Holiday Review Unwrapping Great Insights to Prepare for Holiday 2013 #Holiday Review
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1 Holiday Review Unwrapping Great Insights to Prepare for Holiday 2013 #Holiday Review
2
3 Presenters Andy Werner At Experian CheetahMail, Andy Werner works closely with major brands across the retail, non-profit, subscription-based and entertainment industries to launch and optimize digital marketing programs that increase customer engagement and drive revenue. Prior to Experian CheetahMail, he was responsible for the development and ramp-up of a pan-european CRM initiative at Mazda Europe in Cologne, Germany. Elaine Moneyhon Elaine Moneyhon brings her passion and knowledge of e-marketing to the Experian CheetahMail Strategic Accounts team with more than eight years of experience gained in the retail, online media, financial, non-profit, radio and television industries. In her current role, Elaine works primarily with Fortune 500 retailers to develop e-marketing strategy that drives engagement, growth and profitability through their marketing programs. Elaine is a graduate of The Ohio State University where she received a BA in Communication as well as her MBA with a focus in marketing. #Holiday Review
4 Agenda Holiday Performance Setting Up for the Holidays During the Holidays Down to the Wire Subject Lines, Social & Mobile #Holiday Review
5 Holiday Performance #Holiday Review
6 Holiday Performance Benchmarks From September 30 th to December 31 st, 2012, Year-over-year Volume +5.3 % All industry Opens* % All industry % Media & Entertainment +8.3 % Multichannel retailers % Media & Entertainment % Multichannel retailers #Holiday Review % Travel -0.4 % Travel *Unique opens
7 Holiday Performance Benchmarks From September 30 th to December 31 st, 2012, Year-over-year Clicks +1.5 % All industry -6.9 % Multichannel retailers Transactions % All industry % Multichannel retailers #Holiday Review
8 Day Top 10 Holiday Transaction Days 2012 Holiday Season Transactions Rank Volume Rank Cyber Monday 1 1 Black Friday 2 2 Sunday After Black Friday 3 49 Thanksgiving Days Before Christmas 5 6 Day Before Thanksgiving Days Until Christmas Days Until Christmas Days Until Christmas Days Until Christmas 10 5 #Holiday Review
9 Share of Transactions by Week 2012 Holiday Season 15.0% 12.3% 12.8% 9.6% 10.5% 5.6% 5.1% 6.0% 5.3% 5.9% 5.8% 6.4% 5.2% 4.9% 4.6% 6.7% 6.3% 7.4% 9.0% 6.5% 8.4% 9.5% 8.1% 7.8% 8.6% 6.6% 30-Sep 7-Oct 14-Oct 21-Oct 28-Oct 4-Nov 11-Nov 18-Nov 25-Nov 2-Dec 9-Dec 16-Dec 23-Dec #Holiday Review
10 Most Popular Holiday Season Percent Off Offers Percentage of All s Featuring % Off Offers 40% Off 50% Off 50% Off #Holiday Review 2012 Holiday Season
11 Percentage Off Discounts Percentage Off Discount Popularity by Year #Holiday Review
12 Informal Study #Holiday Review 40 Brands Monitored Abercrombie & Fitch Gap ModCloth Target Amazon H&M Neiman Marcus The Body Shop Anthropologie Hollister Nordstrom The Limited Apple J. Crew Old Navy Ulta Banana Republic Kate Spade PINK Nation Uniqlo Bath & Body Works Kohl's Pottery Barn Urban Outfitters Bloomingdale's Levi's Restoration Hardware Victoria's Secret Burberry LuLuLemon Saks Walmart Crate & Barrel Macy's Sephora West Elm Express Madewell Starbucks Williams Sonoma September 9 th 2012 January 5 th 2013
13 #Holiday Review When Do Holiday s Hit the Inbox?
14 #Holiday Review Weekly Frequency
15 When are s received? Tip: Test sending s later in the day when inboxes are cleaner and customers are doing holiday shopping in the evening. #Holiday Review
16 Setting Up for the Holidays #Holiday Review
17 #Holiday Review Setting Up For The Holidays
18 #Holiday Review Setting Up For The Holidays
19 #Holiday Review Setting Up For The Holidays
20 #Holiday Review Setting Up For The Holidays
21 #Holiday Review Setting Up For The Holidays
22 #Holiday Review Setting Up For The Holidays
23 During the Holidays #Holiday Review
24 #Holiday Review Top Themes
25 #Holiday Review Gift Guides
26 Gift Guides Gift Guides For Her have the highest click rate: (compared to all promotional mailings: 2.4%) #Holiday Review
27 Gift Guides Gift Guides have transaction rates that are higher than normal promotional mailings (.11% versus.08%) #Holiday Review
28 Gift Guides Gift guide campaigns with the word Best in the subject line had the click rates of normal promotional mailings (5% versus 2.4%) #Holiday Review
29 #Holiday Review Tiffany Hint Dropping
30 #Holiday Review Keeping s Fresh
31 #Holiday Review Radio Shack s Dynamic Deal of the Hour
32 #Holiday Review Free Shipping Monday!
33 Animation Domination Percentage of brands we studied that used animated gifs this holiday season #Holiday Review
34 Animation in Boosts Transactions! Lift in transaction-to-click rates in s using animated gifs* #Holiday Review *Over s without animated gifs
35 #Holiday Review Animation to Drive Engagement
36 #Holiday Review Animated Navigation Banners
37 Down to the Wire #Holiday Review
38 #Holiday Review Last Minute Gifts: (e)gift Cards
39 Gift Card Offer Transaction Stats Transaction rates for campaigns with gift cards as the main offer #Holiday Review
40 #Holiday Review Jockey s Last Minute Present Idea
41 #Holiday Review Buy Online, Pick Up In Store
42 Subject Lines #Holiday Review
43 Subject Line Stats Personalize It! Average lift in unique open rate when using name personalization #Holiday Review
44 Subject Lines Shorter is Better Average lift in unique open rate in subject lines under 25 characters* #Holiday Review *Over subject lines 26 characters and longer
45 #Holiday Review Examples of Subject Lines We Like
46 #Holiday Review Social
47 Social Media Combinations in Campaigns #Holiday Review
48 Social Facebook Like Buttons Average lift in unique click rate for campaigns using a Facebook Like button* #Holiday Review *Over campaigns without Facebook Like buttons
49 Social Pinterest Pin It Buttons Average lift in unique click rate for campaigns using a Pinterest Pin It button* #Holiday Review *Over s from the same brands without Pin It buttons
50 #Holiday Review Pinterest + Holiday
51 #Holiday Review More Social + Holiday
52 #Holiday Review Mobile
53 Mobile Opens up 138% Over the last 18 months 53% Desktop 52% 43% 38% 42% Webmail 29% 28% 33% 29% 32% 33% 25% 18% 20% 25% Mobile #Holiday Review Litmus
54 #Holiday Review Holiday Mobile Optimization
55 #Holiday Review Responsive Mobile Optimization
56 #Holiday Review Direct Callouts to Mobile Users
57 Mobile App Features with a Holiday Twist Saks and Walgreens remind their recipients to download their apps, with a holiday focus #Holiday Review
58 #Holiday Review Mobile App Incentives
59 #Holiday Review Mobile Shopping
60 #Holiday Review + SMS
61 Key Takeaways for Holiday 2013 Mobile, Mobile, Mobile Mobile open rates will likely peak again in December 2013 Template optimization, short subject lines Reminders or incentives to shop mobile app or mobile site Gift Guide s are Effective! The data shows that recipients are interested in (and transacting from) gift guide s Change Up Your Timing #Holiday Review Opportunity on the Sunday after Black Friday (and before Cyber Monday) Not many brands are sending s in the afternoon or evening test sending to a cleaner inbox at that time!
62 Thanks! Q&A Visit our Blog #Holiday Review
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