email community meetup: san francisco (oct, 2015)
TRANSCRIPT
#emailmeetup
Welcome to the San Francisco Email Meetup
Panel Discussion + Q&A
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Our PanelMC: Ros Hodgekiss
@yarrcat
● Andrew King, Campaign Monitor @akingkiwi
● Kevin Mandeville, Litmus @kevinmandeville
● Eric Lepetit, Nest @ericlepetitsf
● Justin Khoo, Fresh Inbox @freshinbox
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Strategy & Design
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Email strategy deep-dive
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Email marketing accounted for 27.3% of online sales during the holiday season last year.
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"There was no consumer backlash against email marketing, or evidence of weakening engagement or fatigue around Christmas...
In fact consumers’ interest increased during the peak of the holiday shopping season."
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What are you planning to send?
● Holiday event invitations● e-Cards● Black Friday/Holiday sale
offers● Flash sales● New year offers● Holiday gift guide series
Nice invitation!
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Do you have a Holiday Email Marketing Calendar?
● Everything takes longer during the holidays!
● Get our calendar & tips
We'll send you this after!
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Minimizing delivery delays
● Schedule your emails well in advance
● Not a good time for re-engagement campaigns!
● Provide lots of buffer for time-sensitive emails (eg. flash sales, countdowns)
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Email strategy deep-dive
This holiday season...
1. What is the most important thing for marketers to focus on?
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Email design deep-dive
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Christmasfy your emailsWrapping paper
background
Cozy theme
Useful, holiday-inspired links
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Set subscriber expectations
● Order deadlines?● Delivery deadlines?● Sending an email
series?● What kind of content
are you sending?
Important dates to remember!
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Christmas CountdownHoliday delivery deadline
reminders!
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Opt-in to receive Christmas emails
● Use a separate, high-volume list; or
● Allow customers to "snooze" for the holidays Sign me up!
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Inspiration & Aspiration
WOAH, $50,000 umbrella!
● Unique content ideas
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Value-added content
Content personalized to your audience● Recipes● Tips● Gift guides
Useful holiday advice!
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Value-added content
What do you know about your subscribers?● Preference center● CRM integration● Surveys
What are my preferences?
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Transactional email: The next opportunity?
"Thank You" discounts
Nice branding!
Engaging abandoned cart email
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Add some Christmas pizzazz to transactional emails
Jaunty holiday-themed logo
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Email design deep-dive
This holiday season...
1. How will increased mobile use impact us?
2. iOS9 "Peek View": What is it, what can we do?
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Next-Level Design
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Live Email Content
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Dynamic Deals
New deals and products displayed every hour
Countdown until the next set of deals
● Movable Ink (movableink.com)● Kickdyanmic (kickdynamic.com)● MotionMail (motionmailapp.com)● Realtime.email
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Drive in-store traffic
● Location segments & dynamic content
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Live Email Content
This holiday season...
● Are there downsides to adding live content?
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Animations &Interactive Email
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CSS Animations and Animated Gifs
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Interactive carousel
Product views change as button is clicked
● CSS● Email client support
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Interactive carousel
Different flavors are displayed as buttons are
clicked
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Rollover for Email Tool - FreshInbox.com
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Animations &Interactive Email This holiday season...
● Is it worth it?
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Questions?MC: Ros Hodgekiss
@yarrcat
● Andrew King, Campaign Monitor @akingkiwi
● Kevin Mandeville, Litmus @kevinmandeville
● Eric Lepetit, Nest @ericlepetitsf
● Justin Khoo, Fresh Inbox @freshinbox
#emailmeetup
Questions?Crowd question:
"I think our holiday send frequency is impacting engagement. How can we track how many times a subscriber has been emailed?"
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Questions?Crowd question:
"I think our holiday send frequency is impacting engagement. How can we track how many times a subscriber has been emailed?"
#emailmeetup