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Optimizing Your Holiday Emails: Last Minute Tips for Black Friday and Cyber Monday
The document provides strategies for optimizing holiday emails, focusing on key components of email programs, user acquisition, and adapting to the 2021 holiday landscape shaped by supply chain issues and privacy changes. It emphasizes the importance of standing out in crowded inboxes through creative subject lines, timely offers, and mobile optimization, as well as the necessity of dynamic content and contingency planning for an effective email strategy. Case studies highlight the success of improved post-purchase communication and integrated cross-channel approaches to enhance customer experiences and drive sales.
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Optimizing Your Holiday Emails: Last Minute Tips for Black Friday and Cyber Monday
- 1. Optimizing Your Holiday Emails LastMinute Tips for Black Friday and Cyber Monday
- 2. Today’s Logistics Kerry Mallett WebinarCoordinator Recording & slides will be sent by tomorrow 01 Submit questions for live Q&A 04 03 Download relevant resources Log back anytime with same link 02 02 Join our poll questions 05
- 3. WE’VE MASTERED THE MEDIATHAT MATTERS MOST Tinuiti is the largest independent performance marketing firm across Streaming TV and the Triopoly of Google, Facebook, Amazon. Employees Media managed Award-winning culture* $3B #1 950+
- 4. Some of Our Clients Our Recognition Forcommerce leaders of today and the future
- 5. Our Speakers EMILY CLARKSON Director,CRM & Email ROBERT HAYDOCK CEO
- 6. Agenda ● This Year’sHoliday Landscape ● The Core Components of Your Email Program ● How to Stand Out In The Inbox ● User Acquisition ● Make Your Program Nimble ● Case Studies ● Q&A 6
- 7. How prepared doyou feel for the holiday season? ● 1 - not at all prepared ● 2 - somewhat prepared ● 3 - very prepared POLL
- 8. The 2021 HolidayLandscape 8
- 9. The 2021 HolidayLandscape Global supply chain issues are impacting everyone INVENTORY The pandemic is still impacting how and where people shop COVID-19 New privacy changes will impact KPIs and more PRIVACY Carrier capacity limits are already maxed out SHIPPAGEDON 9
- 10. The Core Componentsof Your Email Program 10
- 11. Key Areas ofEvery Email Program ACQUISITION Email opt-in opportunities across site (overlays, static sign up) and other channels (social) BEHAVIOR AUTOMATIONS Triggered emails based on behaviors on site, purchases & with program (cart, browse, winback, re-engagement) VALUE-ADD AUTOMATIONS Triggered emails targeting contacts having purchased or shown interest (up/cross sell, back in stock, VIP, loyalty) POST PURCHASE Emails going out after a purchase with information about the purchase (order/ship confirmation, tracking, reviews) DAY-TO-DAY Consistent communication with users engaging them in promos, new product launches and general newsletter content 11
- 12. Setting Up AnSMS Program GOALS Clearly understand the goal of your program. EXs: revenue, retention, catering to comm preference, VIP INTEGRATION Determine how you want SMS to integrate with other channel messaging and which channel reigns supreme ACQUIRE SMS Integrate SMS with current email acquisition strategies. Ensure your program is complaint. AUTOMATIONS Set up core automations to compliment email program and cater to SMS only users DAY-TO-DAY Develop campaigns calendar and strategy for one off messages ensuring you don’t over-send to users getting both email and SMS 12
- 13. Dynamic Content Components SmartBanner™ Be relevant in every open by delivering the right message at the right time. Package Tracking Keep customers informed with the latest tracking information BOPIS Drive people to buy online and pick-up in store by showing personalized content based on preferred location Cart Abandonment Take advantage of your best performing abandoned cart emails by increasing visibility of those messages Contingency Save time by setting up content that can easily be swapped out when conditions change 13
- 14. How to StandOut In The Inbox 14
- 15. Stand Out InThe Inbox Get Creative With Subject Lines ● The inbox is really crowded ● Inbox competition is fierce ● Don’t look like everyone else To Consider While the significance of opens as a KPI is changing with new mobile privacy changes, it will remain important to focus on subject lines and enticing opens from users. The KPI may not be as relevant but ultimately the open is still relevant to conversion.
- 16. Timely & RelevantOffers Choose Offers Wisely ● Keep it simple ● Don’t forget about gift cards ● Change up offers between Black Friday and Cyber Monday, if you can
- 17. Stand Out InThe Inbox Optimize for Mobile ● The majority of shoppers will be shopping on their phones this year ● Make conversions easy for users; large font & CTAs ● Choose visuals over text Source: Tinuiti 2021 Holiday Consumer Spending Trends
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- 19. Acquisition Drive incremental signups ● Use VIP holiday offer language to entice users ● Match BF/CM Offers ● Update to holiday themes/match creative To Consider While it’s important to not overwhelm users by asking for a lot of data, you can utilize your welcome campaigns to encourage users to give you additional information. This will help build zero and first party data which will become more important with recent privacy. iOS 15 adoption is climbing: iOS 15 is at 26% and iOS 14 is at 68%.
- 20. Make Your Program Nimble 20 ContingencyPlanning, Dynamic Emails, and Post-Purchase Pathways
- 21. Dynamic Banners Banners thatsupport behavior Browse Abandonment Cart Abandonment Back In Stock MAKE YOUR PROGRAM NIMBLE
- 22. Remember Trigger Logic AdjustmentsCart & Browse ● Increase visibility ● Pair trigger discounts with BF/CM discounts ● Increase urgency with inventory levels or time left To Consider Cart abandonment & browse abandonment can be be big players in your email revenue over BF/CM. Check logic to be sure they’re firing off quickly after abandonment and time between touches isn’t too delayed. MAKE YOUR PROGRAM NIMBLE
- 23. Shippageddon Increase in negative feedbackYoY in 2020 (Convey) Of all shipments missed their Christmas delivery deadline (Convey) Of all shipments were delivered on their EDD in December (Convey) MAKE YOUR PROGRAM NIMBLE 43% 19% <50%
- 24. Email Post-Purchase Experience MakeIt Easy For Your Customers ● Keep visuals simple ● Update shipment emails dynamically ● Focus on customer experience To Consider Delivering a transparent post purchase experience will reduce WISMO (where is my order) inquiries. Shipment confirmation email MAKE YOUR PROGRAM NIMBLE Shipment Tracking Banner
- 25. SMS Post-Purchase Experience MakeIt Easy For Your Customers ● Give customers another way to track purchases To Consider Delivering high quality content within SMS is important to maintain engagement. MAKE YOUR PROGRAM NIMBLE
- 26. Contingency Emails AreYour Friends You’ll Thank Us Later ● Inventory ● Shipping Cut Off Dates ● Different Promotions / Offers ● Gift With Purchase To Consider Contingency emails save time and stress during an already busy holiday season. Think about what happened last year and what could happen this year as it relates to your brand, and plan for it. MAKE YOUR PROGRAM NIMBLE
- 27. BOPIS: Buy Online,Pick Up In-Store Drive Additional Sales ● Use BOPIS to increase sales this holiday season. ● Provide customers with a get it now option. ● Carrier cutoffs will be early and BOPIS is a great alternative To Consider If you have physical stores, BOPIS is an opportunity to provide customers a faster gratification and avoids shipping which will be experiencing significant delays this holiday season. MAKE YOUR PROGRAM NIMBLE
- 28. Client Case Studies Successduring the Holidays
- 29. Improving the postpurchase experience with live shipment updates in email Ensure safe delivery and acceptance of live plant shipments Improve customer shipping experience overall Reduce WISMO calls GOALS EXECUTION ● Used Zembula’s pre-built package tracking templates to create an image that provides up to the second information about where a customer’s package is ● Templates were fully customized to the brand to provide a seamless brand experience on mobile and desktop ● Integrated with all shipping providers to serve accurate information to every customer TAKEAWAY When live shipment updates are used, customers are able to track their orders and know exactly what the shipment status of their packages are, from within a single email. Providing this information directly in an email leads to a decrease in calls to customer service. Decrease in customer care center calls. Improved customer experience. RESULTS Case study: American Meadows 29
- 30. Working across theCRM/Email + Paid Search teams brought enhanced insights that drove growth Encourage Repeat Purchases for Q4 2020 Identify seasonal purchasers Cross channel personalization GOALS EXECUTION ● Addresses one time purchasers by targeting purchasers who had not purchased in the last 365 days ● Addressed lifecycle of subscribers by targeting purchasers from 2019 before and during Q4 2020 ● Creative and messaging were crafted for CRM & Email and Paid Search that foster an integrated journey across platforms for subscribers TAKEAWAY Strategically amplify the brand to key audiences, increase consideration, and create impactful experiences, through an integrated cross-channel approach, that drives consumer behavior business growth. YOY increase in repeat purchasers by targeting 2019 purchaser list in 2020 RESULTS 172% Case study: Luxury Gifting Client 30 YOY increase in remain channel revenue from Q4 2019 to Q4 2020 222%
- 31. Key Takeaways Here’s howto combat this year’s holiday landscape & competition: ● Stand out in the inbox with mobile optimization and timely & relevant offers ● Don’t forget to boost acquisition at this busy time of year ● Utilize dynamic content across all types of emails and plan for contingencies ● Nail your post purchase communication ● Plan for shipping delays
- 32. Schedule Your Consultation with anEmail Expert
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