Lessons from Holiday Email Strategies: Waterford, Wedgwood, Royal Doulton, Royal Albert

Presented byJoe Schmidt & Karen DiClemente

2012 Strategy vs. 2013 Strategy Takeaways

Lessons learned focusing on:

• Overall 2012 Holiday Recap

• Black Friday & Cyber Monday

• Sweepstakes

• Re-engagement Campaign

• Subject Lines

2012 Review

2012 Review

2012 Review

2012 Review

Cyber Monday Shopping Behavior

Cyber Monday Shopping Behavior

2012 Review Black Friday Performance

2012 ReviewBlack 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.

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.

2012 ReviewBlack 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

2012 ReviewBlack 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

2012 ReviewCyber 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

2012 ReviewCyber 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.

2012 ReviewCyber 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

2012 ReviewCyber 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

2012 ReviewCyber 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”

Sweepstakes

In keeping with WWRD’s

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.

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.

Sweepstakes

Sweepstakes Entry Form

Sweepstakes

Friend Referral Entry Form

Sweepstakes

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 (<15% COM)

• Lesson: Using existing customers to get new customers works well!

Additional Campaign Ideas

• Shipping deadlines (upgrades, ground, etc.)• 12 Days of Christmas• Gift guides• Top Picks/Gifts• Gifts for Him/Her• Stocking Stuffers• Bestsellers• As seen in (leverage PR opportunities)• Private sales (send during slowest week)• Friends and Family sales• Wishlist

Additional Campaign IdeasHighest Revenue

Don’t forget to capitalize on Post Holiday sales – these emails traditionally perform VERY well

Additional Campaign Ideas

Lesson: Repurpose, Repurpose, Repurpose

• Work with a template, making minor adjustments

• Revise subject line, main message, images

2012 Review Subject Lines

2012 – Best Subject LinesENTER Waterford's Holiday Sweepstakes: Win 1 of 3 Prizes...

• 15.17% Open / 6.22% CTR

80+ Black Friday Offers + Free Shipping & Gift Wrap...

• 15.06% Open / 3.34% CTR

Black Friday Preview + FREE Gift Wrap & Shipping.

• 12.13% Open / 3.02% CTR

After Christmas Sale now on. Shop & Save...

• 13.66% Open / 3.98% CTR

Additional Campaign IdeasSubject Lines

Lesson: Focus on the subject line that is right for your brand

• Know your audience

• Stand out in the inbox

• Quick, to the point

• Witty, only if it makes sense for your brand

• Stress urgency in the second and third pass

Re-engagement

• Getting your emails into the

inbox is always important, but is

essential during the holidays.

• With the annual increase in

email traffic resulting in

overstuffed inboxes, it is

important to make sure you are

sending your messages to a

clean and engaged list.

Re-engagement

• Re-engagement emails have been sent in May and June

• Utilized 2nd and 3rd pass sends for these emails

• Performance has been strong:

• 15% Average Open Rate

• 3.17% Click Through Rate

• Generated 4.2% of revenue of revenue for May & June 2013 with

COM <7%

• CR% of re-engagement emails was 2.8x the site average

• Per visit value of re-engagement emails was 2.4x the site average

Re-engagement

Recap

• The earlier the better – start now!

• Utilize 2012 data

• Acquire and Re-engage

• Track your data

• Standardize holiday templates

Thank you

Thank you for joining us!

If you have questions, please contact us:

info@listrak.com

Look for our final two webinars in our holiday series:

August 13th – Deliverability

August 27th – Responsive Design