call-to-action! top 2019 holiday email marketing trends and tactics … · 2021. 2. 3. · nov. 20...

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Call-To-Action! Top 2019 Holiday Email Marketing Trends and Tactics

Moderating

Al McClainCEO, Co-founder, RetailWire

Al McClain has spent 30+ years in the retail, tech, and CPG spaces. Al's career highlights include sales and management stints with Luzianne-Blue Plate Foods, Bestfoods, Red Rose Tea, and Progressive Grocer (Trade Dimensions and Retail Insights divisions).

Al has also spoken extensively at industry events such as Shoptalk and for the National Grocers Association, the Institute for International Research, the Magazine Publishers Association, and the Category Management Association. He has written for publications such as Nielsen Wire, Loyalty Management and Forbes.com.

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Presentation:

Top 2019 Holiday Email Marketing Trends and Tactics• Greg Zakowicz, Sr. Commerce Marketing Analyst, Oracle NetSuite

Panel Discussion:

• Greg Zakowicz, Sr. Commerce Marketing Analyst, Oracle NetSuite

• Evan Snively, Loyalty Strategist, Maritz Motivation

• Lauren Goldberg, Principal, LSG Marketing Solutions

Audience Q&A

Today’s agenda

Greg ZakowiczSr. Commerce Marketing Analyst, Oracle NetSuite

Greg has nearly 15 years of experience in email, mobile and social media marketing. His subject matter expertise stems from his experience providing retailers, including numerous Internet Retailer Top 1000 clients, with in-depth analysis of their marketing programs, strategic recommendations for improvement, and implementation guidance and execution.

Greg is a frequent speaker at ecommerce events such as IRCE, SuiteWorld, Magento Live AU, and eTail events. He also writes on the e-commerce and retail industry and is the host of the award-winning Commerce Marketer Podcast.

Featured presenter

Copy right © 2019, Oracle and/or its af f iliates. All rights reserv ed. 1

Greg Zakowicz, Sr. Commerce Marketing Analyst

Host: The Commerce Marketer Podcast

@WhatsGregDoing

October, 2019

WEBINAR

Call to Action! Top 2019 Holiday Email Marketing Trends and Tactics


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Today’s Agenda

• 2018 highlights

• Planning email for 2019− Peak days

− Hot promotions

− Subject lines

• Bonus email tip

• Panel discussion: − Evan Snively, Loyalty Strategist, Maritz Motivation

− Lauren Goldberg, Principal, LSG Marketing Solutions


2018 Holiday Highlights Top 10 Online Sales Days Billions

Cyber Monday (Nov. 26) $7.87

Black Friday (Nov. 23) $6.22

Thanksgiving Day (Nov. 22) $3.68

Sun, Nov. 25 $3.39

Sat, Nov. 24 $3.05

Tues, Nov. 27 $2.97

Green Monday (Dec. 10) $2.87

Tues, Dec. 11 $2.55

Mon, Dec. 17 $2.52

Sun, Dec. 9 $2.41

$126 billion → $142 billion

26 days of $2 billion (15 in 2017).

12/22-12/25: < $1 billion

31% of revenue

51% of traffic

Mobile: 59%+ of traffic

40% of revenue Source: Adobe, “Holiday 2018 predictions, actuals, and analysis,” 2019.eMarketer, 2019, Adobe, “Holiday 2018 predictions, actuals, and analysis,” 2019.


Cyber Five Highlights

Year-over-year growth

Percentage of overall

holiday revenue driven

by the Cyber Five19%

Email Marketing: 23%

Social Media: 2%

Paid Search: 25%

Sales channels

23%

32% of revenue

52% of traffic

Mobile: 60%+ of traffic

Source: Adobe, “Holiday 2018 predictions, actuals, and analysis,” 2019.


PLANNING FOR 2019


Plan For Cyber Monday

Over $500M spent by 10 a.m. ET

7 p.m. – 11 p.m. PST were the most

active online shopping period of the

year.

These four hours recorded $2B in

sales.

Plan Late:Plan Early:

Source: Adobe, “Holiday 2018 predictions, actuals, and analysis,” 2019.


Plan For The Cyber …Ten?

What:

• The Cyber Ten (November 24th – December 3rd)

Why:

• The day after Cyber Monday was the 6th busiest day of the season (over $3B).

• The day before Thanksgiving Day grew 32% YoY — $1B in incremental sales.

• The Sunday before Black Friday — YoY increase of $1B.

• Trend Alert!Black Friday week.


Plan For Black Friday …Week


• Sales are starting earlier in the

week – waiting may cost you.

• Don’t make it difficult for customers

to purchase.

• Think through the customer

experience.

Planning For the Cyber Ten


PROMOTIONS AND DISCOUNT TRENDS


Common Discounts

Source: Deloitte, “2018 Holidays Survey of Consumers,” Oct. 2018

2018 Most Appealing Holiday Season

Promotional Offers to Consumers

29%

32%

52%

75%

95%

0% 20% 40% 60% 80% 100%

#1 – Price discounts “disguised”

#2 - Free shipping

Price Discounts

Free Shipping

Free Gifts

Loyalty points

Buy More, Save More


#1 - Daily Deals & Category Sales

Pros:

• Spaces out incentives.

• Subscribers have an incentive to keep checking, and opening, their email.

• Ability to sell products with less of a discount.

Cons:

• Lose sales to competitors offering site-wide sales

TODAY'S DEAL! 50% Off Radiator Fleece!

Daily Deal: $20 & Under Bottoms! 👖

Featured Gift #1: Comfy Sweatshirts

Featured Gift #2: Cozy Pants

It’s ON(LINE) 📱50% Off + extra 15% Off coats

Subject Lines:


Daily Deals – Category Sales


Featured Gift #4: $7.20 Tees

Featured Gift #1: Comfy Sweatshirts

Featured Gift #2: Cozy Pants

Featured Gift #3: Comfy Sweaters

Daily Deals – Category Sales


#2 - Rise of Free Shipping

Dates (2018)* 2017 2018

Nov. 20 - 26 84% 85%

Nov. 27 - Dec. 3 73% 76%

Dec. 4 - 10 70% 75%

Dec. 11 - 17 67% 71%

Dec. 18 - 26 64% 68%

Source: eMarketer, 2019

Share of Holiday Orders That Were

Shipped Free

Source: eMarketer, “US Holiday Season Review and 2019 Preview,” 2019

* Compared to corresponding weeks in 2017 based on major holidays,

(e.g. Black Friday)

Subject Lines:

30% Off. Free Shipping. Free Returns.

Don't Miss FREE Shipping (It Ends Tonight!)

Hurry, there's still time to SAVE with FREE Shipping!

50% Off Everything + FREE Shipping: Black Friday is HERE!

Sale + free shipping was a theme this year and last.

30% OFF + FREE Shipping = Cyber Monday SAVINGS!

CYBER MONDAY is here! 50% off + free shipping 🔥


web browser

Free Shipping

Free shipping as the primary

mention.

http://l.mail.loft.com/rts/go2.aspx?h=759334&tp=i-H55-Q6F-5Gy-32x2zM-1r-1gmuD-1c-1daf-32nFEd-1wKTWB&x=0fb89424ada1fb9332d7120800e2bdf43b018ce47f1896e09b07d78d171bc48e%7cE0014783%7cC57388FE8E2683692A55489DDA21209AF08FD5A893294F4609CCA9EC337BD9B7%7ci-H55-Q6F-5Gy-32x2zM-1r-1gmuD-1c-1daf-32nFEd-1wKTWB%7cAd+Hoc%7c_PRN_OMNPPC_EPPNF_CCTA_AUDGEO_CHM_PMCYB_PO%50_OTEP_FSA_P2MFP_%7cCYBER%7cC57388FE8E2683692A55489DDA21209AF08FD5A893294F4609CCA9EC337BD9B7


Free Shipping – As THE Promotion

Subject Lines:

FINAL HOURS: Free Expedited Shipping

Final Hours—FREE Overnight Shipping

Last Chance: Fast and Free Delivery for the Holidays 🎁

All online orders over $75 get FREE 2-day shipping today!

DAY 5 🎁: 50% Off Gifts! (+ BOGO FREE Sitewide + FREE Shipping!)

DAY 10 🎁: $25 Sneakers & Skirts + FREE Overnight Ship Ends Today!

Fa-la-la-la FREE Priority Shipping Starts Now!


SUBJECT LINES


Subject Lines That Stand Out

Overstock.com

Tarte Cosmetics

Wayfair


Subject Line – Emojis Up Front


Subject Line Planning

• Use emojis and characters in subject lines, preheaders,

and send-from names.

• Does mentioning the day add value or take up space?

− Black Friday” used in ~20% of emails the Sunday before BF.

− “Cyber Monday” used in 44% on CM, down YoY.

− Down 33% YoY on the day before (22%).

• Test on mobile!

• Look at your own inbox for inspiration.


Be Prepared

• Think Cyber Ten.

• Cyber Monday — All. Day. Long.

• Mobile!

• Only 23 days between Cyber Monday and

Christmas.

• Make subject lines stand out.

• Free shipping matters — whether you offer it or not.

• Category/daily deals keep people opening

email.

• Always preach your differentiators and

value-adds.

Bonus: Find opportunity in days with lower email sends

– Saturdays and Sundays in November.


THANK YOUGreg Zakowicz

Sr. Commerce Marketing AnalystHost: The Commerce Marketer Podcast@WhatsGregDoing

[email protected]

www.bronto.com@Bronto

Lauren GoldbergPrincipal, LSG Marketing Solutions

Lauren has over 15 years’ experience developing customer-centric marketing programs that drive omni-channel sales for regional and national retailers.

Most recently, Lauren served as a Sr. Director, Marketing for Office Depot, where key accomplishments included leading the reinvention of Office Depot’s national loyalty program, which significantly improved customer satisfaction scores and doubled participation rates.

Lauren has held marketing positions at RaceTrac Petroleum, Fruit of the Loom and The Sports Authority. In her past roles, she has activated sales-driving partnerships with leading consumer goods brands, such as HP, Coca-Cola and Nike.

BrainTrust Panelist

Evan SnivelyLoyalty Strategist, Maritz Motivation

Evan Snively is a Loyalty Strategist in the Customer Loyalty division of Maritz Motivation Solutions, the premier full-service solution provider in the loyalty industry. Maritz partners with brands including Southwest Airlines, Marriott, IHG, HSBC, Caesars, Konica Minolta, and Purina by helping them attract, engage and retain both customers and employees.

In his role, Evan takes a science-based, data-driven approach to develop his clients’ structured loyalty programs as well as consulting on the broader UX in order to build sustainable growth in customer lifetime value. He is also the co-founder of Every True Son, a licensed apparel

company that serves the University of Missouri.

BrainTrust Panelist

Discussion: Call-To-Action!


Greg ZakowiczSr. Commerce

Marketing Analyst, Oracle NetSuite

Lauren GoldbergPrincipal, LSG

Marketing Solutions

Al McClainCEO, Co-founder

RetailWire

Audience Poll Question #1

Should marketers concentrate more funds into the Cyber Five or spread them out into the Cyber Ten?

Question #1: The Timing Game

With the competition constantly jockeying for position, how can marketers figure out the best days and times of day to send email?

Would you advise marketers to devote more resources to the Cyber Five or spread out their spend more throughout the season?



Lauren GoldbergPrincipal, LSG Marketing

Solutions


RetailWire



Do your email marketing people talk to your social marketing people?

Question #2: Social-izing Your Email

NRF’s recent survey indicates social media is having a greater influence on Halloween costume choices and spending this year.

Assuming that carries through to the holidays, how do you recommend marketers coordinate their email and social marketing efforts?




Solutions


RetailWire



Are you more likely to read loyalty program-related emails vs. general brand emails?


Question #3: The Loyalty Advantage

According to Wise Marketer, 69 percent of consumers say they are more likely to read or respond to communications that are about their loyalty program.

With that in mind, what specific advice do you have for leveraging loyalty programs in holiday marketing?




Solutions


RetailWire



Greg ZakowiczSr. Commerce

Marketing Analyst, Oracle NetSuite

Lauren GoldbergPrincipal, LSG

Marketing Solutions


RetailWire

YOUR QUESTIONS FOR THE PANEL

For more information

For RetailWire:

Al McClain,CEO, Co-founder

[email protected]

(561) 627-4974

retailwire.com

For Maritz Motivation:

Evan Snively, Loyalty Strategist

[email protected]

Twitter: @SnivelyEvan

loyalty.maritz.com

For Oracle NetSuite:

Greg Zakowicz, Sr. Commerce Marketing Analyst

Host: The Commerce Marketer Podcast

Twitter: @WhatsGregDoing

[email protected]

www.bronto.com

Twitter: @Bronto

For LSG Marketing Solutions:

Lauren Goldberg, Principal

[email protected]

Twitter: @LSGMktg

lsgmarketingsolutions.com

Thanks for attending!

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call-to-action! top 2019 holiday email marketing trends and tactics … · 2021. 2. 3. · nov. 20...

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