Yesmail Strategic Services presents insights into effective digital marketing strategies used during the 2011 holiday season. In this presentation, we will provide analysis and insights from 100 randomly selected, top 500 online internet retailers based on the key holiday spending periods. You will learn: 2011 Holiday eCommerce Recap - consumer behavior, marketing themes and revenue results throughout the Holiday Season How marketers integrated and used email and social channels Specific activity & themes during key time periods, including: most popular days/time to deploy by channel and most popular promotions Predictions for 2012 digital holiday marketing trends

1. Digital Channel Analysis:
A 2011 Holiday Season Recap
Yesmail Strategic Services
1

2. Digital Channel Analysis: A 2011 Holiday Season Recap
Your Presenters
Kristin Kleweno Sr. Strategist Interactive Direct Response Channels
Directly involved with helping clients with Engagement Strategies. Always on the
look out for innovative and profitable ways for marketers to engage with their email
subscribers and social followers.
kristink@yesmail.com
Jason Warnock VP Market Intelligence and Measurement
Leads the Yesmail Deliverability Organization and Yesmail Marketing Intelligence.
jasonw@yesmail.com
Ask questions! Use GotoMeeting interface
or use
twitter hashtag #yesmail
Yesmail Blog | Email Marketing Lounge http://www.emailmarketing.com
2

3. Digital Channel Analysis: A 2011 Holiday Season Recap
Agenda
• 2011 Holiday Season Industry Recap
• Analysis Approach
• Findings & Insights of Overall Holiday Email and Social Marketing Trends
• Marketing Themes of Key Holiday Spending Periods
– Snapshot #1 - Holiday Kickoff Nov 1 - Nov 17
– Snapshot #2 - Black Friday/Cyber Monday Nov 18 - Dec 2
– Snapshot #3 - Last Minute & Free Shipping Day Dec 3 – Dec 20
– Holiday Wrap-up - 2011 Holiday Wrap-up Nov 1 – Jan 6
• Predictions for 2012 Holiday Season
3

4. 2011 Holiday Recap – eCommerce Growth
2011 Holiday Season exceeded expectations with a 15% ecommerce growth rate
– Retail e-commerce spending for the entire Nov – Dec 2011 holiday season reached $37.2 billion, marking a
15-percent increase versus last year and an all-time record for the season. Ten individual shopping days this
season surpassed $1 billion in spending.
Sources: comScore (NASDAQ : SCOR), a leader in measuring the digital world, Jan 4 Press Release
4

5. 2011 Holiday Recap – eCommerce Growth
Black Friday and Cyber
Monday make history!
Cyber Monday reached $1.25
billion in online spending this
year, rising 22% from 2010 and
representing the heaviest
online spending day in
history, and just the second
day on record to surpass the
billion-dollar threshold (November
2011 research from comScore)
5

6. 2011 Holiday Recap – eCommerce Growth
Holiday Sales Growth in 2011 | Factors
• Definitely More Online buyers!
• 28% of consumers reported shopping online compared to 21% last year
• But are they buying more or just shifting to online from retail stores…
• Average online spending per buyer rose 9% ($114 to $125) - comScore
• NPD Group states consumers spent $187.83 on average, compared to last year’s $276.71.
They attribute this solely to increase in number of online buyers
Key Industry Mobile Stats Key Industry Social Stats
Traffic: The number of consumers who While not heavy in driving direct
used a mobile device to visit a revenue. Influencing purchase and
retailer's site is 12.43 percent brand engagement is high
Shopping: The number of consumers who
used their mobile device to make a
Facebook led the pack, accounting for
purchase is at 7.37 percent.
86% of all social media traffic
Mobile Devices: iPhone continues to lead
all mobile device traffic at 6.58
percent, followed by Android at 5.2
percent and iPad at 4.71 percent
Sources: IBM Smarter Commerce
6

7. 2011 Holiday Recap – Digital Marketing Efforts
This Holiday Season Marketers put their efforts in…
Giving customers Investing in lifecycle & Starting Earlier and Integrating Multiple
what they want behavioral-based Increasing Frequency Channels
Campaigns
Aggressive and a large Optimized sign-up Increased frequency In-store – emailing receipts;
variety of offers welcome and (if possible) sign-up for mobile or email
activation campaigns (promos, info, alerts)
Free shipping Multi-message
Retargeted browsers “countdown” type Website – optimizing sign-up
Value --- Gift Guides, and basket campaigns
personalized product abandoners Email / mobile alerts – eg.
recommendations & Rallied around critical when their order is ready for
deals Behavioral targeted buying dates (Cyber in-store pickup
email Monday, Last
Easy access to product Shipping Day, etc.) Social – special offers, causes,
information/reviews retarget social users with email
Mobile & Touch Pad trends –
mobile friendly format &
content
7

8. The Holiday 2011 Recap - Word Cloud
Key Word Counts within Top 100 Retailers email subject lines (Nov 1 – Jan 4)
And in case you ANY doubt what the key email promotion was in 2011…
Size of word represents
frequency of use in subject
lines (powered by wordle.net)
8

9. Analysis Approach
Top Retailers Digital Marketing Efforts
during the 2011 Holiday Season
9

10. Analysis Approach: Tracked the Top Retailers
Tracking and Analyzing key industry trends and multi-channel efforts up to and
through the 2011 Holiday Season
• 100 Retailers Randomly selected from the Top 500 in the Internet Retailer
Top 500 list (internetretailer.com/top500)
Sample of Retailers
The Top 500 by internetretailer.com ranks business-to-consumer retailers in the U.S. and Canada, based
on online sales, including retail chains, catalogers, web-only merchants, brand manufacturers and digital
content sellers. 10

11. Analysis Approach: Tracked over Key Holiday
Spending Periods
Thanksgiving Black Cyber Green Free Christmas New Years Post Holiday
Day Friday Monday Monday Shipping Day (Sun, Dec 25th) (Sun, Jan 1st) Fallout
(Nov 24th) (Nov 25th) (Nov 28th) (Dec 12th) (Dec 16th) (Jan 16th)
Reporting on Top 100 Retailer Efforts over Four Key Holiday Spending Periods
#1 #2 #3 #4
Holiday Kickoff Black Fri / Cyber Mon Green Monday / 2011 Holiday
(Nov 1 – Nov 17) (Nov 18 – Dec 2) Free Shipping Day Wrap-up
(Dec 3 – Dec 20) (Dec 21 – Jan 6)
Prep time! What Escalating
marketers are marketing efforts Last minute Final push and
doing to prep for to support in store marketing efforts fall-out on
the upcoming & online sales to support in store Holiday marketing
holidays & online sales activity
11

12. Analysis Approach: Tracked Multi-Channel Efforts
So, here’s what we tracked….
Multi- Email Social
Channel
How marketers
integrated and How marketers
How marketers leveraged Facebook,
used email and
applied the email Twitter and YouTube
social channels
channel
___________________ ___________________
___________________
% using email and Facebook fan base,
Campaign Volume growth and volume
social
of postings and
Most Frequent Days engagement
On average per
week/day:
Email Campaign Twitter followers,
- emails
Strategies & Promos growth and volume
- tweets
- facebook postings of tweets/retweeks
Key Findings
Example Integrated Youtube Subscriber
Campaigns base, Postings/Views
Key Findings Key Findings
12

13. Analysis Approach: Research Tool YMMI
Yesmail Market Intelligence (YMMI) combines social, mobile, and email monitoring to
power market, competitive, and digital content intelligence from a centralized, easy to use
console
• Detailed analytics by marketer, by campaign, by vertical, and by channel
• Searchable and rapidly growing database of over 1,000,000 campaigns
• Insights and analytics across entire marketing verticals and digital distribution channels
13

14. Analysis Approach: YMMI - Key Features & Capabilities
• Marketer Profiles:
– Creative Gallery: Browse, view, track, and export creative content
– Marketing Calendar: Browse and access digital campaign deployments
– Reporting / Analytics: Multiple reports including deployment and engagement analytics
– Campaign Feed: Access and review recent channel deployments
• Marketer Tools:
– Build a Library of marketing campaigns across channel
– Setup marketer keyword alerts
– Compare marketers and review engagement and digital channel ranks
14

15. Findings & Insights of Overall
Holiday Email and Social
Marketing Trends
15

16. Holiday 2011 – Channel Usage
Almost All 100 Retailers were set up for all 4 channels but leveraged at
different levels throughout the 2001 Holiday Season
email twitter
96% had at least 1 marketing email 94% had at least 1 tweet
deployment*
facebook YouTube Channel
97% had at least 1 facebook post 66% had at least 1 Youtube posting
Insights:
While we expected these percentages to be super high for top retailers, the data shows that almost ALL of the top 100
retailers were actively leveraging facebook, twitter, email and Youtube to market during the Holiday spending season.
*Note: campaigns tracked are those to an opt-in subscriber who is active in email (open, click); does not
include any transactional, lifecycle or behavioral messaging
16

17. Holiday 2011 – Marketing Noise Trend
TOTAL Deployments sent/posted by day by channel (across all 100 retailers)
Cyber
1000 Monday Green Monday &
Black Free Shipping Day
900 Friday
800
700
600
500
400
300
200
100
0
Email Facebook Twitter Youtube All
Insights:
Timeframe Nov 1 to Jan 6 | Keep in mind this holiday timeframe experiences much more marketing deployments than the rest of the year.
Heavier Marketing Around Key Dates | Increase in marketing activity around Black Friday and Cyber Monday, with efforts ramping back up
mid-December. Marketing matches key buying periods and associated gain in revenue.
Dips continually occur Saturday & Sunday | Mostly skewed by social deployments and opportunity for targeted social campaigns over
weekends
Rank of channels based on deployments: (1) Twitter, (2) Facebook, (3) Email, (4) Youtube
17

18. Holiday 2011- Averages by Company
AVERAGE Deployment sent/posted by day by channel
Cyber
Green Monday &
6.00 Black Monday
Free Shipping Day
Friday
5.00
4.00
3.00
2.00
1.00
0.00
Email Facebook Twitter Youtube
Insights:
This charts shows average number of campaigns sent per company per channel.
On average, for every one email message deployed, there were 2.7 facebook posts & 6.5 twitter tweets/retweets
On average retailers sent 1 email on Cyber Monday (max sent was 3)
18

19. Holiday 2011 – Averages by Channel
AVERAGE deployments per week by channel
#1 #2 #3 #4
Holiday
35.0 Kickoff Black Friday / Green Monday / 2011 Holiday
Cyber Monday Free Shipping Day Wrap-up
30.0 28.6
25.0 23.8
21.7
20.5
20.0
15.0
10.6 10.2
9.6
10.0 8.6
4.2 4.0 4.1
5.0 3.0 3.5 3.2 3.4 3.0
0.0
Nov 1 - Nov 17 Nov 18 - Dec 2 Dec 3 - Dec 20 Dec 21 - Jan 6
Email Facebook Twitter Youtube
Email deployment remains relatively steady with a average high of a little over 4 per week during key spending periods #1
and #2. Facebook follows suite with a slight increase of over 10 posts per week. Twitter has the most range with a
significant spike during Black Friday / Cyber Monday period.
*Note: campaigns tracked are those to an opt-in subscriber who is active in email (open, click); does not
include transactional, lifecycle or behavioral messaging
19

20. Holiday 2011 – Preferred Days of the Week for Top 100
Favorite Deployment Day of the Week by Channel
4.50
4.00
3.50
3.00
2.50
2.00
1.50
1.00
0.50
0.00
Email Facebook Twitter Youtube
Insights:
Saturday and Sunday lowest deployment days for ALL channels (opportunity for more weekend campaigns)
Facebook and Twitter peak on Friday, while email had slightly more action on Monday and Youtube on Tuesday
Social deployments are in line with the marketers work week days; thus the steady stream Monday through Friday and significant drop on
weekends. Also consider the belief that more consumers are on the internet during the week than the weekend.
Mondays and Fridays received slight bump due to heavy volume on Black Friday & Cyber Monday
20

21. Holiday 2011 – Social Fan Bases of the Top 100
Fan/Audience Base Average Size & Growth over Holiday Season
(Nov 1 – Jan 6)
Average Fan Base = 1,534,572 Growth Rate from Nov 1 = 7%
Average Follower Base = 81,519 Growth Rate from Nov 1 = 9%
Average Subscriber Base = 6,632 Growth Rate from Nov 1 = 13%
Insights:
- Social channels still relatively young and on-going growth is expected
- Relative to facebook, twitter and YouTube have significantly smaller bases
- Wild ranges in growth across the retailers but even the big ones (like Target) are still growing and putting marketing
efforts behind the growth
21

22. Holiday 2011 – Social Stats of the Top 100
Facebook – Size, Growth Rate, Posts over Holiday Period
Biggest as of Jan 4
Holiday Fast Facts & Insights
Size & Growth Rate
Average facebook fan base for Top 100 Retailers is 1.53M
More than half grew their fan bases by 7% or more over the holiday period
… and who grew the most
HUGE range in fan count for Top 100 Retailers: Disney highest at 30.2M; US Nov 1 to Jan 4 (net growth)
Auto Parts lowest at 361
Largest growth rate was Wayfair at 524% (from 4k - 23k), next was
Nutrisystem at 127% growth
Posts
Average # of posts per week for Top 100 Retailers = 9.76 per week
Who’s posted the most
Deployment relatively steady throughout Holiday Period with slight increase
in deployments around Cyber Monday
22

23. Holiday 2011 – Social Fan Bases of the Top 100
Facebook Posts - Who is gets the most “likes” and comments?
Holiday Fast Facts & Insights
“Likes” “Comments”
Average Number of Likes per Campaign = 516 Average Number of Comments per Campaign = 83
Most Likes for a specific campaign was Disney Most Comments for a specific Campaign was Walgreens
with 69,182 with 33,790
Top Likes Top Comments
Disney 11-02 “This is my family. I found it, all on Walgreens 12-13 Let's see who can get the last comment on
my own.” - Stitch this status update. We just might surprise you with
something...hint hint...
Macys 12-03 "Like" this if you believe in Santa!
Lowe's 12-10 It appears that we managed to step into a hotly
Disney 01-06 Be Happy. contested debate with strong views – social, political and
otherwise – and we’ve managed to make some people very
Disney 12-24 Wishing you a heartwarming holiday unhappy. We are sincerely sorry…..
season.
Disney 12-28 Finish the lyric: When you ____ upon a star,
Walmart 11-05 It’s National Peanut Butter makes no difference who you are.
Lover’s Month. Like this if you love Peanut
Butter. Walmart 12-20 Fill in the blank: Dear Santa. I've been extra
good this year. Can you please put _____under the tree?
Target 11-02 The best thing about fall is__________.
23

24. Holiday 2011 – Social Fan Bases of the Top 100
Twitter Follower Bases – Size and Growth Rate
Biggest as of Jan 4
Holiday Fast Facts & Insights
Size and Growth Rate
Average Twitter Followers Base for Top 100 Retailers is 82k
More than half of the Top 100 Retailers grew their Twitter Follower bases by … and who grew the most
7% or more Nov 1 to Jan 4 (net growth)
Huge range in Twitter Followers: Dell highest at 1.6M; Avon lowest at 183
Largest growth rate in Twitter Subscriber base was Abercrombie & Fitch at
72% (from 65k - 112k), Next was Yoyo.com at 67% growth, 3rd highest was
Target at 50% growth
Who’s posting the most
On top of growing the most, Target also had the 3rd highest growth RATE
for the period
Tweets
Average # of tweets per week for Top 100 Retailers = 20.05 per week
Deployment relatively steady throughout Holiday Period with heavy
increase in deployments around Cyber Monday
24

25. Holiday 2011 – Social Fan Bases of the Top 100
Twitter – Who got the most “retweets”
Holiday Fast Facts & Insights
Retweets: Sample Companies who
Average Number of retweets per campaign = 5 consistently generated over 100
retweets per campaign
Sample Top Tweets that were “retweeted”
Abercrombie & Fitch 12-10 RT if you're hitting all the Christmas
parties wearing something from A&F! #WhatAreYouWearing?
Amazon 11-01 Deal of the Day: $28.99 - Arrested Development: The
Complete Series (Seasons 1-3)
CVS 11-04 Throughout the day we’ll be tweeting flu facts & tips to
help you stay healthy. RT & use #YouvsFlu for a chance to win a $25
#CVS gift card
Target 12-09 Need a new sweater or baking supplies? Here’s
some holiday cheer: Spend $50 and get a $10 Target GiftCard.
Recreational Equipment Inc 11-08 We are looking for a new
Manager of our Direct Marketing Programs! Direct Mail, Email, &
SMS - Retweet this!
25

26. Holiday 2011 – Social Stats of the Top 100
YouTube – Size, Growth Rate, Posts over Holiday Period
Biggest base as of Jan 4
Holiday Fast Facts & Insights
66% of the 100 analyzed had posted videos during the holiday season
Size and Growth Rate … and who grew the most
Average YouTube subscriber base for Top 100 Retailers is 6,632 Nov 1 to Jan 4 (net growth)
More than half grew their fan bases by 7% or more over the holiday period
Apple grew 32% over the period. Highest for the larger YouTube subscriber
base retailers
Video Postings
HSN clearly outposts all others (10x) due to posts of TV product segments Who’s posting the most
26

27. Holiday 2011 – Social Fan Bases of the Top 100
YouTube Posts - Who is gets the most views and comments?
Holiday Fast Facts & Insights
Views Comments
YouTube Average Number of Views per Campaign = 5,464 Average Number of Comments per Campaign = 9
Foot Locker had 5 of 10 highest number of views related to a Most comments per campaign was Newegg with
Post from 11/1 - 1/4 7,423 with free TV give-away. Newegg also had 2nd
most commented video….also with a giveaway.
Top Views Newegg had 7 of 10 highest number of comments
from 11/1 - 1/4
Apple 12-18 (2,737,664) Siri can help anyone get through a busy
day... Or night. Top Comments
Foot Locker 11-18 (1,082,988) Dwight Howard, Eric Gordon, Jrue Newegg (7,423) We are overjoyed -- 50,000
Holiday and Big Sean help prove the difference between nothing subscribers! To celebrate this momentous occasion
and everything is 9.8 ounces. Because the difference is the (which, by our calculations, should happen shortly after
adiZero Crazy Light, the lightest ever. this video goes live), we are having our biggest Newegg
TV giveaway ever….
Foot Locker 11-24 (615,224) Turn your sneaker dreams into
reality with the adidas sneaker factory, launching the Hard Court Macys (605) On his way to Macy's Black Friday Sale,
Hi II from adidas Originals exclusively at Foot Locker. Justin Bieber encounters a bunch of unexpected,
screaming fans. Pick up Justin's Someday Gift Set while
supplies last, and Macy's will donate $2 to The Make-a-
Wish Foundation®, up to $100,000.
27

28. 2011 Holiday Overall Findings - Summary
Overall Findings for Holiday 2011 (Nov 1 – Jan 6)
• Overall Marketing volume in line with eCommerce results to drive record breaking
season, particularly on Cyber Monday and Black Friday and ramping back up mid-
December
• Multi-channel at work with Social Postings Highest
• For every one email message deployed, there were 2.7 facebook posts & 6.5 twitter
tweets/retweets
• Email primarily used for promotions
• Social Channels used primarily engagement (with a sprinkle of promotions)
• Lighter Weekends | Overall significant dip in deployment across social channels on
weekends, less significant for email
• Social fans bases Continue to Grow (up to 13%) and Fans are Engaging
28

29. Holiday 2011 Main Themes
Pre-Holiday Thanksgiving Black Cyber Green Free Christmas Post Holiday
Season Day Friday Monday Monday Shipping Day (Sun, Dec 25th) Fallout
(Starting Oct 1 ) (Nov 24th) (Nov 25th) (Nov 28th) (Dec 12th) (Dec 16th) (Jan 6th)
Holiday Black Friday and Green Monday and 2011 Holiday
Kickoff Cyber Mon Free Shipping Day Wrap-up
List Build Up
Cross Channel Promotions
Free shipping
Gift Guides
Black Friday Sales
Cyber Monday Sales
Limited Time Offers
(Flash Sales)
Countdowns
Last chance to Ship
Pick up at store
eCards
Happy Holidays
End of Year Sales
29

30. Holiday Snapshot #1
Holiday Kickoff
(Nov 1 through Nov 17)
30

31. Holiday Snapshot #1 – Holiday Kickoff!
Key Themes Observed in Marketing Efforts
Holiday Kickoff Key Themes (Nov 1 – Nov 17)
• Starting earlier
#1 • Building up lists
• Free shipping
Holiday Kickoff • Gift Guides Hit hard
(Nov 1 – Nov 17)
• Cross promoting channels (social, mobile email)
Prep time! What
marketers are • Big ascent beginning | Overall ascent of Holiday marketing efforts on a
doing to prep for slight rise with expectation to increase as holidays begin.
the upcoming
holidays
• Key Dates Promoted | Driving to Black Friday Sales during this time
dominates over the drive to Cyber Monday
31

32. Holiday Snapshot #1 – Starting Early
Surprise! It's a Cyber Monday in 11/14 Black Friday: Get Early Deals
September (and a cyber sale all
week).
32

33. Holiday Snapshot #1 – Cross Channel Promotion
Follow our tweets to get the deets.
Save 20% when you Like us on Facebook!
33

34. Holiday Snapshot #1 - The Gift Guide Craze
What are the Best Gifts for
Our Must-Gift Lists... Everyone on your List?
Our Favorite Gifts
34

35. Holiday Snapshot #1 - Free Shipping Kristin Kleweno: Pssst! Free
Shipping on great gifts.
A Gift For You. A Gift For Them.
Introducing Our Holiday Gift
Guide, Save 30% + FREE
Shipping Every Day
35

36. Holiday Snapshot #1 – Promoting YouTube
Facebook Post Promoting YouTube
36

37. Holiday Snapshot #1 – Promoting Mobile via Facebook
and Twitter
Facebook: Nov 8th Twitter: Nov 8th SMS: Nov 8th
TARGET: Mobile Coupon.
Save on this season’s
hottest toys at
http://dc2.target.mobi/c?p
=G46X986-BL8FLDC-
172V3 Msg&data rates
may apply1
37

38. Holiday Snapshot #2
Black Friday and Cyber Monday
(Nov 18 through Dec 2)
38

39. Holiday Snapshot #2 – Black Friday / Cyber Monday
Key Themes Observed in Marketing Efforts
Findings for Nov 18 – Dec 2
• Retailers taking early and late advantage of Black Friday and Cyber
#2
Monday Buzz
Black Fri / Cyber Mon
(Nov 18 – Dec 2) • Drive to Stores AND Online – traditionally focus was more on store traffic
• “Why wait?” was a major message during the early part of the week, with many
Escalating retailers offering up “Pre-Black Friday” deals, Thanksgiving Day deals, and releasing
marketing efforts their Black Friday deals early
to support in store • “Final hours” and “Last chance” emails. Retailers injected more relevance into
& online sales these reminder emails by promoting new deals or products had been added to their
sale
• “But wait... It’s STILL going on!” Extension of Black Friday and Cyber Monday
Sales (It’s Cyber WEEK!”)
• Using multi-message/count-downs to increase frequency
• Free shipping continues to be critical promotion on top of heavy discounts
• Early email / Later Social | Overall favorite deployment time of day is
morning for email and afternoon for social (also true for Black and Cyber
Monday)
39

40. Holiday Snapshot #2 – Black Friday drive to Stores
AND Online
11/27: Plan Your Black Friday Store
Trip & Save on Pre-Black Friday
Specials With Free Shipping
11/27: Friday only: the special one-day Apple shopping event.
40

41. Holiday Snapshot #2 – Retailers taking early and late
advantage of Black Friday and Cyber Monday Buzz
11/20: Cyber Monday Comes Early: 35% off three brands 11/27: Yay, Cyber Sale & online-only Weekly Ad deals.
41

42. Holiday Snapshot #2 – Countdowns
11/20: Bundle up with 40% OFF 11/29: Ends Today! Cyber Monday Savings!
11/23: Tick Tock...It's Time to Save $20!
42

43. Holiday Snapshot #2 - Free Shipping Continues
11/27: Free Shipping & Free Returns: It’s Our Standard, Every Day
43

44. Holiday Snapshot #2 – And One that Stood Out
(it’s not all about selling…)
11/28: Don't buy this jacket
44

45. Holiday Snapshot #3
December Marketing Efforts &
Free Shipping Day Recap
(Dec 3 through Dec 20)
45

46. Holiday Snapshot #3 - Summary
Key Themes Observed in Marketing Efforts
Findings for Dec 2 – Dec 20
#3 • Retailers continue to offer multi-message multi-channel
campaigns around key shopping needs late into the holiday season
Green Monday /
Free Shipping Day • Last Day to Ship Messages & Banners - offering free or discounted express
(Dec 3 – Dec 20)
shipping
Last minute • In Store pick-up - directing subscribers to their stores to shop or for in store pick-
marketing efforts up
to support in store • Flash Sales – exclusive short timed sales
& online sales • Free Shipping and Free Shipping Day! Continues to be the go-to primary
promotion
• Starting the Gift ecards push for procrastinators
46

47. Holiday Snapshot #3 – Final Free Shipping Notices
12/18 HURRY! Free Holiday Delivery + 20% off
12/19: Free Shipping* ends tomorrow.
Shop our top-rated gifts.
12/20: Less than 24 hours left for free
shipping* and guaranteed Christmas
delivery.
12/18 Hurry, Last Day for Ground Shipping by December 23
47

48. Holiday Snapshot #3 – Final Free Shipping Notices
12/18 Don't forget: 30% OFF every purchase, in stores & online (PLUS, FREE SHIPPING)
48

49. Holiday Snapshot #3 – Last Chance Messages
12/19: You Choose The Gifts. We'll Get Them There On Time.
12/19 It’s not too late.
49

50. Holiday Snapshot #3 – Limited Time Sales
12/8 3 days only: The Almost Last Minute Sale is on!
12/22 Tonight only: Midnight Sale
12/7 Preview Your Target 3-Day
Sale Savings.
12/7 WEDNESDAY ONLY: Free
Pearl Earrings with a Pearl
Necklace Purchase
50

51. Holiday Snapshot #4
Post Holiday
(Dec 21 through Jan 6)
51

52. Holiday Snapshot #4 - Dec 21st through Jan 6th
Key Themes Observed in Marketing Efforts
• Retailers scale back, say “Happy Holidays” and then dive into Year End Sales
• eCards
• In Store Pick up
• Happy Holidays Messaging
• Year End Sales
52

53. Holiday Snapshot #4 – eGift Cards
12/22: Use Rush Shipping to get your order 12/24: It's not too late. An eGiftcard
12/21: A Barneys New York Gift Card
in time! Plus send an eGift Card instantly lets you give style in seconds!
Works Wonders
53

54. Holiday Snapshot #4 – In Store Pickup
12/23 You've Still Got Time: Buy Online, Pick Up in Store!
12/22 Still Need Gifts by Christmas? We've Got You Covered.
Learn More…
54

55. Holiday Snapshot #4 – Happy Holidays Cards
12/25: Happy Holidays (and something
12/24: A special thank-you... special for you)
55

56. Holiday Snapshot #4 – Post Holiday Sales
1/5: New Reductions On Sale Styles +
Take An EXTRA 40% Off Everything!
56

57. Predictions for 2012 Digital Holiday Marketing
What to Watch & Prep for the 2012 Holiday Season
• Continued Growth of eCommerce as a whole and certainly for the
upcoming Holiday Season
– Per Forrester - Search, display, email, mobile and social channels will represent 35% of all advertising investment
by 2016 (from 19% in 2011)
• More Channel Integration as Marketers Understand Mobile and Social
ROI and Consumer Behavior
– Email will remain strong, become more relevant and integrated with social and mobile efforts
– Buying on mobile devices will continue to rise with growth of tables & smart phones
• Data will drive more relevant communications across all channels
• Holiday 2012 Season will start even earlier… so get planning 
57

58. Thank you, Thank you, Thank you
Questions?
• Please contact us for additional information or a YMMI Demo
– 1-877-yesmail or sales@yesmail.com
58

59. Appendix
59

60. Top 100 Retailers included in Analysis
The Top 500 ranks business-to-consumer retailers in the U.S. and Canada, based on online sales, including retail chains, catalogers,
web-only merchants, brand manufacturers and digital content sellers. 60