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Identifying email opportunities for Christmas to maximise ROI

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Why do I need to worry now?

“Christmas is like 12 months crammed into 6 weeks going at 100 miles an hour…”

This means OPPORTUNITY

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Last year…

• December saw 2.8 billion visits to online retail sites

• Online retail sales were up 18% in December year on year

• There was twice as much spent on mobile devices than in December 2012

• The UK saw 113 million visits to retail sites on Boxing Day – the biggest online shopping day ever

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What’s in store this year?

Christmas 2014 is forecast to see 17% market growth and £107 billion to be

spent online

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What are your Christmas challenges?

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Sell, sell, sell!

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Trading

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Trading

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Trading

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Data

• Online visits up 30% = 30% more data collection opportunity

• Use seasonal promotions and discounts to capture data

• Collect additional data – purchases, devices, wish lists and so on

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Data

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Brand building

• Consider a big Christmas campaign to get you noticed

• Think about your target market and tap into themes they will remember

• Start by updating your creative

• Use humour and consider doing something fresh

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Brand building

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Brand building

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Brand building

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Sending

• Simply wish recipients a ‘Merry Christmas’

• 12 days of Christmas or an email advent calendar

• Countdown to christmas

• Last chance to order reminders

• Extended return periods

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Sending

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Sending

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Loyalty nurturing

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Loyalty nurturing

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Re-engagement

• Use discounts, free delivery or similar incentives to re-engage

• You might be providing the perfect gift for someone else!

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Re-engagement

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Send on Christmas Day

• Recipients may have been given some money

• Recipients may have been given some gift vouchers

• Recipients may have been given something that they want to swap

• Recipients may have their eye on something that is now in your sale

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Send on Christmas Day

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Send on Christmas Day

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Send on Christmas Day

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Boxing day

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January

• 4.4% increase in spend year on year

• Online 8.9% increase in spend year on year

• Online accounted for 10.7% of spending

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January

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January

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Remember your key dates

• 28th November – Black Friday

• 1st December – Cyber Monday

• Your last order date for delivery

• 24th December – last store shopping day

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