September is in full swing and so is planning for the upcoming holiday season. Over the last few weeks we have hosted the first two 2014 Holiday Hit List webinars and next Tuesday at 1 pm we’ll be hosting our third called “Steal These Ideas.” Our client experience team pulled together some of the best email strategies we’ve seen over the last year and put them into an “easy to steal” and/or replicate format for you to use this year.
To foreshadow the webinar, we pulled together a post for the Only Influencers blog. With just 74 days left until Black Friday, we wanted to share it here with you to help spark some ideas. You can also use it as a guide to get a jump start on your 2014 holiday email too.
Over the last few years, there has been a shift from Black Friday & Cyber Monday “events” to a weeklong Thanksgiving extravaganza! A few clients we work with said they’ve seen sales tick upward before their “sales” even start, as much as a week or two before Thanksgiving. Let’s start thinking about how to best serve our customers and help achieve our own targets at the same time. Consumers are on the hunt for a good deal, and they want to know what’s happening and when. But they don’t want their inbox to be so full that they can’t get the information they were looking for before buying.
With that said, here are a few quick ways that you can effectively strike that balance and drive success during the 2014 holiday season.
1. Mobile Optimize Email – Each quarter Movable Ink releases a consumer device preference report. It shows how consumers use smartphones, tablets, and PC’s for email. In the latest edition, almost 2/3 of brand marketing emails were opened on mobile devices. This is no longer a new trend but the norm. Further – tablets are the choice device at night and on the weekends. Over 50% of your traffic could come from smartphones and tablets this holiday season. Think about how you can take advantage of that traffic through mobile optimization to capitalize this holiday season.
2. Personalize Email – Personalized email drives 3-5x returns over traditional messages. It can be as simple as adding the recipients name and account information into the email, or as complex as a truly 1:1 triggered message. If you have not incorporated some personalization into your email program, look into ways to start doing it today. Product recommendations are a quick win, or go further and start personalizing content and offers within each message too.
3. Location, Location, Location – Geo-targeting can increase your performance by as much as 25%. Simply considering the cultural and weather differences across the country will impact response rates to emails received. So when it’s snowing up north and warm down south tailor your messages, offers, and calls to action based off of regional differences to increase engagement and click rates.
4. Email For Store – Within your holiday email, promote nearest store locations or promotions happening in the store. It’s a fast way to start utilizing cross-channel promotion. Don’t forget the consumer doesn’t see your email, website, or storefront as different channels, they see it as one company they buy from. Integration will improve the customer experience.
5. Flash Sales – Black Friday built its name on retail sales volume, and deals available to consumers. Turn your Black Friday/Cyber Monday emails into marketing machines and promote time sensitive deals through them. Send a few emails over the course of the day promoting the next available offer, or even update the same email every hour with a new deal. We helped a retailer execute this strategy and they drove a 99% increase in email revenue year over year for cyber Monday in 2012. They got great results again in 2013.
6. In The Moment Email – One of the biggest innovations in email is the ability to pick what to display in real-time at the moment of open. We have been locked into a pre-send decisioning world for so long that we haven’t even thought about what could be done if we could target and adapt messages after we click send. This is an emerging capability that when mixed with any of the five above can drive upwards of 20% increases in dollars per message. Use the data in the world around you to optimize on the fly, find out what creative drives the best results, and get better insight this holiday season too.
We’ll dive into these and more next Tuesday at 1 pm eastern during our “Steal These Ideas” webinar. Click here to register today. As always, if you have any questions or if we can be of assistance please reach out to us at firstname.lastname@example.org.