Matt Gault, VP, Channel Strategy at Yesmail Interactive, discusses how to bridge the gap between the way consumers want to be marketed to in the digital space and the way brands actually market to them. Matt also illustrates the importance of digital data and its strategic implications on multi-channel digital campaigns using insights from a group of 20 leading retailers. Lastly, Matt highlights some major trends ranging from preferred time and day of deployment, to most successful formats and most engaging campaign topics. Based on insights shared in this presentation, marketers will be able to gain a better understanding of the evolved consumer and take clearly defined steps to cater to consumer preferences.

1. Consumer Online Behavior:
Developing Informed Marketing
Strategies for Holiday Success
In collaboration with
extension.uci.edu

2. Panelist – Matt Gault
• Matt is Vice President, Channel Strategy at
Yesmail Interactive
• Most recently Matt was Vice President,
Partner Channel at GX Software.
• Prior to GX Software, Matt was Senior
Director for Latin America Operations at
Alterian
• Before joining Alterian, Matt was among the
first of a strategic team to introduce SAS
Marketing Automation tools to the
marketplace.

3. Consumer Online Behavior:
Developing Informed Marketing
Strategies for Holiday Success

4. Holiday season
can account for
25 – 40% of
annual sales for
major retailers

5. In 2011, over 45%
of all consumers
completed their
holiday shopping
online (up 21%
from 2010).

6. Like Santa,
Marketers
better get
ready!

7. It’s not easy to create & manage strategies
these days
Online In Store
Strategy Strategy
Device
Strategy
Content Strategy
Multiple Channel
Strategy

8. 65%
of marketers feel
unprepared in a
multi-channel, multi-
device world

9. We surveyed
We analyzed
We informed

10. 500
Consumers surveyed
• On/Offline purchase behaviors
• Social media preferences
• Mobile device usage

11. 20
Leading brands digital
marketing campaigns
tracked and analyzed

13. Brands hitting the mark
Brand
Consumer
marketing
preferences
efforts

14. Survey
Insights

15. Expect higher spend
7/10 consumers plan to spend the
same or more than they did in 2011

16. 20%
of shoppers started
holiday shopping
before October

17. 51% started in October /
November

18. 24%
will wait until
December

19. Want
(brick-n-mortar)
vs
Need
(online)

20. 75% The Importance of
own Mobile

21. 76%
vs
56%

22. 62%
While in-store, 62% Mobile Shoppers
used their device to compare Web
Prices to In-Store Prices

23. 64%
64% used their device to visit
company’s website to learn
more about a product

24. Market Intelligence

25. 20
Leading brands digital
marketing campaigns
tracked and analyzed

26. “Likes” and Comments
Re-Tweets
Views, Comments, Ratings
Correlation between email and
social

27. 0 1000 2000 3000 4000 5000 6000 7000 8000 9000 10000
Walmart
Game Stop
Macys
Kohls
T Mobile
Nordstrom
Verizon
Apple
Amazon
Toys R Us
Sears
Pottery Barn
JCPenney
Volume-based
Best Buy
Rue La La
Engagement
Williams-Sonoma
Dell
Sprint
Crate and Barrel
HH Gregg

28. T Mobile
Nordstrom
Rue La La
Williams-Sonoma
Pottery Barn
Game Stop
Verizon
Crate and Barrel
Macys
Walmart
Sears
Kohls
Sprint
Toys R Us
Actual
Apple
JCPenney
Engagement
Amazon
HH Gregg
Best Buy
Dell
0 50 100 150 200 250 300

29. Email Engagement Trends

30. 80%
of surveyed consumers reported that
email promotions influenced their
decision to purchase online.

31. 71%
Said that email promotions
influenced their decision to
purchase in-store

33. 41%
of people said they
have made an online /
offline purchase as a
direct result of an
email they viewed on
their Mobile

34. Up to
50% of emails are opened on
Mobile Devices

35. Learn from the best

36. Learn from the rest

39. Missed opportunity?
Only 5% of email campaigns
were deployed during peak
shopping time 6pm-10pm

40. Most utilized
email
promotions
by brands

41. How consumers said they are
influenced by email promotions:
1st Percent Discount
2nd Free Shipping
3rd Money Off
4th Buy One Get One Free
5th Gift with Purchase
6th Rewards Points

42. Leverage ESP
Expertise &
Technology
Send Time Optimization
Open Time Personalization

44. Consumers
are Social
. . . Are Brands?

45. The 20 brands tracked gained
12MM fans in 3 months

46. What can 12MM people
mean to your bottom line?

47. of surveyed consumers
said they’ve ‘liked’ a
brand on Facebook or
commented on their
page.

48. 105%
campaign
engagement
growth over
three months

49. The most
engaging
brands
deployed
an average
of 54
campaigns
The least engaging
averaged 76

50. Learn from
winning
campaign
strategies

53. 2 nd Most popular social channel
among those surveyed
17%
Said they watch a video on a
brand’s channel.

54. Videos with
links in the
description
have higher-
than-average
engagement.

55. The most
engaging
brands
deployed
an average
of 11
campaigns
The least engaging
averaged 25

56. 3 rd
Most popular social channel
among those surveyed
14%
Said they have used it to pin
an image on a Brand’s page.
80%
Of users are women and 50% have children.

58. 4th Ranked in terms of
consumer
preference

60. The most
engaging
brands
deployed
an average
of 4
campaigns
The least engaging
averaged 6

61. 80%
of consumers have a time
preference on when they
interact with brands via
social channels.

62. 42%
of
consumers
prefer the
6pm – 10pm
timeslot

63. Multi-Channel &
Device or Bust

64. 50%
of online shoppers have
made a purchase as a
result of an email promo

65. 41%
of mobile device owners
have made a purchase
as a result of an email
promo

66. 34%
have made a purchase
as a result of social
media promo

67. 14
12 Corresponding
email campaigns
10
can boost
8 average Twitter
campaign
6
engagement 25%
4 to 50%
2
0
0 emails 1 email 2 emails

68. 70
Corresponding
60
email campaigns
50 can boost average
Facebook
40
campaign
30 engagement 50%
20
to 100%
10
0
0 emails 1 email 2 emails

69. Focus on the
“Power Users”
who interact 11%
with brands on
a daily basis

70. Social Enables the
Power User to Market
on Brands Behalf

71. Summing Up

72. 1
Build an
integrated digital
channel approach

73. 2
Track, analyze and
understand your
customer’s
behavioral data

74. 3
Collect and draw
insights from
competitive digital
campaign data

75. Want a copy of the report?
www.yesmail.com/surveyreport
Or contact me: Shameless plug:
Ask me about the tool
Matt Gault used to collect these
competitive insights
VP, Channel Strategy
Yesmail Interactive
@Mattygault
matt.gault@yesmail.com
www.yesmail.com
1-877-YESMAIL