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Icebreaker: Driving Holiday Sales with Email Marketing

Alex Williams
Alex Williams

The document summarizes an email marketing campaign conducted by Icebreaker during the 2009 holiday season. The campaign included 11 unique emails sent 2-3 times per week to promote Icebreaker clothing as gifts. Various elements were tested, including collections featured, promotions, and consumer vs magazine reviews. The campaign was highly successful, tripling Black Friday goals and increasing total holiday sales by 32% over 2008. The summary provides key details about the campaign's strategy, content, and results.

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Icebreaker: Driving Holiday Sales with Email Marketing
Icebreaker: Driving Holiday Sales with Email Marketing
Strategy behind holiday email campaign Analysis of each email used in the campaign and results Advice to utilize in your campaigns this holiday season Q&A
Icebreaker: Driving Holiday Sales with Email Marketing
Campaign Goals: To encourage Icebreaker consumers to purchase Icebreaker clothing as holiday gifts for their friends and family. Target Audience: The primary market for this campaign was Icebreakers US list of over 25,000 subscribers who are active outdoor sports enthusiasts familiar with the Icebreaker brand.
Icebreaker: Driving Holiday Sales with Email Marketing
In 2009, more than 83% of online retailers increased their email volume in November and December, with retailers increasing their frequency more than 39% on average compared to the proceeding July October period. Source: Retail Email Guide to the Holiday Season 2010: Email Insights and Inspiration from Christmas Past to Plan Your Christmas Future - Chad White, Responsys, 2010
That means a lot of people log in to this
9
How do you stand out from the crowd and connect with consumers? We chose 3 areas of focus
The strategy was to increase email frequency from once or twice a month to an aggressive 2-3 emails per week.
Most of the emails in the holiday campaign carried a test and/or segmentation element.
In the end, the campaign included 11 unique and creative emails, each weaving in a distinctive gift giving angle.
Icebreaker: Driving Holiday Sales with Email Marketing
Key Points: Because Icebreaker is a sustainable product, it was decided that Give Green would be a good entry theme for the campaign. Introduced the concept that Icebreaker would make a great gift for the 2009 holiday season. Set expectations for the frequency of emails that would be sent over the upcoming weeks.
Key Points: Showcasing Icebreakers top ten selling items. Not only was the goal of this email to further sell customers on the Icebreaker brand, but it provided easy options for choosing the perfect gift for that special someone. The lower right-hand section of this email was used to entice the viewer and prepare them for the upcoming Black Friday sale.
Key Points: To play off of the Black Friday theme, the emails centered on a Black Friday Items promotion. An additional promotion of 15% off on non-promo items The email was sent early Thursday and Friday
Key Points: Direct users to the Gift Guide landing page, highlighting items that would be perfect for anyone with any type of interest. Only items that were left in inventory could be showcased in this fifth email due to success of Black Friday campaign. What resulted however was an email depicting a wide variety of clothing items, appealing to a wide range of users.
Key Points: Rather than using the top portion of the email to showcase Icebreaker in general, we introduced a specific collection of the brand. The lower sections of the email were used to highlight specific products that had an overstock of at the time. One segment received a promotion code for a free beanie and the other received a promotion code for 20% off. The free beanie out performed the discount by 20%
Key Points: Similar to the previous send, this email highlighted a specific collection Bodyfit. Products within this collection include various weights of active base layers, perfect for the outdoor man or woman. Because of this, a skier was used as the main hero image. A/B testing showed that a consumer review drove higher sales than a magazine review.
Key Points: This email was the last of the campaign to highlight a specific collection. The collection used was travel and light weight wear. In this email, the bottom section was again used to highlight specific products for which Icebreaker had a large quantity of stock. A/B Testing showed that by increasing the percentage offer (25% off), it out performed the product offer (Free Socks) in driving sales.
Key Points: Targeted towards recipients who only had one week left to get a gift for that special someone. Icebreaker assembled gender specific kits, each containing 3 items, to showcase the wide- range of Icebreaker product offerings, which were depicted in the creative. The success of this bundle promotion helped formulate plans for additional bundle offers during 2010.
Key Points: The goal of this email was to remind recipients that there were only 5 days left before Christmas and that the deadline to order and have items shipped in time was growing near. Specifically, Icebreaker wanted to communicate the different shipping options available to customers. The two lower sections of the email linked out to landing pages with items costing under $50.00 and under $100.00 respectively.
Key Points: Icebreaker is a New Zealand based brand, it was decided to share Boxing Day with the American audience. Boxing Day follows the Christmas holiday and, for this email, was portrayed as a day for recipients to purchase the items for themselves that they did not receive as gifts. Campaign ends with a focus on the subscriber
Not only did this campaign have massive residual brand impact, successfully creating positive US awareness for Icebreaker, but the results exceeded all sales expectations for the campaign. The sales for Black Friday were triple the goal and, as a whole, the campaign influenced more than a 32% increase in total holiday sales over 2008. Of that increase, 58% were direct sales from the campaign.
Icebreaker: Driving Holiday Sales with Email Marketing
Look at last years holiday emails and top performing 2010 emails. Repeat what worked, avoid what didnt. Avoid a complete creative overhaul. Stay true to overall look subscribers are familiar with. Give subscribers the option to manage preferences and frequency or you may lose them. Test important elements (subject, copy, call-to-action) with each email. Stay fresh and creative with your offers, segmentation will add relevancy.
Icebreaker: Driving Holiday Sales with Email Marketing

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Icebreaker: Driving Holiday Sales with Email Marketing

  • 3. Strategy behind holiday email campaign Analysis of each email used in the campaign and results Advice to utilize in your campaigns this holiday season Q&A
  • 5. Campaign Goals: To encourage Icebreaker consumers to purchase Icebreaker clothing as holiday gifts for their friends and family. Target Audience: The primary market for this campaign was Icebreakers US list of over 25,000 subscribers who are active outdoor sports enthusiasts familiar with the Icebreaker brand.
  • 7. In 2009, more than 83% of online retailers increased their email volume in November and December, with retailers increasing their frequency more than 39% on average compared to the proceeding July October period. Source: Retail Email Guide to the Holiday Season 2010: Email Insights and Inspiration from Christmas Past to Plan Your Christmas Future - Chad White, Responsys, 2010
  • 8. That means a lot of people log in to this
  • 9. 9
  • 10. How do you stand out from the crowd and connect with consumers? We chose 3 areas of focus
  • 11. The strategy was to increase email frequency from once or twice a month to an aggressive 2-3 emails per week.
  • 12. Most of the emails in the holiday campaign carried a test and/or segmentation element.
  • 13. In the end, the campaign included 11 unique and creative emails, each weaving in a distinctive gift giving angle.
  • 15. Key Points: Because Icebreaker is a sustainable product, it was decided that Give Green would be a good entry theme for the campaign. Introduced the concept that Icebreaker would make a great gift for the 2009 holiday season. Set expectations for the frequency of emails that would be sent over the upcoming weeks.
  • 16. Key Points: Showcasing Icebreakers top ten selling items. Not only was the goal of this email to further sell customers on the Icebreaker brand, but it provided easy options for choosing the perfect gift for that special someone. The lower right-hand section of this email was used to entice the viewer and prepare them for the upcoming Black Friday sale.
  • 17. Key Points: To play off of the Black Friday theme, the emails centered on a Black Friday Items promotion. An additional promotion of 15% off on non-promo items The email was sent early Thursday and Friday
  • 18. Key Points: Direct users to the Gift Guide landing page, highlighting items that would be perfect for anyone with any type of interest. Only items that were left in inventory could be showcased in this fifth email due to success of Black Friday campaign. What resulted however was an email depicting a wide variety of clothing items, appealing to a wide range of users.
  • 19. Key Points: Rather than using the top portion of the email to showcase Icebreaker in general, we introduced a specific collection of the brand. The lower sections of the email were used to highlight specific products that had an overstock of at the time. One segment received a promotion code for a free beanie and the other received a promotion code for 20% off. The free beanie out performed the discount by 20%
  • 20. Key Points: Similar to the previous send, this email highlighted a specific collection Bodyfit. Products within this collection include various weights of active base layers, perfect for the outdoor man or woman. Because of this, a skier was used as the main hero image. A/B testing showed that a consumer review drove higher sales than a magazine review.
  • 21. Key Points: This email was the last of the campaign to highlight a specific collection. The collection used was travel and light weight wear. In this email, the bottom section was again used to highlight specific products for which Icebreaker had a large quantity of stock. A/B Testing showed that by increasing the percentage offer (25% off), it out performed the product offer (Free Socks) in driving sales.
  • 22. Key Points: Targeted towards recipients who only had one week left to get a gift for that special someone. Icebreaker assembled gender specific kits, each containing 3 items, to showcase the wide- range of Icebreaker product offerings, which were depicted in the creative. The success of this bundle promotion helped formulate plans for additional bundle offers during 2010.
  • 23. Key Points: The goal of this email was to remind recipients that there were only 5 days left before Christmas and that the deadline to order and have items shipped in time was growing near. Specifically, Icebreaker wanted to communicate the different shipping options available to customers. The two lower sections of the email linked out to landing pages with items costing under $50.00 and under $100.00 respectively.
  • 24. Key Points: Icebreaker is a New Zealand based brand, it was decided to share Boxing Day with the American audience. Boxing Day follows the Christmas holiday and, for this email, was portrayed as a day for recipients to purchase the items for themselves that they did not receive as gifts. Campaign ends with a focus on the subscriber
  • 25. Not only did this campaign have massive residual brand impact, successfully creating positive US awareness for Icebreaker, but the results exceeded all sales expectations for the campaign. The sales for Black Friday were triple the goal and, as a whole, the campaign influenced more than a 32% increase in total holiday sales over 2008. Of that increase, 58% were direct sales from the campaign.
  • 27. Look at last years holiday emails and top performing 2010 emails. Repeat what worked, avoid what didnt. Avoid a complete creative overhaul. Stay true to overall look subscribers are familiar with. Give subscribers the option to manage preferences and frequency or you may lose them. Test important elements (subject, copy, call-to-action) with each email. Stay fresh and creative with your offers, segmentation will add relevancy.