how a seasonal retailer evolved from promo emails to year ......celebrity birthdays real dates in...

How a Seasonal Retailer Evolved from Promo Emails to Year-Round Content Marketing

Marcia Oakes Courtney Eckerle

Senior Online Marketing Manager Manager of Editorial Content

Calendars.com MECLABS

Session Speaker

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Marcia Oakes

Senior Online Marketing Manager

Calendars.com

Marcia directs the email marketing channel for Calendars.com, an Internet Retailer Top 500 site and the largest online calendar retailer. Marcia has 15 years of marketing experience, including 11 years in B2C marketing and six years managing email and loyalty programs. Prior to moving into the e-commerce arena with Calendars.com, she directed marketing efforts for several restaurant concepts and also has experience in media planning and advertising sales.

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@Oakes96

About Calendars.com

The Problem

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Ideally images have no borders or background

The problem

• Compelling promotions in off-season is a challenge

• Deliverability issues from decreased engagement and inconsistent mail volume

Highly seasonal product

The problem

Trapped in endless “buy now” messaging cycle

• All emails were promotional in nature

• All emails had high revenue expectations

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The problem

Trapped in endless “buy now” messaging cycle

• All emails were promotional in nature

• All emails had high revenue expectations

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Ideally images have no borders or background

We needed a new way to engage

Problem solving

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The solution

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Create an email newsletter to deliver compelling content all year long.

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The Challenges – Part 3

Bridging the gap

Defining objectives

• Engage subscribers in a new way

• Provide interesting and relevant

content all year long

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• Utilize our trademarked phrase:

Flip Day™

Defining Objectives: Promote social media channels

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The Challenges – Part 3

Finding our voice

Being ourselves with …

Strategic Design + Content• No boring, traditional newsletters

• Design that builds on our brand

• Content that entertains and informs

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You can’t always get what you want

… and it takes a significant time investment to get

what you need.

Connecting content to consumers

• Develop quality content

• Identify “evergreen” content you may already have available

• Create a content calendar – make a plan for the resources and time you need

You can’t always get what you want

… and it takes a significant time investment to get

what you need.

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Connecting to our content

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Connecting to our content

Themed days

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Connecting to our content

Real dates in history

Themed days

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Connecting to our content

Celebrity birthdays

Real dates in history

Themed days

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Connecting to our content

Home organization tips

Real dates in history

Themed days

Celeb b-days

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Connecting to our content

Links directly to popular Pins

Real dates in history

Themed days

Home orgtips

Celeb b-days

The results

Blog traffic after Flip Day newsletter send

The results

*Other factors contributed

• Newsletter produces a positive ROI, despite low conversion rates

• Good customer feedback

+71%OpenRate*

• Newsletter produces a positive ROI, despite low conversion rates

• Good customer feedback

The results

+71%OpenRate*

*Other factors contributed

“I enjoy reading your monthly Flip Day

calendar.”-Kim

“You nailed it.”-Beverly

“BRAVO for your wonderful Flip Day newsletter!”

-Claire

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The challenges

Flip Day was developed during the off-season to promote engagement …

In-season, it caused messaging conflicts and concerns about

list fatigue

First tested combining Flip Day with a promo campaign, and saw poor results

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In-season messaging conflicts

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Solution

Strategically identified audience for Flip Day during high-frequency months of September through January

– Recent purchasers who are typically suppressed from promos

– Subscribers who have previously engaged with Flip Day

98% Increase in open ratesCompared to Flip Day open rate during off-season months

In-season messaging conflicts

Current challenge

Subscribers opt-out at a higher rate on Flip Day messages

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Unsubscribe rates

Current challenge

Subscribers opt-out at a higher rate on Flip Day messages

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When using the filtered, or strategic audience selection, negative impact is

minimized.

Unsubscribe rates

Solution: Unsubscribe rates

Preference Center changes are planned this year to provide a choice about receiving Flip Day.

• Assumption is that some subscribers only want promotional messages

• Adding other opt-down choices as well

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Current Preference

Center: No Flip Day option!

The takeaways

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Don’t be afraid to try something new

Manage expectations for the executive team

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Watch your metrics and adjust your strategy as needed

Ensure your design, content and voice work together to positively reinforce your brand

Thank you to my team!

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Ashton FaselCalendars.comGraphic Design

Content Curation

Sarah FarrarCalendars.comEmail Channel

Partner-in-Crime

Thank You

Marcia Oakes

Senior Online Marketing Manager

Calendars.com

marciao@calendars.com

Courtney Eckerle

Manager of Editorial Content

MECLABS

@CourtneyEckerle

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