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Holiday Review Unwrapping Great Insights to Prepare for Holiday 2013
#HolidayEmailReview
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Presenters
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 email 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.
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.
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Agenda
Holiday Performance
Setting Up for the Holidays
During the Holidays
Down to the Wire
Subject Lines, Social & Mobile
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Holiday
Performance
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+15.8%
Multichannel retailers
Holiday Performance Benchmarks
Opens*
+12.4%
All industry
*Unique opens
From September 30th to December 31st, 2012, Year-over-year
Volume
+5.3%
All industry
+8.3%
Multichannel retailers
+20.1%
Travel
-0.4%
Travel
-16.4%
Media & Entertainment
+18.8%
Media & Entertainment
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Holiday Performance Benchmarks
Clicks
+1.5%
All industry
-6.9%
Multichannel retailers
Transactions
+24.4%
All industry
+16.7%
Multichannel retailers
From September 30th to December 31st, 2012, Year-over-year
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Top 10 Holiday Transaction Days
Day Transactions
Rank
Volume
Rank
Cyber Monday 1 1
Black Friday 2 2
Sunday After Black Friday 3 49
Thanksgiving 4 15
11 Days Before Christmas 5 6
Day Before Thanksgiving 6 10
13 Days Until Christmas 7 4
15 Days Until Christmas 8 8
26 Days Until Christmas 9 21
8 Days Until Christmas 10 5
2012 Holiday Season
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5.1%
6.0%
5.8%
6.4%
4.9%
6.7%
7.4% 9.0%
15.0%
9.6%
9.5%
7.8%
6.6% 5.6%
5.3%
5.9%
5.2%
4.6%
6.3% 6.5%
12.3% 12.8%
8.4%
10.5%
8.1% 8.6%
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
2011 2012
Share of Transactions by Week 2012 Holiday Season
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Most Popular Holiday Season Percent Off Offers
50% Off
50% Off
40% Off
Percentage of All Emails Featuring “% Off” Offers
2012 Holiday Season
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Percentage Off Discounts Percentage Off Discount Popularity by Year
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Informal Study
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
40 Brands Monitored
September 9th 2012 — January 5th 2013
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When Do Holiday Emails Hit the Inbox?
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Weekly Email Frequency
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When are emails received?
Tip: Test sending emails later in the day when inboxes are
cleaner and customers are doing holiday shopping in the evening.
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Setting Up for the
Holidays
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Setting Up For The Holidays
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Setting Up For The Holidays
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Setting Up For The Holidays
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Setting Up For The Holidays
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Setting Up For The Holidays
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Setting Up For The Holidays
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During the
Holidays
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Top Email Themes
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Gift Guides
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Gift Guides
Gift Guides “For Her” have
the highest click rate:
(compared to all promotional
mailings: 2.4%)
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Gift Guides
Gift Guides have
transaction rates that are
higher than normal
promotional mailings (.11% versus .08%)
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#HolidayEmailReview
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%)
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Tiffany Hint Dropping
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Keeping Emails Fresh
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Radio Shack’s Dynamic Deal of the Hour
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Free Shipping Monday!
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Animation Domination
Percentage of brands we studied
that used animated gifs this
holiday season
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Animation in Email Boosts Transactions!
Lift in transaction-to-click rates in
emails using animated gifs*
*Over emails without animated gifs
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Animation to Drive Engagement
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Animated Navigation Banners
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Down to
the Wire
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Last Minute Gifts: (e)Gift Cards
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Gift Card Offer Transaction Stats Transaction rates for campaigns with gift cards as the main offer
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Jockey’s Last Minute Present Idea
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Buy Online, Pick Up In Store
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Subject
Lines
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Subject Line Stats – Personalize It!
Average lift in unique open rate
when using name personalization
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Subject Lines – Shorter is Better
Average lift in unique open rate in
subject lines under 25 characters*
*Over subject lines 26 characters and longer
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Examples of Subject Lines We Like
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Social
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Social Media Combinations in Email Campaigns
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Social – Facebook Like Buttons
Average lift in unique click rate for
campaigns using a Facebook Like
button*
*Over campaigns without Facebook Like buttons
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#HolidayEmailReview
Social – Pinterest Pin It Buttons
Average lift in unique click rate for
campaigns using a Pinterest Pin It
button*
*Over emails from the same brands without Pin It buttons
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#HolidayEmailReview
Pinterest + Holiday
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More Social + Holiday
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#HolidayEmailReview
Mobile
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#HolidayEmailReview
Mobile Opens up 138%
53%
52%
33%
32%
33%
18% 20%
38%
43%
42%
29%
28%
29%
25%
25%
Desktop
Webmail
Mobile
Over the last 18 months
—Litmus
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Holiday Mobile Optimization
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Responsive Mobile Optimization
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#HolidayEmailReview
Direct Callouts to Mobile Users
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Mobile App Features with a Holiday Twist
Saks and Walgreens remind their email recipients to download their apps, with a holiday focus
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Mobile App Incentives
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Mobile Shopping
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Email + SMS
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#HolidayEmailReview
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 Emails are Effective!
The data shows that recipients are interested in (and transacting from) gift guide emails
Change Up Your Timing
Opportunity on the Sunday after Black Friday (and before Cyber Monday)
Not many brands are sending emails in the afternoon or evening – test sending to a cleaner inbox at that time!
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Thanks! Q&A
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