The document provides 5 tips for email and SMS marketing for Black Friday and Cyber Monday. It discusses establishing quality relationships with subscribers, leveraging cross-channel messaging, maximizing sales with SMS campaigns, utilizing cart abandonment campaigns, and focusing on retention and loyalty after the holiday season. The presenters discuss trends like consumers being emotionally worn down from the pandemic and more people shopping online, and emphasize connecting with customers through meaningful messaging across multiple channels.

1. 5 Last Minute Email & SMS Marketing
Tips for Black Friday & Cyber Monday
Establish Quality Relationships With Your Subscribers
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2. Today’s Logistics
Persephanie Arellano
Webinar Coordinator
● Session recording and slides will be sent out
● Log back in anytime with the same link
● Resources available as handouts
● Submit questions for live Q&A
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3. Tinuiti is the largest independent performance
marketing agency across the triopoly.
Some of
our clients
Our
Recognition
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4. 4

5. Today’s Speakers
Kelly Hoster-Van Lente
Strategist, Email & CRM
Ginny Tonkin
Sr. Demand Generation
Marketing Manager
Kim Winter
Product Marketing Manager
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6. 6
1. Poll
2. Black Friday, Cyber Monday, and Q4 Unlike Any Before
3. 5 Strategies for a Successful Black Friday/Cyber Monday
4. Q&A
Agenda

7. Poll Question
Which strategy do you feel needs the most optimization to best be
prepared for Black Friday & Cyber Monday?
● Thanking your VIPs
● Cross-channel & mobile
● SMS
● Cart abandonment
● Retention & loyalty
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8. Black Friday, Cyber Monday, Q4 Unlike Any Before
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9. This Year, eComm Sales Could Hit
$1,100,000,000,000
For the first time ever.
46%
of consumers are shopping
from new brands online
90%
of consumers are now
shopping online
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10. BFCM 2020: Trends & Predictions
High demand
eComm focus
Brands are optimistic
42% feel their business will perform better this Black
Friday than previous years
Meaningful connections
find strategic ways to stand out from the competition and
create a sense of urgency
many retailers will close their stores moving the holiday
almost entirely online
focus on campaigns that resonate emotionally with
customers
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11. A Holiday Season Unlike Any Before
Why? Reasons are well-documented:
1) Customers wary of entering brick-and-mortar
stores
2) We’re in a recession
But the most surprising,
3) Consumers are emotionally worn down by the
pandemic
23%
Americans who
will spend less
on gifts
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12. Holiday Shoppers Are Bummed Out!
Pandemic’s effects are emotional, stretch beyond economy & public health, says study released by Iterable.
● Shoppers are seeking comfort
What does this mean?
● Customer retention, loyalty are all the more
important
● Getting consumers’ attention is all the more
important - and harder to do!
67%
Shoppers who will shop
all/mostly online
41%
More likely to buy from
brand they’re connected to
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13. Stand Out in the Inbox for the Right Reasons
Plan for the Unexpected
Make a Checklist
...and Check It Twice
Put Your Best Foot
Forward
● Relevant messaging
● Focus on your largest opportunities
● Test now and leverage your learnings during the holidays
● Evaluate your send cadence
Mobile First
● Make sure your customer experience is as expected (website it up, links
are working, promos are working)
● Check your campaign scheduling and audience selections
● Ensure your campaign goes out as expected
● Proactively think about your contingency plans
● Develop templates that allow you to quickly react and pivot plans
● Subject lines should be <40 characters & start with your most important
content. Leverage preview text.
● Simple, straightforward design with a clear prominent CTA
● Look at cross channel opportunities with SMS
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14. Eyebrow Text
BFCM 2020: Trends & Predictions
Meaningful connections
eComm focus
Retention is key
● 41% of consumers are more likely to buy from brand they have
a connection with
● Getting consumers’ attention is all the more important - and
harder to do!
● Shoppers are seeking comfort
● Focus on campaigns that resonate emotionally with
customers
● Many retailers will close their stores moving the holiday almost
entirely online
● 67% of shoppers will shop all/mostly online
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15. Mobile Commerce Is on the Rise
72%
of online consumers
are using mobile
devices to shop
30%
increase in time spent on
mobile since the beginning
of the pandemic
69%+
of 2019 BFCM sales
were done on a
mobile device
Your potential customers are on their phones right now!
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16. Strategy 1: Focus on your VIPs
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17. Thank Your Best Customers This Thanksgiving
● Your VIPS are likely driving a
disproportionately high portion of your
revenue
● Provide value to this key audience
○ Exclusive promotions
○ Gift with purchase
○ Expedited shipping
○ Early access to new products
○ Special concierge customer service
● Say thanks
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18. Strategy 2: Go cross-channel
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19. Leverage Cross-Channel for More $$ Gains
Meet your
customers where
they are
73% of consumers are using
multiple channels to shop.
Seamless experience provides
better access to purchasing.
Deep-link
Leverage your
data
Deep-link cart items from
email campaigns directly to
app to encourage purchase.
Data integration for holistic
view of the user’s cart activity
across channels
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20. A Quick Look at All Things Mobile
Mobile offers are 10x more frequently redeemed over print offers
Push Notifications In-App SMS Mobile Inbox
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21. Big, Bigger, Biggest in Cross-Channel Marketing Campaigns
Big
Send a
text-based push
promotion
Bigger
Multi-touch promotion
plan via multiple
channels like push,
inapp, and mobile inbox
Biggest
When near a
brick-and-mortar location,
send user a push notification.
Link to the app where
coupons are housed in the
mobile inbox.
Depending on how much time you have to plan, try these tactics in your next campaign:
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22. Strategy 3: Maximize sales with SMS
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23. Poll Question
Do you have an SMS marketing strategy in place?
● Yes
● No
● No, but I hope to have one live before
BFCM
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24. Why SMS? Let’s Take a Look
51%
Of consumers are interested in
being able to text with their
favorite brands
90%
Of messages are read
within 3 minutes
25x+ ROI
SMS marketing drives fast
results for D2C brands
98%
Average SMS open rate
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25. Capitalize on shoppers who are already
engaging with you on your website and
social channels with forms that drive SMS
subscriber collection.
● Create a mobile-optimized pop-up
window on your homepage
● Create a dedicated SMS landing page
● Sign customers up at checkout
● Create SMS Keywords campaigns on
social
● Offer an unforgettable promotion!
Capture existing traffic
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26. The key to success on BFCM is to send the right message
to the right people with impeccable timing
● Create customer segments to send highly targeted
BFCM campaigns
● Ensure your copy converts with strong, clear CTAs
Yotpo recommendation:
November 26: create buzz a day before BF
November 27: send relevant offers for each segment on BF
November 28-29: Push reminders that the BF sale is still on
November 30: Announce your CM offer and make sure to
convey “last chance” FOMO by EOD
Create a BFCM Campaign
Calendar
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27. Strategy 4: The Power of the Cart Abandonment
Campaign & Buyer Journey Touch Points
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28. Cart Abandonment Campaigns: Critical for BFCM Success
You weren’t thinking of leaving out a cart
abandonment campaign, where you?
● Remember the end goal: The purchase
● Offers a look into the mind of the consumer
● Data is KEY
● So is cross-channel:
○ There should be no difference between
your desktop and mobile carts
1 in 4
Carts are abandoned
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29. Use data feeds
to pull product
reviews to help
drive that
transaction.
Images of abandoned items
are critical mental
reminders—and can be
automatically included in the
backend.
Leave no item behind with a
coordinated mobile push
notification.
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30. The Foundation of the
Ideal Cart Abandonment
1. Direct Subject Line
2. Great Imagery
3. Product Reviews
4. Cross-Channel Activity
5. Recommendations
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31. Build the Ultimate Customer Journey
Before BFCM
Set up your cross-channel flows in
advance to trigger timely messages
based on your BFCM shoppers’
behaviors:
● Welcome Flows
● Browse Abandonment
● Product Cross-sells
● Customer Win-back Flows
● Order & Shipping Updates
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32. Strategy 5: After BFCM: Retention, turn customers
into brand advocates, loyalty
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33. Don’t Forget About the
Post-Purchase Experience
Create a great shopping experience by engaging your
customers year-round with valuable messages
● Send out targeted campaigns to engage with
customers: promotions, new products, best practices
for how to use product and more
● Send review requests via SMS to collect reviews post
BFCM - 66% higher conversion rate
● Use SMS to push your loyalty program forward with
loyalty-timed updates: points balance reminders, VIP
upgrade, birthday rewards, and more.
Turn BFCM customers into repeat shoppers
by focusing on retention and loyalty
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34. Key Takeaways
Strategy 1: Focus on your VIPs
Strategy 3: Maximize sales with SMS
Strategy 4: Plan your buyers’ journeys
Strategy 2: Go cross-channel
Strategy 5: Leverage BFCM for future retention
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35. Exclusive Yotpo Offer:
10% off your first Yotpo product
with an incremental 10% off per product
bundled
To find out more, contact
tinuiti@yotpo.com

36. Schedule Your 1:1
Strategy Evaluation
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37. Live Q&A
Kelly Hoster-Van Lente
Strategist, Email & CRM
Ginny Tonkin
Sr. Demand Generation
Marketing Manager
Kim Winter
Product Marketing Manager
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38. THANK YOU!
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