experian cheetahmail australia
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© 2009 Experian Information Solutions, Inc. All rights reserved. Experian and the marks used herein are service marks or registered trademarks of Experian Information Solutions, Inc. Other product and company names mentioned herein may be the trademarks of their respective owners. No part of this copyrighted work may be reproduced, modified,or distributed in any form or manner without the prior written permission of Experian Information Solutions, Inc.
Experian CheetahMail2010 Christmas Online Retail Strategies & Planning
2 © 2010 Experian Information Solutions, Inc. All rights reserved.
Marketers should consider incorporating the checklist into their campaigns
Use holiday language
Clearly promote shipping deadlines
Use headline text to indicate offer
Incorporate a holiday navigation bar with gift sites and holiday services
Indicate purchase channel details (Retail hours, locations, telephone, etc.)
The Essential Christmas Email Checklist
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Leverage the spirit of the holidays in your creative and messaging
Countdown to the holiday to remind subscribers of timing
Consider Christmas Specific Series Advent 12 Days of Christmas
Help people choose gifts
Thank your customers
Start Early and Finish Late – Don’t forget post Christmas Sales
The Essential Christmas Email Checklist
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Email Acquisition: “best of” creative – forward to a friend
Subject line: Make it better. For yourself. And a tree.
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Let your subscribers do the work for you!
Consider viral opportunities at email sign up combined with a sweepstakes
Email Acquisition:Don’t forget about your website
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A wishlist is a great shopping tool
Help customers build shopping lists and save gift ideas
Wishlists
WishMail Results:• 50x lift in transaction rate• 23x lift in $ per email• 8x lift in open rate• 21x lift in click rate
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The Countdown
Countdown emails generate high customer interest
These emails had the highest unique open, unique click and click-to-open rates:
► 14.77% unique open rate
► 6.68% unique click rate
► 28.94% click-to-open rate
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Holiday gift ideas email
Campaigns reporting gift ideas pulled more than double the transaction rates for Multi-channel Retailers (0.46% vs. 0.17%)
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In-store offers
Emails promoting in-store only offers had the highest unique open and click rates (16.09% and 3.43% respectively) beating out online only and site wide offers
Clearly promote your channels via email to help customers decide where to shop
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Free shipping
Free shipping with a minimum spend of $25 was most offered by companies
Free shipping with a minimum spend of $50 pulled in the strongest unique open and click rates (13.81% and 2.51%)
Free shipping with a minimum spend of $150 had the highest transaction rate
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