1. Lessons from Holiday Email Strategies:
Waterford, Wedgwood, Royal Doulton, Royal
Albert
Presented by
Joe Schmidt & Karen DiClemente

2. 2012 Strategy vs. 2013 Strategy Takeaways
Lessons learned focusing on:
• Overall 2012 Holiday Recap
• Black Friday & Cyber Monday
• Sweepstakes
• Re-engagement Campaign
• Subject Lines

3. 2012 Review

4. 2012 Review

5. 2012 Review

6. 2012 Review

7. Cyber Monday Shopping Behavior

8. Cyber Monday Shopping Behavior

9. 2012 Review
Black Friday Performance

10. 2012 Review
Black Friday Performance
Black Friday Preview
email generated more
revenue than individual
Black Friday Emails
Send date: 11/19 (4 days
prior to Black Friday)
Subject Line: Black
Friday Preview + FREE
Gift Wrap & Shipping.

11. 2012 Review
Black Friday Performance
1st Pass Subject Line:
Shop 175+ Black Friday Specials + FREE
Gift Wrap & Shipping.
2nd Pass Subject Line:
Black Friday Event: 10-35% OFF + FREE
Gift Wrap & Shipping.

12. 2012 Review
Black Friday Performance
1st Pass Email:
(sent at 12:00am EST)
• 10% Open Rate
• 1.9% Click Through Rate
• Generated 49.3% of
total campaign revenue

13. 2012 Review
Black Friday Performance
2st Pass Email:
(sent at 5:00am EST)
• 7.5% Open Rate
• 1.8% Click Through Rate
• Generated 50.6% of total
campaign revenue
• 2nd pass email generated more
revenue than 1st pass
• Lesson: ALWAYS re-mail on
Black Friday

14. 2012 Review
Cyber Monday Performance
Waterford
• 1st pass email – sent
at 4:00am EST
• 2nd pass email – sent
at 12:00pm EST
• 3rd pass email – sent
at 5:30pm EST

15. 2012 Review
Cyber Monday Performance
1st Pass Subject Line:
Cyber Monday Event: 10-30% OFF +
FREE Gift Wrap. Shop Now!
2nd Pass Subject Line:
LAST CALL: 10-30% OFF Cyber Monday
Offers. Order by Midnight.
3rd Pass Subject Line:
Cyber Monday Extended: 10-30% OFF!
Order by 10am Tuesday.

16. 2012 Review
Cyber Monday Performance
1st Pass Email:
(sent at 4:00am EST)
• 9% Open Rate
• 1.6% Click Through Rate
• Generated 40.9% of
total campaign revenue

17. 2012 Review
Cyber Monday Performance
2st Pass Email:
(sent at 12:00pm EST)
• 6.4% Open Rate
• 1.3% Click Through Rate
• Generated 38.7% of
total campaign revenue

18. 2012 Review
Cyber Monday Performance
3rd Pass Email:
(sent at 5:30pm EST)
• 5.3% Open Rate
• 1.2% Click Through Rate
• Generated 20.3% of
total campaign revenue
• Lesson: Plan for the
“extension”

19. Sweepstakes
In keeping with WWRD’s
plan for email
acquisition, Listrak and
WWRD identified a
strategy for increasing the
number of subscribers to
the main WWRD list
through the use of an
online sweepstakes
promotion.

20. Sweepstakes
Listrak supported WWRD in this
endeavor by creating
sweepstakes templates that
captured subscribers and
contained a viral component
that allowed users to gain more
entries by encouraging friends
to sign up.

21. Sweepstakes
Sweepstakes Entry Form

22. Sweepstakes
Friend Referral Entry Form

23. Sweepstakes

24. Sweepstakes
2012 Holiday Sweeps Success:
• 6,407 new, unique subscribers added to list (avg. 156/day)
• 356 new customers acquired (their AOV was equal to site average)
• Contributed to 4% of total revenue for the 41 days the Sweepstakes
was live (<15% COM)
• Lesson: Using existing customers to get new customers works well!

25. Additional Campaign Ideas
• Shipping deadlines (upgrades, ground, etc.)
• 12 Days of Christmas
• Gift guides
• Top Picks/Gifts
• Gifts for Him/Her
• Stocking Stuffers
• Bestsellers
• As seen in (leverage PR opportunities)
• Private sales (send during slowest week)
• Friends and Family sales
• Wishlist

26. Additional Campaign Ideas
Highest Revenue
Don’t forget to capitalize on Post Holiday sales – these emails
traditionally perform VERY well

27. Additional Campaign Ideas
Lesson: Repurpose, Repurpose, Repurpose
• Work with a template, making minor adjustments
• Revise subject line, main message, images

28. 2012 Review
Subject Lines
2012 – Best Subject Lines
ENTER Waterford's Holiday Sweepstakes: Win 1 of 3 Prizes...
• 15.17% Open / 6.22% CTR
80+ Black Friday Offers + Free Shipping & Gift Wrap...
• 15.06% Open / 3.34% CTR
Black Friday Preview + FREE Gift Wrap & Shipping.
• 12.13% Open / 3.02% CTR
After Christmas Sale now on. Shop & Save...
• 13.66% Open / 3.98% CTR

29. Additional Campaign Ideas
Subject Lines
Lesson: Focus on the subject line that is right for your brand
• Know your audience
• Stand out in the inbox
• Quick, to the point
• Witty, only if it makes sense for your brand
• Stress urgency in the second and third pass

30. Re-engagement
• Getting your emails into the inbox
is always important, but is essential
during the holidays.
• With the annual increase in email
traffic resulting in overstuffed
inboxes, it is important to make
sure you are sending your
messages to a clean and engaged
list.

31. Re-engagement
• Re-engagement emails have been sent in May and June
• Utilized 2nd and 3rd pass sends for these emails
• Performance has been strong:
• 15% Average Open Rate
• 3.17% Click Through Rate
• Generated 4.2% of revenue of revenue for May & June 2013 with
COM <7%
• CR% of re-engagement emails was 2.8x the site average
• Per visit value of re-engagement emails was 2.4x the site average

32. Re-engagement

33. Recap
• The earlier the better – start now!
• Utilize 2012 data
• Acquire and Re-engage
• Track your data
• Standardize holiday templates

34. Thank you
Thank you for joining us!
If you have questions, please contact us:
info@listrak.com
Look for our final two webinars in our holiday series:
August 13th – Deliverability
August 27th – Responsive Design