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Wwrd holiday webinar3_final

Date post:16-May-2015
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  • 1. Lessons from Holiday Email Strategies: Waterford, Wedgwood, Royal Doulton, Royal Albert Presented by Joe Schmidt & Karen DiClemente

2. 2012 Strategy vs. 2013 Strategy Takeaways Lessons learned focusing on: Overall 2012 Holiday Recap Black Friday & Cyber Monday Sweepstakes Re-engagement Campaign Subject Lines 3. 2012 Review 4. 2012 Review 5. 2012 Review 6. 2012 Review 7. Cyber Monday Shopping Behavior 8. Cyber Monday Shopping Behavior 9. 2012 Review Black Friday Performance 10. 2012 Review Black Friday Performance Black Friday Preview email generated more revenue than individual Black Friday Emails Send date: 11/19 (4 days prior to Black Friday) Subject Line: Black Friday Preview + FREE Gift Wrap & Shipping. 11. 2012 Review Black Friday Performance 1st Pass Subject Line: Shop 175+ Black Friday Specials + FREE Gift Wrap & Shipping. 2nd Pass Subject Line: Black Friday Event: 10-35% OFF + FREE Gift Wrap & Shipping. 12. 2012 Review Black Friday Performance 1st Pass Email: (sent at 12:00am EST) 10% Open Rate 1.9% Click Through Rate Generated 49.3% of total campaign revenue 13. 2012 Review Black Friday Performance 2st Pass Email: (sent at 5:00am EST) 7.5% Open Rate 1.8% Click Through Rate Generated 50.6% of total campaign revenue 2nd pass email generated more revenue than 1st pass Lesson: ALWAYS re-mail on Black Friday 14. 2012 Review Cyber Monday Performance Waterford 1st pass email sent at 4:00am EST 2nd pass email sent at 12:00pm EST 3rd pass email sent at 5:30pm EST 15. 2012 Review Cyber Monday Performance 1st Pass Subject Line: Cyber Monday Event: 10-30% OFF + FREE Gift Wrap. Shop Now! 2nd Pass Subject Line: LAST CALL: 10-30% OFF Cyber Monday Offers. Order by Midnight. 3rd Pass Subject Line: Cyber Monday Extended: 10-30% OFF! Order by 10am Tuesday. 16. 2012 Review Cyber Monday Performance 1st Pass Email: (sent at 4:00am EST) 9% Open Rate 1.6% Click Through Rate Generated 40.9% of total campaign revenue 17. 2012 Review Cyber Monday Performance 2st Pass Email: (sent at 12:00pm EST) 6.4% Open Rate 1.3% Click Through Rate Generated 38.7% of total campaign revenue 18. 2012 Review Cyber Monday Performance 3rd Pass Email: (sent at 5:30pm EST) 5.3% Open Rate 1.2% Click Through Rate Generated 20.3% of total campaign revenue Lesson: Plan for the extension 19. Sweepstakes In keeping with WWRDs plan for email acquisition, Listrak and WWRD identified a strategy for increasing the number of subscribers to the main WWRD list through the use of an online sweepstakes promotion. 20. Sweepstakes Listrak supported WWRD in this endeavor by creating sweepstakes templates that captured subscribers and contained a viral component that allowed users to gain more entries by encouraging friends to sign up. 21. Sweepstakes Sweepstakes Entry Form 22. Sweepstakes Friend Referral Entry Form 23. Sweepstakes 24. Sweepstakes 2012 Holiday Sweeps Success: 6,407 new, unique subscribers added to list (avg. 156/day) 356 new customers acquired (their AOV was equal to site average) Contributed to 4% of total revenue for the 41 days the Sweepstakes was live (

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