epsilon holiday outlook 2014
Post on 22-Jul-2015
81 Views
Preview:
TRANSCRIPT
HOLIDAY 2014
Approach + Recommendations
09. 12.2014
• Introduction
• The Numbers
• Strategy
• Hot Technology
• Inspiration
• Services
YOUR GUIDE TO HOLIDAYS – ALL YEAR LONG!
2 Proprietary and Confidential
• Strategic planning often begins – or should – following the previous Holiday Season
• When that doesn’t happen, the late summer/autumn scramble occurs
• Add to that there’s only 26 days between Black Friday and Christmas, and the pressure is on!• 1 more day that 2013, but 5 less than 2012
• The frenzy of worried brands is precisely why this was created –to help take the madness out of the season
• Included are recommendations, examples and ideas on how to approach the upcoming holiday season with a smile and bring that bottom line into the red zone
THE HOLIDAYS ARE AROUND THE CORNER
3 Proprietary and Confidential
JUST THE STATS
4 Proprietary and Confidential
• Retailers make 40%+ of their annual revenue during the holidays
• With so much at stake, retailers need to pay attention to the changing shopping landscape
HOLIDAY EMAIL MARKETING BY THE NUMBERS
5 Proprietary and Confidential
Of all US email volume occurred during the 2013 holiday season
Holiday volume increased over 2012
A 35% increase during the final 10 days before Christmas
Total transactions from email campaigns
An 18.4% increase in overall revenue
28%
12.8%
9%
SEND TIMES SHIFTING TO INCREASE ENGAGEMENT
6 Proprietary and Confidential
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
12AM-4AM 4AM-8AM 8AM-12PM 12PM-4PM 4PM-8PM 8PM-12AM
2012
2013-74% +29%+41%
• During Q4 2013, mobile accounted for almost 35% of online traffic, up 40% YoY
• December sales on smartphones and tablets were up 3X from 2011 to 19.1%
• 52% of online smartphone shoppers used their phones art multiple points in the shopping process in 2013 holiday season
• 40% of Black Friday's online shopping was on mobile
• 70% of smartphone shoppers used a store locator to find shop locations
• Over 55% of the "I want it now" crowd who use mobile to research want to make a purchase within the hour , 83% same-day
AN INCREASINGLY MOBILE HOLIDAY
7 Proprietary and Confidential
SOURCE: Think With Google, “Five Holiday Shopping Trends Marketers Should Watch”, August 2014
• Up to 29% of shoppers will begin their holiday conquest prior to Halloween
• The rest - 19% launch on Black Friday/Cyber Monday, but a vast
majority, 48%, will wait for early December
• Don’t dismay that your efforts for Black Friday/Cyber Monday
emails are wasted – consumer interest in 2013 was up 27% YoY
• Black Friday remains the #1 in-store shopping day of the season
HOLIDAY SHOPPING HABITS
8 Proprietary and Confidential
SOURCE: Think With Google, “Five Holiday Shopping Trends Marketers Should Watch”, August 2014
CLICKS = TIME = MONEY!
9 Proprietary and Confidential
• Consumers purchase more online YOY to the tune 9.3% more in
November and 13.0% in December over 2013
• Purchase average amounts are increasing as well from $108.39 to
$122.46 last December
Increasing personalization efforts and creating a seamless omni-channel shopping experience is paramount
• On average, consumers are spending less time on retails sites due to mobile and tablet use
7:40 minutes average
7 average pages viewed
34.5% is a 1 page bounce rate If they can’t find what they want, they’ll move on and fast!
WHERE SHOULD YOU FOCUS?
10 Proprietary and Confidential
• If you haven’t already, move now to mobile-friendly email design
• Websites should be Responsive
• Personalization is KEY! (More details here)
• Develop cart abandonment and/or browse abandonment email(s)
• Test online email signup forms
• Review email opt-in calls-to-action for your stores and call centers
• Identify opportunities to improve your holiday messaging
• Don’t be afraid to think – and plan – BIG!
HOLIDAY 101
11 Proprietary and Confidential
• Begin planning with the key holidays and event you’re looking to focus on
• For example:1. Halloween
2. Thanksgiving
3. Black Friday
4. Cyber Monday
5. Festivus
6. Christmas
7. Chanukah
8. New Year
9. Valentine’s Day
• Are some holidays/events stronger performers than others?
• Determine which to keep and which to cut from the plan first
APPROACHING HOLIDAY PLANNING STRATEGICALLY
12 Proprietary and Confidential
• Part of cultivating the holiday list to focus your marketing efforts is reviewing previous analysis
• Historical performance can be quite telling in determining what to cull – for example, drop Thanksgiving as a marketable holiday, but focus on Cyber Monday – as the analysis supports this concept
• Or, perhaps you find blips in the historical metrics, that show efforts for a certain holiday have underperformed due specifically to a missed opportunity (ex. For instance, the inclusion of an
underperforming segment, etc.) – Test it in 2014!
• Hone your list, check it twice, and proceed with planning!
REVIEW PREVIOUS FINDINGS
13 Proprietary and Confidential
• With your list of key holiday opportunities, what won in the past, and what would you love to test in the future?
• Determine if the findings mesh with current trends in your industry/product/service and apply those insights appropriately• “Trends” means what your brand/product/business is doing and what fits with that,
i.e. major product change may not equate to previous findings, not what other brands are doing in their marketing
• Plan your timelines in conjunction with your ultimate strategy as you may determine something is not worth the effort to complete in time for launch
• Discuss with all key stakeholders to ensure buy in early on so you don’t waste time on anything that you can’t sell to your business partners/clients/team
HOLIDAY STRATEGY DEVELOPMENT
14 Proprietary and Confidential
• No matter how you scope your testing for the year, always create a test plan
• We highly recommend a testing calendar as that will allow you to organize and keep track of key dates
• Create the plan for buy-in with key stakeholders and then finalize the plan post-buy-in
• Get a free template here
HOLIDAY TEST PLANNING
15 Proprietary and Confidential
HOT TECH TO PUSH THE LIMITS
16 Proprietary and Confidential
• Email technology has experienced some great advances in the last few years allowing for some significant opportunities for greater ROI
To name a few:
1. Live Content
2. Video
3. Real-Time Personalization
• Several vendors now exist in the Live Content space providing both choice and competition – both are great for marketers!
• The following will showcase each of the above by sharing the opportunity as well as key players
GREAT TECH OFFERS GREAT OPPORTUNITIES
17 Proprietary and Confidential
• Live Content is a real-time, dynamic technology that allows content to be served at the time of open
• Live Content can be adjusted with each open, depending on logic parameters, and serve new information as needed
LIVE CONTENT
18 Proprietary and Confidential
HOW DOES “LIVE CONTENT” WORK?
• This technology can take cues from the time of open, current geographic location at open, social networking cues, etc. and offer the appropriate response
• For example, a countdown timer used for a specific event that has now ended can show a notice that the event is over, or offer up some other default messaging
WHY LIVE CONTENT IS HOT
• Over 60+% of email now opened on mobile devices
• Fewer than 15% of all emails are optimized for mobile devices
• Users will give no more than 2-3 seconds before hitting delete, most common action
• Introduction of advances with email clients, such as Gmail tabs, causing shifts in when emails are read
• Relevancy – while the volume of emails sent is increasing, CTR/CTOR continues to fall overall (specifically in less-optimized email
programs, which are predominate regardless of industry)
LIVE CONTENT PROVIDERS
• Video in email can be a HUGE driver of both engagement and conversion – got a new awesome product – show a video on it!
• Vendors, most are also Live Content providers, can provide an edge delivering the most optimal experience depending on device of open
• In this example* from Bare Escentuals, they’re click rate doubled with the video:
VIDEO IN EMAIL
22 Proprietary and Confidential
* Example and analysis provided by Liveclicker.com
• What better way to use video than with TV and Movies
• The Game of Thrones promo played in the center
GAME OF THRONES PROMO
23 Proprietary and Confidential
• Many Live Content providers also offer real-time services to create truly personalized emails
• Personalization is more than using the recipients Name, Account information, or even previous purchases
• A truly personalized email will deliver relevant content based on historical analysis, all conducted in real-time• For example, Content A is relevant for your most active segments, but
Content B is tailored towards less active. In turn, Content C is catered to the highest purchasers and Content D is for lower purchasers
• Powerinbox and SimpleRelevance both offer these services
REAL-TIME PERSONALIZATION
24 Proprietary and Confidential
TAKE IT FURTHER
25 Proprietary and Confidential
• It’s important to build upon the findings of historical data; however, don’t lose site of making big changes for big impact
• Seemingly crazy changes can still be developed via historical findings, it’s simply pushing that next step a bit more than before
• Use new technology, or perhaps try a new design concept. The key is sound testing so you know what works and what doesn’t
• Also, keeping it simple can have a solid – or even better – result. Make sure to consider your brand and core audience when developing your strategy
BUILD ON HISTORY, BUT CARVE THE FUTURE ANEW
26 Proprietary and Confidential
EMAIL EXAMPLES
27 Proprietary and Confidential
• The following slides have examples categorized by the specific holiday
• These examples are not an endorsement nor do they all of them meet best practice; however, sometimes seeing a good variety can help make your emails more exceptional
(If a subject line is available for the specific example, it may be noted in the slide title.)
HOLIDAY EMAIL EXAMPLES
28 Proprietary and Confidential
HALLOWEEN
29 Proprietary and Confidential
• Let’s be honest, who doesn’t love “mwahaha” in a subject line?
• Great example of Halloween with style
• Subject line is eye-catching as well as topical
SL: SHOP IF YOU DARE. MWAHAHA.
30 Proprietary and Confidential
• Even airlines can get in the spirit!
SL: SPOOK-A-RIFIC FARES FROM $59 + 14% OFF
31 Proprietary and Confidential
• Martha Stewart brands do a great job with seasonal subject lines with a play-on-word
• With that said, be cautious to test new SL’s, especially longer such as this example
• 50 characters or less is best practice
SL: 84 LAST-MINUTE TRICKS AND TREATS FOR A SPOOKTACULAR HALLOWEEN
32 Proprietary and Confidential
• Dunkin does a great job in social channels encouraging participation with Instagram
SL: 84 LAST-MINUTE TRICKS AND TREATS FOR A SPOOKTACULAR HALLOWEEN
33 Proprietary and Confidential
• This effort extends the reach of their email campaigns into additional channels (social, in-store, sweepstakes, et. al.)
THANKSGIVING
34 Proprietary and Confidential
• Nice example complete with a contest to encourage engagement
MORE THAN TURKEYS!
35 Proprietary and Confidential
THE GREAT INDOORS AND COOKING.COM
36 Proprietary and Confidential
SL: TOMS IS THANKFUL FOR…
37 Proprietary and Confidential
• An honest “Thank you” from a company that is based on giving and a nice reminder of the season
• Spreading the spirit of the season can bring positive vibes to your brand, when it’s meaningful and true-to-brand
SL: THANKSGIVING TIMING TIPS
38 Proprietary and Confidential
• A fun email infographic that quickly answers everyone’s thanksgiving questions like, “When the heck should I put the bird in the oven?”
• A special add -links to additional videos and articles.
SL: GIVE THANKS
39 Proprietary and Confidential
• Uncommon goods support artists from around the globe
• Similar to Toms, they’re taking the opportunity to give thanks to their customers and recognize their gratitude
BLACK FRIDAY
40 Proprietary and Confidential
• Often starting on Thanksgiving, Black Friday has grown immensely over the past few years
• “Sneak Peeks” are a typical strategy that can work, but unique offers tend to work even better
THE DARKEST DAY CAN BRING SO MUCH LIGHT!
41 Proprietary and Confidential
• Sephora does a great job of offering “Exclusives” which catch the eye of the faithful VIB (Very Important BeautyInsider)
SEPHORA
42 Proprietary and Confidential
• Even financial sectors can take advantage of Black Friday
SL: THE COUNTDOWN TO OUR BLACK FRIDAY SALE IS ON
43 Proprietary and Confidential
CYBER MONDAY
44 Proprietary and Confidential
BIGGER WITH EACH YEAR, DON’T IGNORE MONDAYS!
45 Proprietary and Confidential
MLB, JCP, + GNC
46 Proprietary and Confidential
• Cyber Monday is for more than just retailers too!
SL: CELEBRATE CYBER MONDAY - $25 OFF YOUR ORDER!
47 Proprietary and Confidential
CHRISTMAS
48 Proprietary and Confidential
• There’s a few things not optimal in this email, but what’s right is spot on
• They provide an easy Gift Guide by gender
• Wish Lists at a single click
• And specific tech in the wish list function that involves sharing – great email list building!
‘TIS A HOLLY JOLLY SEASON
49 Proprietary and Confidential
• Closing in on the Christmas deadline, Fab offers a great gift guide for the fiscally conscious
SL: GIFTS UNDER $50 + 20% OFF SITEWIDE: WHO'S LEFT ON YOUR LIST?
50 Proprietary and Confidential
• Again, a few updates to optimize this, but the concept is great
• Basically, they’re promising something for everyone at whatever price – great tactic
• Providing options that make sense to the price point and season
BED, BATH & BEYOND
51 Proprietary and Confidential
• Hurry, time is running out!
• This email would be stronger with a Call to Action more distinct, but it sure is pretty
• Not to mention the easy gift card option
• Applicable mobile app ad very relevant
CRATE & BARREL
52 Proprietary and Confidential
• The first in my inbox on 10/23/13 proving it’s never too early to think about the holidays
• Preparing the recipient for the holiday rush coming their way
• Very subtle Christmas icons
SL: HOLIDAY HUSH DEAL JUST FOR YOU!
53 Proprietary and Confidential
• Swatch used gamification to extend the reach of their email campaigns
• Tying in the imagery from their limited edition holiday watch
SL: PLAY THE RETURN OF THE REINDEER GAME
54 Proprietary and Confidential
CHANUKAH
55 Proprietary and Confidential
• There seems a surprising lack of Chanukah emails out there
• There’s 8 days, rather than one, that are giving days –perhaps an opportunity is being missed by many!
8 DAYS OF GIVING AND SHARING
56 Proprietary and Confidential
• Etsy got it right. In the celebration of Hanukkah, the online shopping site added some creative flair to resonate with its audience
• Using appealing creative, there’s no uncertainty regarding the intent of this email
• The message format cleverly breaks down gifts by category and provides helpful price points to guide shoppers in their gift buying decisions
SL: HAPPY HANUKKAH!
57 Proprietary and Confidential
• A clever way of addressing all the holidays in one newsletter
• The first headline is a play on festival of lights, perfectly timed for the send near Hanukkah
SL: TRY ALL THE FALL FIXIN'S + YOUR THANKSGIVUKKAH MENU
58 Proprietary and Confidential
NEW YEAR
59 Proprietary and Confidential
• They can be about the New year, or in this case, about New Year Sales
• No matter the angle, some smart marketing can go a long way to success
SOME AULD LANG SYNE
60 Proprietary and Confidential
• You bought all your holiday gifts, now take advantage of awesome deals and get yourself something nice for the New Year
• Simple, clear, and all about the recipient
SL: EVERYONE'S OPENED THEIR GIFTS, NOW IT'S YOUR TURN
61 Proprietary and Confidential
• Tugging at your post-holiday heartstrings as well as combining the practicality of the upcoming tax season
• Start the New Year off on a philanthropic note and shows support for causes close to a brand’s heart
SL: DON'T GET CAUGHT SLEEPING! MAKE A DONATION TO HELP HOMELESS PETS TODAY!
62 Proprietary and Confidential
VALENTINE’S DAY
63 Proprietary and Confidential
• The anti-Valentine’s email
• Uncommon Goods did a superb job reminding people who might not be into the mushy stuff to still be good to themselves
SL: TIRED OF CUPID?
64 Proprietary and Confidential
SL: We Love You. What Do You Love? Tell Us to Win.
• Love AND Free stuff – who doesn’t like that?
SL: WE LOVE YOU. WHAT DO YOU LOVE? TELL US TO WIN.
65 Proprietary and Confidential
SL: Your last-minute Valentine's Day gift
• Simple and fast appeal to the last minute shopper
GENERAL HOLIDAY
66 Proprietary and Confidential
• This example is a great one from Zappos
• Not only do they measure expectations for the recipient by sharing how frequent their emails will be, they warm them up with festive holiday cheer
THE MORE THE MERRIER
67 Proprietary and Confidential
• Not only timely, there’s a discount too!
• Sometimes, the ladies need help coming up with guy gifts, and the opposite also applies
• As long as segmentation is solid, this is a great way to reach greater relevancy
PIPERLIME
68 Proprietary and Confidential
SERVICES
69 Proprietary and Confidential
ONE-STOP FOR AMAZING DIGITAL MARKETING
• Epsilon has made our mark with Email Deployment Platforms and Data, but we’re so much more
• We’re comprised of a variety of excellent services second to none, including:
• Strategic Services
• Creative Services for Email, Web, Print, Commercial – you name it!
• HTML Development for Email, Web and everything in between
• Analytical Services
• And so much more!
• Reach out to your Account Representative at any time for more information and share how Epsilon can help make your marketing bright
THANK YOU!
71 Proprietary and Confidential
* Example and analysis provided by Liveclicker.com
top related