2. Speaker #1: Tamara Gielen Digital direct marketing consultant & coach Author of âBe Relevant!â Founder of the Email Marketerâs Club Cognos, eBay, OgilvyOne
3. About the Email Marketerâs Club Largest email marketing community 3,000+ members Discussion, networking, knowledge-sharing, educational initiatives
4. Hi, my name is Eyan. They asked me to stay quiet for the next hour. Thatâs going to be toughâŠ
5. Speaker #2: Andrew Kordek Grouponâs manager of optimization Author of âThe Scrappy Email Marketerâ and âThe Email Zooâ blogs 9 years of email experience (B2B and B2C) Obsessed with email and social media marketing
9. What is next? NOW!! You start now! Hopefully before now. Have a plan and a schedule Have contingency plans CAUTION Frequency Engagement Unsubscribes Deliverability
14. Nugget #4 â Deployment Schedule âHave a plan. Stick to the plan. Donât deviate from the plan despite pressure. Short term gain can lead to long term pain.â
15. Nugget #5 â Segment, Segment, Segment, Segment, Segment 6 month click and opens Frequent buyers Purchasers only Browse Behavior Holiday only In store purchase Recency Gift card Registry 3 month click and opens Swamp file Non engagers âUse a sniper rifle, not a cannonâ
16. Nugget #6 â Test. But donât go crazy Offer testing Email/Web testing Subject line 80/20 then deploy Content testing Template testing Pre-header testing Social Network testing âTest. Learn. Adapt.â
17. Nugget #7 â Try to monetize your transactional email 80/20 Rule Dynamic Recommendations vs. static (on send or at open recommendations) Bounce back offers Cross category Humanize âTurn a transactional email into a customer engagementâ
19. 1. Elongated postcard theme 3 lines separated equal space Indicate: Merry Christmas Happy Hanukah Happy Kwanza Indicate that âno matter what you celebrateâŠXXX has everything you needâ Get Creative. Be Unique.
20. 2. âCelebrate Festivusâ Postcard Style Subject Line: Celebrate Festivus with XXXX Only Image in the email is Pole Tremendous viral potential
21. 3. âNothing is on saleâ Postcard Style Subject Line: Nothing is on sale at XXXX Body of email shows nothing on sale at the top with a mirror image showing that âeverything is on saleâ
22. 4. âSneaky Santa Claus/Snowmanâ Postcard style. Themed after where is waldo. Person has to look at the email and find the number of Santa Clausâ and/or snowmen. They enter the number of ones that they find and if they guess it right, they win a $$ shopping spree
23. 5. âGifts for Co-Workersâ Everyone struggles to buy gifts for co-workers/bosses Email inspired and offering suggestions for folks who need to buy gifts for coworkers. Office themed email, with cubes or offices showing folks and linking them to the gift suggestions
25. Use last yearâs insights What did you learn from last yearâs holiday campaigns? What worked and what didnât? Look for inspiration in your competitorâs past holiday campaigns.
26. Some sources for inspiration Email Analyst (www.emaildatasource.com) www.newsletterarchive.org www.retailemailblog.com
27. Make sure they donât leave Set expectations Ask them to opt-in to a special holiday list Allow them to reduce frequency (temporarily)
28. Some things to consider⊠Add social sharing buttons to your emails Plan your post-holiday (gift redemption) campaigns Optimize your landing pages!
29. Handy resources Holiday Email Marketing 2009 http://www.email-marketing-reports.com/iland/2009/07/holiday-email-marketing-2009.html Retail Email Guide to the Holiday Seasonhttp://www.retailemailblog.com/2009/08/retail-email-guide-to-holiday-season.html
30. Donât forget! Get creative Stand out from the crowd Uniqueness grabs attention Donât abandon your acquisition strategy Relax. Have fun. Think LONG term.