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Spicing Things Up in The InboxUsing Creative Opportunities to Capture Subscribers' Attention

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Nice to meet you.

One Click VenturesNiche ecommerce company founded in 2005Began with SunglassWarehouse.com and has grown to nine brands [mostly fashion accessories] Acquiring two to three medium-sized properties per year

Our Email Marketing TeamIn the past three years, weve gone from a one-woman show to a team of five.Email Director Program strategy, team management, scheduling, research, program developmentCreative Director Concepts | Design approvalCopywriterDesigner/Coder ExtraordinaireAnalyst

This is how we do it.

Our ProcessOne to four emails per week per brandMost are scheduled on a rotating basis Ex: Bestsellers every 13 weeks, new arrivals every four weeks, product deals every Friday, lunch sales every other weekCalendar is tweaked quarterly to allow for special promotions or campaigns revolving around holidays or current events Ex: Awards season, Olympics, sports tournamentsResearch methods include Emailium and The OCV Email Inbox with more than 1200 retailers [Were watching you!]

We needed to spice things up.So we got to thinking What types of holidays and current events do we celebrate or recognize that marketers arent taking full advantage of? How do we use these days and events to capture our subscribers attention?

We needed to spice things up.We wanted a combination of eye-catching creative with witty copy and unique promotions.

And now, for 2011s highlights.

2011 HighlightsApril Fools DayCinco de Mayo11/11/11Procrastinators Package

April Fools CampaignsOur first attempt at an out of the box campaign[Case study recap]

April Fools CampaignsGoalBaseline MetricResulting MetricLift

Cinco de MayoMore promotion-based, less focus on creative Also coordinated with operations department to secure five items at $5 each for the day for two stores.Incorporated a party theme without going overboard on the alcohol factor [Woo, margaritas!]Each product in the email clicked-through to its product page.We also built a category page for the day with the five items. This was accessible from the top and bottom sections of the email.

Cinco de MayoGoalBaseline MetricResulting MetricLift

11/11/11Required different strategies for different brands and marginsHandbag Heaven: 11 Bags at $11 Off + 11% Off SitewideSunglass Warehouse + Reading Glasses Shopper: 11 Styles [Per Store] for $11 + 11% Off SitewideCoordinated with Operations Department to secure stock on 33 items plus schedule pricing accordingly for the day

11/11/11Optimized emails for mobile viewing with larger product images within the email designBuilt landing page including the 11 items per store; included graphic boasting 11/11/11 promotionDecided to send early in the morning to the two larger brandsReserved 11/11/11 11:11am for Handbag Heaven [Include screenshot of email inbox at that time]

11/11/11

GoalBaseline MetricResulting MetricLift

Procrastinators PackageBrainchild of a marketing department brainstorm at a half-day retreatWed tried last-minute gift certificate promotions in the past on Christmas Eve that werent successfulWe wanted to give customers a fun way to explain and apologize for their procrastination for any time of the year, but especially for Christmas

Procrastinators PackageCreated document through team collaborationDesign team created downloadable PDFs distributed through an email campaign on Christmas EveSEO team posted the content and PDF link to our blogs and social accounts as wellWill be incorporating into order confirmation pages and emails this year

Opened a Google doc with leading lines such as I dont have your gift yet because and had marketing team members fill in reasons in real-time with one another. We narrowed each section down to 5/7 reasons based on our judgment keeping audience in mind.20

Procrastinators PackageGoalBaseline MetricResulting MetricLift

Heres what were up to in 2012.

Plans for 2012Expansion on April Fools, Cinco de Mayo, and Procrastinators Package campaignsAdd even more unique promotionsEaster Egg SpecialsTax WeekPi DayLeap DayIntegrate all unique promotions better into social and organic search channels

Plans for 2012Build out triggered program with SmarterRemarketerApril:Multi-part abandoned cart campaigns | Multi-part welcome seriesMay: Up-sells based on previous purchase | You may also like emails based on previous purchases | Birthday emailsJune: First-time visitors can receive discounts via email upon opt-in | Triggered emails based on weather eventsJuly: Sale notifications per product or categoryAugust: Follow-ups to product reviewsSeptember: Follow-ups to checkout problemsOctober: Follow-ups to search and abandon browsing sessions

Add some spice to your email program.

Add some spice to your email programUse all-team brainstorms to generate ideas in real-time. Include the non-marketers, too!Make your ideas specific to and appropriate for your audience.Find fake and fun holidays at Baudeville.comCoordinate with your social media, blog, operations, and customer service teams weeks in advance to ensure smooth promotions and consistent customer communication.

Suggested Settings for ShadowsLine: no lineShadow:Angle: 270Color: Bronto GrayDistance: 3 ptBlur: 11 ptTransparency: 60%

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