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Email & Mobile: Takeaways From The 2014 Holidays And Tips For Improving In 2015 Loren McDonald Silverpop, an IBM Company
Email & Mobile: Takeaways From The 2014 Holidays And Tips For Improving In 2015
Loren McDonald
Silverpop, an IBM Company
309
And Christmas 2014 was only 54 days ago
So let’s take a look back …
Today’s Agenda
Smartphones are starting to close the “browse-to-buy” gap
2.3 times higher than tablet rate
2.3 times higher than tablet rate
68% of tablet rate vs 43% in
2013
68% of tablet rate vs 43% in
2013
Smartphones closing the gap- 2014
33% of tablet rate vs 28% in
2013
33% of tablet rate vs 28% in
2013
Phablets likely contribute to smartphone increases
Source: Xperia-z.net
There’s a new digital shopping day in town: Black Friday, Cyber Monday and now …
Thanksgiving is becoming a day of family, football, food and free shipping offers – a day of restful shopping at home in advance of the mall madness.
Cranberry-Red Thursday
U.S. Retail Daily Traffic and Sales: Desktop & MobileThanksgiving mobile
traffic % exceeded desktop traffic for first
time ever!
Thanksgiving mobile traffic % exceeded
desktop traffic for first time ever!
Thanksgiving sales increased at much higher rate
Thanksgiving sales increased at much higher rate
Thanksgiving Black Friday
Cyber Monday
The 5 Days of Cyber Shopping
5 days = 12.6% YOY growth
5 days = 12.6% YOY growth
Slows on the weekend, but still higher than most every other day
Slows on the weekend, but still higher than most every other day
Holiday “shopping days” are
blurring in the consumer’s
mind
Holiday “shopping days” are
blurring in the consumer’s
mind
Email cadence continues to ramp up …
Median retailer sent 2
broadcast emails on Black Friday
Week leading to Thanksgiving – Open Rates Decline
ThanksgivingThanksgiving
Friday beforeFriday before
Agenda –Tactics
1. Make Your Emails Mobile-Friendly
@LorenMcDonald
Source: Litmus, Jan 2015
53% of emails now opened
on mobile devices
Responsive Design is One Approach
DesktopDesktop MobileMobile
Horizontal “sections”
Horizontal “sections”
Big, finger-friendly buttons
Big, finger-friendly buttons
2. Cart and Browse Abandonment Remarketing Are No Longer
Optional
@LorenMcDonald
Cart abandonment remarketing will become even more
important in the era of mobile shopping.
Think about it…
Desktop centricLots going on
Desktop centricLots going on
Simpler, more mobile friendlySimpler, more mobile friendly
Smartphone Cart Abandoners – Ideas to Test
Add alternative payment process copy
Add alternative payment process copy
Mobile friendly or responsive
Mobile friendly or responsive
Test timing – within an hour vs a few hours laterTest timing – within an
hour vs a few hours later
Gift Cards – Browse Remarketing Program
Browse, but don’t buy within 24 hours•Receive reminder
•Sent daily for 12 days before Christmas
Browse, but don’t buy within 24 hours•Receive reminder
•Sent daily for 12 days before Christmas
Browse, but don’t buy within 24 hours•Receive multiple reminders
3. Make It Easier to Buy
@LorenMcDonald
Stored Payment Explodes
Source: Screenwerk
Show and “Countdown” Shipping Deadlines and Options
4. Use Content and Intrigue to Break the Holiday Email
Monotony
@LorenMcDonald
12 Deals of December – Creates Anticipation
12 Days of December – 12/2 to 12/14
Content Beyond Discounts and Free Shipping
5. Use Mobile and Web Push Notifications
@LorenMcDonald
Use App Push for Holidays
Notifications inboxNotifications inbox
Cyber Monday push notificationCyber Monday
push notification
What would your Web sales be without email marketing?
App without push?
What would your Web sales be without email marketing?
App without push?
Mobile app push notifications to reinforce email
Deliver consistent and reinforcing messaging across mobile channels to remind and entice consumers.
Deliver consistent and reinforcing messaging across mobile channels to remind and entice consumers.
IBM Mobile Web Push
Mobile Web push
Trigger targeted notifications to drive the
actions based on customer interactions.
Trigger targeted notifications to drive the
actions based on customer interactions.
Are you leaving “mobile shopping” money on the table?
Download the IBM Holiday Report
here:http://www-
01.ibm.com/software/marketing-solutions/benchmark-reports/recap-
report-2014.html
Loren [email protected]
@LorenMcDonaldGoogle+: LorenMcDonald
