successful holiday email marketing - adestra webinar
TRANSCRIPT
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adestra.com
Successful Holiday
Email Marketing
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adestra.com
Welcome!Page 2
• You can hear us, we can’t hear you
• There will be time for questions at the end
• Use the question panel in the sidebar to ask
• Or tweet us @adestra
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adestra.com
Your PresentersPage 3
Anca Nicolaescu
Digital and Content Marketing
Email enthusiast
Dan Bond
Head ofDigital Marketing
10 years in email
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Contents
1. Important dates and timing
2. Making things easy for customers
3. Email ideas to grab attention
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A wonderful
Christmas time…
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Key DatesPage 6
• Thanksgiving November 27th
• Black Friday November 28th
• Cyber Monday December 1st
• Manic Monday December 8th
• Delivery Cut-offs• Christmas Day December 25th
• Boxing Day December 26th
2015…
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Keep customers informedPage 9
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Think about…Page 12
External factors• What are the key buying occasions?
• When do people get paid?
• When do people panic?
• What other events prompt buying?
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Think about…Page 13
Interrogate your data…• What day of the week do people buy?
• What time of day do people buy?
• Are there buying patterns?
• Can you create segments?
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The nightmare
before Christmas…
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‘Tis the season to be
testing…
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Testing matrixPage 18
Hypothesis
Sample size
Timeframe
Result
Significance
Action
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Subject linesPage 19
• Wrapping +56.4%
• Presents +25.1%
• Christmas +16.8%
• Santa +15.5%
• Gifts +8.1%
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Keyword Checker…Page 20
adestra.com/keywordchecker
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LimitedOffers
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Price-based CTAs
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Persona-based CTAsPage 23
Gifts for coffee-lovers
Gifts for chocoholics
Gifts for amateur chefs
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Discount-based CTAsPage 24
30% off wine
20% off kitchen equipment
10% off tablets
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Discount-based CTAsPage 25
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Benefit-based CTAsPage 26
Make your home look festive
Host a great party
Treat yourself
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Bundles
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The Problem with PresentsPage 28
• 1 / 10 broken by New Years
• 4 / 10 broken by March
• 7 / 10 broken by next Christmas
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Walking in an email
wonderland…
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Short &sweet
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Festive designPage 31
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…butsimple
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Festive productsPage 33
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Imagepersonalisation
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Add a bit of sparklePage 35
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…and some festive cheerPage 36
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Lifecycle Publishing campaignsPage 37
• Establish atime limit
• If no response, email recipient
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Potential for growthPage 38
• £1.5 billion lost sales
• £7.9 billion predicted UK spend
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Abandoned basketsPage 39
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Questions
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Thank youAnca Nicolaescu @Adestra
Dan Bond @DanAtAdestra