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Getting The Most Out Of Your Holiday Email Campaigns


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First webinar in the Email Marketer's Club Webinar Series

Published in: Business, Technology

Getting The Most Out Of Your Holiday Email Campaigns

  1. 1. Planning your Holiday Email Campaigns<br />Andrew Kordek & Tamara Gielen<br />
  2. 2. Speaker #1: Tamara Gielen<br />Digital direct marketing consultant & coach<br />Author of “Be Relevant!”<br />Founder of the Email Marketer’s Club<br />Cognos, eBay, OgilvyOne<br />
  3. 3. About the Email Marketer’s Club<br />Largest email marketing community<br />3,000+ members<br />Discussion, networking, knowledge-sharing, educational initiatives<br />
  4. 4. Hi, my name is Eyan. They asked me to stay quiet for the next hour. That’s going to be tough…<br />
  5. 5. Speaker #2: Andrew Kordek<br />Groupon’s manager of optimization<br />Author of “The Scrappy Email Marketer” and “The Email Zoo” blogs<br />9 years of email experience (B2B and B2C)<br />Obsessed with email and social media marketing<br />
  6. 6. Let’s get started!<br />
  7. 7. Agenda for today<br />Where do you start?<br />What do you have to watch out for?<br />Best practices aka “Nuggets”<br />Examples<br />Q & A<br />
  8. 8. Where Do You Start?<br />
  9. 9. What is next?<br />NOW!! <br />You start now! Hopefully before now.<br />Have a plan and a schedule<br />Have contingency plans<br />CAUTION<br />Frequency<br />Engagement<br />Unsubscribes<br />Deliverability<br />
  10. 10. 7 golden nuggets<br />
  11. 11. “Choice is a good thing….”<br />Nugget #1 Opt Down<br />
  12. 12. Nugget #2Preference Centers<br />“Knowledge is good. But applied knowledge is better”<br />
  13. 13. Nugget #3 Contingency Templates<br />“Be prepared…for ANYTHING”<br />
  14. 14. Nugget #4 – Deployment Schedule<br />“Have a plan. Stick to the plan. Don’t deviate from the plan despite pressure. <br />Short term gain can lead to long term pain.”<br />
  15. 15. Nugget #5 – Segment, Segment, Segment, Segment, Segment<br />6 month click and opens<br />Frequent buyers<br />Purchasers only<br />Browse Behavior<br />Holiday only<br />In store purchase<br />Recency<br />Gift card<br />Registry<br />3 month click and opens<br />Swamp file<br />Non engagers <br />“Use a sniper rifle, not a cannon”<br />
  16. 16. Nugget #6 – Test. But don’t go crazy<br />Offer testing<br />Email/Web testing<br />Subject line 80/20 then deploy<br />Content testing<br />Template testing<br />Pre-header testing<br />Social Network testing<br />“Test. Learn. Adapt.”<br />
  17. 17. Nugget #7 – Try to monetize your transactional email<br />80/20 Rule<br />Dynamic Recommendations vs. static (on send or at open recommendations)<br />Bounce back offers<br />Cross category<br />Humanize<br />“Turn a transactional email into a customer engagement”<br />
  18. 18. 6 fun ideas to stand out in the inbox<br />
  19. 19. 1. Elongated postcard theme<br />3 lines separated equal space<br />Indicate:<br />Merry Christmas<br />Happy Hanukah<br />Happy Kwanza<br />Indicate that “no matter what you celebrate…XXX has everything you need”<br />Get Creative. Be Unique.<br />
  20. 20. 2. “Celebrate Festivus” <br />Postcard Style<br />Subject Line: Celebrate Festivus with XXXX<br />Only Image in the email is Pole<br />Tremendous viral potential<br />
  21. 21. 3. “Nothing is on sale”<br />Postcard Style<br />Subject Line: Nothing is on sale at XXXX<br />Body of email shows nothing on sale at the top with a mirror image showing that “everything is on sale”<br />
  22. 22. 4. “Sneaky Santa Claus/Snowman” <br />Postcard style.<br />Themed after where is waldo.<br />Person has to look at the email and find the number of Santa Claus’ and/or snowmen.<br />They enter the number of ones that they find and if they guess it right, they win a $$ shopping spree<br />
  23. 23. 5. “Gifts for Co-Workers” <br />Everyone struggles to buy gifts for co-workers/bosses<br />Email inspired and offering suggestions for folks who need to buy gifts for coworkers.<br />Office themed email, with cubes or offices showing folks and linking them to the gift suggestions<br />
  24. 24. Some thingsto consider<br />
  25. 25. Use last year’s insights<br />What did you learn from last year’s holiday campaigns? <br />What worked and what didn’t?<br />Look for inspiration in your competitor’s past holiday campaigns.<br />
  26. 26. Some sources for inspiration<br />Email Analyst (<br /><br /><br />
  27. 27. Make sure they don’t leave<br />Set expectations<br />Ask them to opt-in to a special holiday list<br />Allow them to reduce frequency (temporarily)<br />
  28. 28. Some things to consider…<br />Add social sharing buttons to your emails<br />Plan your post-holiday (gift redemption) campaigns<br />Optimize your landing pages!<br />
  29. 29. Handy resources<br />Holiday Email Marketing 2009<br />Retail Email Guide to the Holiday Season<br />
  30. 30. Don’t forget!<br />Get creative<br />Stand out from the crowd<br />Uniqueness grabs attention<br />Don’t abandon your acquisition strategy<br />Relax. Have fun. Think LONG term.<br />
  31. 31. Questions?<br />