Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
2
MEET YOUR SPEAKERS
Jessica Grewal
Customer Success, BlueHornet
Emily Strasburg
Email Marketing Manager, BlueHornet
3
Email has the highest ROI
of the 7 marketing channels
studied.
2015 DMA Response Report
In 2014, companies were
attribut...
4
In which of these ways
do marketing/advertising
emails influence your
purchase decisions?
2015 Consumer Views
of Email M...
5
4 KEYS TO HOLIDAY
EMAIL SUCCESS
 Lay a Firm Foundation
 Ensure You Get to the Inbox
 Shine in the Inbox
 Plan for th...
6
4 KEYS TO HOLIDAY
EMAIL SUCCESS
 Lay a Firm Foundation
 Ensure You Get to the Inbox
 Shine in the Inbox
 Plan for th...
7
49% of consumers polled
said that for the upcoming
holiday season they will
shop online earlier than they
did last year....
8
2014’S TOP DATES FOR
HOLIDAY CONVERSIONS
Thanksgiving
Black Friday
Cyber Monday
Green Week
National Free Shipping Day
Ha...
9
CREATE NEW HOLIDAYS
 Get creative
 Choose content & offers wisely
 Leverage fundamental
engagement tactics
 Be strat...
10
PRIME DAY
 Sales up 93%
 Peak order rates surpassed last
years’ Black Friday
 More users signed up for the
service o...
11
12
ADDITIONAL PLANNING
 Pre-holiday initiatives
 Acquisition
 Win-back
 Custom preference
 Loyalty
 Disaster planning
13
14
DISASTER EMAIL PREP
 Website traffic overload
 Common customer service
complaints
 Unforeseen login restrictions
 O...
15
4 KEYS TO HOLIDAY
EMAIL SUCCESS
 Lay a Firm Foundation
 Ensure You Get to the Inbox
 Shine in the Inbox
 Plan for t...
WIN-BACK
16
WIN-BACK CAMPAIGN
 Launch 2-3 weeks prior to your
most important holiday(s)
 Personalize messages
 Educate
...
17
CUSTOM PREFERENCE
PROMOTION
 Product categories
 Preferred offers
 Special mailing lists
18
19
CONSIDER CHANGES TO
EXISTING CAMPAIGNS
 Win-back
 Reactivation
 Cart abandonment
 Retargeting/browse abandonment
20
Start monitoring in August
• Domain reputation
• IP reputation
• Opt outs
• Complaints
• Bounces
Use inbox monitoring t...
21
RAMPING VOLUME
 No more than 2x normal volume
 Depending on volume, begin
ramping several weeks in advance
of holiday...
22
4 KEYS TO HOLIDAY
EMAIL SUCCESS
 Lay a Firm Foundation
 Ensure You Get to the
Inbox
 Shine in the Inbox
 Plan for t...
23
SUBJECT LINE: TEST LENGTH
 Highest read rate: ~61-70 characters
 Little to no correlation between
length and read rat...
24
75% of our respondents
expect personalization
based on online purchases
or self-reported interests
in their profile.
Co...
25
SUBJECT LINE: TEST OFFERS
 Allen Edmonds Flash Sale
 Up to $200 Below MSRP
 Up to 50% Off MSRP
 Up to $200 Off MSRP...
26
CATER TO CONSUMER BEHAVIOR
 Last-minute shopping
27
CATER TO CONSUMER BEHAVIOR
 Heightened stress
28
ADD VALUE
 Become a holiday advisor
 Partner with retailer for sweepstakes
29
30
31
4 KEYS TO HOLIDAY
EMAIL SUCCESS
 Lay a Firm Foundation
 Ensure You Get to the
Inbox
 Shine in the Inbox
 Plan for t...
32
CREATE A HOLIDAY DEBRIEF
 Document what worked, what didn’t
 Analyze and document promotion
performance
 Reporting o...
33
NON-OFFER-BASED EMAILS
 Focus on relationship
 Do not include offer/incentive
 Be playful and fun!
34
OFFER-BASED
 Offer something unique
 Offer incentive to redeem gift
cards online - get that
attribution!
 Incorporat...
35
EDUCATE AND UPSELL
 What else do they need?
 Accessories
 Next logical purchase
 Related products/product lines
 W...
36
QUICK RECAP
1. LAY A FIRM FOUNDATION
 Calendars – Get creative with holidays!
 Focus on acquisition
 Disaster planni...
37
3. SHINE IN THE INBOX
 Master subject lines
 Cater to consumer behavior
 Be interactive
4. PLAN FOR THE AFTERMATH
 ...
38
39
40
Shine Bright In the Inbox This Holiday Season
Upcoming SlideShare
Loading in …5
×

Shine Bright In the Inbox This Holiday Season

305 views

Published on

Join us for a deep dive into the 4 keys to email success – before, during and after the holiday season. Learn how to outshine your competition with recommendations, real world examples and practical tips to driving engagement and conversion during the most important time of year.

Published in: Marketing
  • Be the first to comment

  • Be the first to like this

Shine Bright In the Inbox This Holiday Season

  1. 1. 2 MEET YOUR SPEAKERS Jessica Grewal Customer Success, BlueHornet Emily Strasburg Email Marketing Manager, BlueHornet
  2. 2. 3 Email has the highest ROI of the 7 marketing channels studied. 2015 DMA Response Report In 2014, companies were attributing 23% of their total sales to the email marketing channel, compared to 18% in 2013. Econsultancy
  3. 3. 4 In which of these ways do marketing/advertising emails influence your purchase decisions? 2015 Consumer Views of Email Marketing, BlueHornet
  4. 4. 5 4 KEYS TO HOLIDAY EMAIL SUCCESS  Lay a Firm Foundation  Ensure You Get to the Inbox  Shine in the Inbox  Plan for the Aftermath
  5. 5. 6 4 KEYS TO HOLIDAY EMAIL SUCCESS  Lay a Firm Foundation  Ensure You Get to the Inbox  Shine in the Inbox  Plan for the Aftermath
  6. 6. 7 49% of consumers polled said that for the upcoming holiday season they will shop online earlier than they did last year. Pitney Bowes PREPARE YOUR CALENDAR NOW  Identify key holidays  Work backwards to determine timelines  Allow for testing prior  Determine content  Creative/Design  Offers  Secure needed resources
  7. 7. 8 2014’S TOP DATES FOR HOLIDAY CONVERSIONS Thanksgiving Black Friday Cyber Monday Green Week National Free Shipping Day Hanukkah Christmas Eve Christmas Day SteelHouse Holiday Guide 2014
  8. 8. 9 CREATE NEW HOLIDAYS  Get creative  Choose content & offers wisely  Leverage fundamental engagement tactics  Be strategic with timing
  9. 9. 10 PRIME DAY  Sales up 93%  Peak order rates surpassed last years’ Black Friday  More users signed up for the service on Prime Day than any other single day CNN money
  10. 10. 11
  11. 11. 12 ADDITIONAL PLANNING  Pre-holiday initiatives  Acquisition  Win-back  Custom preference  Loyalty  Disaster planning
  12. 12. 13
  13. 13. 14 DISASTER EMAIL PREP  Website traffic overload  Common customer service complaints  Unforeseen login restrictions  Out of stock  Oops emails  Offer mix-ups  Segmentation errors
  14. 14. 15 4 KEYS TO HOLIDAY EMAIL SUCCESS  Lay a Firm Foundation  Ensure You Get to the Inbox  Shine in the Inbox  Plan for the Aftermath
  15. 15. WIN-BACK 16 WIN-BACK CAMPAIGN  Launch 2-3 weeks prior to your most important holiday(s)  Personalize messages  Educate  Incentivize with offers
  16. 16. 17 CUSTOM PREFERENCE PROMOTION  Product categories  Preferred offers  Special mailing lists
  17. 17. 18
  18. 18. 19 CONSIDER CHANGES TO EXISTING CAMPAIGNS  Win-back  Reactivation  Cart abandonment  Retargeting/browse abandonment
  19. 19. 20 Start monitoring in August • Domain reputation • IP reputation • Opt outs • Complaints • Bounces Use inbox monitoring tools to monitor and manage your reputation from a single dashboard. REPUTATION-DAMAGING ISSUES  Increased sending volume  Increased complaints  Decreased engagement  Segmentation errors  Mailbox provider issues
  20. 20. 21 RAMPING VOLUME  No more than 2x normal volume  Depending on volume, begin ramping several weeks in advance of holiday season  Work backwards from end volume goal and time until your send date  Increase volume gradually and consistently to balance increase in complaints  Throttle volume  Work with your ESP’s deliverability team to monitor and respond to issues with bulking/blocking
  21. 21. 22 4 KEYS TO HOLIDAY EMAIL SUCCESS  Lay a Firm Foundation  Ensure You Get to the Inbox  Shine in the Inbox  Plan for the Aftermath
  22. 22. 23 SUBJECT LINE: TEST LENGTH  Highest read rate: ~61-70 characters  Little to no correlation between length and read rate  Consider devices and your audience  Desktop view: ~ 60 characters  Mobile view: ~ 25 – 30 characters  Leverage snippet text The Art and Science of Effective Subject Lines, ReturnPath
  23. 23. 24 75% of our respondents expect personalization based on online purchases or self-reported interests in their profile. Consumer Views of Email Marketing 2015, BlueHornet SUBJECT LINE: TEST PERSONALIZATION Past purchased products Today Only: 20% Off On All Crew Neck Sweaters Browse behavior Take The Tahitian Vacation You Have Been Dreaming Of… Gender Buy Gifts For Him: All Men’s Suits Now 10% Off Location Fight The Mid-West Humidity With Back to School Deals Near You!
  24. 24. 25 SUBJECT LINE: TEST OFFERS  Allen Edmonds Flash Sale  Up to $200 Below MSRP  Up to 50% Off MSRP  Up to $200 Off MSRP  Higher performing email across all major KPIs  Open Rate  Click-Through Rate  Revenue  Conversion Rate  AOV  RPD
  25. 25. 26 CATER TO CONSUMER BEHAVIOR  Last-minute shopping
  26. 26. 27 CATER TO CONSUMER BEHAVIOR  Heightened stress
  27. 27. 28 ADD VALUE  Become a holiday advisor  Partner with retailer for sweepstakes
  28. 28. 29
  29. 29. 30
  30. 30. 31 4 KEYS TO HOLIDAY EMAIL SUCCESS  Lay a Firm Foundation  Ensure You Get to the Inbox  Shine in the Inbox  Plan for the Aftermath
  31. 31. 32 CREATE A HOLIDAY DEBRIEF  Document what worked, what didn’t  Analyze and document promotion performance  Reporting on all standard KPIs, most importantly:  AOV  RPE  Inventory what products were purchased most or returned most from an email
  32. 32. 33 NON-OFFER-BASED EMAILS  Focus on relationship  Do not include offer/incentive  Be playful and fun!
  33. 33. 34 OFFER-BASED  Offer something unique  Offer incentive to redeem gift cards online - get that attribution!  Incorporate what you know about subscribers
  34. 34. 35 EDUCATE AND UPSELL  What else do they need?  Accessories  Next logical purchase  Related products/product lines  What do they need to know?  How To's  Tips  Service & Warranty Info  Brand value prop  Learn more from click behavior
  35. 35. 36 QUICK RECAP 1. LAY A FIRM FOUNDATION  Calendars – Get creative with holidays!  Focus on acquisition  Disaster planning 2. ENSURE YOU INBOX  Pre-holiday lifecycle programs  Consider existing campaigns  Manage reputation  Ramp volume
  36. 36. 37 3. SHINE IN THE INBOX  Master subject lines  Cater to consumer behavior  Be interactive 4. PLAN FOR THE AFTERMATH  Holiday debrief  Subscriber relationship building  Offers and non-offer based strategy
  37. 37. 38
  38. 38. 39
  39. 39. 40

×