The 10 Most Inspirational Leaders LEADING THE WAY TO SUCCESS, 2024
Holiday retail email marketing tips silverpop
1. Email
Marketing
Tactics
to
Maximize
2014
Holiday
Revenue
Meredith
Gertz,
Fabric.com
@fabricdotcom
Loren
McDonald,
Silverpop,
an
IBM
Company
@LorenMcDonald
2. Today’s
Presenters
Loren
McDonald
VP,
Industry
Relations
Silverpop,
an
IBM
Company
lmcdonal@us.ibm.com
@LorenMcDonald
Meredith
Gertz
Email
Marketing
Manager
Fabric.com
Meredith.gertz@fabric.com
@fabricdotcom
3. Agenda
Shopping
/
Mobile
Data
Email
Tactics
Takeaways
/
Q&A
Today’s
Agenda
7. Silverpop
Retail
Mobile
Benchmarks
–
Highs
and
Lows
Low,
average
or
high
-‐
your
mobile
readership
is
only
increasing
–
and
can’t
be
ignored.
8. 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.
9. Agenda
Shopping
/
Mobile
Data
8
Email
Tactics
Takeaways
/
Q&A
Agenda
–
Email
Tactics
10. #1.
Make
Your
Emails
Mobile
Friendly
Especially
for
Remarketing
Emails
11. 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
19. Typical
Welcome
Email
Approach
Immediate
3-‐7
days
7-‐14
days
Immediate
Stand
alone
Email
#
1
Email
#
2
Email
#
3
3-‐part
series
20. 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
21. #3.
Targeting
&
Cadence
Targeting,
Black
Friday,
Cyber
Monday,
et
al
24. Jan
2
Dec
25
51
emails
Nov
18
1
week
before
Thanksgiving
Day
37
emails
T-‐Day
To
XMAS
50
emails
44
days
25. Every
time
an
email
goes
ka-‐ching
an
retail
marketer
gets
her
wings!
Every time an email dings, an email marketer gets her wings!
26. All:
• 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
27. 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?
28. 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.
29. 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
30. • “Thanks”
sent
on
Thanksgiving
Day
• “You
are
part
of
the
Fabric.com
family”
• Generates
LOTS
of
positive
feedback
37. Sample
content
to
add
to
a
holiday
shopping
reminder
email
-‐
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.
38. 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
39. #5.
“Make
It
Easy”
For
Consumers
and
Yourself
Don’t
make
them
work
or
have
to
think
52. 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
53. • 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.
57. evo.com
was
seeing
many
returns
of
ski
boots
and
lots
of
calls
to
their
call
center
for
buyers
not
knowing
how
to
fit
their
boots
…
58. 58
Lots
of
content
existed
on
evo.com:
Videos
-‐ How
to
videos
-‐ How
to
copy
59. 59
3-‐part
email
series
that
starts
7
days
after
purchase
-‐
57%
Open
rate
-‐
26%
CTR
-‐
45%
CTOR
-‐ Calls
to
call
center
down
-‐ Returns
of
boots
down
60. Other
Post-‐Purchase
Ideas
…
Email
to
update
preferences
“If
you
bought
as
a
gift”
–
rewards
program,
etc
Bounceback
offers
Recommendation
emails
Product
review
requests
61. Agenda
Mobile
/
Shopping
Data
8
Email
Tactics
Takeaways
/
Q&A
Agenda
–
Takeaways
/
Q
&
A
62. 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
63. Q
&
A
/
Contact
Information
Loren
McDonald
VP,
Industry
Relations
Silverpop,
an
IBM
Company
lmcdonal@us.ibm.com
@LorenMcDonald
Meredith
Gertz
Email
Marketing
Manager
Fabric.com
meredith.gertz@fabric.com
@fabricdotcom
