Dotmailer (Skip Fidura)

Take Black Friday Off

Skip Fidura, Client Services Director

@SkipFidura

Screenpages Ecommerce Forum 2016

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DMA research, email is the preferred mode of brand marketing for consumers in every bracket

Email Reaches All Audiences

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No Email = Digitally Homeless

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Email is the digital key

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• Apology

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• Black Friday

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• But there is a backlash

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• REI Closed

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• Is this just huboris?

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Cyber Monday boosted web traffic

by 60%

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Cyber Monday boosted web traffic

by 60%

Traffic between midnight and 8AM

was up by 9%

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Cyber Monday boosted web traffic

by 60%

Traffic between midnight and 8AM

was up by 9%

12% will shop from work on

BF

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Cyber Monday boosted web traffic

by 60%

Traffic between midnight and 8AM

was up by 9%

Many well known retailers experienced “some form of

loss of service”

12% will shop from work on

BF

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Cyber Monday boosted web traffic

by 60%

Traffic between midnight and 8AM

was up by 9%

Many well known retailers experienced “some form of

loss of service”

12% will shop from work on

BF

By the end of November:63% had not been to high street

49% not been on-line

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Cyber Monday boosted web traffic

by 60%

Traffic between midnight and 8AM

was up by 9%

Many well known retailers experienced “some form of

loss of service”

86% will do ALL of their Christmas shopping on BF

12% will shop from work on

BF

By the end of November:63% had not been to high street

49% not been on-line

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Cyber Monday boosted web traffic

by 60%

Traffic between midnight and 8AM

was up by 9%

Many well known retailers experienced “some form of

loss of service”

Abandonment rates go down on both Black Friday

and Cyber Monday

86% will do ALL of their Christmas shopping on BF

12% will shop from work on

BF

By the end of November:63% had not been to high street

49% not been on-line

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The “Events” are Exploding

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• Black Friday

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• Cyber Monday

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• Giving Tuesday

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• Small Business Saturday

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• Manic Monday

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• Out of Stock Saturday

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• Christmas Eve

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• Boxing Day

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• January Sales

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• It Should Be a Journey

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WelcomeEmail 1:- what’s

new- Online and

offline content

- Push to purchase

Email 3:- An offer- Educational content

Email 2: Relationship building content

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WelcomeEmail 4:- Reassuring tone- Easy. Secure.- Helpful guides- Clear CTA ‘start’

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Welcome

Emails 5 & 6:- First offer code- Urgency- Tone – ‘don’t

miss out’ - Stronger CTA

‘shop now’

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Birthday

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Birthday

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Abandon Browse

• What your shop assistants do

• Adds convenience for the holidays

• Don’t be creepy

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Abandon Basket

• When was the last time you looked at this?

• Abandons are not price lead.

• Remember holiday convenience.

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Transactional Emails

• When was the last time you looked at this?

• Help me out

– I have a lot of things on the go

– I don’t want to disappoint

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Reminders

• EWIS, Wishlist, Post purchase, etc.

• Add convenience and deliver excellent customer experience

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Book to WIN with Bond

Win BIG with SPECTRE

Leverage Search Across All Channels

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Open Click0.00

0.20

0.40

0.60

0.80

1.00

1.20

1.405%

28%

Bond vs SPECTRE

Bond SPECTRE

Leverage Search Across All Channels

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Conclusion

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Questions?

Take Black Friday Off

Skip Fidura, Client Services Director

@SkipFidura

Screenpages Ecommerce Forum 2017