how a seasonal retailer evolved from promo emails to year ......celebrity birthdays real dates in...
TRANSCRIPT
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.
Black & White Headshot
@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
Courtney Eckerle
Manager of Editorial Content
MECLABS
@CourtneyEckerle
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