Creative will be front and center for your audience, which is why it’s essential to approach content design from a performance perspective. Learn how to design with conversions in mind while leveraging creative and a strategic campaign plan. Discover how to elevate your brand’s calendar and campaign plan stand out in the inbox. Build a consistent visual experience with cross-channel storytelling and email marketing content best practices.

1. How to Feel Confident About Your
Q4 Email Campaign Plan
Conquering Q4: A Holiday Planning Series for Marketers

2. Today’s Timeline | Email Marketing
Conquering Q4: A Holiday Planning Series for Marketers
3 days. 11 sessions. 21 digital marketing experts.
TINUITI & JUSTUNO PRESENT:
Drive Conversions this Q4 with
Preliminary Testing &
Acquisition Tactics
TINUITI & MAILCHARTS
PRESENT:
How to Feel Confident About
Your Q4 Email Content &
Campaign Plan
TINUITI & KLAVIYO PRESENT:
Email Personalization: Go From
Basic to Sophisticated This Q4
11:00 – 11:45am PST 12:30 – 1:15pm PST11:45am – 12:30pm PST

3. 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

4. Tinuiti is the largest independent performance
marketing agency across the triopoly.
Some of
our clients
Our
Recognition

5. Today’s Speakers
Jackie Rivera
Strategist, CRM & Email
Tom Buchok
CEO, Founder

6. Here’s what you need to know today!
Start preparing early: Cyber Monday November Quarter?
Triggered campaign updates consistent with Q4
messaging!
Frequency will rise: Clean lists, segmentation & creative
differentiation are your tools for success.

7. 7
1. Survey: Tell us about your Q4 plans (anonymously!)
2. Data: Using Q4 2019 to look to Q4 2020
3. Creative planning: calendars, campaigns and examples
4. What’s next? Questions, feedback, discussion!
Agenda

8. As marketing teams determine their
marketing mix into Q3 and Q4—it is
clear the the importance of email is
stronger than ever.
Your 2019 Black Friday / Cyber
Monday can not directly compare to
Q4 2020, but it’s a start. Be sure to
take into account findings from
testing and content built in Q2 and
Q3 2020 .
Cut through the election noise by
getting directly into the inbox.
Email has never been more important for ecommerce.
Using Q4 2019 to look towards Q4 2020.
Source: https://www.marketingdive.com/news/marketers-to-focus-ad-spend-on-regional-digital-media-in-2020s-2nd-half/581539/

9. When will you start planning
for Q4 2020?
● Are you kidding? We have been prepped since July.
● Beginning the planning process now in August!
● Waiting until late September so we know where the economy
stands.

10. How will your team be
evaluating success?
● YoY growth — plan to beat our Q4 2019 revenue numbers!
● QoQ growth — hoping to recover from slowdowns in Q2/3 in Q4.
● Hang in there — hoping to clawback whatever possible in this brutal 2020!
● N/A — I don’t know!

11. Has email marketing become
more important this year?
● Yes — adjustments to acquisition channels (ad spend) has
made retention much more important.
● No change — email remains about as important as it did for
Q4 2019.
● No — email is a small piece of the larger digital marketing
puzzle.
● I don’t know — email is where I focus on my energy!

12. Using Q4 2019 to look towards Q4 2020.
How did 2019 campaigns look from Black Friday onward?
campaigns sent per week
Black Friday onward is the heaviest sending
period by far! The previous months average
campaigns per week—by mid Nov, brands
are sending 6+ emails weekly.
+20%
● How will you offer a good mix of
promotions & discounts, memorable
content, and unique creative to engage
your customers?
discounts aplenty
Three of every four (~75%) emails contain a
discount — $-off, %-off, free shipping, BOGO
— a 50% increase compared to the rest of
the year.
$$$
● Be aware of “save, save, save” fatigue
for your subscribers!
● What can you do to segment, A/B test
and vary messaging to avoid relying
solely on the “promo”?
Cyber Monday 2019 spend
Ecommerce sales were more than $1 trillion
dollars in 2019—for the first time ever.
$9.4 billion
● More than 85% of Cyber Week deals
included Free Shipping
● Black Friday totaled $7.43 billion in
ecommerce sales in 2019.

13. Using Q4 2019 to look towards Q4 2020.
When are the “holidays” in Q4 2020?
Nov 30
Cyber Monday
Dec 14
Free Shipping Day
Dec 14
Green Monday
Dec 25
Christmas
Jan 1
New Year’s Eve
Nov 27
Black Friday

14. Holiday Planning 2020
Q4 Themes and Holidays
What should our program be focusing on month over month?
November: Promotions
(5-7x per week)
October: List Maintenance
(3-5x per week)
December: Retention
(4-6x per week)
● Focus on keeping all the newly retained subscribers into 2021 by keeping the
promotional momentum going
● Utilize holidays to continue giving strong discounts while focusing on gifting
● Holidays: Giving Tuesday, Green Monday, Free Shipping Day, Christmas Eve,
Christmas, Boxing Day, New Year’s Eve
● Focus on gifting, self gifting, and shopping early
● Cyber shopping will be the key focal point, opportunity to tout safety and
better promotions when you shop online
● Holidays: Veterans Day, Singles Day, Thanksgiving, Black Friday, Cyber
Monday
● Establish cohort of most-engaged users (e.g., < 180 day openers)
● Re-engage with likely-to-open (e.g, purchasers < 365 days)
● Acquisition (e.g., refer-a-friend, loyalty, back-in-stock, overlays)
● Holidays: Prime Day, Indigenous Peoples Day, Halloween

15. ● 2019 average: 23 campaigns per month!
● Median 2019—week of Black Friday / CM: 8.9 emails / week!
How many emails should I be sending weekly during Q4?
What is too much? What is too little?
Holiday Planning 2020

16. List Maintenance
Ready Go!
● Engaged Audience (Anyone who has clicked, opened, or
purchased in the last 6 months)
● Recently Acquired (joined in the last 3 months) - via
utm=source, organic, purchaser
● VIP Audience / Loyalty Program Members (Anyone Engaged
L 30 - 90 Days / Purchasers)
Proceed cautiously
● Medium / Low Engaged Audiences (Anyone who has
clicked, opened, purchased from 6-12 months ago)
● Purchasers All Time (Anyone who has ever purchased)
Warning
● Unengaged (Anyone who has joined your list but never
Clicked, Opened, or Purchased in the last 6 months)
Special Treatment / Segmentation
● Geographic Segmentation (Shipping cutoffs for
International and Domestic Christmas shoppers)
● Demographic Segmentation (Male and Female Gift Guides)
● VIP / Loyalty Audience (Early Access to sales, special sales)
● Predictive Analytics Audiences (i.e. Expected date of next
order)
● Customer Lifetime Value thresholds
● Funnels: Individuals who have been in the Cart or Browse
Abandon flows but have not purchased
Holiday Segmentation / Frequency Modeling
What ways can you segment your audience?
Holiday Planning 2020

17. Holiday Planning 2020
October Sample Content Calendar (3-5x/week)
How do I acquire maximum new subscribers and test for optimization?
New Releases
Acquisition
Sale Teasers
● Click to go VIP
● Buy Now Get a Black Friday / Cyber Monday Special Offer
● Pre-holiday promo testing - Halloween mystery offers, % vs $
● Introduce any products you’d like to focus on for BF/CM
● Test product launch strategies for November (cadence, resends,
subfeatures, etc)
● Loyalty / Rewards Programs
● Referral Programs / Refer a Friend Program
● Overlay swaps / welcome series revamp

18. Holiday Planning 2020
October Sample Content

19. Holiday Planning 2020
November Sample Content Calendar (5-7x/week)
How do I make the most revenue through the month of November?
VIP Treatment
eComm Focused
Promotions
● New weekly promotions leading up to BF/CM to take advantage of early
shopping
● Promotions leading into BF/CM that encourage purchases (i.e. shop now
and get an extra $10 off your purchase during BF/CM)
● Black Friday / Cyber Monday deals should always be your best possible
offer
● Early Access to sales
● Unlocking VIP promotions
● Teaser messages around sales to build anticipation
● Safety of online shopping during this time
● All Cyber everything: Cyber November, Cyber Black Friday, Cyber Monday
● Communicate better deals and offers online than in stores

20. Holiday Planning 2020
November Samples

21. Holiday Planning 2020
November Sample Content: Pre BF/CM Weekly Deals

22. 22
Holiday Planning 2020
Thanksgiving Creative

23. 23
Holiday Planning 2020
Black Friday Creative

24. 24
Holiday Planning 2020
Cyber Monday Creative

25. Holiday Planning 2020
December Sample Content Calendar (4-6x/week)
How do I keep all of the contacts who converted during November on my list for 2021?
Promotion
Retention
Preparation
● 2021 and the re-opening of the economy
● Use the gift cards you received
● Gift Cards
● Countdown timers
● Free Shipping (Free Shipping-focused)
● Loyalty /Rewards Program
● Referral Programs / Refer a Friend Program
● Incentivize repeat purchases (i.e. $10 gift card for individuals who purchased
during BF/CM

26. Holiday Planning 2020
December Sample Content

27. Lifecycle campaigns are part of holiday planning, too!
Triggered campaign updates consistent with Q4 messaging
Holiday Planning 2020
of carts will be abandoned
The last stop before customers click “buy”
is more important than ever during the
holidays.
70%
● Ensure discounts, free shipping offers,
etc. are aligned with what’s sent in cart
abandonment campaigns!
● Even a small “banner” at the top of
existing campaigns will make a
difference.
Welcome / onboarding
series help drive revenue
Klaviyo found that stores with $100-200
AOV generated more than $3/recipient from
welcome campaigns.
$$$
● Ensure that messaging and creative
strategy for your newest holiday
subscribers keeps them engaged
throughout their lifecycle to purchase!
back-in-stock conversion rate.
With the heavy ecommerce shopping
season—and a year when operations has
been topsy-turvy at best—plan ahead for
your back-in-stock strategy.
22%
● What can you do today to prepare for
back-in-stock initiatives with your
ecommerce platform, ESP and creative
development?
Source: https://www.klaviyo.com/marketing-resources/ecommerce-benchmarks

28. Welcome! Don't forget: 35% Off for Cyber Week! Bring your items home with our Cyber Monday Sale
Don’t have resources? Add a banner!
Triggered campaign updates consistent with Q4 messaging

29. Here’s what you now know!
Start preparing early: Cyber Monday November Quarter?
Triggered campaign updates consistent with Q4
messaging!
Frequency will rise: Clean lists, segmentation & creative
differentiation are your tools for success.

30. Schedule Your 1:1
Strategy Evaluation

31. MailCharts access for a week!
MailCharts Business tier access for three days.
Use the MailChart Index to plan for Q4:
● 1,000s of ecommerce and online retail campaigns from 2019 to
plan calendars and promotions leading into November
● Build creative briefs with subject lines and creative from
100,000s of campaigns
● Keep tabs on trends, changes and updates across the world of
ecommerce as you lead into Q4.
If you have a MailCharts account—we’ll unlock your account
automatically!
Signing up is Free if you don’t—then send Tom an email and he’ll get you
sorted out: tom@mailcharts.com.

32. Live Q&A
Jackie Rivera
Strategist, CRM & Email
Tom Buchok
CEO, Founder

33. THANK YOU!