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Holiday retail email marketing tips aima silverpop silverpop

Date post:02-Jul-2015
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Consumers are increasingly researching and buying from mobile devices, and they are shopping earlier and making last minute purchases using gift cards and via multiple channels, so solidifying your email plans and programs early is especially important in 2014. In this session, Loren McDonald, Vice President of Industry Relations, Silverpop, an IBM Company, and Meredith Gertz, Email Marketing Manager, Fabric.com, an Amazon Company, share ideas and tactics to help ensure that online retailers get the most out of their email marketing programs during the critical holiday shopping season. You’ll come away with actionable holiday promo next steps to easily integrate into your existing holiday marketing plan. Discussion topics include: Developing a holiday-specific welcome program Segmentation and frequency considerations Optimizing emails for mobile conversions Revising templates with information about details such as shipping, return policy, and gift cards Designing emails to better enable mobile navigation and browsing Using content and personality to increase engagement Creating high-converting gift card programs Launching post-purchase programs How to integrate your holiday subscribers into your regular non-holiday communication stream
Transcript:

2. AgendaShopping /MobileDataEmailTacticsTakeaways/ Q&ATodays Agenda 3. Mobile Shopping& Email Data 4. The Smartphone Paradox 66% higher thantablet rate43% of tabletrate28% of tabletLess ratebrowsingtime/pageviews 5. Source: Litmus, Jan 2014 6. Fabric.com Email Readership65% ofFabric.comemailsubscribersare reading onsmartphonesWere seeing a bigbounce rate fromemail to conversion.A focus in creative isto give users the verybest email/tabletvisual experience. 7. AgendaShopping /MobileData8 EmailTacticsTakeaways/ Q&AAgenda Email Tactics 8. #1. Make Your Emails MobileFriendlyEspecially for Remarketing Emails 9. Screensize-apaloozaSmall Medium LargeiPhone2.3 wideGalaxy Note3.2 wideNexus 77.3 wideBlackBerry2.6 wideiPad Mini5.3 wideExcite 138.5 wideChart Source: Litmus 10. Are your emails touch-friendly?Old mouse New mouse 11. More than just design Think context 12. The Simple Difference Responsive EmailsDesktop Mobile 13. ResponsiveDesktopResponsiveMobile 14. Test Across Key Devices and Email ClientsAndroid 2.3 Apple Mail 6 15. Heat map lessons: Shoppers look fordiscounts first CTA beneath it getshigherconversion/lowerbounce rateWebsite/emailsuse same button 16. #2. Update Onboarding /Welcome Emails WithMobile Shopping Info. 17. Typical Welcome Email ApproachImmediate3-7 days7-14 daysImmediateStand aloneEmail # 1Email # 2Email # 33-part series 18. Add to an existing email or add as anew email in onboarding series Payment alternatives (e.g. PayPal) Register today / social-sign-up option Download our mobile app Use our wishlist / save for laterfunction to complete the purchaseprocess later 19. #3. Targeting & CadenceTargeting, Black Friday, Cyber Monday, et al 20. Holiday pounding 21. 200+ annually4 per week1 every 1.8 [email protected] 22. Jan 2Dec 2551emailsNov 181 week beforeThanksgivingDay37emailsT-DayToXMAS50emails44 days 23. Every time an email goes ka-ching an retail marketergets her wings!Every time an email dings, an email marketer gets her wings! 24. Broadcast:Black FridayCyber MondayGeneral PromotionsTargeted:Past purchasersGift card purchasersNever purchasedOnboardingNew holiday subscriberswelcomeOnboarding trackCart/Browse abandonmentPurchasersRemarketingOrder confirmationUpsell/Cross sellPost-purchase careResendsTargeting &CadencePossibilities 25. Fabric.com 2014 Holiday ApproachFabric.com will beincreasing ourvolume during the2014 holiday over2013 holidayfrequencyBut we haventseen an increasein unsubscriberate ...Holiday Emails Must Have aPurposeHow does this help me?Does the email take care of a gift,fill a problem with a solution, letme check something else off myholiday list? 26. Use White Space to Maintain EngagementThe holidays are a greatopportunity to inspire ourcustomers.In 2014 were going to be offering: More projects More ideas More inspiration from gifts tohome decoration. 27. Fabric.com Win Back Deployed Prior to HolidaysWin Back Series 3 emails 60/90/120 days if no purchase Updating with holiday-themed images 28. Lapsed Customer: Increase Engagement KAFIdeas- Drop-down menu (dolls)- Put into automated programbased on response 29. Thanks senton ThanksgivingDay You are part ofthe Fabric.comfamily Generates LOTSof positivefeedback 30. 12 Days of December 12/14 to 12/25 31. Fabric.com Sample Holiday PromotionsDeal of the Day Deals & Steals 32. #4. Holiday Onboarding /Holiday ShoppingReminders 33. Welcome and remind in season 34. - Register now for easier and quicker checkoutprocess during the hectic holidays. Registeringalso makes shopping on your smartphone ortablet a breeze.-We offer PayPal payment option leave yourcredit card in your wallet or purse!- Download our mobile app for a superiormobile shopping experience.- Use our wishlist / save for later function tocomplete the purchase process later.- Register with social sign-in using yourFacebook account. 35. Content to Consider IncludingExpect Increased frequencyFrequency options if you want lessChange preferencesReassure simplicity of holiday shopping experienceEmail-only specialsInformation about:Shipping schedules How to return items Gift-cards Call-center hours 36. #5. Make It Easy ForConsumers and YourselfDont make them work or have to think 37. Clean, Simple With Primary CTA that Pops 38. Highlight innavigation, bodycopy, CTAs andfooter key holidayshopper concerns:Shipping Options Return Policy Gift Cards 1-888-555.1212 Shippingoptions anddeadlines Return policy Gift cards Etc. 39. Shipping Deadlines and Options 40. #6. Add Gift CardPromotionsCapture the Last Minute Shoppers 41. Promote Gift Cards as an Easy Alternative 42. #7. Remarketing / ReminderEmailsBrowse & Cart Abandonment 43. Holiday Shoppers Sniffing Around 44. Gift Cards Browse Remarketing ProgramBrowse, but dont buy within 24 hours Receive reminder Sent daily for 12 days beforeChristmas 45. Cart abandonment remarketingwill become even moreimportant in the era of mobileshopping.Think about it 46. Desktop centricLots going onSimpler, moremobile friendly 47. Smartphone Cart Abandoners Ideas to TestTest timing within anhour vs a few hours laterMobile friendly orresponsiveAdd alternative paymentprocess copy 48. Shipping options Return policies Gift cards Payment optionsJust a reminder while you were doing your holiday Shopping Bag.You left a few things in your Shopping Bag. We know it is a busytime of year, so why not check out a few more gifts off you list andcomplete your order now?Add holiday theme and content. 49. #8. Post-Purchase CustomerSatisfactionReduce Returns, Gain Long-TermCustomers 50. Ensure a good post-purchase experience53 51. Post-purchase emails help your CS team with FAQs54 52. Ski boots: Hard to fit online 53. 56 54. 57 55. 57% Open rate26% CTR45% CTOR 56. AgendaMobile /ShoppingData8 EmailTacticsTakeaways/ Q&AAgenda Takeaways / Q & A 57. EmailTacticsDetermine yourholidaycadenceapproachGo responsiveor mobile-friendlyDeploy browse& cartremindersMake it supereasy to buyUnderstand theholiday context shipping, giftcards, returnsEnsure a greatpurchase/post-purchaseexperienceTakeaways / Action Steps 58. Contact InformationLoren McDonaldVP, Industry RelationsSilverpop, an IBM [email protected] GertzEmail Marketing [email protected] 59. silverpop.comsilverpop.com/marketing-resourceswww.slideshare.net/silverpopTwitter.com/silverpopFacebook.com/silverpopThe Silverpop Digital Marketing Platform

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