Heat Up Your Holiday Marketing with iContact

© 2016 iContact LLC. All Rights Reserved.

HEAT UP Your Holiday Marketing with

Presented by John W. Hayes, Marketing Strategist and Author, July 20, 2016

Marion Price

Put date on a different line

© 2016 iContact LLC. All Rights Reserved. 2

Before We Begin…

Audio Issues?• Let us know by typing a message into the chat box.Questions?• Any questions will be addressed during the Q&A in the order

received.Want a Recording?• We’ll send a link to your email address within 2-3 business

days.


About Your SpeakerJohn W. [email protected] I @john_w_hayesJohn Hayes has more than 20 years of online marketing experience. He works with iContact as a marketing and content strategist.John Hayes is the author of four books, and a regular speaker at events where he demonstrates how organizations of all sizes can maximize their potential from email, social media, and content marketing-led strategies

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mailto:[email protected]






Agenda During this webinar, you’ll learn:

The impact of holidays for email marketersSummer jobs to pre-heat your holiday marketing strategy

Holiday marketing is not just about retail

Advanced marketing automation strategies that give you the competitive edge

Maria Muniz

Can we add some graphic interest to this slide?


But Wait!Isn’t it too early to be worrying

about the holidays?


The Opportunity

According to the National Retail Federation, despite tough conditions (bad weather, heavy discounting, competition, etc.)

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Online and other non-store sales

3% 9%

holiday sales in 2015 increased 3% to a staggering $626.1 billion.

grew by 9% and accounted for $105 billion.


The Opportunity

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The days from Black Friday through Christmas pull in 50-100% more revenue compared to shopping days throughout the rest of the year.

November and December drive 30% more ecommerce revenue than non-holiday months.


The Challenge• Increased spend on stock, customer

acquisition, logistics and human resources• Fierce competition put pressures on

acquisition costs and margins• Time pressures result in poor customer

service• Mistakes cost reputations• Busy Fool Syndrome

user

I don't get this- why is what follows a threat? Email's contribution?Just a talking point - there is lots of talk about the opportunity but if it is not addressed properly the threat to your business in terms of lost revenue, unsold inventory, additional expenses, etc. is huge - not connected to the next slide.


Email’s Contribution

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Email marketing is the most profitable component of everything else you do to promote your business.1% higher than paid searchand more affordable!

16%Of all online sales

during the holiday periodwere driven by

email marketing

user

Why are we repeating this?Agreed - we should just focus on the email stats - perhaps we could run with my old quote:"Email marketing is the most profitable component of everything else you do to promote your business."


It’s Not Just About Retail

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The Holidays represent an amazing opportunity for:

Charities/not-for-profit organizations

Clubs and community-based organizations

Churches and other faith groups


Habitat for Humanity of Wake County

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Subject: Making owning a home a possibility today.

Subject: Help Habitat Wake Raise the Roof this Giving Tuesday!


Margot Elena Companies & Collections

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Subject: 24 Hours Only - A Deal Sweet as Honey + Free Shipping

Subject: Gifts for the Naughty & Nice + Free Shipping


Margot Elena Companies & Collections

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Subject: A Black Friday Deal to Gobble Up + Free Shipping Subject: There’s Still Time to Play Santa


Don’t Fall Victim to the Dog Days Of Summer


The Holidays Start Now


The Holidays Start Now

1 in 4 consumers start their holiday shopping before Halloween.

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Source: www.thinkwithgoogle.com/infographics/5-holiday-shopping-trends-to-watch-in-2015.html

48% of holiday shoppers do the majority of their shopping on or before Cyber Monday (November 28, 2016).


Plan Ahead to Stand Out

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Summer Jobs• Put your email marketing software to work• Test and cleanse your lists• Mark up your holiday marketing calendar• Create your holiday themed templates• Devise, build, and schedule campaigns• Try something new• Make your mistakes now


Summer JobsPut your email marketing software to work


Summer Jobs

• Average lifespan of an email address is 18 months

• Old, unresponsive emails can impact on your ability to send and affect your deliverability

• Email Marketing might be cost effective but sending to abandoned email address is a waste of money.

• Fatigued lists will reduce your understanding of how effective your campaigns actually are.

Test and Clean Your List


Summer JobsPlan your holiday marketing


Summer JobsKey dates:

Nov 29, Giving Tuesday

Nov 26, Small Business Saturday

Nov 28, Cyber Monday

Nov 25, Black Friday

Oct 31, Halloween

Dec 24, Super Saturday


Summer JobsCreate holiday themed templates


Summer JobsDevise, build and schedule campaigns


Summer JobsMake Your Mistakes Now


Try Something New...Marketing Automation

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• Landing Pages - collect new subscribers at holiday points-of-sales

• Workflows - use for re-engagement campaigns or welcome series to introduce your brand

• Reporting and Segmentation - track preferences of your customer activities and engagement

Free 30 Day Trialwww.icontact.com/pro


Final ThoughtSummer is the time you need to pre-heat your marketing strategy, if you are to deliver perfect results during the holidays.


We’re Here to Help

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Web: www.iContact.comTwitter: www.twitter.com/icontactFacebook: www.facebook.com/iContact

Tel: (877) 820-7837Email: [email protected]

http://www.icontact.com/




QUESTIONS?ANSWERS.


THANK YOU!