Is 2020 over yet? Not exactly. And for those in ecommerce (AKA you), we still have Q4 and Cyber Weekend to go. It seems like our marketing plans are being revised and refreshed on a weekly—if not daily—basis with all that has been happening in the world. For some, this is causing a lot of anxiety around Cyber Weekend. Fear not, the folks from Klaviyo, MailCharts, and Common Thread Co. are here to help. During this webinar we’ll share survey results that highlight what's keeping your ecommerce peers up at night. And, of course, the strategies to overcome those fears.

1. Enough With The
Anxiety: How To
Survive Cyber
Weekend 2020

2. © 2020 Klaviyo
Housekeeping
Webinar recording
available
Additional content
available at klaviyo.com
Email
webinar-questions@klaviyo.com

3. Hello! we’re
presenting
© 2020 Klaviyo
Mandi
Moshay
Director of Retention
Common Thread
Collective
Tom
Buchok
CEO, Founder
MailCharts
Joe
McCarthy
Director of Performance
Marketing
Klaviyo

4. Agenda
© 2020 Klaviyo
1. BFCM anxiety survey findings
2. How to address the key anxieties this season
3. What you need to know going forward
4. Q & A

5. © 2020 Klaviyo
What is Common Thread Collective
We are not a marketing agency.
Common Thread Collective is an ecommerce growth agency that exists to guide brands to
scale beyond $2M-$30M in annual revenue.
© 2020 Klaviyo

6. © 2020 Klaviyo
What is MailCharts?
We’ve has been collecting email campaigns since
2013 from thousands of ecommerce brands.
Ecommerce email marketers use MailCharts to
build and optimize their email strategy, look into
email campaigns of competitors and peers, and
gain insights into industry trends.
Ecommerce email bliss

7. © 2020 Klaviyo
What is Klaviyo?
400 Employees Globally / 43,000 Customers / 82 Countries
Email
SMS
Segmentation
Segmentation
Analytics

8. © 2020 Klaviyo
What is Klaviyo?
Only marketing platform that helps ecommerce businesses
on day 1 and scales as they grow

9. © 2020 Klaviyo
1
Survey says:
6 key findings

10. © 2020 Klaviyo
We surveyed 100
merchants from the
ecommerce space
to better
understand their
anxieties
Agency/Marketing/Consulting
Apparel & Accessories
Beauty & Cosmetics
Electronics
Food
Hardware & Improvement
Health & Fitness
Home Goods & Garden
Jewelry
Non-Profit
Office Supplies
Pet Food & Items
Specialty
Sporting Goods
Toys & Hobbies
Education
CBD
Alcohol
Other

11. © 2020 Klaviyo
90% of merchants
surveyed sold on
their ecommerce
site many with a
presence in other
channels
Ecommerce Site
Wholesale
Your brick & mortar store
Amazon
Other marketplaces (ex. Etsy, Ebay)
Thirdparty retailers
(ex. Sephora, Macy’s, Target)
Thirdparty retailers online
(ex. Sephora.com, Macys.com,
Target.com)
Other

12. © 2020 Klaviyo
75% of
respondents
said their anxiety
increased about
the success of
their business
since the onset of
Covid-19

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48% of respondents said they
were ‘Somewhat More Anxious’
compared to 2019.

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36% said it was no different
from last year or ‘less anxious’.

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76% of
respondents
shared they are
equally nervous
about Black Friday
and Cyber Monday

16. © 2020 Klaviyo
There was a lot of
anxiety about a lot
of things.
When asked what
was making
brands anxious,
121 people
provided 863
responses.
2nd Covid wave
Shipping/fulfillment delays
Uncertainty around USPS changes
Inventory access issues
Ability to access raw goods
The presidential election
Amazon Prime Day
Earlier shipping cut-offs
Increased digital competition
Increased digital costs
Staffing issues
Consumer spending confidence
Earlier deal shopping
Discounting uncertainty
Impact of shipping on later shoppers
Sales launching earlier
Stimulus dollars drying up
Lack of general consumer confidence
Increasing return rates
Warehouse closures
Managing returns
I have no anxiety about BFCM

17. © 2020 Klaviyo
Uncertainty about consumer
holiday spending plans and
budgets was the number one
response driving anxiety.

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Shipping and fulfillment delays
came in second.

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Meanwhile, 65% of brands
that responded have seen
improved business this year.

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Key themes
we need
to address
When to start
marketing?
When to discount?
What to say? Shipping & Fulfillment

21. © 2020 Klaviyo
2ADDRESSING ANXIETIES
THIS SEASON
When to start
marketing?

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Campaign activity rose dramatically over BFCM 2019
what’s to be expected this year?

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Start Early
80%
Of consumers are
planning to shop earlier
for gifts this year
Track average shipping times by carrier here: https://carriers.shipbob.com/

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Brands were starting early in 2019—be prepared for this year

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CPMs Are on The Rise
© 2020 Klaviyo

26. © 2020 Klaviyo
Grow Your Owned Lists Today

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Since the onset of the pandemic,
form submission rates have
doubled.

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Audience
Understand the behavior
of your VIP customers,
and then find more people
like them
Frequently views
women’s sandals
VIP customer
Audience and BI Platforms

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Sync your VIP customer
segment(s) to Facebook
/Instagram
Create a lookalike audience
to optimize your ad targeting
VIP Lookalikes

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Nurture acquisition with automation that educates and builds
brand

31. © 2020 Klaviyo
3ADDRESSING ANXIETIES
THIS SEASON
When/how to
discount?

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Account for margin
when planning
promos

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80% of campaigns contained discounts

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Be Thoughtful About Discounting
© 2020 Klaviyo

35. © 2020 Klaviyo
Do you know where your new subscribers are coming from?
With many digital channels existing and more on the rise,
do you understand all of the entry points for a new
subscriber and where they converted?
Three Questions To Think About:
1. Which channel drives the most volume?
2. Where are the new users subscribing?
3. What expectation might they have?

36. © 2020 Klaviyo
● How do you think about your welcome series?
● What are the goals and intentions?
● What testing have you done?
● At HYLETE, we split out Welcome Series based on
the entry point of the user.
Pro Tip: Beyond the
basic Welcome Series

37. © 2020 Klaviyo
4ADDRESSING ANXIETIES
THIS SEASON
What to say?

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Make it Easy for Gifters with a Product Quiz

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Gift guides provide customers with a curated
“shopping” experience

40. © 2020 Klaviyo
Pro Tip: Maximizing browse abandonment with hero products
Product browse automations help drive consumers
one step closer to purchase. In this case a customer
has demonstrated a clear interest in a product but
were neither ready to purchase nor ready to add any
items to their cart.
Three questions to think about:
1. What information do you have that may help them convert?
2. Is there a common trend with a specific product type?
3. What existing collateral do you have to support you and
provide greater content/creative shelf life?

41. © 2020 Klaviyo
Leveraging existing creative from past product
launches HYLETE has created a browse abandonment
split for key hero products.
Though this looks like a lot of work, it’s become
a natural workflow for them after launching a new
product.
Leveraging the existing creative provides increased
shelf life to assets while positively impacting
performance.
Hero product splits for better
engagement and results

42. © 2020 Klaviyo
Traditional browse abandonment
vs. hero product splits

43. © 2020 Klaviyo
5ADDRESSING ANXIETIES
THIS SEASON
Shipping
& fulfillment

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Drive urgency at every turn

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Messaging logistical hurdles early helps your customers

46. © 2020 Klaviyo
Real-time
follow-up:
Ask customers
to share their
experience or
review your
product

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Optimize back in stock initiatives in prep for supply issues

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70%
of consumers report product availability and free shipping are top
reasons influencing their purchase decisions

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Accountability:
understand that
not everyone is
going to have a
positive customer
experience, and
strive to improve
service delivery

50. © 2020 Klaviyo
6
Going forward:
what you need to
know

51. © 2020 Klaviyo
It’s okay to market your great products—even intro new products!

52. © 2020 Klaviyo
Start with the basics. Review your automations and ensure
they’re emphatic and ‘aware’.
The hardest part of this year was entering a pandemic
with no plan or foresight
1
3
Rely on segmentation and personalization. Let those
aspects guide your marketing moments to success.
2
Look at what performed well last year and how it can be
improved.
4
You’ve got this.

53. © 2020 Klaviyo
Questions?