What sizzled, what stayed the same, and how marketers can plan for 2016

How 2015 Holiday email campaigns got it right

making spirits bright!

Introduction

No selling window has greater importance to American retailers than the November-December holiday period, which generates about 20% of their total annual revenue. The period is always intensely competitive, highly promotional and email has become a critical driver of these promotions. It’s especially relevant to consumers, because their gift-giving benefits handsomely from the huge promotional hustle.

This Holiday Look-Book analyzes 11 period emails, each from a major brand. In collaboration with eDataSource, Inc., we will share the subject lines, open rates and creative, and then provide our own commentary on execution and opportunities for improvement.

#HolidayKey insights

> If ever retail email (and websites) needed to be mobile-optimized, holiday is that time

> Consider that subject lines for the best performing emails are more likely to be personalized for targeted buyers, featuring merchandise items or categories

> Email from brick and mortar retailers should always identify closest stores and/or provide a store locator button

> Recognize that Cyber Monday

has now grown past “Monday,” with related promotional focus extending well into that week

Subject Line:

“Countdown to Black Friday Starts Now: 30% or More off Select Electronics”

Read rate: 44.12% Nathalie’s Quick tips

> Consider adding a recommendation engine to share potential items of interest to the shopper

> Subject lines are powerful. Add dynamic content reflecting past purchase behavior

#Amazon

With 9+ different emails that Amazon deployed on Black Friday, this one stands out!

At an incredible 44% read rate, consumers enjoyed learning about the ‘hottest’ electronics on sale. The product categorization of the email drove consumers to shop for their desired gifts and the personalization with strong imagery added to the email’s attractiveness. Additionally, the subject line highlighted the great deals offered by Amazon.

Nathalie JansSenior Director, Relationship ManagerEpsilon

>

30% or more off

This holiday season we saw an increased number of brands extending the Cyber Monday sale into the following week.

Interesting strategy to note is how America’s Test Kitchen removed the ‘Monday’ from the promotion and targeted their email as a Cyber Week promotion and highlighted it in the subject line. This sale extension provided the consumer with more time to think about their purchases and take advantage of the additional 10% discount with the purchase of three or more books.

Lauren Gentile Vice President of Creative Digital Solutions Epsilon

laureNs’s Quick tip

sale extended

> Include a callout toward the top of the email that reflects the 30% savings of the pre-order of the 2016 book of recipes

> Consider including a countdown to the New Year and include health-focused recipes

Subject Line:

“Who says Cyber Monday sales can’t last all week?”

Read Rate: 26.47%

# America’s Test Kitchen

michael’s Quick tip

“friends and family”

> Create a sense of urgency with a countdown clock as to when the pre-Black Friday sale ends for Amex

> Consider adding a call to action promoting the exclusive deals in the special offers in the pre-header text

Over a 40% read rate - terrific job American Express!

This clever joint promotion featured a unique focus on a J. Crew event that offered Amex customers an exclusive invite to participate in a pre-Black Friday sale. The email exclusivity made Amex customers feel as if they are part of the ‘friends and family’ of J. Crew. The email was easy to read and reflected the layout of a true invite. Additionally, I liked how J. Crew included their local retail storefronts as consumers do enjoy the in-store brand experience.

Michael Lewis Vice President of Client Services Epsilon

Subject Line:

“American Express Invites: Advance Access to JCrew Black Friday Sales”

Read Rate: 26.47%

# American Express

The Home Depot Sneak Peek email grabbed my attention with a compelling offer and one-day only event prior to the Black Friday week.

The real-time countdown clock created a sense of urgency around the offer’s expiration. The animated 40% product promotion -- featured in a carousel style format -- instantly grabbed my attention. And, the promo code was designed to be selectable, which made it easy to copy into your cart. What made this email even more unique was the time of open content that changed the message after the event was over.

Allison WoodfordCreative Manager of Digital SolutionsEpsilon

allisoN’s Quick tip

SNEAK PEEK - hurry!

> Use a dynamic carousel so that each product can be a unique click within the email

> Consider testing 3 to 5 different subject lines to communicate the exclusiveness of this one-day sale

Subject Line:

“★40% OFF ★ TODAY ONLY ★ Black Friday Sneak Peek”

Read Rate: 16%

# Home Depot

You had me at personalization!

Receiving this personalized thank you in my inbox was an unexpected surprise. The personalization of my name in the subject line caught my attention and the pre-header text that read: “A personal note from Mr. Marriott” intrigued me to open. I was delighted when I saw the animation of Bill Marriott’s signature as though he signed the email himself. Additionally, the snow globe illustration personalized with my city and a whimsical snowfall animation caught my attention! This creative was simple and sincere, and a great example of a relationship-building message nearing year end.

Lauren Gentile Vice President of Creative Digital SolutionsEpsilon

laureN’s Quick tip

> Consider hiding the pre-header text on the desktop view to raise the message and optimize the preview

> Add a layer of personalization in the body copy by acknowledging members’ loyalty status or progress toward a tier

“A personAl note”

Subject Line:

“★Dear Lauren...”

Read Rate: 23.53%

# Marriott

This was a game-changing, multi-promotional campaign this holiday season and truly out-of-the-box thinking by REI!

REI’s “#OptOutside with us Black Friday” was a big success with more than 1 million consumers participating in the event. The true meaning of REI’s brand was felt by consumers with their campaign. Their care and concern of employees’ well-being and the importance of getting outside to enjoy the beauty nature holds while spending time with family. The consistency across the promotions was admirable and it was great to see REI’s senior executives participating in the chatter. A very engaging campaign!

Thomas Gregorski Senior Director of Strategic ConsultingEpsilon

thomas’s Quick tip

> Consider communicating a goal as to how many consumers you’d like to get to ‘opt out’ on Black Friday

> Integrate some gamification features (live content) to show viewers where you’re at with your goal, etc.

A very engAging cAmpAign!

Subject Line:

“★#OptOutside With Us This Friday”

Read Rate: 18%

# REI

How about a traditional holiday sale, not attributed with a ‘specific name?’ I liked it!

Simple and not confusing. We’ve seen an increased number of emails include the discount promotion in the subject line. This strategy encourages the viewer to open, read and click to learn more. The store locator callout was extremely helpful. This is a friendly reminder that you can purchase the ‘large sized’ items online to take advantage of the offer and then pick up in store to avoid additional shipping fees.

Jennifer LancasterVice President of Client ServiceEpsilon

JeNNifer’s Quick tip

> Create more urgency by stating ‘the 14-hour-only sale’ and consider adding live content to reflect the time sensitivity

> Include a reminder for customers to download the Sports Authority mobile app and provide them with an incentive for the download

night owl flash sale!

Subject Line:

“★FLASH SALE! Last chance to save 20%”

Read Rate: 38%

# Sports Authority

The second Monday of the holiday season, better known as Green Monday, is a holiday in which marketers leverage for promotion.

SportsMemorabilia.com took advantage of the Green Monday deals and hit a home run with their read rate of more than 30%. The offer and call to action were front and center avoiding the reader to have ‘to hunt’ for this information. The sense of urgency to take action as the offer ‘ends tonight’ encouraged an instant purchase.

Vin TaboraSenior Director of Client Services Epsilon

viN’s Quick tip

> Consider testing the use of “promo code” in the subject line to remind the viewer of the discounts

> Add a countdown clock to further stress the sense of urgency during the holiday shopping season

AutogrAphed bAsebAlls!

Subject Line:

“★Green Monday Special Offer Inside + 50% Off, Ends at Midnight”

Read Rate: 33%

# Sports Memorabilia.com

What a ‘merry’ example of how email can work with the social channel that encouraged the reader to create a customized invitation to share a holiday drink with friends was great!

This email took sharing to the next level by adding social activation to the BOGO offer. The ‘added detail touches’ in this email helped with navigation. The use of web fonts was cutting edge; the branding in the header with the navigation was perfectly appropriate for the email; and the oversized design made responsive design unnecessary while still retaining a great mobile experience.

Brian TavaresSr. Creative Director of Digital SolutionsEpsilon

BriaNs’s Quick tip

> Make the pre-header text more specific to secondary content to drive deeper engagement

> Reduce the length of the email by eliminating content not specific to the holiday theme

InvIte your favorIte someone!

Subject Line:

“★4 days only: Buy one, get one to share”

Read Rate: 32.72%

# Starbucks

You had me at VIP!

Clearly Tumi got the majority of recipients to read their email with a read rate of more than 70%! The targeting of this email resulted in very high engagement. Consumers ‘crave’ the desire of wanting to feel special! Including the ‘early access to Cyber Monday’ in the subject line was a strategic way to get the open. Further, the free return policy noted front and center is an incentive to buy now! I loved the partnership with St. Jude’s Children’s Research Hospital. It was a great reminder of the true meaning of the holidays.

Sarah ChamplinRelationship ManagerEpsilon

sarah’s Quick tip

> Consider including the promotion details in the subject line

> Include live content within the email – maybe a countdown clock indicating the cut-off date for the free monogramming

enjoy 25% off - free shipping

Subject Line:

“★Just for you: VIP early access to Cyber Monday”

Read Rate: 71.43%

# Tumi

A Cyber Monday offer both online and in-stores is certainly a shopper’s dream!

Urban Outfitters prioritized the busy customer who may be out to lunch shopping in the store and back at their desk shopping online within the hour. The detailed map for the store location helped remind them that a store might be just around the corner. Otherwise they can take advantage of the same offer – and free shipping – with a few clicks of their mouse.

Lauren KimballVice President of Client ServicesEpsilon

laureN’s Quick tip

> Consider using descriptive and detailed alt tags especially when incorporating heavy imagery within the email

> Move the ‘Shop Now’ button up within the email or include another button so the reader can quickly and easily click through to shop and purchase

with just a few clicks

Subject Line:

“★FINAL HOURS | CYBER MONDAY | $50 OFF $150 OR $15 OFF $75”

Read Rate: 36.84%

# Urban Outfitters

holiday 2015 emails that brightened the inbox

Conclusion

As demonstrated, a lot of great creative work went into holiday season planning. And, it’s in no doubt due to the fact that marketers are in planning mode months ahead of time. Marketers begin with their holiday planning strategy in the early part of Q1. Keep this ebook handy to help you with your planning for next year. It will be here before you know it!

Want to hear more from our experts about the holiday season and beyond? please visit our epsilon blog site, a Brand New view.

☛

During the hustle and bustle of the holiday season,

marketers are busy sending out their holiday emails

for pre-Black Friday sale notifications, Cyber and Green

Monday, and more. It’s a holiday frenzy and each year, we

see an increased number of holiday emails being sent. In

fact, for the same set of retail clients 2014-2015, we saw

in increase in volume of just over 12% from November