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Holiday Retail Email Marketing 2010

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What can retailers learn from 2010's holiday email marketing promotions? That question other email marketing questions were answered during this informal discussion between Silverpop's Loren McDonald and email marketers from King Arthur Flour and Cuddledown. Attendees took away the following: - Key 2010 holiday email trends; - Some holiday email best practices (and practices to avoid); - Ideas for improvement in 2011
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Retail Roundtable: Retail Holiday Wrap-Up January 14, 2011
Transcript
Page 1: Holiday Retail Email Marketing 2010

Retail Roundtable:

Retail Holiday Wrap-Up

January 14, 2011

Page 2: Holiday Retail Email Marketing 2010

Agenda

Trends

Best Practices / Tips Q & A

Page 3: Holiday Retail Email Marketing 2010

Trends and Tips

Page 4: Holiday Retail Email Marketing 2010

Key Trends

Frequency / Streams

Sending Waves /

CampaignsPromotions

Page 5: Holiday Retail Email Marketing 2010

2-3 X Frequency

Page 6: Holiday Retail Email Marketing 2010

Nov 181 week beforeThanksgivingDay

Jan 2

Dec 25

51emails

37emails

T-DayTo

XMAS

Page 7: Holiday Retail Email Marketing 2010

New Tracks Added

Page 8: Holiday Retail Email Marketing 2010

KAF: Additional Email Stream

• Introduced the end of October

– Mailed every Saturday through Christmas day • Promotions

– Free Ship 1: Sent 11/10

– Free ship 2: Sent 12/6

– Flat rate shipping: Sent 12/13

– Parchment: Sent 11/15

• Content

– Pie recipes: Sent 11/12

– Freeze: Sent 12/10

– Candy: Sent 12/17

• Social media

– Holiday card: Sent 12/24

– Facebook album: over 150 photos added

Page 9: Holiday Retail Email Marketing 2010

A Brown Christmas

Page 10: Holiday Retail Email Marketing 2010

Shipping is the Key Driver

1. Pre-Thanksgiving

2. Black Friday

3. Cyber Monday

4. “Shop Early”

5. Shipping cut offs

a. 17th-Free shipping Friday

b. Standard

c. 2-day

d. Overnight

6. Christmas/Post Christmas

7. New Years

Sending Waves

Page 11: Holiday Retail Email Marketing 2010

Free Shipping/Flat Rate

Friends & Family

Promotions

Page 12: Holiday Retail Email Marketing 2010

Cuddledown – In Season Promotions

•In season Clearance email-sent during the lull between Veteran’s Day and Black Friday.

•Higher open rates and 5X higher CT rates. •Resent the email a week later with a free ship offer, and then a final reminderemail.

-Open rates & CT dwindled with each send-Demand and Units sold were highest on second send.

•Weekly special emails •Discounts were 40-50% off retail and items shipped for free. •Sent to selections of customers who historically purchase off price. •Generally we found that customers responded to product in our core bedding line more than apparel related offers.

Page 13: Holiday Retail Email Marketing 2010

KAF: Promotions

• Free Ship 1: Sent 11/10

• Free ship 2: Sent 12/6

• Flat rate shipping: Sent 12/13

• Parchment: Sent 11/15

Page 14: Holiday Retail Email Marketing 2010

Friends & Family

Friends and family offers extended to social channels,

as well as distributed viaexclusive email subscribers

Page 15: Holiday Retail Email Marketing 2010

Deadlines & Discounts

Cyber Monday offer--one day only -no restrictions-sitewide

Page 16: Holiday Retail Email Marketing 2010

Black Friday – 1, 2, 3

Sent 11/26, 7 am

Sent 11/26 5 pm

Sent 11/27 7 am

Page 17: Holiday Retail Email Marketing 2010

Incorporate personality

Sent 11/5, 7amSent 11/8, 7am

Page 18: Holiday Retail Email Marketing 2010

“…over 30 new items...”

More items qualify…

• Internet Only items ship free. • Encourages catalog customers to come back to the Website to shop frequently • Benefit for choosing the online channel. • Message customers when new items are added to the free ship assortment.

Page 19: Holiday Retail Email Marketing 2010

Include Shipping Deadlines

Page 20: Holiday Retail Email Marketing 2010

KAF: Content Focus

• Pie recipes: Sent 11/12

• Freeze: Sent 12/10

• Candy: Sent 12/17

Page 21: Holiday Retail Email Marketing 2010

KAF: Social Media

• Holiday card: Sent 12/24

• Facebook album: 150+

photos added

Page 22: Holiday Retail Email Marketing 2010

Some Successes – What Worked

Cuddledown

• Black Friday through Cyber Monday promotional stream and email

frequency.

• Keep promotions easy and non-restrictive, remove hurdles.

• More diligent segmentation yields much more productive results to the

email program overall

• Free shipping offers tied to surveys-you scratch my back, I’ll scratch

yours.

• In season inventory clearance emails

• Free Shipping event for 3 days leading up to the ground cutoff as well as

the national free ship holiday

King Arthur Flour

• Product driven promotions – free shipping on parchment, $$ off vanilla

• Holiday card (KAF)

Page 23: Holiday Retail Email Marketing 2010

What Disappointed

Cuddledown

• Weekly specials only worked for some product categories-don’t veer too

far away from your existing assortment.

• List growth continues to be our biggest challenge to overcome

• Didn’t have the internal resources to fine tune all landing page strategies

to align more closely with email

• Social media integration could be even better.

• Too long of an email break between our 12/8 email till our free shipping

offers started 12/12. Need to have relevant email content for this key

period, not just promotions.

King Arthur Flour

• Friends & Family

• Cyber Monday (expected to be weak performer)

Page 24: Holiday Retail Email Marketing 2010

2011

Page 25: Holiday Retail Email Marketing 2010

Our 2011 Holiday “Wish List”

More segmentation

More social integration via contests and community

Good use of video

Surveys-in exchange for benefits like free shipping

More short themed surveys several times a year.

Using more value-add content items

Post-purchase follow-up emails for upsell and care

techniques

Sending recipes for ingredients purchased

Adding new email streams

Page 26: Holiday Retail Email Marketing 2010

Q & A / Contact Information

• Loren McDonald

[email protected]

– Twitter: @LorenMcDonald

– Twitter: @Silverpop

• Tracy Taylor

[email protected]

– Twitter: @kingarthurflour

– Twitter: @T_TaylorKAF

• Laura Hnatow

[email protected]

– Twitter: @Cuddledown

– Twitter: @hnatow

Page 27: Holiday Retail Email Marketing 2010

About Silverpop

• A leading email marketing / marketing automation provider

• Transactional email system

• Landing pages

• Surveys

• SMS

• API Integrations w/ Web analytics, personalization, reviews, recommendation technologies

Page 28: Holiday Retail Email Marketing 2010

Resources

• Resource Center

– White papers

– Webinars

– Blogs

– Case studies

– Newsletters

– http://www.silverpop.com/marketing-resources/index.html

• Many presentations on SlideShare

– www.slideshare.net/Silverpop

Page 29: Holiday Retail Email Marketing 2010

Thank you!

On Twitter: @Silverpop

www.slideshare.net/silverpop

www.silverpop.com


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