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Email Marketing for the Holiday Season


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Get a jump on your holiday marketing when you start in September with our guide!

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Email Marketing for the Holiday Season

  1. 1. Email Marketing for the Holiday Season Lisa Jeffries Email: Phone: 919-229-9725 Online: | | @RMG_REG
  2. 2. My experience: 10 years in email marketing 8 years in HTML for email List sizes from 20- 350,000 #WelcomeToRaleighwood My industries: Retail Hospitality Technology Media Services
  3. 3. 1.Email is still #1 in ROI 2014 Email Marketing Industry Census Surveyed 1,100+ email marketers “68% of companies rated email as ‘excellent’ or ‘good’ for ROI… companies are attributing 23% of their total sales to the email marketing channel”; spending just 16% of their marketing budget on email Direct Marketing Association & Experian 4,300% ROI increase For every $1 spent, $44.25 is average return on investment
  4. 4. 2. Trust data, not your gut According to MEC Labs (a research lab focused on how people make choices), 17% of marketers don’t track or analyze email metrics for their organization Many platforms are free for smaller, less frequent senders (Mailchimp = >2,000 @ 6x) All CRMs are not created equal
  5. 5. Thanks to all the marketers who are using email marketing platforms, we know how recipients are viewing email... Of 4,579 tech business email subscribers: 29.1% iPhone 19.7% Gmail 10.7% Apple Mail 8 8.5% Outlook 2013 + 8.1% Outlook 2010 Of 2,562 restaurant patron subscribers: Desktop: 47.2% Mobile: 52.8% 3. Speaking of data… get mobile
  6. 6. Having a design that looks just as good on mobile devices and tablets as it does on desktop is known as “responsive design” Building these by hand is incredibly hard, and not all email clients respond the same My favorites: Mailchimp, Campaign Monitor 4. Stop building emails from scratch
  7. 7. Use your “non-negotiables” at point of sale to always work on adding fresh contacts Build opt-ins at many points Contest with care and use a buddy system Regularly perform quality audits And build in fail-safes to your website! 5. Great lists = great open rates
  8. 8. How many emails do you send a year? Use your signature to your advantage. Ask for valuable details, not their life story. Don’t assume your audience wants, or needs, to hear from you daily Give readers options in the footer Upgrade your opt-out with an opt-down option 6. Manage expectations at each step
  9. 9. Your audience is now 24/7, thanks to their mobile devices (remember that stat we shared earlier?) Know if your audience is mostly at-work, or otherwise Use your data to test Some tools like MailChimp will optimize your send time! 7. Best time to send? It depends.
  10. 10. Balance frequency and subscriber engagement Build loyalty one email at a time Know when to follow-up and when to let it be (take note, Lowe’s) Know why they open, too. 8. Add value or face crappy stats
  11. 11. 9. Think Like a Reader Write from the perspective of the recipient What are their needs and wants (vs. yours)? Always include the most important information during the busy holiday season: Business Hours, Contact Info, Location Look like a pro:
  12. 12. 10. Make Things Easy Set your reply address Include your name and phone number Write out your social media handles & link to them Let people know what to expect & why it’s valuable
  13. 13. 11. Editorial Calendar Always work backwards from deadlines and holidays Black out any dates you’ll be closed or unresponsive What dates can you capitalize on? Gift cards, extended hours, Black Friday/Small Business Saturday/Cyber Monday sales and events
  14. 14. Recycle your email, blog, and social media content between each platform. Worried about reruns? Your audience is missing most of what you post on other channels. Stop asking your audience to print special offers. 12. Go green!
  15. 15. Report Analyze your stats with each send, and review overall list data, too. Read up Subject lines still matter: keep them short and avoid the word “newsletter” Repeat 13. Report. Read up. Repeat.
  16. 16. :-) 14. Freebie: Resources
  17. 17. © 2015 Raleighwood Media Group + Raleighwood Event Group