Holiday Messaging Trends and Best Practices
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1 Holiday Messaging Trends and Best Practices
2 Welcome to a Fishbowl Best Practices Webinar Hosted by: Natalie Ikemeier Managing Consultant
3 Agenda A Snapshot of U.S. Holiday Data Holiday Messaging Performance Trends We re Seeing Messaging Best Practices Calendar Planning Q&A
4 A Snapshot of U.S. Holiday Data
5 Holiday Period Mailing Volume Estimated to have accounted for 28% of all volume 10.0% 8.0% 6.0% 4.0% 2.0% WSJ reports that consumers received an avg. of 38 promotional s per week 0.0% 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
6 Holiday Period Day of Week Metric Comparison 90.00% 80.00% 70.00% 60.00% Internet stats indicate that nearly 80% of promotional s were sent on weekdays 50.00% 40.00% Weekday Weekend 30.00% 20.00% 10.00% 0.00% % of Total Sent Open Rate CTR
7 The most popular types sent by marketers will be % OFF and $$$ OFF The BUZZ on 2013 Holiday shoppers expected to spend 11% more in 2013 Almost half of consumers will use social media to assist with holiday shopping Gift cards are highest on list of what people say they want to receive Retailers are expected to begin promotional offers before October 1 st Upwards of 70% of consumers will use smartphones for holiday shopping
8 Holiday Period Overall Spending 2013 spending predicted to exceed $640 BILLION
9 Holiday Messaging Performance Trends We re Seeing
10 Fishbowl Holiday Volume Trends High volume + inbox filtering makes effective use of segmentation, subject lines and unique offers crucial. Overall volume 7% higher in 2012 vs. prior year 25% of total mailing sent occurred between Nov 4 th Nov 24 th *Data collected from amongst all Fishbowl chain clients
11 Fishbowl Holiday Volume to Open Rate Comparison Keep mobile design in mind since many people view and make Cyber Monday purchases on their smart phones. 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
12 Fishbowl Day-of-Week Messaging Comparisons Study individual member open and click trends, then develop a mailing schedule that mimics past behavior. Highest: Open rates on Sundays Mailing Volume on Tuesdays Lowest: Open rates on Saturdays Mailing Volume on Saturdays
13 Holiday Messaging Trends and Best Practices
14 Think outside the inbox!
15 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##
16 Audience Segmentation Holiday frequency opt-in Increased Frequency Alert A/B split testing Use existing profile data to customize message Male Version Female Version
17 Creative Design Limit length of message Optimize for mobile viewing Try well-placed animation
18 Soft Benefits for eclub Members Gift suggestions Charitable donations Free shipping Reservation reminder
19 Thanksgiving Messaging Ideas Flash offers Leftover blahs Family Gatherings Catering and take out
20 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 Connect Online
21 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!
22 PRAGMATIC APPROACH Simple Straight Forward Transactional Year-end Messaging (12/26-12/31)
23 Year-end Messaging - Recent Fishbowl Examples THANKFUL APPROACH Retrospective Interactive Animated
24 Holiday Messaging Trends and Best Practices
25 OCTOBER PLANNING MONDAY TUESDAY WEDNESDAY THURSDAY FRIDAY SATURDAY Holiday Marketing Season Begins SUNDAY Industry and Fishbowl volume spikes Promote Catering for Halloween HALLOWEEN Candy for Kids Meal Promo Beat the Rush - Gift Card Promo 27
26 NOVEMBER PLANNER MONDAY TUESDAY WEDNESDAY THURSDAY FRIDAY SATURDAY SUNDAY Daylight Savings VETERAN'S DAY HANUKKAH THANKSGIVING BEGINS Small Business Black Friday Saturday
27 DECEMBER STRATEGY PLANNER MONDAY TUESDAY WEDNESDAY THURSDAY FRIDAY SATURDAY SUNDAY HANUKKAH Cyber Monday ENDS Green Monday Free Shipping Day Last Sleigh Day CHRISTMAS DAY After Christmas Sales NEW YEAR'S EVE
28 POST HOLIDAY STRATEGY PLANNER MONDAY TUESDAY WEDNESDAY THURSDAY FRIDAY SATURDAY SUNDAY NEW YEAR'S DAY Share New Year's Resolutions Catering for the BIG GAME Beat the Chilly Weather
29
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