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Planning Your Holiday Marketing Campaign


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Is your business ready for the holiday season? Learn how you can use email to effectively increase sales in this busy time of year. Presentation originally given at the Greater Philly Email Marketers Meetup.

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Planning Your Holiday Marketing Campaign

  1. 1. Planning Your December '11 Holiday Marketing Campaign
  2. 2. Goal <ul>To put together a holiday marketing publishing calendar for December 2011 </ul>
  3. 3. Using the Worksheets
  4. 4. First, let us imagine for a moment... Thoughts? What does a holiday marketing email look like?
  5. 5. How Many Holiday Emails Should You Send? <ul>- over every past year - over the rest of the year <ul><ul><li>21% in 2010 (Retail Email Blog) </li></ul></ul></ul><ul>The history: rapid growth of frequency </ul>
  6. 6. How Many Holiday Emails Should You Send? <ul>The risk: missing out on sales </ul><ul>The solution: offer, don't overwhelm </ul>
  7. 7. How to Balance Your Frequency <ul>Check your metrics. Check your goal. Check your common sense. </ul>
  8. 8. Busiest Days: Broadcast or Bide Your Time? <ul>Key Days in December Green Monday (13 th ) Free Shipping Day (16 th ) Super Saturday (17 th ) Last Day for Standard Shipping (20th) Hanukkah (20 th - 28 th ) Christmas Eve (24 th ) Christmas Day (25 th ) Kwanzaa (26 th – Jan 1 st ) </ul>
  9. 9. The 9 Types of Holiday Emails Which do you need to send?
  10. 10. #1 Helpful Holiday Tools <ul>What holiday solution can your brand provide? </ul>
  11. 11. #2 Invitations to Holiday Events Include: W.W.W.W.$. RSVP Info Parking Instructions
  12. 12. #3 Holiday Schedule Announcements <ul>Closing the store? Dropping off the grid? Super Saturday sale? </ul>
  13. 13. #4 Holiday-Specific Offers <ul>What makes sense for you to offer? </ul>
  14. 14. #5 Holiday Product Positioning <ul>Best if: you don't already have holiday products </ul>
  15. 15. #6 “Gift” Coupons & Discounts Discuss: What Might You Send?
  16. 16. How About This?
  17. 17. #7 Last-Minute Reminders
  18. 18. 2011 Shipping Deadlines Dec 15 USPS Parcel Post Dec 20 USPS First Class Mail Dec 21 USPS Priority Mail UPS 2nd Day Air FedEx Express Saver Dec 22 USPS Express Mail FedEx 2Day UPS Next Day Air Dec 23 FedEx Overnight, the fastest possible for Christmas delivery
  19. 19. The Trend Toward Digital Goods
  20. 20. music ebooks gift cards software anything transferrable online... Digital Goods
  21. 21. Marketing Digital Goods <ul>Offer at the last minute Upsell to bigger budgets Know your demographic </ul>
  22. 22. #8 Merry Holiday Wishes Merry vs Maddening
  23. 23. Adding Value to the Message
  24. 24. #9 Post-Holiday Reminders The gifts you didn't get and the gift cards that you did
  25. 25. In Summary <ul>Types of Emails: Offers Greetings Event announcements Reminders </ul><ul>Considerations: </ul><ul>- Balance your frequency - Good reason for every email - Digital goods for last-minute gifts </ul>
  26. 26. Holiday Marketing Resources <ul>Selling Digital: Last-Minute Gifts Holiday Marketing Advice From Linda Bustos If You Haven't Sent These Yet, Do It Now 12 Days of Christmas Email Marketing Going Mobile for the Holidays Elastic Path's “Virtual Goods Mean Real Money this Holiday Season” Responsys' Retail Email Guide to the Holiday Season 2011 </ul>