heat up your holiday marketing with icontact
TRANSCRIPT
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© 2016 iContact LLC. All Rights Reserved.
HEAT UP Your Holiday Marketing with
Presented by John W. Hayes, Marketing Strategist and Author, July 20, 2016
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Before We Begin…
Audio Issues?• Let us know by typing a message into the chat box.Questions?• Any questions will be addressed during the Q&A in the order
received.Want a Recording?• We’ll send a link to your email address within 2-3 business
days.
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About Your SpeakerJohn W. [email protected] I @john_w_hayesJohn Hayes has more than 20 years of online marketing experience. He works with iContact as a marketing and content strategist.John Hayes is the author of four books, and a regular speaker at events where he demonstrates how organizations of all sizes can maximize their potential from email, social media, and content marketing-led strategies
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Agenda During this webinar, you’ll learn:
The impact of holidays for email marketersSummer jobs to pre-heat your holiday marketing strategy
Holiday marketing is not just about retail
Advanced marketing automation strategies that give you the competitive edge
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But Wait!Isn’t it too early to be worrying
about the holidays?
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The Opportunity
According to the National Retail Federation, despite tough conditions (bad weather, heavy discounting, competition, etc.)
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Online and other non-store sales
3% 9%
holiday sales in 2015 increased 3% to a staggering $626.1 billion.
grew by 9% and accounted for $105 billion.
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The Opportunity
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The days from Black Friday through Christmas pull in 50-100% more revenue compared to shopping days throughout the rest of the year.
November and December drive 30% more ecommerce revenue than non-holiday months.
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The Challenge• Increased spend on stock, customer
acquisition, logistics and human resources• Fierce competition put pressures on
acquisition costs and margins• Time pressures result in poor customer
service• Mistakes cost reputations• Busy Fool Syndrome
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© 2016 iContact LLC. All Rights Reserved.
Email’s Contribution
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Email marketing is the most profitable component of everything else you do to promote your business.1% higher than paid searchand more affordable!
16%Of all online sales
during the holiday periodwere driven by
email marketing
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It’s Not Just About Retail
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The Holidays represent an amazing opportunity for:
Charities/not-for-profit organizations
Clubs and community-based organizations
Churches and other faith groups
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Habitat for Humanity of Wake County
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Subject: Making owning a home a possibility today.
Subject: Help Habitat Wake Raise the Roof this Giving Tuesday!
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Margot Elena Companies & Collections
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Subject: 24 Hours Only - A Deal Sweet as Honey + Free Shipping
Subject: Gifts for the Naughty & Nice + Free Shipping
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Margot Elena Companies & Collections
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Subject: A Black Friday Deal to Gobble Up + Free Shipping Subject: There’s Still Time to Play Santa
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Don’t Fall Victim to the Dog Days Of Summer
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The Holidays Start Now
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The Holidays Start Now
1 in 4 consumers start their holiday shopping before Halloween.
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Source: www.thinkwithgoogle.com/infographics/5-holiday-shopping-trends-to-watch-in-2015.html
48% of holiday shoppers do the majority of their shopping on or before Cyber Monday (November 28, 2016).
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Plan Ahead to Stand Out
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Summer Jobs• Put your email marketing software to work• Test and cleanse your lists• Mark up your holiday marketing calendar• Create your holiday themed templates• Devise, build, and schedule campaigns• Try something new• Make your mistakes now
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Summer JobsPut your email marketing software to work
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Summer Jobs
• Average lifespan of an email address is 18 months
• Old, unresponsive emails can impact on your ability to send and affect your deliverability
• Email Marketing might be cost effective but sending to abandoned email address is a waste of money.
• Fatigued lists will reduce your understanding of how effective your campaigns actually are.
Test and Clean Your List
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Summer JobsPlan your holiday marketing
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Summer JobsKey dates:
Nov 29, Giving Tuesday
Nov 26, Small Business Saturday
Nov 28, Cyber Monday
Nov 25, Black Friday
Oct 31, Halloween
Dec 24, Super Saturday
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Summer JobsCreate holiday themed templates
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Summer JobsDevise, build and schedule campaigns
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Summer JobsMake Your Mistakes Now
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Try Something New...Marketing Automation
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• Landing Pages - collect new subscribers at holiday points-of-sales
• Workflows - use for re-engagement campaigns or welcome series to introduce your brand
• Reporting and Segmentation - track preferences of your customer activities and engagement
Free 30 Day Trialwww.icontact.com/pro
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Final ThoughtSummer is the time you need to pre-heat your marketing strategy, if you are to deliver perfect results during the holidays.
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We’re Here to Help
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Web: www.iContact.comTwitter: www.twitter.com/icontactFacebook: www.facebook.com/iContact
Tel: (877) 820-7837Email: [email protected]
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QUESTIONS?ANSWERS.
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THANK YOU!