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About  Retail  TouchPoints  ü  Launched in 2007

ü  More than 28,000 subscribers

ü  Provide executives with relevant, insightful

content

ü  Free Resources such as White Papers, E-book,

Webinars, Research and Podcasts

www.RetailTouchPoints.com

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Today’s  Speakers  

Stephen  Dumas  Product  MarkeFng  Director,  Retail  SoluFon  Silverpop    

MODERATOR:  Alicia  Fiorle;a  Senior  Editor,  Retail  TouchPoints    

Last  Minute  Email  Marketing  Tactics  to  Maximize  2014  Holiday  Revenue    

Stephen  Dumas,  Product  Marketing  Director  

Today’s  Agenda  

•  What  consumers  want?!    •  10  tips  for  better  holiday  

emails  •  Key  takeaways  •  Q&A  

Shifting  Consumer  Behaviors  

“Always-­‐on”  consumer  

More  channels  of  interaction  

More  access  to  information  Device  Proliferation  

Shifting  marketing  /  technology  paradigms  

Consistent  Brand    Experience  

of  executives  say  they  need  to  embrace  data  to  succeed  

75%

$232 Billion

BIG  DATA  will  drive  

in  spending  through  2016  

Retail  marketers  are  embracing  the  prevalence  of  useable  marketing  data  through  CMOs  &  CIOs,  Platform  Investments  and  Analytical  People.      

70% of  data  is  created  by  individuals  

Shoppers  love  to  be  …rewarded  …recognized  …retained.    

80% is  managed  and  stored  by  Enterprises  

Did  you    have  a  great  experience?  

#1.  Make  Your  Emails  Mobile  Friendly  

Especially  For  Remarketing  Emails  

Screensize-­‐apalooza  

Small   Medium   Large  

iPhone  2.3”  wide  

Galaxy  Note  3.2”  wide  

Nexus  7  7.3”  wide  

 BlackBerry  2.6”  wide  

iPad  Mini  5.3”  wide  

Excite  13  8.5”  wide  

Chart  Source:  Litmus  

Source: Litmus, Jan 2014

The  Simple  Difference  –  Responsive  Emails  

Desktop   Mobile  

More  than  just  “design”  –  Think  “context”  

Test  Across  Key  Devices  and  Email  Clients  Android  2.3   Apple  Mail  6  

#2.    Make  Small  Changes  In  Your  Key  Email  Messages.    

Cart    Abandon  Welcome  

Purchase    Confirm   Reengagement  

New  Customer    Onboarding  

Browse    Abandon  

Welcome    Series  

Inactive    Motivators  

Customer  Lifecycle  Cadence  

Opt-­‐In   Shop   Purchase   Purchase   Replenish   Inactivity   Winback  

NEW  !  

EXISTING  

Replenishment    Reminder  

Come  Back    For  More  

Birthday   Anniversary  

#3.  Add  The  Information  Shoppers  Are  Looking  For.    

Product  Care  Information  Shipping  Information     Customer  Service  

Shipping  Deadlines  And  Options  

#4.  Do  The  Math  –  Promotions  And  Engagement    

Save  20%  

$10  Off   BOGO  

Was  $19.00    Now  $14.00  

12  Days  of  December  –  12/14  to  12/25  

#5.  Promote  Your  Loyalty,  Rewards  Or  Premium  Club  In  

Holiday  Emails.    

Engagement  segments  

Impact  on  purchases  

#6  Optimize  Transactional  Emails.  

#7.  Highlight  What  Makes  You  Special.    

Shipping  Options  –  Return  Policy  –  Gift  Cards  –  1-­‐888-­‐555.1212  

Highlight  in  navigation,  body  copy,  CTAs  and  

footer  –  key  holiday  shopper  concerns:  

•  Shipping  options  and  deadlines  

•  Return  policy  •  Gift  cards  

•  Etc.  

#8.  Post  Purchase  Tips  &  Reminders  In  Your  Messages.    

Post-­‐purchase  emails  –  help  your  CS  team  with  FAQs  

33  

35

36

57% Open rate 26% CTR 45% CTOR

#9.  Highlight  Nearby  Stores.  

#10.  Frequency.    

Offer  subscribers  frequency  options  

Post  Holiday  Snooze  

Preference  Center  

Email  Tactics  

Go  responsive  or  mobile-­‐friendly  

Determine  your  holiday  cadence  

approach  

Deploy  browse  &  cart  

reminders  

Make  it  super  easy  to  buy  

Understand  the  holiday  context  –  shipping,  gift  cards,  returns  

Ensure  a  great  purchase/post-­‐

purchase  experience  

Takeaways  /  Action  Steps  

Retail  

IBM Silverpop Engage Marketing Platform

UNIVERSAL  BEHAVIOR  

Capture  Every  Action    

 Captures and

manages behavior across

every digital and offline channel to build

unparalleled insight into each

individual

SINGLE  IDENTITY  Connect  The  

Dots      

Connects every

customer touch point into a single

view

MULTI-­‐CHANNEL  Communicate  

Across  Platforms      

Sends personalized

messages everywhere

each customer prefers to connect

BEHAVIORAL  INSIGHTS  

Understand  Path  To  Revenue  

 Discovers customer

preferences by analyzing data from all devices and channels

MARKETING  DATABASE  

Manage  Behaviors    At  Scale    

 Manages everything

about each customer, easily and

at scale  

INTERACTION  ENGINE  Automate  

Communications      

Gets personal with each customer, one at a time and in real-

time

IBM  Marketing  Solutions  

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Q&A    //    Panelists  

Stephen  Dumas  Product  MarkeFng  Director,  Retail  SoluFon  Silverpop    

MODERATOR:  Alicia  Fiorle;a  Senior  Editor,  Retail  TouchPoints    

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Thank  You  For  Joining  Us!  Download  &  view  this  presentaFon  at:  hFp://rtou.ch/lmhmt-­‐spop