Last-‐Minute Holiday Marke3ng Tips
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About Retail TouchPoints ü Launched in 2007
ü More than 28,000 subscribers
ü Provide executives with relevant, insightful
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www.RetailTouchPoints.com
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Today’s Speakers
Stephen Dumas Product MarkeFng Director, Retail SoluFon Silverpop
MODERATOR: Alicia Fiorle;a Senior Editor, Retail TouchPoints
Last Minute Email Marketing Tactics to Maximize 2014 Holiday Revenue
Stephen Dumas, Product Marketing Director
Today’s Agenda
• What consumers want?! • 10 tips for better holiday
emails • Key takeaways • Q&A
Shifting Consumer Behaviors
“Always-‐on” consumer
More channels of interaction
More access to information Device Proliferation
Shifting marketing / technology paradigms
Consistent Brand Experience
of executives say they need to embrace data to succeed
75%
$232 Billion
BIG DATA will drive
in spending through 2016
Retail marketers are embracing the prevalence of useable marketing data through CMOs & CIOs, Platform Investments and Analytical People.
70% of data is created by individuals
Shoppers love to be …rewarded …recognized …retained.
80% is managed and stored by Enterprises
Did you have a great experience?
#1. Make Your Emails Mobile Friendly
Especially For Remarketing Emails
Screensize-‐apalooza
Small Medium Large
iPhone 2.3” wide
Galaxy Note 3.2” wide
Nexus 7 7.3” wide
BlackBerry 2.6” wide
iPad Mini 5.3” wide
Excite 13 8.5” wide
Chart Source: Litmus
Source: Litmus, Jan 2014
The Simple Difference – Responsive Emails
Desktop Mobile
More than just “design” – Think “context”
Test Across Key Devices and Email Clients Android 2.3 Apple Mail 6
#2. Make Small Changes In Your Key Email Messages.
Cart Abandon Welcome
Purchase Confirm Reengagement
New Customer Onboarding
Browse Abandon
Welcome Series
Inactive Motivators
Customer Lifecycle Cadence
Opt-‐In Shop Purchase Purchase Replenish Inactivity Winback
NEW !
EXISTING
Replenishment Reminder
Come Back For More
Birthday Anniversary
#3. Add The Information Shoppers Are Looking For.
Product Care Information Shipping Information Customer Service
Shipping Deadlines And Options
#4. Do The Math – Promotions And Engagement
Save 20%
$10 Off BOGO
Was $19.00 Now $14.00
12 Days of December – 12/14 to 12/25
#5. Promote Your Loyalty, Rewards Or Premium Club In
Holiday Emails.
Engagement segments
Impact on purchases
#6 Optimize Transactional Emails.
#7. Highlight What Makes You Special.
Shipping Options – Return Policy – Gift Cards – 1-‐888-‐555.1212
Highlight in navigation, body copy, CTAs and
footer – key holiday shopper concerns:
• Shipping options and deadlines
• Return policy • Gift cards
• Etc.
#8. Post Purchase Tips & Reminders In Your Messages.
Post-‐purchase emails – help your CS team with FAQs
33
35
36
57% Open rate 26% CTR 45% CTOR
#9. Highlight Nearby Stores.
#10. Frequency.
Offer subscribers frequency options
Post Holiday Snooze
Preference Center
Email Tactics
Go responsive or mobile-‐friendly
Determine your holiday cadence
approach
Deploy browse & cart
reminders
Make it super easy to buy
Understand the holiday context – shipping, gift cards, returns
Ensure a great purchase/post-‐
purchase experience
Takeaways / Action Steps
Retail
IBM Silverpop Engage Marketing Platform
UNIVERSAL BEHAVIOR
Capture Every Action
Captures and
manages behavior across
every digital and offline channel to build
unparalleled insight into each
individual
SINGLE IDENTITY Connect The
Dots
Connects every
customer touch point into a single
view
MULTI-‐CHANNEL Communicate
Across Platforms
Sends personalized
messages everywhere
each customer prefers to connect
BEHAVIORAL INSIGHTS
Understand Path To Revenue
Discovers customer
preferences by analyzing data from all devices and channels
MARKETING DATABASE
Manage Behaviors At Scale
Manages everything
about each customer, easily and
at scale
INTERACTION ENGINE Automate
Communications
Gets personal with each customer, one at a time and in real-
time
IBM Marketing Solutions
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Q&A // Panelists
Stephen Dumas Product MarkeFng Director, Retail SoluFon Silverpop
MODERATOR: Alicia Fiorle;a Senior Editor, Retail TouchPoints
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Thank You For Joining Us! Download & view this presentaFon at: hFp://rtou.ch/lmhmt-‐spop
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