Holiday retail email marketing tips silverpop
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Email Marketing Tactics to Maximize 2014 Holiday Revenue Meredith Gertz, Fabric.com @fabricdotcom Loren McDonald, Silverpop, an IBM Company @LorenMcDonald
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Transcript of Holiday retail email marketing tips silverpop
Email Marketing Tactics to Maximize 2014 Holiday Revenue
Meredith Gertz, Fabric.com @fabricdotcom Loren McDonald, Silverpop, an IBM Company @LorenMcDonald
Today’s Presenters
Loren McDonald VP, Industry Relations Silverpop, an IBM Company [email protected] @LorenMcDonald
Meredith Gertz Email Marketing Manager Fabric.com [email protected] @fabricdotcom
Agenda
Shopping / Mobile Data
Email Tactics
Takeaways / Q&A
Today’s Agenda
Mobile Shopping & Email Data
The Smartphone Paradox 66% higher than tablet rate
43% of tablet rate
28% of tablet rate Less
browsing time/page
views
Source: Litmus, Jan 2014
Silverpop Retail Mobile Benchmarks – Highs and Lows
Low, average or high -‐ your mobile readership is only increasing – and
can’t be ignored.
Fabric.com Email Readership
65% of Fabric.com
email subscribers are reading on
smartphones
We’re seeing a big bounce rate from
email to conversion.
A focus in creative is to give users the very best email/tablet visual experience.
Agenda
Shopping / Mobile Data
8 Email Tactics
Takeaways / Q&A
Agenda – Email Tactics
#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
Are your emails touch-‐friendly?
Old mouse New mouse
More than just “design” – Think “context”
The Simple Difference – Responsive Emails
Desktop Mobile
Responsive Mobile
Responsive Desktop
Test Across Key Devices and Email Clients Android 2.3 Apple Mail 6
Website/emails use same button
Heat map lessons:
• Shoppers look for discounts first
• CTA beneath it gets higher conversion/lower bounce rate
#2. Update Onboarding / Welcome Emails With Mobile Shopping Info.
Typical Welcome Email Approach
Immediate 3-‐7 days
7-‐14 days
Immediate
Stand alone
Email # 1 Email # 2
Email # 3
3-‐part series
Add to an existing email or add as a new email in onboarding series
• Payment alternatives (e.g. PayPal)
• Register today / social-‐sign-‐up option
• Download our mobile app
• Use our wishlist / save for later function to complete the purchase
process later
#3. Targeting & Cadence Targeting, Black Friday, Cyber Monday, et al
Holiday pounding …
200+ annually 4 per week
1 every 1.8 days
@LorenMcDonald
Nov 18 1 week before Thanksgiving Day
Jan 2
Dec 25
51 emails
37 emails
T-‐Day To
XMAS
50 emails 44 days
Every time an email goes ka-‐ching an retail marketer gets her wings!
Every time an email dings, an email marketer gets her wings!
All: • Black Friday
• Cyber Monday • General Promotions
Targeted: • Past purchasers
• Gift card purchasers • Never purchased
Onboarding • New holiday subscribers
welcome • Onboarding track
Purchasers • Order confirmation • Upsell/Cross sell
• Post-‐purchase care
Remarketing • Cart/Browse abandonment
• Resends Targeting & Cadence
Possibilities
Fabric.com 2014 Holiday Approach
Fabric.com will be increasing our
volume during the 2014 holiday over
2013 holiday frequency
But we haven’t seen an increase in unsubscribe
rate ...
Holiday Emails Must Have a Purpose
How does this help me?
Does the email take care of a gift, fill a problem with a solution, let me check something else off my
holiday list?
Use “White Space” to Maintain Engagement
The holidays are a great opportunity to inspire our
customers.
In 2014 we’re going to be offering: • More projects • More ideas • More inspiration from gifts to
home decoration.
Fabric.com Win Back – Deployed Prior to Holidays
Win Back Series • 3 emails
• 60/90/120 days if no purchase • Updating with holiday-‐themed images
• “Thanks” sent on Thanksgiving
Day • “You are part of
the Fabric.com family”
• Generates LOTS of positive feedback
12 Days of December – 12/14 to 12/25
Fabric.com Sample Holiday Promotions Deal of the Day Deals & Steals
#4. Holiday Onboarding / Holiday Shopping
Reminders
Welcome and remind in season
-‐ Register now for easier and quicker checkout process during the hectic holidays. Registering also makes shopping on your smartphone or tablet a breeze. -‐ We offer PayPal payment option – leave your credit card in your wallet or purse! -‐ Download our mobile app for a superior mobile shopping experience. -‐ Use our wishlist / save for later function to complete the purchase process later. -‐ Register with social sign-‐in using your Facebook account.
Sample content to add to a holiday shopping reminder email
Content to Consider Including
Information about: Shipping schedules How to return items Gift-‐cards Call-‐center hours
Email-‐only specials
Reassure simplicity of holiday shopping experience
Change preferences
Frequency options if you want less
Expect Increased frequency
#5. “Make It Easy” For Consumers and Yourself Don’t make them work or have to think
Clean, Simple With Primary CTA that “Pops”
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.
Shipping Deadlines and Options
#6. Add Gift Card Promotions
Capture the Last Minute Shoppers
Promote Gift Cards as an Easy Alternative
#7. Remarketing / Reminder Emails
Browse & Cart Abandonment
Holiday Shoppers … Sniffing Around
Gift Cards – Browse Remarketing Program
Browse, but don’t buy within 24 hours • Receive reminder
• Sent daily for 12 days before Christmas
Browse, but don’t buy within 24 hours • Receive reminder
• Sent daily for 12 days before Christmas
Cart abandonment remarketing will become even more
important in the era of mobile shopping.
Think about it…
Desktop centric Lots going on
Simpler, more mobile friendly
Smartphone Cart Abandoners – Ideas to Test
Add alternative payment process copy
Mobile friendly or responsive
Test timing – within an hour vs a few hours later
Just a reminder – while you were doing your holiday Shopping Bag. You left a few things in your Shopping Bag. We know it is a busy time of year, so why not check out a few more gifts off you list and complete your order now?
Add holiday theme and content.
• Shipping options • Return policies
• Gift cards • Payment options
#8. Post-‐Purchase Customer Satisfaction
Reduce Returns, Gain Long-‐Term Customers
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Ensure a good post-purchase experience…
Post-‐purchase emails – help your CS team with FAQs
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evo.com was seeing many returns of ski boots and lots of calls to their call center for buyers not knowing how to fit their boots …
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Lots of content existed on evo.com:
-‐ How to Videos -‐ How to copy
Lots of content existed on evo.com:
-‐ How to videos -‐ How to copy
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3-‐part email series that starts
7 days after purchase
-‐ 57% Open rate -‐ 26% CTR -‐ 45% CTOR -‐ Calls to call
center down -‐ Returns of
boots down
Other Post-‐Purchase Ideas …
Email to update preferences
“If you bought as a gift” – rewards program, etc
Bounceback offers
Recommendation emails
Product review requests
Agenda
Mobile / Shopping
Data
8 Email Tactics
Takeaways / Q&A
Agenda – Takeaways / Q & A
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
Q & A / Contact Information
Loren McDonald VP, Industry Relations Silverpop, an IBM Company [email protected] @LorenMcDonald
Meredith Gertz Email Marketing Manager Fabric.com [email protected] @fabricdotcom
silverpop.com © 2014 Copyright Silverpop. All rights reserved.
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