Top Campaigns for the 2015 Holidays
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The holiday season is fast approaching. This slideshare includes best practices, tips, tricks, and an email marketing calendar to help you succeed this holiday season, as well as key customer segments and email design tips.
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Top Campaigns for the 2015 Holidays
- 1. Top Holiday Campaigns September 17, 2015
- 2. Speakers Greg Ives, Product Marketing Manager Windsor Circle Andrew Pearson, VP of Marketing Windsor Circle Polly Flinch, Content Marketing Manager Windsor Circle
- 3. • What is Windsor Circle • 2014 Holidays in Review • Email Cadence & Key Customer Segments • Email Design Tips • Questions Agenda
- 4. What is Windsor Circle?
- 5. Predictive, Behavioral & Retention MarketingWhat is Windsor Circle? 2014 Holidays in Review Email Cadence & Key Customer Segments Email Design Tips Questions Know Grow Keep
- 6. Keep Predictive, Behavioral & Retention Marketing Know CONNECT ANALYZE SEGMENT PREDICT Grow What is Windsor Circle? 2014 Holidays in Review Email Cadence & Key Customer Segments Email Design Tips Questions
- 7. Keep Predictive, Behavioral & Retention Marketing Know CONNECT ANALYZE SEGMENT PREDICT Grow RECOVER TRACK What is Windsor Circle? 2014 Holidays in Review Email Cadence & Key Customer Segments Email Design Tips Questions
- 8. Keep Predictive, Behavioral & Retention Marketing Know CONNECT ANALYZE SEGMENT PREDICT Grow RECOVER TRACK REPLENISH RETAIN What is Windsor Circle? 2014 Holidays in Review Email Cadence & Key Customer Segments Email Design Tips Questions
- 9. 2014 Holidays in Review
- 10. What is Windsor Circle? 2014 Holidays in Review Email Cadence & Key Customer Segments Email Design Tips Questions $616B Sales during the 2014 Holiday Season 2014 Holidays in Review
- 11. $616B Sales during the 2014 Holiday Season $102B Online sales during the 2014 Holiday Season What is Windsor Circle? 2014 Holidays in Review Email Cadence & Key Customer Segments Email Design Tips Questions 2014 Holidays in Review
- 12. 2014 Holidays in Review $616B Sales during the 2014 Holiday Season $102B Online sales during the 2014 Holiday Season 47% Of consumers shopped online during the 2014 Holiday Season What is Windsor Circle? 2014 Holidays in Review Email Cadence & Key Customer Segments Email Design Tips Questions
- 13. This Holiday Season $652B Estimated Holiday Sales What is Windsor Circle? 2014 Holidays in Review Email Cadence & Key Customer Segments Email Design Tips Questions
- 14. This Holiday Season $652B Estimated Holiday Sales 5.7% What is Windsor Circle? 2014 Holidays in Review Email Cadence & Key Customer Segments Email Design Tips Questions Increase in sales YoY
- 15. Email Cadence & Key Customer Segments
- 16. Let’s Start with the BasicsWhat is Windsor Circle? 2014 Holidays in Review Email Cadence & Key Customer Segments Email Design Tips Questions
- 17. Let’s Start with the BasicsWhat is Windsor Circle? 2014 Holidays in Review Email Cadence & Key Customer Segments Email Design Tips Questions Product, purchase, customer, and browse data
- 18. Let’s Start with the BasicsWhat is Windsor Circle? 2014 Holidays in Review Email Cadence & Key Customer Segments Email Design Tips Questions Welcome Series Win-Back Best Customer Post Purchase Product, purchase, customer, and browse data
- 19. Let’s Start with the BasicsWhat is Windsor Circle? 2014 Holidays in Review Email Cadence & Key Customer Segments Email Design Tips Questions Welcome Series Cart Recovery with anti-gaming Win-Back Best Customer Predictive Win-Back Post Purchase Product Education Product, purchase, customer, and browse data
- 20. Let’s Start with the BasicsWhat is Windsor Circle? 2014 Holidays in Review Email Cadence & Key Customer Segments Email Design Tips Questions Welcome Series Cart Recovery with anti-gaming Win-Back Best Customer Replenishment Predictive Win-Back Browse Abandonment Post Purchase Product Education Product, purchase, customer, and browse data
- 21. Let’s Start with the BasicsWhat is Windsor Circle? 2014 Holidays in Review Email Cadence & Key Customer Segments Email Design Tips Questions Welcome Series Cart Recovery with anti-gaming Win-Back Best Customer Replenishment Predictive Win-Back Browse Abandonment Post Purchase Product Education Product, purchase, customer, and browse data Segmented Promotional Emails
- 22. Key Customer SegmentsWhat is Windsor Circle? 2014 Holidays in Review Email Cadence & Key Customer Segments Email Design Tips Questions Last Year’s Buyers Best Customers Product Upsell Opportunities Procrastinators In-store vs. Online All Others
- 23. Email Cadence - November All Others Make sure to keep up a normal cadence of emails with customers and new subscribers who don’t fall into the other categories, except procrastinators. Things to include – upcoming sales, generic gift guides, free shipping, and other promotions. BLACK FRIDAY NOVEMBER All Others LEGEND
- 24. Email Cadence - November Last Year’s Buyers Find your customers who made a purchase between 10.31.14 and 12.31.14. Send a segmented version of the email you plan to send to all of your customers. Make sure to personalize the messaging with things like: will we see you again this year? If you bought X, you’ll love Y, etc. BLACK FRIDAY NOVEMBER All Others LEGEND Last Year’s Buyers
- 25. Last Year’s Buyers Email Examples
- 26. Email Cadence - November Best Customers Use RFM analysis to find your best customers (R1F1M1). Things to include: Sneak peaks for Black Friday & Cyber Monday and VIP offers including, free shipping & free gifts NOVEMBER Best Customers BLACK FRIDAY CYBER MONDAY All Others LEGEND Last Year’s Buyers
- 27. Best Customer Email Example
- 28. Email Cadence - November Product Upsell Opportunities Find your top products from 2014. Anyone who purchased one of those products is ripe for up-sell / cross-sell opportunities. Highlight your top products and accessories with a gift guide or lookbook. CYBER MONDAY Product Upsell Opps NOVEMBER BLACK FRIDAY Best Customers All Others LEGEND Last Year’s Buyers
- 29. Product Upsell Opportunity Examples
- 30. Email Cadence – December CHRISTMAS DECEMBER LEGEND All Others
- 31. Email Cadence – December CHRISTMAS DECEMBER All Others Last Year’s Buyers LEGEND
- 32. Email Cadence – December CHRISTMAS DECEMBER All Others Best Customers Last Year’s Buyers LEGEND
- 33. Email Cadence – December CHRISTMAS DECEMBER Product Upsell Opps All Others Best Customers Last Year’s Buyers LEGEND
- 34. Email Cadence – December CHRISTMAS DECEMBER Procrastinators Procrastinators Identify any customers who made a purchase after December 15, 2014. Make shopping easy with free shipping offers, expedited shipping, gift basket items, and when all else fails – gift cards. Product Upsell Opps All Others Best Customers Last Year’s Buyers LEGEND
- 36. In-store vs. OnlineWhat is Windsor Circle? 2014 Holidays in Review Email Cadence & Key Customer Segments Email Design Tips Questions
- 37. In-store vs. OnlineWhat is Windsor Circle? 2014 Holidays in Review Email Cadence & Key Customer Segments Email Design Tips Questions Finding Your Segments: • Use shipping zip codes to find customers located near your stores OR • Use store codes to pinpoint customers who are shopping in-store vs. online
- 38. Suppression ListsWhat is Windsor Circle? 2014 Holidays in Review Email Cadence & Key Customer Segments Email Design Tips Questions Tip 1 Suppress emails to customers if you plan to send an email the next day
- 39. Suppression ListsWhat is Windsor Circle? 2014 Holidays in Review Email Cadence & Key Customer Segments Email Design Tips Questions Tip 1 Suppress emails to customers if you plan to send an email the next day Tip 2 Create a suppression list that includes anyone who has already made a purchase.
- 40. Suppression ListsWhat is Windsor Circle? 2014 Holidays in Review Email Cadence & Key Customer Segments Email Design Tips Questions
- 41. Suppression ListsWhat is Windsor Circle? 2014 Holidays in Review Email Cadence & Key Customer Segments Email Design Tips Questions
- 42. Suppression ListsWhat is Windsor Circle? 2014 Holidays in Review Email Cadence & Key Customer Segments Email Design Tips Questions
- 43. Suppression ListsWhat is Windsor Circle? 2014 Holidays in Review Email Cadence & Key Customer Segments Email Design Tips Questions
- 44. Behavioral Track & Trigger featuring Browse Abandonment Campaigns
- 45. Anonymous user visits SummerCamp.com Looks at day camping backpacks Assigned a customer ID Looks at backpacking backpacks Added to profile Looks at sleeping bags & hiking boots Added to profile How it Works
- 46. Anonymous user visits SummerCamp.com Looks at day camping backpacks Assigned a customer ID Looks at backpacking backpacks Added to profile Looks at sleeping bags & hiking boots Added to profile Looks at backpacks again & signs up for the newsletter How it Works
- 47. Paul has been visiting SummerCamp.com Looks at day camping backpacks Assigned a customer ID Looks at backpacking backpacks Added to profile Looks at sleeping bags & hiking boots Added to profile Looks at backpacks again & signs up for the newsletter Email added to profile How it Works
- 48. How it Works Paul has been visiting SummerCamp.com Looks at backpacks again & signs up for the newsletter Email added to profile Looks at day camping backpacks Assigned a customer ID Looks at backpacking backpacks Added to profile Looks at sleeping bags & hiking boots Added to profile Welcome Series 1 Welcome Series 2 Welcome Series 3
- 49. How it Works Paul has been visiting SummerCamp.com Looks at backpacks again & signs up for the newsletter Email added to profile Looks at day camping backpacks Assigned a customer ID Looks at backpacking backpacks Added to profile Looks at sleeping bags & hiking boots Added to profile Welcome Series 1 Welcome Series 2 Welcome Series 3 Browse Abandonment
- 50. Browse Abandonment Email Subject line: Thanks for Stopping By
- 51. Browse Abandonment Email Subject line: Thanks for Stopping By ü Dynamically pulls in category that Paul has looked at
- 52. Browse Abandonment Email Subject line: Thanks for Stopping By ü Dynamically pulls in category that Paul has looked at ü Dynamically pulls in related categories
- 53. Paul has also been shopping for sunglasses…. HipsterClothingCo.com sends browse abandonment emails based on the product a visitor viewed
- 54. Paul has also been shopping for sunglasses…. HipsterClothingCo.com sends browse abandonment emails based on the product a visitor viewed ü Dynamically pulls in images of recently viewed products
- 55. Paul has also been shopping for sunglasses…. HipsterClothingCo.com sends browse abandonment emails based on the product a visitor viewed ü Dynamically pulls in images of recently viewed products ü Dynamically pulls in recommended products
- 57. Tip 1: Don’t Reinvent the Wheel What is Windsor Circle? 2014 Holidays in Review Email Cadence & Key Customer Segments Email Design Tips Questions
- 58. Tip 2: Make Your Value Statement Clear What is Windsor Circle? 2014 Holidays in Review Email Cadence & Key Customer Segments Email Design Tips Questions
- 59. Tip 3: Show Off Your Products What is Windsor Circle? 2014 Holidays in Review Email Cadence & Key Customer Segments Email Design Tips Questions
- 60. Tip 4: Simple Isn’t a Bad Thing What is Windsor Circle? 2014 Holidays in Review Email Cadence & Key Customer Segments Email Design Tips Questions
- 61. Questions?
- 62. Resources Holiday eBook: 12 Campaigns to implement this holiday www.WindsorCircle.com/HolidayeBook Visit www.WindsorCircle.com/Holidays for access to tips, tricks, best practices, and more.