holiday retail email marketing tips aima silverpop fabric.com silverpop

Email Marketing Campaigns and

Tactics to Maximize 2014 Holiday

Revenue Meredith Gertz, Fabric.com@fabricdotcom

Loren McDonald, Silverpop, an IBM Company@LorenMcDonald

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 rateLess

browsing time/page

views

Source: Litmus, Jan 2014

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

iPhone2.3” wide

Galaxy Note3.2” wide

Nexus 77.3” wide

BlackBerry2.6” wide

iPad Mini5.3” wide

Excite 138.5” 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 ClientsAndroid 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

Immediate3-7 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 & CadenceTargeting, Black Friday, Cyber Monday, et al

Holiday pounding …

200+ annually4 per week

1 every 1.8 days

@LorenMcDonald

Nov 181 week beforeThanksgivingDay

Jan 2

Dec 25

51emails

37emails

T-DayTo

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!

Broadcast:

•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

Lapsed Customer: Increase Engagement– KAF

Ideas

- Drop-down menu (dolls)- Put into automated program

based on response

• “Thanks” sent on Thanksgiving

Day• “You are part of

the Fabric.comfamily”

• Generates LOTS of positive feedback

12 Days of December – 12/14 to 12/25

Fabric.com Sample Holiday PromotionsDeal 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.

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 YourselfDon’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 centricLots 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

53

Ensure a good post-purchase experience…

Post-purchase emails – help your CS team with FAQs

54

Ski boots: Hard to fit online …

56

57

57% Open rate

26% CTR

45% CTOR

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

Contact Information

Loren McDonaldVP, Industry RelationsSilverpop, an IBM Company@LorenMcDonald

Meredith GertzEmail Marketing ManagerFabric.com@fabricdotcom

The Silverpop Digital Marketing Platform

silverpop.com

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