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What can retailers learn from 2010's holiday email marketing promotions? That question other email marketing questions were answered during this informal discussion between Silverpop's Loren McDonald and email marketers from King Arthur Flour and Cuddledown. Attendees took away the following: - Key 2010 holiday email trends; - Some holiday email best practices (and practices to avoid); - Ideas for improvement in 2011
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Retail Roundtable:
Retail Holiday Wrap-Up
January 14, 2011
Agenda
Trends
Best Practices / Tips Q & A
Trends and Tips
Key Trends
Frequency / Streams
Sending Waves /
CampaignsPromotions
2-3 X Frequency
Nov 181 week beforeThanksgivingDay
Jan 2
Dec 25
51emails
37emails
T-DayTo
XMAS
New Tracks Added
KAF: Additional Email Stream
• Introduced the end of October
– Mailed every Saturday through Christmas day • Promotions
– Free Ship 1: Sent 11/10
– Free ship 2: Sent 12/6
– Flat rate shipping: Sent 12/13
– Parchment: Sent 11/15
• Content
– Pie recipes: Sent 11/12
– Freeze: Sent 12/10
– Candy: Sent 12/17
• Social media
– Holiday card: Sent 12/24
– Facebook album: over 150 photos added
A Brown Christmas
Shipping is the Key Driver
1. Pre-Thanksgiving
2. Black Friday
3. Cyber Monday
4. “Shop Early”
5. Shipping cut offs
a. 17th-Free shipping Friday
b. Standard
c. 2-day
d. Overnight
6. Christmas/Post Christmas
7. New Years
Sending Waves
Free Shipping/Flat Rate
Friends & Family
Promotions
Cuddledown – In Season Promotions
•In season Clearance email-sent during the lull between Veteran’s Day and Black Friday.
•Higher open rates and 5X higher CT rates. •Resent the email a week later with a free ship offer, and then a final reminderemail.
-Open rates & CT dwindled with each send-Demand and Units sold were highest on second send.
•Weekly special emails •Discounts were 40-50% off retail and items shipped for free. •Sent to selections of customers who historically purchase off price. •Generally we found that customers responded to product in our core bedding line more than apparel related offers.
KAF: Promotions
• Free Ship 1: Sent 11/10
• Free ship 2: Sent 12/6
• Flat rate shipping: Sent 12/13
• Parchment: Sent 11/15
Friends & Family
Friends and family offers extended to social channels,
as well as distributed viaexclusive email subscribers
Deadlines & Discounts
Cyber Monday offer--one day only -no restrictions-sitewide
Black Friday – 1, 2, 3
Sent 11/26, 7 am
Sent 11/26 5 pm
Sent 11/27 7 am
Incorporate personality
Sent 11/5, 7amSent 11/8, 7am
“…over 30 new items...”
More items qualify…
• Internet Only items ship free. • Encourages catalog customers to come back to the Website to shop frequently • Benefit for choosing the online channel. • Message customers when new items are added to the free ship assortment.
Include Shipping Deadlines
KAF: Content Focus
• Pie recipes: Sent 11/12
• Freeze: Sent 12/10
• Candy: Sent 12/17
KAF: Social Media
• Holiday card: Sent 12/24
• Facebook album: 150+
photos added
Some Successes – What Worked
Cuddledown
• Black Friday through Cyber Monday promotional stream and email
frequency.
• Keep promotions easy and non-restrictive, remove hurdles.
• More diligent segmentation yields much more productive results to the
email program overall
• Free shipping offers tied to surveys-you scratch my back, I’ll scratch
yours.
• In season inventory clearance emails
• Free Shipping event for 3 days leading up to the ground cutoff as well as
the national free ship holiday
King Arthur Flour
• Product driven promotions – free shipping on parchment, $$ off vanilla
• Holiday card (KAF)
What Disappointed
Cuddledown
• Weekly specials only worked for some product categories-don’t veer too
far away from your existing assortment.
• List growth continues to be our biggest challenge to overcome
• Didn’t have the internal resources to fine tune all landing page strategies
to align more closely with email
• Social media integration could be even better.
• Too long of an email break between our 12/8 email till our free shipping
offers started 12/12. Need to have relevant email content for this key
period, not just promotions.
King Arthur Flour
• Friends & Family
• Cyber Monday (expected to be weak performer)
2011
Our 2011 Holiday “Wish List”
More segmentation
More social integration via contests and community
Good use of video
Surveys-in exchange for benefits like free shipping
More short themed surveys several times a year.
Using more value-add content items
Post-purchase follow-up emails for upsell and care
techniques
Sending recipes for ingredients purchased
Adding new email streams
Q & A / Contact Information
• Loren McDonald
– Twitter: @LorenMcDonald
– Twitter: @Silverpop
• Tracy Taylor
– Twitter: @kingarthurflour
– Twitter: @T_TaylorKAF
• Laura Hnatow
– Twitter: @Cuddledown
– Twitter: @hnatow
About Silverpop
• A leading email marketing / marketing automation provider
• Transactional email system
• Landing pages
• Surveys
• SMS
• API Integrations w/ Web analytics, personalization, reviews, recommendation technologies
Resources
• Resource Center
– White papers
– Webinars
– Blogs
– Case studies
– Newsletters
– http://www.silverpop.com/marketing-resources/index.html
• Many presentations on SlideShare
– www.slideshare.net/Silverpop
Thank you!
On Twitter: @Silverpop
www.slideshare.net/silverpop
www.silverpop.com