Epsilon Holiday Outlook 2014

HOLIDAY 2014

Approach + Recommendations

09. 12.2014

• Introduction

• The Numbers

• Strategy

• Hot Technology

• Inspiration

• Services

YOUR GUIDE TO HOLIDAYS – ALL YEAR LONG!

2 Proprietary and Confidential

• Strategic planning often begins – or should – following the previous Holiday Season

• When that doesn’t happen, the late summer/autumn scramble occurs

• Add to that there’s only 26 days between Black Friday and Christmas, and the pressure is on!• 1 more day that 2013, but 5 less than 2012

• The frenzy of worried brands is precisely why this was created –to help take the madness out of the season

• Included are recommendations, examples and ideas on how to approach the upcoming holiday season with a smile and bring that bottom line into the red zone

THE HOLIDAYS ARE AROUND THE CORNER


JUST THE STATS


• Retailers make 40%+ of their annual revenue during the holidays

• With so much at stake, retailers need to pay attention to the changing shopping landscape

HOLIDAY EMAIL MARKETING BY THE NUMBERS


Of all US email volume occurred during the 2013 holiday season

Holiday volume increased over 2012

A 35% increase during the final 10 days before Christmas

Total transactions from email campaigns

An 18.4% increase in overall revenue

28%

12.8%

9%

SEND TIMES SHIFTING TO INCREASE ENGAGEMENT


0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%

12AM-4AM 4AM-8AM 8AM-12PM 12PM-4PM 4PM-8PM 8PM-12AM

2012

2013-74% +29%+41%

• During Q4 2013, mobile accounted for almost 35% of online traffic, up 40% YoY

• December sales on smartphones and tablets were up 3X from 2011 to 19.1%

• 52% of online smartphone shoppers used their phones art multiple points in the shopping process in 2013 holiday season

• 40% of Black Friday's online shopping was on mobile

• 70% of smartphone shoppers used a store locator to find shop locations

• Over 55% of the "I want it now" crowd who use mobile to research want to make a purchase within the hour , 83% same-day

AN INCREASINGLY MOBILE HOLIDAY


SOURCE: Think With Google, “Five Holiday Shopping Trends Marketers Should Watch”, August 2014

https://www.thinkwithgoogle.com/articles/five-holiday-shopping-trends-marketers-should-watch.html

• Up to 29% of shoppers will begin their holiday conquest prior to Halloween

• The rest - 19% launch on Black Friday/Cyber Monday, but a vast

majority, 48%, will wait for early December

• Don’t dismay that your efforts for Black Friday/Cyber Monday

emails are wasted – consumer interest in 2013 was up 27% YoY

• Black Friday remains the #1 in-store shopping day of the season

HOLIDAY SHOPPING HABITS


SOURCE: Think With Google, “Five Holiday Shopping Trends Marketers Should Watch”, August 2014

https://www.thinkwithgoogle.com/articles/five-holiday-shopping-trends-marketers-should-watch.html

CLICKS = TIME = MONEY!


• Consumers purchase more online YOY to the tune 9.3% more in

November and 13.0% in December over 2013

• Purchase average amounts are increasing as well from $108.39 to

$122.46 last December

Increasing personalization efforts and creating a seamless omni-channel shopping experience is paramount

• On average, consumers are spending less time on retails sites due to mobile and tablet use

7:40 minutes average

7 average pages viewed

34.5% is a 1 page bounce rate If they can’t find what they want, they’ll move on and fast!

WHERE SHOULD YOU FOCUS?


• If you haven’t already, move now to mobile-friendly email design

• Websites should be Responsive

• Personalization is KEY! (More details here)

• Develop cart abandonment and/or browse abandonment email(s)

• Test online email signup forms

• Review email opt-in calls-to-action for your stores and call centers

• Identify opportunities to improve your holiday messaging

• Don’t be afraid to think – and plan – BIG!

http://retail.emarketer.com/epsilon-improving-email-performance/

HOLIDAY 101


• Begin planning with the key holidays and event you’re looking to focus on

• For example:1. Halloween

2. Thanksgiving

3. Black Friday

4. Cyber Monday

5. Festivus

6. Christmas

7. Chanukah

8. New Year

9. Valentine’s Day

• Are some holidays/events stronger performers than others?

• Determine which to keep and which to cut from the plan first

APPROACHING HOLIDAY PLANNING STRATEGICALLY


• Part of cultivating the holiday list to focus your marketing efforts is reviewing previous analysis

• Historical performance can be quite telling in determining what to cull – for example, drop Thanksgiving as a marketable holiday, but focus on Cyber Monday – as the analysis supports this concept

• Or, perhaps you find blips in the historical metrics, that show efforts for a certain holiday have underperformed due specifically to a missed opportunity (ex. For instance, the inclusion of an

underperforming segment, etc.) – Test it in 2014!

• Hone your list, check it twice, and proceed with planning!

REVIEW PREVIOUS FINDINGS


• With your list of key holiday opportunities, what won in the past, and what would you love to test in the future?

• Determine if the findings mesh with current trends in your industry/product/service and apply those insights appropriately• “Trends” means what your brand/product/business is doing and what fits with that,

i.e. major product change may not equate to previous findings, not what other brands are doing in their marketing

• Plan your timelines in conjunction with your ultimate strategy as you may determine something is not worth the effort to complete in time for launch

• Discuss with all key stakeholders to ensure buy in early on so you don’t waste time on anything that you can’t sell to your business partners/clients/team

HOLIDAY STRATEGY DEVELOPMENT


• No matter how you scope your testing for the year, always create a test plan

• We highly recommend a testing calendar as that will allow you to organize and keep track of key dates

• Create the plan for buy-in with key stakeholders and then finalize the plan post-buy-in

• Get a free template here

HOLIDAY TEST PLANNING


http://www.earlybirdstrategy.com/editorial-calendar-template/

HOT TECH TO PUSH THE LIMITS


• Email technology has experienced some great advances in the last few years allowing for some significant opportunities for greater ROI

To name a few:

1. Live Content

2. Video

3. Real-Time Personalization

• Several vendors now exist in the Live Content space providing both choice and competition – both are great for marketers!

• The following will showcase each of the above by sharing the opportunity as well as key players

GREAT TECH OFFERS GREAT OPPORTUNITIES


• Live Content is a real-time, dynamic technology that allows content to be served at the time of open

• Live Content can be adjusted with each open, depending on logic parameters, and serve new information as needed

LIVE CONTENT


HOW DOES “LIVE CONTENT” WORK?

• This technology can take cues from the time of open, current geographic location at open, social networking cues, etc. and offer the appropriate response

• For example, a countdown timer used for a specific event that has now ended can show a notice that the event is over, or offer up some other default messaging

WHY LIVE CONTENT IS HOT

• Over 60+% of email now opened on mobile devices

• Fewer than 15% of all emails are optimized for mobile devices

• Users will give no more than 2-3 seconds before hitting delete, most common action

• Introduction of advances with email clients, such as Gmail tabs, causing shifts in when emails are read

• Relevancy – while the volume of emails sent is increasing, CTR/CTOR continues to fall overall (specifically in less-optimized email

programs, which are predominate regardless of industry)

LIVE CONTENT PROVIDERS

• Video in email can be a HUGE driver of both engagement and conversion – got a new awesome product – show a video on it!

• Vendors, most are also Live Content providers, can provide an edge delivering the most optimal experience depending on device of open

• In this example* from Bare Escentuals, they’re click rate doubled with the video:

VIDEO IN EMAIL


* Example and analysis provided by Liveclicker.com

• What better way to use video than with TV and Movies

• The Game of Thrones promo played in the center

GAME OF THRONES PROMO


• Many Live Content providers also offer real-time services to create truly personalized emails

• Personalization is more than using the recipients Name, Account information, or even previous purchases

• A truly personalized email will deliver relevant content based on historical analysis, all conducted in real-time• For example, Content A is relevant for your most active segments, but

Content B is tailored towards less active. In turn, Content C is catered to the highest purchasers and Content D is for lower purchasers

• Powerinbox and SimpleRelevance both offer these services

REAL-TIME PERSONALIZATION


TAKE IT FURTHER


• It’s important to build upon the findings of historical data; however, don’t lose site of making big changes for big impact

• Seemingly crazy changes can still be developed via historical findings, it’s simply pushing that next step a bit more than before

• Use new technology, or perhaps try a new design concept. The key is sound testing so you know what works and what doesn’t

• Also, keeping it simple can have a solid – or even better – result. Make sure to consider your brand and core audience when developing your strategy

BUILD ON HISTORY, BUT CARVE THE FUTURE ANEW


EMAIL EXAMPLES


• The following slides have examples categorized by the specific holiday

• These examples are not an endorsement nor do they all of them meet best practice; however, sometimes seeing a good variety can help make your emails more exceptional

(If a subject line is available for the specific example, it may be noted in the slide title.)

HOLIDAY EMAIL EXAMPLES


HALLOWEEN


• Let’s be honest, who doesn’t love “mwahaha” in a subject line?

• Great example of Halloween with style

• Subject line is eye-catching as well as topical

SL: SHOP IF YOU DARE. MWAHAHA.


• Even airlines can get in the spirit!

SL: SPOOK-A-RIFIC FARES FROM $59 + 14% OFF


• Martha Stewart brands do a great job with seasonal subject lines with a play-on-word

• With that said, be cautious to test new SL’s, especially longer such as this example

• 50 characters or less is best practice

SL: 84 LAST-MINUTE TRICKS AND TREATS FOR A SPOOKTACULAR HALLOWEEN


• Dunkin does a great job in social channels encouraging participation with Instagram

SL: 84 LAST-MINUTE TRICKS AND TREATS FOR A SPOOKTACULAR HALLOWEEN


• This effort extends the reach of their email campaigns into additional channels (social, in-store, sweepstakes, et. al.)

THANKSGIVING


• Nice example complete with a contest to encourage engagement

MORE THAN TURKEYS!


THE GREAT INDOORS AND COOKING.COM


SL: TOMS IS THANKFUL FOR…


• An honest “Thank you” from a company that is based on giving and a nice reminder of the season

• Spreading the spirit of the season can bring positive vibes to your brand, when it’s meaningful and true-to-brand

SL: THANKSGIVING TIMING TIPS


• A fun email infographic that quickly answers everyone’s thanksgiving questions like, “When the heck should I put the bird in the oven?”

• A special add -links to additional videos and articles.

SL: GIVE THANKS


• Uncommon goods support artists from around the globe

• Similar to Toms, they’re taking the opportunity to give thanks to their customers and recognize their gratitude

BLACK FRIDAY


• Often starting on Thanksgiving, Black Friday has grown immensely over the past few years

• “Sneak Peeks” are a typical strategy that can work, but unique offers tend to work even better

THE DARKEST DAY CAN BRING SO MUCH LIGHT!


• Sephora does a great job of offering “Exclusives” which catch the eye of the faithful VIB (Very Important BeautyInsider)

SEPHORA


• Even financial sectors can take advantage of Black Friday

SL: THE COUNTDOWN TO OUR BLACK FRIDAY SALE IS ON


CYBER MONDAY


BIGGER WITH EACH YEAR, DON’T IGNORE MONDAYS!


MLB, JCP, + GNC


• Cyber Monday is for more than just retailers too!

SL: CELEBRATE CYBER MONDAY - $25 OFF YOUR ORDER!


CHRISTMAS


• There’s a few things not optimal in this email, but what’s right is spot on

• They provide an easy Gift Guide by gender

• Wish Lists at a single click

• And specific tech in the wish list function that involves sharing – great email list building!

‘TIS A HOLLY JOLLY SEASON


• Closing in on the Christmas deadline, Fab offers a great gift guide for the fiscally conscious

SL: GIFTS UNDER $50 + 20% OFF SITEWIDE: WHO'S LEFT ON YOUR LIST?


• Again, a few updates to optimize this, but the concept is great

• Basically, they’re promising something for everyone at whatever price – great tactic

• Providing options that make sense to the price point and season

BED, BATH & BEYOND


• Hurry, time is running out!

• This email would be stronger with a Call to Action more distinct, but it sure is pretty

• Not to mention the easy gift card option

• Applicable mobile app ad very relevant

CRATE & BARREL


• The first in my inbox on 10/23/13 proving it’s never too early to think about the holidays

• Preparing the recipient for the holiday rush coming their way

• Very subtle Christmas icons

SL: HOLIDAY HUSH DEAL JUST FOR YOU!


• Swatch used gamification to extend the reach of their email campaigns

• Tying in the imagery from their limited edition holiday watch

SL: PLAY THE RETURN OF THE REINDEER GAME


CHANUKAH


• There seems a surprising lack of Chanukah emails out there

• There’s 8 days, rather than one, that are giving days –perhaps an opportunity is being missed by many!

8 DAYS OF GIVING AND SHARING


• Etsy got it right. In the celebration of Hanukkah, the online shopping site added some creative flair to resonate with its audience

• Using appealing creative, there’s no uncertainty regarding the intent of this email

• The message format cleverly breaks down gifts by category and provides helpful price points to guide shoppers in their gift buying decisions

SL: HAPPY HANUKKAH!


• A clever way of addressing all the holidays in one newsletter

• The first headline is a play on festival of lights, perfectly timed for the send near Hanukkah

SL: TRY ALL THE FALL FIXIN'S + YOUR THANKSGIVUKKAH MENU


NEW YEAR


• They can be about the New year, or in this case, about New Year Sales

• No matter the angle, some smart marketing can go a long way to success

SOME AULD LANG SYNE


• You bought all your holiday gifts, now take advantage of awesome deals and get yourself something nice for the New Year

• Simple, clear, and all about the recipient

SL: EVERYONE'S OPENED THEIR GIFTS, NOW IT'S YOUR TURN


• Tugging at your post-holiday heartstrings as well as combining the practicality of the upcoming tax season

• Start the New Year off on a philanthropic note and shows support for causes close to a brand’s heart

SL: DON'T GET CAUGHT SLEEPING! MAKE A DONATION TO HELP HOMELESS PETS TODAY!


VALENTINE’S DAY


• The anti-Valentine’s email

• Uncommon Goods did a superb job reminding people who might not be into the mushy stuff to still be good to themselves

SL: TIRED OF CUPID?


SL: We Love You. What Do You Love? Tell Us to Win.

• Love AND Free stuff – who doesn’t like that?

SL: WE LOVE YOU. WHAT DO YOU LOVE? TELL US TO WIN.


SL: Your last-minute Valentine's Day gift

• Simple and fast appeal to the last minute shopper

GENERAL HOLIDAY


• This example is a great one from Zappos

• Not only do they measure expectations for the recipient by sharing how frequent their emails will be, they warm them up with festive holiday cheer

THE MORE THE MERRIER


• Not only timely, there’s a discount too!

• Sometimes, the ladies need help coming up with guy gifts, and the opposite also applies

• As long as segmentation is solid, this is a great way to reach greater relevancy

PIPERLIME


SERVICES


ONE-STOP FOR AMAZING DIGITAL MARKETING

• Epsilon has made our mark with Email Deployment Platforms and Data, but we’re so much more

• We’re comprised of a variety of excellent services second to none, including:

• Strategic Services

• Creative Services for Email, Web, Print, Commercial – you name it!

• HTML Development for Email, Web and everything in between

• Analytical Services

• And so much more!

• Reach out to your Account Representative at any time for more information and share how Epsilon can help make your marketing bright

THANK YOU!


* Example and analysis provided by Liveclicker.com

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Epsilon Holiday Outlook 2014

Marketing