Getting The Most Out Of Your Holiday Email Campaigns
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Tamara Gielen and Andrew Kordek presented on planning holiday email campaigns. They discussed starting early with a schedule and contingencies, segmenting lists, testing emails, and monetizing transactional emails. They provided "7 golden nuggets" of best practices like using opt-down preferences and contingency templates. They also suggested 6 fun email ideas to stand out like an "elongated postcard" or a "Celebrate Festivus" themed email. The presentation emphasized getting creative, standing out from competitors, and thinking long term.
Getting The Most Out Of Your Holiday Email Campaigns
- 1. Planning your Holiday Email CampaignsAndrew Kordek & Tamara Gielen
- 2. Speaker #1: Tamara GielenDigital direct marketing consultant & coachAuthor of Be Relevant!Founder of the Email Marketers ClubCognos, eBay, OgilvyOne
- 3. About the Email Marketers ClubLargest email marketing community3,000+ membersDiscussion, networking, knowledge-sharing, educational initiatives
- 4. Hi, my name is Eyan. They asked me to stay quiet for the next hour. Thats going to be tough
- 5. Speaker #2: Andrew KordekGroupons manager of optimizationAuthor of The Scrappy Email Marketer and The Email Zoo blogs9 years of email experience (B2B and B2C)Obsessed with email and social media marketing
- 7. Agenda for todayWhere do you start?What do you have to watch out for?Best practices aka NuggetsExamplesQ & A
- 8. Where Do You Start?
- 9. What is next?NOW!! You start now! Hopefully before now.Have a plan and a scheduleHave contingency plansCAUTIONFrequencyEngagementUnsubscribesDeliverability
- 10. 7 golden nuggets
- 11. Choice is a good thing.Nugget #1 Opt Down
- 12. Nugget #2Preference CentersKnowledge is good. But applied knowledge is better
- 13. Nugget #3 Contingency TemplatesBe preparedfor ANYTHING
- 14. Nugget #4 Deployment ScheduleHave a plan. Stick to the plan. Dont deviate from the plan despite pressure. Short term gain can lead to long term pain.
- 15. Nugget #5 Segment, Segment, Segment, Segment, Segment6 month click and opensFrequent buyersPurchasers onlyBrowse BehaviorHoliday onlyIn store purchaseRecencyGift cardRegistry3 month click and opensSwamp fileNon engagers Use a sniper rifle, not a cannon
- 16. Nugget #6 Test. But dont go crazyOffer testingEmail/Web testingSubject line 80/20 then deployContent testingTemplate testingPre-header testingSocial Network testingTest. Learn. Adapt.
- 17. Nugget #7 Try to monetize your transactional email80/20 RuleDynamic Recommendations vs. static (on send or at open recommendations)Bounce back offersCross categoryHumanizeTurn a transactional email into a customer engagement
- 18. 6 fun ideas to stand out in the inbox
- 19. 1. Elongated postcard theme3 lines separated equal spaceIndicate:Merry ChristmasHappy HanukahHappy KwanzaIndicate that no matter what you celebrateXXX has everything you needGet Creative. Be Unique.
- 20. 2. Celebrate Festivus Postcard StyleSubject Line: Celebrate Festivus with XXXXOnly Image in the email is PoleTremendous viral potential
- 21. 3. Nothing is on salePostcard StyleSubject Line: Nothing is on sale at XXXXBody of email shows nothing on sale at the top with a mirror image showing that everything is on sale
- 22. 4. Sneaky Santa Claus/Snowman Postcard style.Themed after where is waldo.Person has to look at the email and find the number of Santa Claus 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. Gifts for Co-Workers Everyone struggles to buy gifts for co-workers/bossesEmail 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 years insightsWhat did you learn from last years holiday campaigns? What worked and what didnt?Look for inspiration in your competitors past holiday campaigns.
- 26. Some sources for inspirationEmail Analyst (www.emaildatasource.com)www.newsletterarchive.orgwww.retailemailblog.com
- 27. Make sure they dont leaveSet expectationsAsk them to opt-in to a special holiday listAllow them to reduce frequency (temporarily)
- 28. Some things to considerAdd social sharing buttons to your emailsPlan your post-holiday (gift redemption) campaignsOptimize your landing pages!
- 29. Handy resourcesHoliday Email Marketing 2009 http://www.email-marketing-reports.com/iland/2009/07/holiday-email-marketing-2009.htmlRetail Email Guide to the Holiday Seasonhttp://www.retailemailblog.com/2009/08/retail-email-guide-to-holiday-season.html
- 30. Dont forget!Get creativeStand out from the crowdUniqueness grabs attentionDont abandon your acquisition strategyRelax. Have fun. Think LONG term.
- 31. Questions?