Holidays are a great period to bond with your users. So naturally, most companies use this special time to create a magic moment with their audience. But how do you stand out from the crowd? How do you craft a genuine message that will get through to your users? And most importantly, how do you get the best results in terms of conversions? Our speaker is quite experienced on the topic. In fact, there is a lot you can do to maximise your chances of succeeding your holiday campaign. Judy Boniface is the Marketing Director at MailJet and has built many startup email campaigns. In this workshop, you'll get all the advice you need to build the perfect holiday email campaign. From choosing the right template to picking an awesome title, or even finding the perfect timing, Judy takes examples and give you strategic advice to perform your campaign.

1. CHRISTMAS EMAIL CAMPAIGNS
THAT WORK
#TFWORKSHOP

2. TheFamily
code: lamifasisi
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3. DISAGREE ON TWITTER!
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4. #TFWORKSHOP
WIN THE EMAIL MARKETING BATTLE TO THE INBOX THIS
HOLIDAY SEASON ?
JUDY BONIFACE
MAILJET CMO
@JUDYMAILJET

5. Win the Email Marketing Battle
To the Inbox This Holiday Season
Judy Boniface
Mailjet CMO
@judymailjet
November 12, 2015
@mailjet

6. +50%
Email in Q4
The email marketing battlefield intensifies
towards the holiday season

7. 7
Email marketers are fighting the
same battle to the inbox every year

8. 8
Who are you up against?
…58 emails in 60 days just from

9. 9
PREPARATION CONTENT & DESIGN DELIVERABILITY
+ +
This workshop will focus on 3 elements
to help you win at holiday emailing this

10. Preparation

11. Start with the 3Cs
Customer Behaviour
Competitor Research
Current Trends
Are there any viral trends you can
incorporate into your campaigns?
What promotion or content have
your competitors focused on
this year?
What campaigns worked well
for you in the past?

12. Who
Segment recipients by
demographic, preferences
engagement history..etc
How much
Evaluate and determine
budget for each
marketing channels
What
Define content objectives
and KPIs to measure
success
When
Schedule content to deliver
right message at the
right time
Define your holiday email marketing
goals

13. 13
• Pre Black Friday deals
• Download holiday
mobile app
• Specialised gift guides
• Free gift wrap / shipping
• Product promotion
• Order-by for Christmas
delivery
• Christmas charity email
• Holiday greetings
• Last-minute shopping
• After-Christmas sales
Plan your holiday email calendar
November December

14. Content & Design

15. 1 Personalize through segmentation
2 Awesome subject line = high open
3 Think mobile
4
Don’t forget your transactional email
Check-list for optimizing content +
design
5
Using landing page to boost

16. Personalize
Email
audience
product
brand messages
brand identity
content format /
visual
key topics /
themes
Download Content Brainstorm Canvas from: mailjet.com/better-holiday-email-marketing

17. Avoid these words if you don’t want to
land in spam

18. Top header / banner
(don’t forget alt-text)
Main content
Call to Action
Social sharing
Key elements of an image based email

19. More than half of the holiday emails
will be opened on a mobile device
• Use pre-header and be concise
• Responsive email design is key
• Buttons trump text links
• Coupons should work on mobile as well

20. Good marketing email -> landing page
• Clear call-
to-action
• Use of gif
to highlight
this
• Split CTA
by gender
to different
landing
pages
• Social
sharing
button
contrast
• Clean,
concise,
and
visually
appealing

21. Transactional email = more $$$
Button
instead of a
link
Up-sell

22. Use a referral program to increase
reach
Refer a friend
Personalised
message
Picture of a
real person to
humanize
communication

23. 1 Personalize through segmentation
2 Awesome subject line = high open
3 Think mobile
4
Don’t forget your transactional email
Check-list for optimizing content +
design
5
Using landing page to boost

24. Deliverability

25. A purchased “Holiday contact list” will
land you in the spam folder

26. Contact list cleaning is
even more important during the holiday

27. DEDICATED SERVERSSHARED SERVERS
SERVERS WHITELISTEDSERVER LOCATION
GOOD RELATIONSHIP WITH
INTERNET SERVICE PROVIDERS
The right Email Service Provider (ESP)
can help deliver your emails to the
inbox

28. If you’re not using an ESP to send high
volume of email, build up your sender
100K
Email
25k
25k
25k
25k

29. Gmail promotion tab
Content - engagement - content
• Write like a human being - gmail bot sniffs out other bots very easily
• Ask your subscribers to drag your email to the primary tab and add
your email address to their address book
• Up your game on open and clicks!

30. Questions?
@judymailjet
mailjet.com/better-holiday-email-
marketing

31. Code: MailjetTheFamily
@mailjet
www.mailjet.com
2 MONTHS FREE
CRYSTAL PREMIUM

32. SEE YOU SOON!
LOVE.
THEFAMILY.CO
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