Date post: | 21-Aug-2015 |
Category: |
Marketing |
Upload: | bluehornet |
View: | 49 times |
Download: | 2 times |
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MEET YOUR SPEAKERS
Jessica GrewalCustomer Success, BlueHornet
Emily StrasburgEmail Marketing Manager, BlueHornet
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Email has the highest ROI of the 7 marketing channels studied.
2015 DMA Response Report
In 2014, companies were attributing 23% of their total sales to the email marketing channel, compared to 18% in 2013.
Econsultancy
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In which of these ways do marketing/advertising emails influence your purchase decisions? 2015 Consumer Views of Email Marketing, BlueHornet
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4 KEYS TO HOLIDAY EMAIL SUCCESS
Lay a Firm Foundation
Ensure You Get to the Inbox
Shine in the Inbox
Plan for the Aftermath
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4 KEYS TO HOLIDAY EMAIL SUCCESS
Lay a Firm Foundation
Ensure You Get to the Inbox
Shine in the Inbox
Plan for the Aftermath
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49% of consumers polled said that for the upcoming holiday season they will shop online earlier than they did last year.
Pitney Bowes
PREPARE YOUR CALENDAR NOW Identify key holidays
Work backwards to determine timelines
Allow for testing prior
Determine content
Creative/Design
Offers
Secure needed resources
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2014’S TOP DATES FOR
HOLIDAY CONVERSIONS
Thanksgiving
Black Friday
Cyber Monday
Green Week
National Free Shipping Day
Hanukkah
Christmas Eve
Christmas Day
SteelHouse Holiday Guide 2014
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CREATE NEW HOLIDAYS Get creative
Choose content & offers wisely
Leverage fundamental engagement tactics
Be strategic with timing
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PRIME DAY Sales up 93%
Peak order rates surpassed last years’ Black Friday
More users signed up for the service on Prime Day than any other single day
CNN money
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ADDITIONAL PLANNING Pre-holiday initiatives
Acquisition
Win-back
Custom preference
Loyalty
Disaster planning
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DISASTER EMAIL PREP Website traffic overload
Common customer service complaints
Unforeseen login restrictions
Out of stock
Oops emails
Offer mix-ups
Segmentation errors
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4 KEYS TO HOLIDAY EMAIL SUCCESS
Lay a Firm Foundation
Ensure You Get to the Inbox
Shine in the Inbox
Plan for the Aftermath
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WIN-BACK
WIN-BACK CAMPAIGN Launch 2-3 weeks prior to your
most important holiday(s)
Personalize messages
Educate
Incentivize with offers
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CONSIDER CHANGES TOEXISTING CAMPAIGNS
Win-back
Reactivation
Cart abandonment
Retargeting/browse abandonment
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Start monitoring in August• Domain reputation• IP reputation • Opt outs • Complaints• Bounces
Use inbox monitoring tools to monitor and manage your reputation from a single dashboard.
REPUTATION-DAMAGING ISSUES Increased sending volume
Increased complaints
Decreased engagement
Segmentation errors
Mailbox provider issues
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RAMPING VOLUME No more than 2x normal volume
Depending on volume, begin ramping several weeks in advance of holiday season
Work backwards from end volume goal and time until your send date
Increase volume gradually and consistently to balance increase in complaints
Throttle volume
Work with your ESP’s deliverability team to monitor and respond to issues with bulking/blocking
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4 KEYS TO HOLIDAY EMAIL SUCCESS
Lay a Firm Foundation
Ensure You Get to the Inbox
Shine in the Inbox
Plan for the Aftermath
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SUBJECT LINE: TEST LENGTH Highest read rate: ~61-70 characters
Little to no correlation between length and read rate
Consider devices and your audience
Desktop view: ~ 60 characters
Mobile view: ~ 25 – 30 characters
Leverage snippet text
The Art and Science of Effective Subject Lines, ReturnPath
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75% of our respondents expect personalization based on online purchases or self-reported interests in their profile.
Consumer Views of Email Marketing 2015, BlueHornet
SUBJECT LINE: TEST PERSONALIZATION
Past purchased products
Today Only: 20% Off On All Crew Neck Sweaters
Browse behavior
Take The Tahitian Vacation You Have Been Dreaming Of…
Gender
Buy Gifts For Him: All Men’s Suits Now 10% Off
Location
Fight The Mid-West Humidity With Back to School Deals Near You!
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SUBJECT LINE: TEST OFFERS Allen Edmonds Flash Sale
Up to $200 Below MSRP
Up to 50% Off MSRP
Up to $200 Off MSRP
Higher performing email across all major KPIs
Open Rate
Click-Through Rate
Revenue
Conversion Rate
AOV
RPD
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4 KEYS TO HOLIDAY EMAIL SUCCESS
Lay a Firm Foundation
Ensure You Get to the Inbox
Shine in the Inbox
Plan for the Aftermath
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CREATE A HOLIDAY DEBRIEF Document what worked, what didn’t
Analyze and document promotion performance
Reporting on all standard KPIs, most importantly:
AOV
RPE
Inventory what products were purchased most or returned most from an email
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OFFER-BASED Offer something unique
Offer incentive to redeem gift cards online - get that attribution!
Incorporate what you know about subscribers
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EDUCATE AND UPSELL What else do they need?
Accessories
Next logical purchase
Related products/product lines
What do they need to know?
How To's
Tips
Service & Warranty Info
Brand value prop
Learn more from click behavior
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QUICK RECAP
1. LAY A FIRM FOUNDATION Calendars – Get creative with holidays!
Focus on acquisition
Disaster planning
2. ENSURE YOU INBOX Pre-holiday lifecycle programs
Consider existing campaigns
Manage reputation
Ramp volume
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3. SHINE IN THE INBOX Master subject lines
Cater to consumer behavior
Be interactive
4. PLAN FOR THE AFTERMATH Holiday debrief
Subscriber relationship building
Offers and non-offer based strategy