holiday messaging trends and best practices · holiday messaging performance trends we’re seeing...
TRANSCRIPT
Holiday Messaging Trends and Best Practices
Welcome to a Fishbowl Best Practices Webinar
Hosted by: Natalie Ikemeier Managing Consultant
Agenda
A Snapshot of U.S. Holiday Email Data Holiday Messaging Performance Trends We’re Seeing Messaging Best Practices Calendar Planning Q&A
A Snapshot of U.S. Holiday Email Data
Holiday Period 2012 - Mailing Volume
0.0%
2.0%
4.0%
6.0%
8.0%
10.0%
2-Oct 9-Oct 16-Oct 23-Oct 30-Oct 6-Nov 13-Nov 20-Nov 27-Nov 4-Dec 11-Dec 18-Dec 25-Dec 1-Jan
WSJ reports that consumers received an avg. of 38
promotional emails per week
Estimated to have accounted for 28% of all email volume
Holiday Period 2012 - Day of Week Metric Comparison
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
70.00%
80.00%
90.00%
% of Total Sent Open Rate CTR
Weekday
Weekend
Internet stats indicate that nearly 80% of promotional
emails were sent on weekdays
Almost half of consumers will use social media to assist
with holiday shopping
Retailers are expected to begin promotional offers
before October 1st
The most popular email types sent by marketers will be %
OFF and $$$ OFF
Upwards of 70% of consumers will use smartphones for
holiday shopping
The BUZZ on
2013
Holiday shoppers expected to spend 11% more in 2013
Gift cards are highest on list of what people say they
want to receive
2013 spending predicted to exceed $640 BILLION
Holiday Period 2013 - Overall Spending
Holiday Messaging Performance Trends We’re Seeing
• Overall volume 7% higher in 2012 vs. prior year • 25% of total mailing sent occurred between Nov 4th – Nov 24th
*Data collected from amongst all Fishbowl chain clients
High email volume + inbox filtering makes effective use of
segmentation, subject lines and unique offers crucial.
Fishbowl Holiday Volume Trends
Fishbowl Holiday Volume to Open Rate Comparison
• Open rates held between 20% and 22% throughout the holiday period • Highs in open rates came as mailing volume began to increase in October and again
during the post holiday time period
*Data collected from amongst all Fishbowl chain clients
Keep mobile design in mind since many people view and
make Cyber Monday purchases on their smart phones.
Fishbowl Day-of-Week Messaging Comparisons
Highest: • Open rates on Sundays • Mailing Volume on Tuesdays
Lowest: • Open rates on Saturdays • Mailing Volume on Saturdays
Study individual member open and click trends, then develop a mailing schedule that mimics past behavior.
Holiday Messaging Trends and Best Practices
Think outside the inbox!
Motivating Subject Lines
• Convey a sense of urgency
• Include offer in first 2-3 words and offer in pre-header
• Use new subject lines in re-blasts (“In case you missed it”)
Top Holiday Subject Lines
• Happy Thanksgiving, From Our Family To Yours
• We Gift Thanks to You
• You made the Nice List... Here is your Holiday Bonus!
• ☃ Our Gift To You: More Holidaily Coupons!
• Bonus gift card and no crowds, need we say more?
• The Christmas Clock is Tick Tocking
• There's Still Holidaily Offers For You, ##firstname##
Audience Segmentation
• Holiday frequency opt-in
• A/B split testing
• Use existing profile data to customize message
Male Version Female Version
Increased Frequency Alert
Creative Design
• Limit length of message
• Optimize for mobile viewing • Try well-placed animation
Soft Benefits for eClub Members
• Gift suggestions
• Charitable donations
• Free shipping
• Reservation reminder
Thanksgiving Messaging Ideas
• Flash offers • Leftover blahs
• “Family Gatherings” • Catering and take out
Connect Online
• Drive members to Facebook
• Post special holiday offers and insights via Facebook status updates
• Leverage Pinterest as a way of sharing wish lists
• Add opt-in for eClub to online purchase page
Resend Holiday Messages to Non-Openers
Change up the subject line
• Get your holiday bonus card now!
• Let us cook your holiday meal
• Free shipping won’t last much longer…
• Only 2 days left for this exclusive offer!
Year-end Messaging (12/26 - 12/31)
PRAGMATIC APPROACH • Simple • Straight Forward • Transactional
Year-end Messaging - Recent Fishbowl Examples…
THANKFUL APPROACH • Retrospective • Interactive • Animated
Holiday Messaging Trends and Best Practices
HALLOWEEN
Industry and
Fishbowl
volume spikes
Candy for Kids
Meal Promo
Beat the Rush -
Gift Card Promo
Promote
Catering for
Halloween
2721 22 23 24 25 26
28 29 30 31
12 13
14 15 16 17 18 19 20
7 8 9 10 11
3 4 5
SUNDAY6
MONDAY TUESDAY WEDNESDAY THURSDAY FRIDAY SATURDAY1 2
Holiday
Marketing
Season Begins
OCTOBER PLANNING
HANUKKAH
BEGINS
THANKSGIVING
Black FridaySmall Business
Saturday
25 26 27 28 29 30
18 19 20 21 22 23 24
11 12 13 14 15 16 17
8 9 10
Daylight Savings
VETERAN'S DAY
4 5 6 7
SUNDAY1 2 3
MONDAY TUESDAY WEDNESDAY THURSDAY FRIDAY SATURDAY
NOVEMBER PLANNER
NEW YEAR'S
EVE
30 31
After Christmas
Sales
23 24 25 26 27 28 29
Free Shipping
DayLast Sleigh Day
16 17 18 19 20 21 22
Green Monday
9 10 11 12 13 14 15
Cyber Monday
HANUKKAH
ENDS
SUNDAY2 3 4 5 6 7 8
MONDAY TUESDAY WEDNESDAY THURSDAY FRIDAY SATURDAY
CHRISTMASDAY
DECEMBER STRATEGY PLANNER
27 28 29 30 31
Beat the Chilly
Weather
20 21 22 23 24 25 26
Catering for the
BIG GAME
13 14 15 16 17 18 19
6 7 8 9 10 11 12
NEW YEAR'S
DAYShare New Year's
Resolutions
SUNDAY1 2 3 4 5
MONDAY TUESDAY WEDNESDAY THURSDAY FRIDAY SATURDAY
POST HOLIDAY STRATEGY PLANNER