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© 2016 Experian Information Solutions, Inc. All rights reserved. Experian and the marks used herein are service marks or registered trademarks of Experian Information Solutions, Inc.
Other product and company names mentioned herein are the trademarks of their respective owners. No part of this copyrighted work may be reproduced, modified, or distributed in any
form or manner without the prior written permission of Experian. Experian Public.
February 11, 2016
2015 holiday trends and creative recap
2 © 2016 Experian Information Solutions, Inc. All rights reserved. | Experian Confidential.
Meet the presenters
David Kepets Creative Director, Client Services
Experian Marketing Services
Liz McLemore Senior Manager, Strategic Services
Experian Marketing Services
3 © 2016 Experian Information Solutions, Inc. All rights reserved. | Experian Confidential.
Benchmarks Q4 2015 – All Industry
Volume Up 23.4%
Unique
Open Rate Down 4.2%
to 16.4%
Unique
Click Rate Down 12.6%
to 1.9%
Revenue
per Email At 7¢ Vs. 9¢
4 © 2016 Experian Information Solutions, Inc. All rights reserved. | Experian Confidential.
Benchmarks Q4 2015 – Multichannel Retailers
Volume Up 26.1%
Unique
Open Rate Down 5.4%
to 15.6%
Unique
Click Rate Down 20.8%
to 1.9%
Revenue
per Email At 8¢ Vs. 9¢
5 © 2016 Experian Information Solutions, Inc. All rights reserved. | Experian Confidential.
Benchmarks Q4 2015 – Rates were down, but actual quantity was up
17%
7%
22%
7%
Unique Opens Unique Clicks Transactions Email Revenue
6 © 2016 Experian Information Solutions, Inc. All rights reserved. | Experian Confidential.
Higher Volume But sent in fewer mailings
0
2
4
6
8
10
12
10/4/15 10/11/15 10/18/15 10/25/15 11/1/15 11/8/15 11/15/15 11/22/15 11/29/15 12/6/15 12/13/15 12/20/15 12/27/15
Total Holiday Themed Standard
Max messages sent
by any single brand
per week
Ave
rag
e #
of m
aili
ng
s p
er
we
ek
7 © 2016 Experian Information Solutions, Inc. All rights reserved. | Experian Confidential.
0%
10%
20%
30%
40%
50%
60%
0 2,000,000 4,000,000 6,000,000 8,000,000 10,000,000 12,000,000 14,000,000 16,000,000
Visualizing the relationship between volume and open rates shows an inverse relationship (correlation (.29))
The Relationship Between Open Rates & Volume The higher the volume, the lower the open rate
Volume
Op
en
Ra
te
© 2016 Experian Information Solutions, Inc. All rights reserved. | Experian Confidential. 8
BLACK FRIDAY
CYBER MONDAY
HOLIDAY THEMES
END OF SEASON
RECOMMENDATIONS
9 © 2016 Experian Information Solutions, Inc. All rights reserved. | Experian Confidential.
Introduction What are the +/- figures?
40 Brands
27 Clients
Retail only
• Baseline performance for all 40 brands was averaged
• +/- figures represent changes expected from baseline
• Allows every brand to understand effects
© 2016 Experian Information Solutions, Inc. All rights reserved. | Experian Confidential. 10
BLACK FRIDAY
Highest transaction rate and conversion rates
recorded during Black Friday week
Black Friday increased average relative efficiency
by 79%, compared to 84% LY
24% lift in clicks and 59% increase in conversions,
compared to baseline
Source: Experian Marketing Services
11 © 2016 Experian Information Solutions, Inc. All rights reserved. | Experian Confidential.
0%
15% 18%
2%
78%
4%
79%
Open Rate Click Rate Session Rate Sessions Per Clicker Transaction Rate Avera Order Value Revenue per Email
Mailing on Black Friday, regardless of mentioning the holiday, did very well Average change per brand compared to brand baseline
Peak Week – Black Friday performance Black Friday was very effective
Versus 84% in 2014
12 © 2016 Experian Information Solutions, Inc. All rights reserved. | Experian Confidential.
Black Friday Preview
Promote Mobile
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We’re Closing
Black Friday
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Black Friday
Announced early on
10/26/15
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Black Friday
#OPTOUTSIDE
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Black Friday
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Thank you email sent
Saturday 11/28
18 © 2016 Experian Information Solutions, Inc. All rights reserved. | Experian Confidential.
Black Friday
© 2016 Experian Information Solutions, Inc. All rights reserved. | Experian Confidential. 19
CYBER MONDAY
The average campaigns doubled
expected revenue per email.
Cyber Monday has been the top day for email
transactions for the last five holiday seasons
121% lift in transaction rate and 96% increase in
conversions, compared to baseline
Source: Experian Marketing Services
20 © 2016 Experian Information Solutions, Inc. All rights reserved. | Experian Confidential.
Peak Week – Cyber Monday performance Cyber Monday still on top
24% 21%
-2%
132%
-5%
106%
Open Rate Click Rate Session Rate Sessions Per Clicker Transaction Rate Avera Order Value Revenue per Email
Cyber Monday was again the most effective mailing day of the year Average change per brand compared to brand baseline
Versus 116% in 2014
21 © 2016 Experian Information Solutions, Inc. All rights reserved. | Experian Confidential.
Cyber Monday
22 © 2016 Experian Information Solutions, Inc. All rights reserved. | Experian Confidential.
Cyber Monday
23 © 2016 Experian Information Solutions, Inc. All rights reserved. | Experian Confidential.
Cyber Week
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Cyber Week
Moving beyond
Black Friday and
Cyber Monday
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Cyber Monday | Green Monday
26 © 2016 Experian Information Solutions, Inc. All rights reserved. | Experian Confidential.
Highest transactional days tend to cluster around holidays
Wednesdays were the best transaction days outside of the traditional holidays
Opportunities to email on high transaction, low volume days
© 2016 Experian Information Solutions, Inc. All rights reserved. | Experian Confidential. 27
HOLIDAY THEMES
DISCOUNTING
GIFTING
FLASH SALES
MOBILE
FREE SHIPPING
GIFT CARDS
28 © 2016 Experian Information Solutions, Inc. All rights reserved. | Experian Confidential.
The share of holiday-mailings fell considerably from last year
► 60% during peak weeks (11/22-12/6) vs 72% LY
Holiday-themed mailings made up 28% fewer total mailings sent than LY
Higher Volume But less of it was holiday-themed
0
50
100
150
200
250
10/4/15 10/11/15 10/18/15 10/25/15 11/1/15 11/8/15 11/15/15 11/22/15 11/29/15 12/6/15 12/13/15 12/20/15 12/27/15
Holiday Standard
29 © 2016 Experian Information Solutions, Inc. All rights reserved. | Experian Confidential.
Did Holiday Messages Work, Though? Holiday messages seemed to perform well
18%
25%
1%
7%
6%
-1%
-8%
-8%
-1%
-3%
-3%
0%
Revenue per Email
Transaction Rate
Sessions Per Clicker
Session Rate
Click Rate
Open Rate
On average, customers were much more responsive towards Holiday themed mailings Average change per brand compared to brand baseline
Standard Holiday
30 © 2016 Experian Information Solutions, Inc. All rights reserved. | Experian Confidential.
Discounting
91% of themed messages included discounts
Brands focused primarily on email purchases when
presenting discounts
31 © 2016 Experian Information Solutions, Inc. All rights reserved. | Experian Confidential.
Did Discounts Work? Some discounts worked better than others
-80%
-60%
-40%
-20%
0%
20%
40%
Though % off discounts were spread far & wide, only a few showed consistent positive impact on revenue per email Average change per brand compared to brand baseline by percentage off
-80%
-60%
-40%
-20%
0%
20%
40%
60%
80%
100%
120%
140%
0
$10
$20
$30
$40
$50
$60
$70
$80
$90
$100
$110
$120
$130
$140
$150
$160
$170
$180
$190
$200
>$200
$ off discounts were less varied…and decidedly more of a mixed bag
Average change per brand compared to brand baseline by dollar off
32 © 2016 Experian Information Solutions, Inc. All rights reserved. | Experian Confidential.
Discounting
Moving beyond
Black Friday and
Cyber Monday
33 © 2016 Experian Information Solutions, Inc. All rights reserved. | Experian Confidential.
Gifting
Gifting was the main theme in 15% of holiday emails,
down 13% from LY
Third most popular element, after apps and coupons
Emails mentioning gifting had 11% lower
revenue per email vs. baseline
34 © 2016 Experian Information Solutions, Inc. All rights reserved. | Experian Confidential.
Gift Guides
Hits our inbox as early
as mid October
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Gift Guides
Hits our inbox as early
as mid October
36 © 2016 Experian Information Solutions, Inc. All rights reserved. | Experian Confidential.
Hits our inbox as early
as mid October
Gift Guides
37 © 2016 Experian Information Solutions, Inc. All rights reserved. | Experian Confidential.
Gift Guides
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Gift Guides
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40 © 2016 Experian Information Solutions, Inc. All rights reserved. | Experian Confidential.
Rollover options
for each product
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Gift Yourself
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Flash Sales
Most common theme, featured in over 40% of emails
Transaction rate had a 51% lift compared to baseline
Click rate 25% higher than baseline,
and rev/email was 33%
43 © 2016 Experian Information Solutions, Inc. All rights reserved. | Experian Confidential.
Flash Sales
44 © 2016 Experian Information Solutions, Inc. All rights reserved. | Experian Confidential.
Flash Sales
45 © 2016 Experian Information Solutions, Inc. All rights reserved. | Experian Confidential.
Mobile
Mobile app mentioned in nearly a quarter of emails
App focused mailings had 11% higher open and 8%
higher click rate vs. baseline
31% lift in open rate and 24% lift in click rate for
mailings focused on mobile enrollment
46 © 2016 Experian Information Solutions, Inc. All rights reserved. | Experian Confidential.
Mobile
47 © 2016 Experian Information Solutions, Inc. All rights reserved. | Experian Confidential.
Free Shipping
Free shipping remains most popular discount
Free Shipping with no qualifier lifts transaction rate
by 66%, and revenue per email by 54%
Little impact on engagement, but definite effect on
revenue related metrics
48 © 2016 Experian Information Solutions, Inc. All rights reserved. | Experian Confidential.
While the average improvement to transaction rates and revenue per email declined YOY, free shipping remains a significant conversion driver
18%
-2%
13%
30%
-4%
20%
Transaction Rate
Average Order Value
Revenue per Email
Free shipping continues to be an incredibly effective tactic, though its impact is slightly down from last year Average change per brand compared to brand baseline
With Qualifier No Qualifier
2015 2014 2015 2014
Transaction Rate 18% 29% 30% 53%
Revenue per Email 13% 20% 20% 35%
With Qualifier No Qualifier
Free Shipping = Significant conversion driver
49 © 2016 Experian Information Solutions, Inc. All rights reserved. | Experian Confidential.
Free Shipping
50 © 2016 Experian Information Solutions, Inc. All rights reserved. | Experian Confidential.
Gift Cards
Only 5% of themed emails had gift cards
as the main focus
Most gift cards publicized around Christmas
51 © 2016 Experian Information Solutions, Inc. All rights reserved. | Experian Confidential.
Gift Cards
52 © 2016 Experian Information Solutions, Inc. All rights reserved. | Experian Confidential.
Gift Cards
© 2016 Experian Information Solutions, Inc. All rights reserved. | Experian Confidential. 53
END OF SEASON
Christmas underperformed compared to baseline,
but stronger than 2014 (-10% relative vs. 28%)
Christmas Eve remained equally as unproductive
(-45% vs. 41% in 2014)
54 © 2016 Experian Information Solutions, Inc. All rights reserved. | Experian Confidential.
-6%
-25%
-21%
-26%
0%
-31%
-45%
4%
9%
12%
3%
5%
-14%
-10%
Open Rate
Click Rate
Session Rate
Sessions Per Clicker
Transaction Rate
Average Order Value
Revenue per Email
Average change per brand compared to brand baseline
Christmas Eve Christmas
vs. -28% in 2014 vs. -41% in 2014
Christmas didn’t bring great cheer to email marketers
55 © 2016 Experian Information Solutions, Inc. All rights reserved. | Experian Confidential.
Happy Holidays!
56 © 2016 Experian Information Solutions, Inc. All rights reserved. | Experian Confidential.
Thank You
57 © 2016 Experian Information Solutions, Inc. All rights reserved. | Experian Confidential.
Thank You
58 © 2016 Experian Information Solutions, Inc. All rights reserved. | Experian Confidential.
Thank You
59 © 2016 Experian Information Solutions, Inc. All rights reserved. | Experian Confidential.
Thank You
60 © 2016 Experian Information Solutions, Inc. All rights reserved. | Experian Confidential.
Thank You
61 © 2016 Experian Information Solutions, Inc. All rights reserved. | Experian Confidential.
Thank You
62 © 2016 Experian Information Solutions, Inc. All rights reserved. | Experian Confidential.
Thank You
63 © 2016 Experian Information Solutions, Inc. All rights reserved. | Experian Confidential.
Thank You
64 © 2016 Experian Information Solutions, Inc. All rights reserved. | Experian Confidential.
Thank You
65 © 2016 Experian Information Solutions, Inc. All rights reserved. | Experian Confidential.
Thank You
© 2016 Experian Information Solutions, Inc. All rights reserved. | Experian Confidential. 66
RECOMMENDATIONS
Source: Experian Marketing Services
Countdown Clocks
Continue the conversation in 2016
Animation/Kinetic
67 © 2016 Experian Information Solutions, Inc. All rights reserved. | Experian Confidential.
Countdowns
86%
-5%
114%
43%
31%
4%
-20% 0% 20% 40% 60% 80% 100% 120%
Revenue per Email
Average Order Value
Transaction Rate
Session Rate
Click Rate
Open Rate
Countdown clocks weren't very popular, but in the rare cases they were used, engagement soared Average change per brand compared to brand baseline
68 © 2016 Experian Information Solutions, Inc. All rights reserved. | Experian Confidential.
Animations
12%
-3%
23%
28%
30%
-5% 0% 5% 10% 15% 20% 25% 30% 35%
Revenue per Email
Average Order Value
Transaction Rate
Session Rate
Click Rate
Mailings that included animation saw significant engagement increases (opens remained flat, as expected) Average change per brand compared to brand baseline
69 © 2016 Experian Information Solutions, Inc. All rights reserved. | Experian Confidential.
Live Twitter Feed Interactive Menus Rollovers
Kinetic/Interactive Solutions
70 © 2016 Experian Information Solutions, Inc. All rights reserved. | Experian Confidential.
Kinetic/Interactive Solutions
Accordion Slider/Carousel
71 © 2016 Experian Information Solutions, Inc. All rights reserved. | Experian Confidential.
How to continue the conversation with your holiday acquired customers
1. Track lifetime value by source
2. Profile your customer demographic and motivations
3. Develop triggers to gain second purchase in first few months
+1
72 © 2016 Experian Information Solutions, Inc. All rights reserved. | Experian Confidential.
What Does It All Mean? Key takeaways
• Start early! Holiday messages land in the inbox in October
• Black Friday and Cyber Monday are your money makers
• No specific theme is better than others—stay true to your
brand
• Percent-off offers drove the most engagement and revenue
• (but they were also richer, giving up more margin)
• It’s never too early to start planning! Growing a great
program takes time to cultivate and nurture
• Test, test, test
• No one theme or discount will save your brand – do the
legwork throughout the year to create a relationship with your
customer
© 2016 Experian Information Solutions, Inc. All rights reserved. Experian and the marks used herein are service marks or registered trademarks of Experian Information Solutions, Inc.
Other product and company names mentioned herein are the trademarks of their respective owners. No part of this copyrighted work may be reproduced, modified, or distributed in any
form or manner without the prior written permission of Experian. Experian Public.
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