Transcript
Lessons from Holiday Email Strategies: Waterford, Wedgwood, Royal Doulton, Royal Albert
Presented byJoe Schmidt & Karen DiClemente
2012 Strategy vs. 2013 Strategy Takeaways
Lessons learned focusing on:
• Overall 2012 Holiday Recap
• Black Friday & Cyber Monday
• Sweepstakes
• Re-engagement Campaign
• Subject Lines
2012 Review
2012 Review
2012 Review
2012 Review
Cyber Monday Shopping Behavior
Cyber Monday Shopping Behavior
2012 Review Black Friday Performance
2012 ReviewBlack Friday Performance
Black Friday Preview email generated more revenue than individual Black Friday Emails
Send date: 11/19 (4 days prior to Black Friday)
Subject Line: Black Friday Preview + FREE Gift Wrap & Shipping.
2012 Review Black Friday Performance
1st Pass Subject Line:
Shop 175+ Black Friday Specials + FREE Gift Wrap & Shipping.
2nd Pass Subject Line:
Black Friday Event: 10-35% OFF + FREE Gift Wrap & Shipping.
2012 ReviewBlack Friday Performance
1st Pass Email:
(sent at 12:00am EST)
• 10% Open Rate
• 1.9% Click Through Rate
• Generated 49.3% of
total campaign revenue
2012 ReviewBlack Friday Performance
2st Pass Email:
(sent at 5:00am EST)
• 7.5% Open Rate
• 1.8% Click Through Rate
• Generated 50.6% of total
campaign revenue
• 2nd pass email generated more
revenue than 1st pass
• Lesson: ALWAYS re-mail on Black
Friday
2012 ReviewCyber Monday Performance
Waterford
• 1st pass email – sent at
4:00am EST
• 2nd pass email – sent at
12:00pm EST
• 3rd pass email – sent at
5:30pm EST
2012 ReviewCyber Monday Performance
1st Pass Subject Line:
Cyber Monday Event: 10-30% OFF + FREE Gift Wrap. Shop Now!
2nd Pass Subject Line:
LAST CALL: 10-30% OFF Cyber Monday Offers. Order by Midnight.
3rd Pass Subject Line:
Cyber Monday Extended: 10-30% OFF! Order by 10am Tuesday.
2012 ReviewCyber Monday Performance
1st Pass Email:
(sent at 4:00am EST)
• 9% Open Rate
• 1.6% Click Through
Rate
• Generated 40.9% of
total campaign revenue
2012 ReviewCyber Monday Performance
2st Pass Email:
(sent at 12:00pm EST)
• 6.4% Open Rate
• 1.3% Click Through Rate
• Generated 38.7% of
total campaign revenue
2012 ReviewCyber Monday Performance
3rd Pass Email:
(sent at 5:30pm EST)
• 5.3% Open Rate
• 1.2% Click Through Rate
• Generated 20.3% of total
campaign revenue
• Lesson: Plan for the
“extension”
Sweepstakes
In keeping with WWRD’s
plan for email acquisition,
Listrak and WWRD
identified a strategy for
increasing the number of
subscribers to the main
WWRD list through the use
of an online sweepstakes
promotion.
Sweepstakes
Listrak supported WWRD in this
endeavor by creating
sweepstakes templates that
captured subscribers and
contained a viral component
that allowed users to gain more
entries by encouraging friends to
sign up.
Sweepstakes
Sweepstakes Entry Form
Sweepstakes
Friend Referral Entry Form
Sweepstakes
Sweepstakes
2012 Holiday Sweeps Success:
• 6,407 new, unique subscribers added to list (avg. 156/day)
• 356 new customers acquired (their AOV was equal to site average)
• Contributed to 4% of total revenue for the 41 days the Sweepstakes
was live (<15% COM)
• Lesson: Using existing customers to get new customers works well!
Additional Campaign Ideas
• Shipping deadlines (upgrades, ground, etc.)• 12 Days of Christmas• Gift guides• Top Picks/Gifts• Gifts for Him/Her• Stocking Stuffers• Bestsellers• As seen in (leverage PR opportunities)• Private sales (send during slowest week)• Friends and Family sales• Wishlist
Additional Campaign IdeasHighest Revenue
Don’t forget to capitalize on Post Holiday sales – these emails traditionally perform VERY well
Additional Campaign Ideas
Lesson: Repurpose, Repurpose, Repurpose
• Work with a template, making minor adjustments
• Revise subject line, main message, images
2012 Review Subject Lines
2012 – Best Subject LinesENTER Waterford's Holiday Sweepstakes: Win 1 of 3 Prizes...
• 15.17% Open / 6.22% CTR
80+ Black Friday Offers + Free Shipping & Gift Wrap...
• 15.06% Open / 3.34% CTR
Black Friday Preview + FREE Gift Wrap & Shipping.
• 12.13% Open / 3.02% CTR
After Christmas Sale now on. Shop & Save...
• 13.66% Open / 3.98% CTR
Additional Campaign IdeasSubject Lines
Lesson: Focus on the subject line that is right for your brand
• Know your audience
• Stand out in the inbox
• Quick, to the point
• Witty, only if it makes sense for your brand
• Stress urgency in the second and third pass
Re-engagement
• Getting your emails into the
inbox is always important, but is
essential during the holidays.
• With the annual increase in
email traffic resulting in
overstuffed inboxes, it is
important to make sure you are
sending your messages to a
clean and engaged list.
Re-engagement
• Re-engagement emails have been sent in May and June
• Utilized 2nd and 3rd pass sends for these emails
• Performance has been strong:
• 15% Average Open Rate
• 3.17% Click Through Rate
• Generated 4.2% of revenue of revenue for May & June 2013 with
COM <7%
• CR% of re-engagement emails was 2.8x the site average
• Per visit value of re-engagement emails was 2.4x the site average
Re-engagement
Recap
• The earlier the better – start now!
• Utilize 2012 data
• Acquire and Re-engage
• Track your data
• Standardize holiday templates
Thank you
Thank you for joining us!
If you have questions, please contact us:
info@listrak.com
Look for our final two webinars in our holiday series:
August 13th – Deliverability
August 27th – Responsive Design
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