christmas
  45. 45. Cart abandonment remarketing will become even more important in the era of mobile shopping. Think about it…
  46. 46. Desktop centric Lots going on Simpler, more mobile friendly
  47. 47. Smartphone Cart Abandoners – Ideas to Test Test timing – within an hour vs a few hours later Mobile friendly or responsive Add alternative payment process copy
  48. 48. • Shipping options • Return policies • Gift cards • Payment options Just a reminder – while you were doing your holiday Shopping Bag. You left a few things in your Shopping Bag. We know it is a busy time of year, so why not check out a few more gifts off you list and complete your order now? Add holiday theme and content.
  49. 49. #8. Post-Purchase Customer Satisfaction Reduce Returns, Gain Long-Term Customers
  50. 50. Ensure a good post-purchase experience… 53
  51. 51. Post-purchase emails – help your CS team with FAQs 54
  52. 52. Ski boots: Hard to fit online …
  53. 53. 56
  54. 54. 57
  55. 55. 57% Open rate 26% CTR 45% CTOR
  56. 56. Agenda Mobile / Shopping Data 8 Email Tactics Takeaways / Q&A Agenda –Takeaways / Q & A
  57. 57. Email Tactics Determine your holiday cadence approach Go responsive or mobile-friendly Deploy browse & cart reminders Make it super easy to buy Understand the holiday context – shipping, gift cards, returns Ensure a great purchase/post-purchase experience Takeaways / Action Steps
  58. 58. Contact Information Loren McDonald VP, Industry Relations Silverpop, an IBM Company @LorenMcDonald Meredith Gertz Email Marketing Manager Fabric.com @fabricdotcom
  59. 59. silverpop.com silverpop.com/marketing-resources www.slideshare.net/silverpop Twitter.com/silverpop Facebook.com/silverpop The Silverpop Digital Marketing Platform

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