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Holiday Review Unwrapping Great Insights to Prepare for Holiday 2013

#HolidayEmailReview

#HolidayEmailReview

Presenters

Elaine Moneyhon

Elaine Moneyhon brings her passion and knowledge of e-marketing to the Experian

CheetahMail Strategic Accounts team with more than eight years of experience gained

in the retail, online media, financial, non-profit, radio and television industries. In her

current role, Elaine works primarily with Fortune 500 retailers to develop e-marketing

strategy that drives engagement, growth and profitability through their email marketing

programs. Elaine is a graduate of The Ohio State University where she received a BA in

Communication as well as her MBA with a focus in marketing.

Andy Werner

At Experian CheetahMail, Andy Werner works closely with major brands across the

retail, non-profit, subscription-based and entertainment industries to launch and

optimize digital marketing programs that increase customer engagement and drive

revenue. Prior to Experian CheetahMail, he was responsible for the development and

ramp-up of a pan-European CRM initiative at Mazda Europe in Cologne, Germany.

#HolidayEmailReview

Agenda

Holiday Performance

Setting Up for the Holidays

During the Holidays

Down to the Wire

Subject Lines, Social & Mobile

#HolidayEmailReview

Holiday

Performance

#HolidayEmailReview

+15.8%

Multichannel retailers

Holiday Performance Benchmarks

Opens*

+12.4%

All industry

*Unique opens

From September 30th to December 31st, 2012, Year-over-year

Volume

+5.3%

All industry

+8.3%


+20.1%

Travel

-0.4%

Travel

-16.4%

Media & Entertainment

+18.8%

Media & Entertainment

#HolidayEmailReview

Holiday Performance Benchmarks

Clicks

+1.5%

All industry

-6.9%


Transactions

+24.4%

All industry

+16.7%


From September 30th to December 31st, 2012, Year-over-year

#HolidayEmailReview

Top 10 Holiday Transaction Days

Day Transactions

Rank

Volume

Rank

Cyber Monday 1 1

Black Friday 2 2

Sunday After Black Friday 3 49

Thanksgiving 4 15

11 Days Before Christmas 5 6

Day Before Thanksgiving 6 10

13 Days Until Christmas 7 4




2012 Holiday Season

#HolidayEmailReview

5.1%

6.0%

5.8%

6.4%

4.9%

6.7%

7.4% 9.0%

15.0%

9.6%

9.5%

7.8%

6.6% 5.6%

5.3%

5.9%

5.2%

4.6%

6.3% 6.5%

12.3% 12.8%

8.4%

10.5%

8.1% 8.6%

30-Sep 7-Oct 14-Oct 21-Oct 28-Oct 4-Nov 11-Nov 18-Nov 25-Nov 2-Dec 9-Dec 16-Dec 23-Dec

2011 2012

Share of Transactions by Week 2012 Holiday Season

#HolidayEmailReview

Most Popular Holiday Season Percent Off Offers

50% Off

50% Off

40% Off

Percentage of All Emails Featuring “% Off” Offers

2012 Holiday Season

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Percentage Off Discounts Percentage Off Discount Popularity by Year

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Informal Study

Abercrombie & Fitch Gap ModCloth Target

Amazon H&M Neiman Marcus The Body Shop

Anthropologie Hollister Nordstrom The Limited

Apple J. Crew Old Navy Ulta

Banana Republic Kate Spade PINK Nation Uniqlo

Bath & Body Works Kohl's Pottery Barn Urban Outfitters

Bloomingdale's Levi's Restoration Hardware Victoria's Secret

Burberry LuLuLemon Saks Walmart

Crate & Barrel Macy's Sephora West Elm

Express Madewell Starbucks Williams Sonoma

40 Brands Monitored

September 9th 2012 — January 5th 2013

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When Do Holiday Emails Hit the Inbox?

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Weekly Email Frequency

#HolidayEmailReview

When are emails received?

Tip: Test sending emails later in the day when inboxes are

cleaner and customers are doing holiday shopping in the evening.

#HolidayEmailReview

Setting Up for the

Holidays

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Setting Up For The Holidays

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During the

Holidays

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Top Email Themes

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Gift Guides

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Gift Guides

Gift Guides “For Her” have

the highest click rate:

(compared to all promotional

mailings: 2.4%)

#HolidayEmailReview

Gift Guides

Gift Guides have

transaction rates that are

higher than normal

promotional mailings (.11% versus .08%)

#HolidayEmailReview

Gift Guides

Gift guide campaigns with

the word “Best” in the

subject line had

the click rates of normal

promotional mailings (5% versus 2.4%)

#HolidayEmailReview

Tiffany Hint Dropping

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Keeping Emails Fresh

#HolidayEmailReview

Radio Shack’s Dynamic Deal of the Hour

#HolidayEmailReview

Free Shipping Monday!

#HolidayEmailReview

Animation Domination

Percentage of brands we studied

that used animated gifs this

holiday season

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Animation in Email Boosts Transactions!

Lift in transaction-to-click rates in

emails using animated gifs*

*Over emails without animated gifs

#HolidayEmailReview

Animation to Drive Engagement

#HolidayEmailReview

Animated Navigation Banners

#HolidayEmailReview

Down to

the Wire

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Last Minute Gifts: (e)Gift Cards

#HolidayEmailReview

Gift Card Offer Transaction Stats Transaction rates for campaigns with gift cards as the main offer

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Jockey’s Last Minute Present Idea

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Buy Online, Pick Up In Store

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Subject

Lines

#HolidayEmailReview

Subject Line Stats – Personalize It!

Average lift in unique open rate

when using name personalization

#HolidayEmailReview

Subject Lines – Shorter is Better

Average lift in unique open rate in

subject lines under 25 characters*

*Over subject lines 26 characters and longer

#HolidayEmailReview

Examples of Subject Lines We Like

#HolidayEmailReview

Social

#HolidayEmailReview

Social Media Combinations in Email Campaigns

#HolidayEmailReview

Social – Facebook Like Buttons

Average lift in unique click rate for

campaigns using a Facebook Like

button*

*Over campaigns without Facebook Like buttons

#HolidayEmailReview

Social – Pinterest Pin It Buttons

Average lift in unique click rate for

campaigns using a Pinterest Pin It

button*

*Over emails from the same brands without Pin It buttons

#HolidayEmailReview

Pinterest + Holiday

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More Social + Holiday

#HolidayEmailReview

Mobile

#HolidayEmailReview

Mobile Opens up 138%

53%

52%

33%

32%

33%

18% 20%

38%

43%

42%

29%

28%

29%

25%

25%

Desktop

Webmail

Mobile

Over the last 18 months

—Litmus

#HolidayEmailReview

Holiday Mobile Optimization

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Responsive Mobile Optimization

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Direct Callouts to Mobile Users

#HolidayEmailReview

Mobile App Features with a Holiday Twist

Saks and Walgreens remind their email recipients to download their apps, with a holiday focus

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Mobile App Incentives

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Mobile Shopping

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Email + SMS

#HolidayEmailReview

Key Takeaways for Holiday 2013

Mobile, Mobile, Mobile

Mobile open rates will likely peak again in December 2013

Template optimization, short subject lines

Reminders or incentives to shop mobile app or mobile site

Gift Guide Emails are Effective!

The data shows that recipients are interested in (and transacting from) gift guide emails

Change Up Your Timing

Opportunity on the Sunday after Black Friday (and before Cyber Monday)

Not many brands are sending emails in the afternoon or evening – test sending to a cleaner inbox at that time!

#HolidayEmailReview

Thanks! Q&A

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http://www.experian.com/blogs/marketing-forward

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Logitech Corporate Template - Experian · optimize digital marketing programs that increase customer engagement and drive ... Burberry LuLuLemon Saks Walmart ... Logitech Corporate