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Email Marketing Campaigns and 
Tactics to Maximize 2014 Holiday 
Revenue 
Meredith Gertz, Fabric.com 
@fabricdotcom 
Loren McDonald, Silverpop, an IBM Company 
@LorenMcDonald
Agenda 
Shopping / 
Mobile 
Data 
Email 
Tactics 
Takeaways 
/ Q&A 
Today’s Agenda
Mobile Shopping 
& Email Data
The Smartphone Paradox 66% higher than 
tablet rate 
43% of tablet 
rate 
28% of tablet 
Less rate 
browsing 
time/page 
views
Source: Litmus, Jan 2014
Fabric.com Email Readership 
65% of 
Fabric.com 
email 
subscribers 
are reading on 
smartphones 
We’re seeing a big 
bounce rate from 
email to conversion. 
A focus in creative is 
to give users the very 
best email/tablet 
visual experience.
Agenda 
Shopping / 
Mobile 
Data 
8 Email 
Tactics 
Takeaways 
/ Q&A 
Agenda – Email Tactics
#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
Are your emails touch-friendly? 
Old mouse New mouse
More than just “design” – Think “context”
The Simple Difference – Responsive Emails 
Desktop Mobile
Responsive 
Desktop 
Responsive 
Mobile
Test Across Key Devices and Email Clients 
Android 2.3 Apple Mail 6
Heat map lessons: 
• Shoppers look for 
discounts first 
• CTA beneath it gets 
higher 
conversion/lower 
bounce rate 
Website/emails 
use same button
#2. Update Onboarding / 
Welcome Emails With 
Mobile Shopping Info.
Typical Welcome Email Approach 
Immediate 
3-7 days 
7-14 days 
Immediate 
Stand alone 
Email # 1 
Email # 2 
Email # 3 
3-part series
Add to an existing email or add as a 
new email in onboarding series 
• Payment alternatives (e.g. PayPal) 
• Register today / social-sign-up option 
• Download our mobile app 
• Use our wishlist / save for later 
function to complete the purchase 
process later
#3. Targeting & Cadence 
Targeting, Black Friday, Cyber Monday, et al
Holiday pounding …
200+ annually 
4 per week 
1 every 1.8 days 
@LorenMcDonald
Jan 2 
Dec 25 
51 
emails 
Nov 18 
1 week before 
Thanksgiving 
Day 
37 
emails 
T-Day 
To 
XMAS 
50 
emails 
44 days
Every time an email goes ka-ching an retail marketer 
gets her wings! 
Every time an email dings, an email marketer gets her wings!
Broadcast: 
•Black Friday 
•Cyber Monday 
•General Promotions 
Targeted: 
•Past purchasers 
•Gift card purchasers 
•Never purchased 
Onboarding 
•New holiday subscribers 
welcome 
•Onboarding track 
•Cart/Browse abandonment 
Purchasers 
Remarketing 
•Order confirmation 
•Upsell/Cross sell 
•Post-purchase care 
•Resends 
Targeting & 
Cadence 
Possibilities
Fabric.com 2014 Holiday Approach 
Fabric.com will be 
increasing our 
volume during the 
2014 holiday over 
2013 holiday 
frequency 
But we haven’t 
seen an increase 
in unsubscribe 
rate ... 
Holiday Emails Must Have a 
Purpose 
How does this help me? 
Does the email take care of a gift, 
fill a problem with a solution, let 
me check something else off my 
holiday list?
Use “White Space” to Maintain Engagement 
The holidays are a great 
opportunity to inspire our 
customers. 
In 2014 we’re going to be offering: 
• More projects 
• More ideas 
• More inspiration from gifts to 
home decoration.
Fabric.com Win Back – Deployed Prior to Holidays 
Win Back Series 
• 3 emails 
• 60/90/120 days if no purchase 
• Updating with holiday-themed images
Lapsed Customer: Increase Engagement– KAF 
Ideas 
- Drop-down menu (dolls) 
- Put into automated program 
based on response
• “Thanks” sent 
on Thanksgiving 
Day 
• “You are part of 
the Fabric.com 
family” 
• Generates LOTS 
of positive 
feedback
Holiday retail email marketing tips aima silverpop fabric.com silverpop
12 Days of December – 12/14 to 12/25
Fabric.com Sample Holiday Promotions 
Deal of the Day Deals & Steals
#4. Holiday Onboarding / 
Holiday Shopping 
Reminders
Welcome and remind in season
- Register now for easier and quicker checkout 
process during the hectic holidays. Registering 
also makes shopping on your smartphone or 
tablet a breeze. 
-We offer PayPal payment option – leave your 
credit card in your wallet or purse! 
- Download our mobile app for a superior 
mobile shopping experience. 
- Use our wishlist / save for later function to 
complete the purchase process later. 
- Register with social sign-in using your 
Facebook account.
Content to Consider Including 
Expect Increased frequency 
Frequency options if you want less 
Change preferences 
Reassure simplicity of holiday shopping experience 
Email-only specials 
Information about: 
Shipping schedules How to return items Gift-cards Call-center hours
#5. “Make It Easy” For 
Consumers and Yourself 
Don’t make them work or have to think
Holiday retail email marketing tips aima silverpop fabric.com silverpop
Clean, Simple With Primary CTA that “Pops”
Highlight in 
navigation, body 
copy, CTAs and 
footer – key holiday 
shopper concerns: 
Shipping Options – Return Policy – Gift Cards – 1-888-555.1212 
• Shipping 
options and 
deadlines 
• Return policy 
• Gift cards 
• Etc.
Shipping Deadlines and Options
#6. Add Gift Card 
Promotions 
Capture the Last Minute Shoppers
Promote Gift Cards as an Easy Alternative
Holiday retail email marketing tips aima silverpop fabric.com silverpop
#7. Remarketing / Reminder 
Emails 
Browse & Cart Abandonment
Holiday Shoppers … Sniffing Around
Gift Cards – Browse Remarketing Program 
Browse, but don’t buy within 24 hours 
• Receive reminder 
• Sent daily for 12 days before 
Christmas
Cart abandonment remarketing 
will become even more 
important in the era of mobile 
shopping. 
Think about it…
Desktop centric 
Lots going on 
Simpler, more 
mobile friendly
Smartphone Cart Abandoners – Ideas to Test 
Test timing – within an 
hour vs a few hours later 
Mobile friendly or 
responsive 
Add alternative payment 
process copy
• Shipping options 
• Return policies 
• Gift cards 
• Payment options 
Just a reminder – while you were doing your holiday Shopping Bag. 
You left a few things in your Shopping Bag. We know it is a busy 
time of year, so why not check out a few more gifts off you list and 
complete your order now? 
Add holiday theme and content.
#8. Post-Purchase Customer 
Satisfaction 
Reduce Returns, Gain Long-Term 
Customers
Ensure a good post-purchase experience… 
53
Post-purchase emails – help your CS team with FAQs 
54
Ski boots: Hard to fit online …
56
57
57% Open rate 
26% CTR 
45% CTOR
Agenda 
Mobile / 
Shopping 
Data 
8 Email 
Tactics 
Takeaways 
/ Q&A 
Agenda –Takeaways / Q & A
Email 
Tactics 
Determine your 
holiday 
cadence 
approach 
Go responsive 
or mobile-friendly 
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
Contact Information 
Loren McDonald 
VP, Industry Relations 
Silverpop, an IBM Company 
@LorenMcDonald 
Meredith Gertz 
Email Marketing Manager 
Fabric.com 
@fabricdotcom
silverpop.com 
silverpop.com/marketing-resources 
www.slideshare.net/silverpop 
Twitter.com/silverpop 
Facebook.com/silverpop 
The Silverpop Digital Marketing Platform

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Holiday retail email marketing tips aima silverpop fabric.com silverpop

  • 1. Email Marketing Campaigns and Tactics to Maximize 2014 Holiday Revenue Meredith Gertz, Fabric.com @fabricdotcom Loren McDonald, Silverpop, an IBM Company @LorenMcDonald
  • 2. Agenda Shopping / Mobile Data Email Tactics Takeaways / Q&A Today’s Agenda
  • 3. Mobile Shopping & Email Data
  • 4. The Smartphone Paradox 66% higher than tablet rate 43% of tablet rate 28% of tablet Less rate browsing time/page views
  • 6. Fabric.com Email Readership 65% of Fabric.com email subscribers are reading on smartphones We’re seeing a big bounce rate from email to conversion. A focus in creative is to give users the very best email/tablet visual experience.
  • 7. Agenda Shopping / Mobile Data 8 Email Tactics Takeaways / Q&A Agenda – Email Tactics
  • 8. #1. Make Your Emails Mobile Friendly Especially for Remarketing Emails
  • 9. 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
  • 10. Are your emails touch-friendly? Old mouse New mouse
  • 11. More than just “design” – Think “context”
  • 12. The Simple Difference – Responsive Emails Desktop Mobile
  • 14. Test Across Key Devices and Email Clients Android 2.3 Apple Mail 6
  • 15. Heat map lessons: • Shoppers look for discounts first • CTA beneath it gets higher conversion/lower bounce rate Website/emails use same button
  • 16. #2. Update Onboarding / Welcome Emails With Mobile Shopping Info.
  • 17. Typical Welcome Email Approach Immediate 3-7 days 7-14 days Immediate Stand alone Email # 1 Email # 2 Email # 3 3-part series
  • 18. Add to an existing email or add as a new email in onboarding series • Payment alternatives (e.g. PayPal) • Register today / social-sign-up option • Download our mobile app • Use our wishlist / save for later function to complete the purchase process later
  • 19. #3. Targeting & Cadence Targeting, Black Friday, Cyber Monday, et al
  • 21. 200+ annually 4 per week 1 every 1.8 days @LorenMcDonald
  • 22. Jan 2 Dec 25 51 emails Nov 18 1 week before Thanksgiving Day 37 emails T-Day To XMAS 50 emails 44 days
  • 23. Every time an email goes ka-ching an retail marketer gets her wings! Every time an email dings, an email marketer gets her wings!
  • 24. Broadcast: •Black Friday •Cyber Monday •General Promotions Targeted: •Past purchasers •Gift card purchasers •Never purchased Onboarding •New holiday subscribers welcome •Onboarding track •Cart/Browse abandonment Purchasers Remarketing •Order confirmation •Upsell/Cross sell •Post-purchase care •Resends Targeting & Cadence Possibilities
  • 25. Fabric.com 2014 Holiday Approach Fabric.com will be increasing our volume during the 2014 holiday over 2013 holiday frequency But we haven’t seen an increase in unsubscribe rate ... Holiday Emails Must Have a Purpose How does this help me? Does the email take care of a gift, fill a problem with a solution, let me check something else off my holiday list?
  • 26. Use “White Space” to Maintain Engagement The holidays are a great opportunity to inspire our customers. In 2014 we’re going to be offering: • More projects • More ideas • More inspiration from gifts to home decoration.
  • 27. Fabric.com Win Back – Deployed Prior to Holidays Win Back Series • 3 emails • 60/90/120 days if no purchase • Updating with holiday-themed images
  • 28. Lapsed Customer: Increase Engagement– KAF Ideas - Drop-down menu (dolls) - Put into automated program based on response
  • 29. • “Thanks” sent on Thanksgiving Day • “You are part of the Fabric.com family” • Generates LOTS of positive feedback
  • 31. 12 Days of December – 12/14 to 12/25
  • 32. Fabric.com Sample Holiday Promotions Deal of the Day Deals & Steals
  • 33. #4. Holiday Onboarding / Holiday Shopping Reminders
  • 34. Welcome and remind in season
  • 35. - Register now for easier and quicker checkout process during the hectic holidays. Registering also makes shopping on your smartphone or tablet a breeze. -We offer PayPal payment option – leave your credit card in your wallet or purse! - Download our mobile app for a superior mobile shopping experience. - Use our wishlist / save for later function to complete the purchase process later. - Register with social sign-in using your Facebook account.
  • 36. Content to Consider Including Expect Increased frequency Frequency options if you want less Change preferences Reassure simplicity of holiday shopping experience Email-only specials Information about: Shipping schedules How to return items Gift-cards Call-center hours
  • 37. #5. “Make It Easy” For Consumers and Yourself Don’t make them work or have to think
  • 39. Clean, Simple With Primary CTA that “Pops”
  • 40. Highlight in navigation, body copy, CTAs and footer – key holiday shopper concerns: Shipping Options – Return Policy – Gift Cards – 1-888-555.1212 • Shipping options and deadlines • Return policy • Gift cards • Etc.
  • 42. #6. Add Gift Card Promotions Capture the Last Minute Shoppers
  • 43. Promote Gift Cards as an Easy Alternative
  • 45. #7. Remarketing / Reminder Emails Browse & Cart Abandonment
  • 46. Holiday Shoppers … Sniffing Around
  • 47. Gift Cards – Browse Remarketing Program Browse, but don’t buy within 24 hours • Receive reminder • Sent daily for 12 days before Christmas
  • 48. Cart abandonment remarketing will become even more important in the era of mobile shopping. Think about it…
  • 49. Desktop centric Lots going on Simpler, more mobile friendly
  • 50. Smartphone Cart Abandoners – Ideas to Test Test timing – within an hour vs a few hours later Mobile friendly or responsive Add alternative payment process copy
  • 51. • Shipping options • Return policies • Gift cards • Payment options Just a reminder – while you were doing your holiday Shopping Bag. You left a few things in your Shopping Bag. We know it is a busy time of year, so why not check out a few more gifts off you list and complete your order now? Add holiday theme and content.
  • 52. #8. Post-Purchase Customer Satisfaction Reduce Returns, Gain Long-Term Customers
  • 53. Ensure a good post-purchase experience… 53
  • 54. Post-purchase emails – help your CS team with FAQs 54
  • 55. Ski boots: Hard to fit online …
  • 56. 56
  • 57. 57
  • 58. 57% Open rate 26% CTR 45% CTOR
  • 59. Agenda Mobile / Shopping Data 8 Email Tactics Takeaways / Q&A Agenda –Takeaways / Q & A
  • 60. Email Tactics Determine your holiday cadence approach Go responsive or mobile-friendly 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
  • 61. Contact Information Loren McDonald VP, Industry Relations Silverpop, an IBM Company @LorenMcDonald Meredith Gertz Email Marketing Manager Fabric.com @fabricdotcom
  • 62. silverpop.com silverpop.com/marketing-resources www.slideshare.net/silverpop Twitter.com/silverpop Facebook.com/silverpop The Silverpop Digital Marketing Platform

Hinweis der Redaktion

  1. Entire marketing department needs to align around the customer – can’t operate in silos
  2. Entire marketing department needs to align around the customer – can’t operate in silos
  3. After the open comes the click… which is now the tap
  4. TEST ON THE DEVICE- We have a test lab that allows us to see what our emails look like on iPhone (v3 to latest version) Android, blackberry, Gmail, Outlook, Yahoo Before I send an email I open and view it on the device. I also use the Litmus/Email Insights tool to Preview
  5. Slide 18/19: I don’t have any new graphics to replace here (considering it’s a holiday theme and I don’t have that creative yet) . If we’re talking about buttons and callouts, I’d focus on the Shop Now call to action that we use-it’s upper right-hand just below the discount amount. It’s that way on purpose-we’ve seen in heat map tests that people look for the discount amount and if we put the CTA beneath it we get a higher conversion/lower bounce rate. We use the blue “Shop Now” button universally in our site and all our emails so that our users are trained to look for that response. We were concerned about “ad blindness” in other words, our customers getting so used to seeing the CTA that they no longer respond to it, but it’s worked quite the opposite.
  6. Behavioural marketing is the next big challenge for marketers – and the next big leap in making our marketing more Bob-like – and much more effective.
  7. Slide 21: A great deal of our holiday traffic happens before the holidays. Sewers start early- so September and October are some of our busiest months. While this is true, we still recognize the importance of project shoppers and that November and December are times when customers are in a “buying mood”. Rather than offering deep discounts during the holidays (with the exception of Black Friday/Cyber Monday) the holidays are a great opportunity to inspire our customers. In 2014 we’re going to be offering more projects, more ideas and inspiration from gifts to home decoration.
  8. Every email (especially during the holiday season when you have less time/inclination to browse) has to have a purpose and a story line that answers a key question for a customer: How does this help me? Does the email take care of a gift, fill a problem with a solution, let me check something else off my holiday list?        If the answer is no, you’re probably not going to get a conversion unless they are buying on price.       If you are selling on price- SELL IT. If you’re inspiring or offering a solution rely on imagery-but it should be INSPIRING imagery-beautiful and exciting- something that says YES- That’s PERFECT for Aunt Helen!
  9. Winback (3 part series- 60 days no purchase/90 days no purchase/120 days) updating for holidays with holiday themed images
  10. The set up for browse remarketing is the idea that customers/prospects are sniffing around your Web site …. Interested, but typically not ready to buy.
  11. Over 3,000 shopping cart abandoned emails sent, per month Segment versions between supplies versus SmartPaks cart abandonment Sent in AM to customers who abandon cart day prior
  12. Entire marketing department needs to align around the customer – can’t operate in silos
  13. Entire marketing department needs to align around the customer – can’t operate in silos