In this webinar, we partnered with email marketing and design experts Zembula to discuss how you can optimize your email marketing in sends leading up to and during the holiday season and see great results.

1. Optimizing Your
Holiday Emails
Last Minute Tips for Black Friday
and Cyber Monday

2. Today’s Logistics
Kerry Mallett
Webinar Coordinator
Recording & slides will be sent
by tomorrow
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3. WE’VE MASTERED THE
MEDIA THAT
MATTERS MOST
Tinuiti is the largest independent performance
marketing firm across Streaming TV and the
Triopoly of Google, Facebook, Amazon.
Employees
Media managed
Award-winning
culture*
$3B
#1
950+

4. Some of
Our Clients
Our
Recognition
For commerce leaders of today and the future

5. Our Speakers
EMILY CLARKSON
Director, CRM & Email
ROBERT HAYDOCK
CEO

6. Agenda
● This Year’s Holiday Landscape
● The Core Components of Your Email
Program
● How to Stand Out In The Inbox
● User Acquisition
● Make Your Program Nimble
● Case Studies
● Q&A
6

7. How prepared do you feel
for the holiday season?
● 1 - not at all prepared
● 2 - somewhat prepared
● 3 - very prepared
POLL

8. The 2021 Holiday Landscape
8

9. The 2021 Holiday Landscape
Global supply chain
issues are impacting
everyone
INVENTORY
The pandemic is still
impacting how and
where people shop
COVID-19
New privacy changes will
impact KPIs and more
PRIVACY
Carrier capacity limits
are already maxed out
SHIPPAGEDON
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10. The Core Components of
Your Email Program
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11. Key Areas of Every Email Program
ACQUISITION
Email opt-in
opportunities across
site (overlays, static
sign up) and other
channels (social)
BEHAVIOR
AUTOMATIONS
Triggered emails
based on behaviors
on site, purchases &
with program (cart,
browse, winback,
re-engagement)
VALUE-ADD
AUTOMATIONS
Triggered emails
targeting contacts
having purchased or
shown interest
(up/cross sell, back in
stock, VIP, loyalty)
POST PURCHASE
Emails going out
after a purchase with
information about the
purchase (order/ship
confirmation,
tracking, reviews)
DAY-TO-DAY
Consistent
communication with
users engaging them
in promos, new
product launches and
general newsletter
content
11

12. Setting Up An SMS Program
GOALS
Clearly understand
the goal of your
program. EXs:
revenue, retention,
catering to comm
preference, VIP
INTEGRATION
Determine how you
want SMS to
integrate with other
channel messaging
and which channel
reigns supreme
ACQUIRE SMS
Integrate SMS with
current email
acquisition strategies.
Ensure your program is
complaint.
AUTOMATIONS
Set up core
automations to
compliment email
program and cater to
SMS only users
DAY-TO-DAY
Develop campaigns
calendar and strategy
for one off messages
ensuring you don’t
over-send to users
getting both email
and SMS
12

13. Dynamic Content Components
Smart Banner™
Be relevant in every
open by delivering
the right message at
the right time.
Package
Tracking
Keep customers
informed with the
latest tracking
information
BOPIS
Drive people to buy
online and pick-up in
store by showing
personalized content
based on preferred
location
Cart
Abandonment
Take advantage of
your best performing
abandoned cart
emails by increasing
visibility of those
messages
Contingency
Save time by setting
up content that can
easily be swapped
out when conditions
change
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14. How to Stand Out In The
Inbox
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15. Stand Out In The Inbox
Get Creative With Subject Lines
● The inbox is really crowded
● Inbox competition is fierce
● Don’t look like everyone else
To Consider
While the significance of opens as a KPI is
changing with new mobile privacy changes, it will
remain important to focus on subject lines and
enticing opens from users. The KPI may not be as
relevant but ultimately the open is still relevant to
conversion.

16. Timely & Relevant Offers
Choose Offers Wisely
● Keep it simple
● Don’t forget about gift cards
● Change up offers between Black
Friday and Cyber Monday, if you
can

17. Stand Out In The Inbox
Optimize for Mobile
● The majority of shoppers will be shopping on their
phones this year
● Make conversions easy for users; large font & CTAs
● Choose visuals over text
Source: Tinuiti 2021 Holiday Consumer Spending Trends

18. User Acquisition
18

19. Acquisition
Drive incremental sign ups
● Use VIP holiday offer language to entice
users
● Match BF/CM Offers
● Update to holiday themes/match creative
To Consider
While it’s important to not overwhelm users by
asking for a lot of data, you can utilize your
welcome campaigns to encourage users to give
you additional information. This will help build
zero and first party data which will become more
important with recent privacy.
iOS 15 adoption is climbing: iOS 15 is at 26% and
iOS 14 is at 68%.

20. Make Your Program
Nimble
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Contingency Planning, Dynamic Emails, and
Post-Purchase Pathways

21. Dynamic Banners
Banners that support behavior
Browse Abandonment
Cart Abandonment
Back In Stock
MAKE YOUR PROGRAM NIMBLE

22. Remember Trigger Logic
Adjustments Cart & Browse
● Increase visibility
● Pair trigger discounts with BF/CM discounts
● Increase urgency with inventory levels or time left
To Consider
Cart abandonment & browse abandonment can be be
big players in your email revenue over BF/CM. Check
logic to be sure they’re firing off quickly after
abandonment and time between touches isn’t too
delayed.
MAKE YOUR PROGRAM NIMBLE

23. Shippageddon
Increase in negative
feedback YoY in 2020
(Convey)
Of all shipments missed
their Christmas delivery
deadline (Convey)
Of all shipments were
delivered on their EDD
in December (Convey)
MAKE YOUR PROGRAM NIMBLE
43%
19%
<50%

24. Email Post-Purchase Experience
Make It Easy For Your Customers
● Keep visuals simple
● Update shipment emails dynamically
● Focus on customer experience
To Consider
Delivering a transparent post purchase experience
will reduce WISMO (where is my order) inquiries.
Shipment confirmation email
MAKE YOUR PROGRAM NIMBLE
Shipment Tracking Banner

25. SMS Post-Purchase Experience
Make It Easy For Your Customers
● Give customers another way to track
purchases
To Consider
Delivering high quality content within SMS is
important to maintain engagement.
MAKE YOUR PROGRAM NIMBLE

26. Contingency Emails Are Your Friends
You’ll Thank Us Later
● Inventory
● Shipping Cut Off Dates
● Different Promotions / Offers
● Gift With Purchase
To Consider
Contingency emails save time and stress during an already busy
holiday season. Think about what happened last year and what
could happen this year as it relates to your brand, and plan for it.
MAKE YOUR PROGRAM NIMBLE

27. BOPIS: Buy Online, Pick Up In-Store
Drive Additional Sales
● Use BOPIS to increase sales this holiday season.
● Provide customers with a get it now option.
● Carrier cutoffs will be early and BOPIS is a great alternative
To Consider
If you have physical stores, BOPIS is an opportunity to provide
customers a faster gratification and avoids shipping which will be
experiencing significant delays this holiday season.
MAKE YOUR PROGRAM NIMBLE

28. Client Case Studies
Success during the Holidays

29. Improving the post purchase experience with live
shipment updates in email
Ensure safe delivery and
acceptance of live plant
shipments
Improve customer
shipping experience
overall
Reduce WISMO calls
GOALS EXECUTION
● Used Zembula’s pre-built
package tracking templates
to create an image that
provides up to the second
information about where a
customer’s package is
● Templates were fully
customized to the brand to
provide a seamless brand
experience on mobile and
desktop
● Integrated with all shipping
providers to serve accurate
information to every
customer
TAKEAWAY
When live shipment
updates are used,
customers are able to
track their orders and
know exactly what the
shipment status of their
packages are, from within
a single email.
Providing this information
directly in an email leads
to a decrease in calls to
customer service.
Decrease in customer care
center calls.
Improved customer
experience.
RESULTS
Case study: American Meadows
29

30. Working across the CRM/Email + Paid Search teams
brought enhanced insights that drove growth
Encourage Repeat
Purchases for Q4 2020
Identify seasonal
purchasers
Cross channel
personalization
GOALS EXECUTION
● Addresses one time
purchasers by targeting
purchasers who had not
purchased in the last 365
days
● Addressed lifecycle of
subscribers by targeting
purchasers from 2019 before
and during Q4 2020
● Creative and messaging were
crafted for CRM & Email and
Paid Search that foster an
integrated journey across
platforms for subscribers
TAKEAWAY
Strategically amplify the
brand to key audiences,
increase consideration,
and create impactful
experiences, through an
integrated cross-channel
approach, that drives
consumer behavior
business growth.
YOY increase in
repeat
purchasers by
targeting 2019
purchaser list in
2020
RESULTS
172%
Case study: Luxury Gifting Client
30
YOY increase in
remain channel
revenue from Q4
2019 to Q4 2020
222%

31. Key Takeaways
Here’s how to combat this year’s holiday landscape
& competition:
● Stand out in the inbox with mobile optimization
and timely & relevant offers
● Don’t forget to boost acquisition at this busy
time of year
● Utilize dynamic content across all types of
emails and plan for contingencies
● Nail your post purchase communication
● Plan for shipping delays

32. Schedule Your
Consultation
with an Email Expert

33. Q&A

34. Thank you!