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© Deluxe Enterprise Operations, LLC. Proprietary and Confidential.
Webinar Title
© Deluxe Enterprise Operations, LLC. Proprietary and Confidential.
About the presenters
• Michelle Vanschelven – I’ve been with Deluxe for 8 years. I send out my own
holiday cards in February. I enjoy biking with my kids and am a better chef than
Reid!
• Reid Yoshimoto - I joined Deluxe just under 2 years as their Email Marketing
Specialist. I’ve learned from some of the best marketers here and manage the
email programs which include promotions, newsletters, and partner campaigns.
In my spare time I cook like an Iron Chef and will arrange a cook-off with
Michelle.
© Deluxe Enterprise Operations, LLC. Proprietary and Confidential.
Mail is still an important daily occurrence
• 77% of consumers sort through physical mail as soon as they get it
• 98% of people check mail daily
“Humans are hardwired to make others feel special through something that is personal, tangible and unexpected”
Reference:Epsilon US Postal Service
© Deluxe Enterprise Operations, LLC. Proprietary and Confidential.
Tangible expression of gratitude
In a world of electronic communications, mailed cards actually carry a stronger acknowledgement of a valued relationship
• Makes the recipient feel important
• The sender feels like he/she has gone an extra step
Reference:Wombi
© Deluxe Enterprise Operations, LLC. Proprietary and Confidential.
5 great reasons to send holiday cards
1. Build stronger relationships and keeps business top-of-mind
2. Cost effective and make great companion products to holiday gifts
3. Establishes customer loyalty
4. Cards are often displayed throughout the season
5. Reactivates past customers, renews relationship
© Deluxe Enterprise Operations, LLC. Proprietary and Confidential.
Keep your company name top of mind
• Explore personalization options
• Custom verses and messages
• Company photos
• Company name imprints
• Full-color company logos
• From All of Us
© Deluxe Enterprise Operations, LLC. Proprietary and Confidential.
When your services are needed, you are remembered
• Line of Business designs
• Physical cards are displayed, raising your audience reach
• Encourages recipient to continue to call on you for service, customer loyalty
© Deluxe Enterprise Operations, LLC. Proprietary and Confidential.
© Deluxe Enterprise Operations, LLC. Proprietary and Confidential.
Email Marketing
© Deluxe Enterprise Operations, LLC. Proprietary and Confidential.
Email Marketing
• Evaluation/Reporting
• Email Basics
• Plannig / Matrix
• Articles
© Deluxe Enterprise Operations, LLC. Proprietary and Confidential.
Email Marketing: Planning – Matrix
What are some goals of your campaigns you want to send?• Drive traffic to your website• Engagement/Re-engagement – increase open rates, increase click through rates• Get new customers – grow your email list – sign people up for your newsletter• Map things out on a whiteboard
Who do you want to send to?• Different offers based on customer segments (Openers, Non-openers, Clickers)• Data tells you how your customers interact with your emails
When do you want to send them?• Halloween, Black Friday, Small Business Saturday, Cyber Monday• Post campaign follow up – if you missed it here’s a 10% offer we are running through month end (non
openers/non responders) – Send on Wednesday following Cyber Monday
What is your offer?• Clicked on November offer, offer an additional discount for your December deal• One time offer – make it exclusive to a smaller group (clickers)• Take a look at your inventory – what do you want to sell or include at a special rate
© Deluxe Enterprise Operations, LLC. Proprietary and Confidential.
Email Marketing: Planning – Matrix
1. What worked and what didn’t?
a. Which campaigns produced the desired resultsb. How many new customers did you getc. Which days were optimal for your campaignsd. Which times were optimal
2. What do you want to do with this data?
a. Introduce or remove campaigns b. Look at previous campaigns you’ve runc. Update images and copy for successful campaigns you ran last year.
© Deluxe Enterprise Operations, LLC. Proprietary and Confidential.
Email Marketing: Planning/Matrix
Campaign Day Date Details Goal
Halloween Offer Tuesday 10/31 Trick or treat special Revenue
Black Friday Friday 11/24 Deal 1 - % offer Test % off – clickers
versus non-clickers
Cyber Monday Monday 11/27 Deal 2 - $ offer Test $ off – clickers
versus non-clickers
December campaign Sunday - Saturday 12/01 – 12/15 Bonus special with offer December revenue
December final
stretch
Sunday - Saturday 12/18 – 12/22 Last week for holiday
offer
Last minute revenue
January NY theme Sunday – Saturday 01/01 – 01/05 New Year special Additional holiday
revenue
Post Holiday Survey Tuesday 01/08 Purchasers Feedback on offers
February Thursday 02/14 Valentine’s promotion Revenue
© Deluxe Enterprise Operations, LLC. Proprietary and Confidential.
Email Marketing: Email Basics
How do you calculate open rates?
a) Amount of opens divided by amount sentb) Amount of clicks divided by the amount of opensc) Take an average on the hour of all opens
What increases the open rate of an email?
a) Subject lineb) Time of day that you sent the emailc) Both
© Deluxe Enterprise Operations, LLC. Proprietary and Confidential.
Email Marketing: Email Basics
Open Rate• Unique opens divided by emails sent
• (25 opens / 300 sent = 8% open rate)• Affected by Subject Line• According to Media Post the U.S. marketing average is 22%• Ask a question – “Would you like 20% off?”• Create exclusivity – “Exclusive Pre Holiday Offer”• Create a buzz – “Get a second gift on us”, “You’re missing out”
Click Through Rate• Unique clicks divided by unique opens
• (10 clicks / 250 opens = 4% click through rate)• Media Post says the U.S. marketing average is 4%• Use of image versus graphic or text• Call to action - CTA button color• Content – does the customer want to take action. Have you convinced them?• AB testing – test only one thing.
© Deluxe Enterprise Operations, LLC. Proprietary and Confidential.
Email Marketing: Email Basics
• Call to action buttons are visible and in the right area
• Links work and are they directing to the correct area of your website
• Images are from your site, consistent and familiar
• Keep copy minimal and to the point
• Test your email and then test it again
© Deluxe Enterprise Operations, LLC. Proprietary and Confidential.
Email Marketing: Evaluation - Reporting
1. Look at open and click through rates as your campaigns launch. View initial stats for the day
and review again a couple days later.
2. Adjust as you go and keep notes.
3. VerticalResponse customers: 50K campaigns sent!
• Nov 1-15 = Open Rate 10%
• Black Friday = Open Rate 10%
• Cyber Monday = Open Rate 9%
• Dec 1-15 = Open Rate 9%
• Overall click rates were 2.5%
© Deluxe Enterprise Operations, LLC. Proprietary and Confidential.
Email Marketing: Evaluation - Reporting
Campaign Day Date Details Sent Open Rate Click
Through
Rate
Notes
Halloween
Offer
Tuesday 10/31 Trick or treat
special
995 15% 2% Sent at
11am on
Tuesday
Black Friday Friday 11/24 Deal 1 - %
offer
997 17% 5% Good click
through
rates
Cyber
Monday
Monday 11/27 Deal 2 - $ offer 1000 18% 4% Subject line
got good
open rate
December
campaign
Sunday -
Saturday
12/01 –
12/15
Bonus special
with offer
995 12% 3%
December
final stretch
Sunday -
Saturday
12/18 –
12/22
Last week for
holiday offer
997 17% 3%
© Deluxe Enterprise Operations, LLC. Proprietary and Confidential.
Email Marketing: Evaluation - Reporting
What did you learn?
• Who was a maybe - did open your email
• Who declined – did not open
• Who attended – did open and did click (eat)!
© Deluxe Enterprise Operations, LLC. Proprietary and Confidential.
Email Marketing - Articles
Deluxe Blog:
• A Retailer’s Checklist to Prepare for the Holidays• Make It a Season of Success: Tips, tools and more for your holiday
marketing
VerticalResponse Blog:
• 50 all-time great retail subject lines• Holiday marketing without the heavy markup: 11 tips for seasonal
marketing on a budget• 3 tips to wake up nonresponders and boost email open rates• How to create an effective email marketing campaign [INFOGRAPHIC]
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