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Identifying email opportunities for Christmas to maximise ROI
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Why do I need to worry now?
“Christmas is like 12 months crammed into 6 weeks going at 100 miles an hour…”
This means OPPORTUNITY
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Last year…
• December saw 2.8 billion visits to online retail sites
• Online retail sales were up 18% in December year on year
• There was twice as much spent on mobile devices than in December 2012
• The UK saw 113 million visits to retail sites on Boxing Day – the biggest online shopping day ever
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What’s in store this year?
Christmas 2014 is forecast to see 17% market growth and £107 billion to be
spent online
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What are your Christmas challenges?
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Sell, sell, sell!
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Trading
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Trading
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Trading
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Data
• Online visits up 30% = 30% more data collection opportunity
• Use seasonal promotions and discounts to capture data
• Collect additional data – purchases, devices, wish lists and so on
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Data
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Brand building
• Consider a big Christmas campaign to get you noticed
• Think about your target market and tap into themes they will remember
• Start by updating your creative
• Use humour and consider doing something fresh
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Brand building
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Brand building
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Brand building
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Sending
• Simply wish recipients a ‘Merry Christmas’
• 12 days of Christmas or an email advent calendar
• Countdown to christmas
• Last chance to order reminders
• Extended return periods
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Sending
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Sending
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Loyalty nurturing
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Loyalty nurturing
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Re-engagement
• Use discounts, free delivery or similar incentives to re-engage
• You might be providing the perfect gift for someone else!
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Re-engagement
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Send on Christmas Day
• Recipients may have been given some money
• Recipients may have been given some gift vouchers
• Recipients may have been given something that they want to swap
• Recipients may have their eye on something that is now in your sale
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Send on Christmas Day
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Send on Christmas Day
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Send on Christmas Day
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Boxing day
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January
• 4.4% increase in spend year on year
• Online 8.9% increase in spend year on year
• Online accounted for 10.7% of spending
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January
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January
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Remember your key dates
• 28th November – Black Friday
• 1st December – Cyber Monday
• Your last order date for delivery
• 24th December – last store shopping day
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