This document summarizes an email marketing meetup event focused on holiday email strategies. The meetup includes a panel discussion on email strategy and design for the holiday season. Key topics discussed include increasing mobile email usage, transactional email opportunities, live content, and interactive email elements like animations and carousels. Panelists provide advice on optimizing delivery times, subscriber expectations, and engagement for frequent holiday sends. Questions from the crowd focus on tracking subscriber email frequency to minimize unsubscribes from over-sending.

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Welcome to the
San Francisco
Email Meetup
Panel Discussion + Q&A

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Our Panel
MC: Ros Hodgekiss
@yarrcat
● Andrew King, Campaign Monitor
@akingkiwi
● Kevin Mandeville, Litmus
@kevinmandeville
● Eric Lepetit, Nest
@ericlepetitsf
● Justin Khoo, Fresh Inbox
@freshinbox

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Strategy & Design

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Email strategy
deep-dive

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Email marketing accounted for
27.3% of online sales during the
holiday season last year.

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"There was no consumer backlash
against email marketing, or evidence
of weakening engagement or fatigue
around Christmas...
In fact consumers’ interest
increased during the peak of the
holiday shopping season."

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What are you planning to send?
● Holiday event invitations
● e-Cards
● Black Friday/Holiday sale
offers
● Flash sales
● New year offers
● Holiday gift guide series
Nice invitation!

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Do you have a Holiday Email Marketing Calendar?
● Everything takes longer during
the holidays!
● Get our calendar & tips
We'll send you this after!

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Minimizing delivery delays
● Schedule your emails well in
advance
● Not a good time for re-
engagement campaigns!
● Provide lots of buffer for
time-sensitive emails (eg.
flash sales, countdowns)

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Email strategy
deep-dive
This holiday season...
1. What is the most
important thing for
marketers to focus on?

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Email design
deep-dive

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Christmasfy your emails
Wrapping paper
background
Cozy theme
Useful, holiday-inspired
links

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Set subscriber
expectations
● Order deadlines?
● Delivery deadlines?
● Sending an email
series?
● What kind of content
are you sending?
Important dates to
remember!

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Christmas Countdown
Holiday delivery deadline
reminders!

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Opt-in to receive
Christmas emails
● Use a separate, high-
volume list; or
● Allow customers to
"snooze" for the
holidays Sign me up!

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Inspiration &
Aspiration
WOAH,
$50,000 umbrella!
● Unique
content
ideas

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Value-added content
Content personalized to
your audience
● Recipes
● Tips
● Gift guides
Useful holiday advice!

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Value-added content
What do you know about
your subscribers?
● Preference center
● CRM integration
● Surveys
What are my
preferences?

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Transactional email: The next opportunity?
"Thank You" discounts
Nice branding!
Engaging
abandoned cart email

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Add some Christmas pizzazz to transactional emails
Jaunty holiday-themed logo

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Email design
deep-dive
This holiday season...
1. How will increased
mobile use impact us?
2. iOS9 "Peek View": What
is it, what can we do?

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Next-Level Design

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Live Email
Content

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Dynamic Deals
New deals and products
displayed every hour
Countdown until the next
set of deals
● Movable Ink (movableink.com)
● Kickdyanmic (kickdynamic.com)
● MotionMail (motionmailapp.com)
● Realtime.email

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Drive in-store traffic
● Location segments & dynamic content

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Live Email
Content
This holiday season...
● Are there downsides to
adding live content?

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Animations &
Interactive Email

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CSS Animations and Animated Gifs

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Interactive carousel
Product views change as
button is clicked
● CSS
● Email client support

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Interactive carousel
Different flavors are
displayed as buttons are
clicked

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Rollover for Email Tool - FreshInbox.com

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Animations &
Interactive Email
This holiday season...
● Is it worth it?

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Questions?
MC: Ros Hodgekiss
@yarrcat
● Andrew King, Campaign Monitor
@akingkiwi
● Kevin Mandeville, Litmus
@kevinmandeville
● Eric Lepetit, Nest
@ericlepetitsf
● Justin Khoo, Fresh Inbox
@freshinbox

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Questions?
Crowd question:
"I think our holiday send
frequency is impacting engagement.
How can we track how many times a
subscriber has been emailed?"

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Questions?
Crowd question:
"I think our holiday send
frequency is impacting engagement.
How can we track how many times a
subscriber has been emailed?"

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