How do your campaigns perform against the rest of the industry? Laurence Kite from Dovetail gives you the benchmarks to compare just how you're doing.
You'll find more data and a complete write-up of the presentation here:
http://www.dovetailservices.com/guides/christmas-benchmarking-report-2014/
2. Christmas subscription performance
Objectives
īŽ How are Christmas Sales performing Year on Year?
īŽ Are customers starting to order for themselves?
īŽ What channels perform the strongest over Christmas and
how has this changed?
īŽ What impact does January Sales have?
īŽ How are previous Christmas subs renewing?
īŽ Develop a Dovetail benchmark report to track your own
performance
3. Methodology
Criteria
īŽAnalyse the last 3 yearâs worth of data
īŽDovetail clients for at least 3 years
īŽAll acquisitions â all promotions
īŽPaid for subscriptions only
īŽChristmas period classified as Sept through to Dec
4. Christmas Acquisitions
īŽ 2014 saw a decrease of 6% in total acquisitions YOY, compared to an increase
in 2013
īŽ In 2013, a range of early bird pricing was introduced
īŽ The introduction of âblackâ Friday and cyber Monday affecting November orders
īŽ Reinforces that in fact Christmas is getting later â âIndian summerâ, or are
subscribers waiting for the best offers?
īŽ Is January sale readdressing the balance of the loss of acquisitions YOY?
TOTAL XMAS Dovetail Universe Dovetail Universe
ACQUISTIONS Total Acqusitions % Difference
2012 412,671
2013 419,659 1.69%
2014 394,881 -5.90%
Month 2012 2013 2014 2014 v 2013
Sep 71886 83232 79651 -4.30%
Oct 89507 87273 80046 -8.28%
Nov 109135 102607 89123 -13.14%
Dec 142143 146547 146061 -0.33%
6. Christmas Order Response
īŽ Online orders are declining YOY, but as a percentage split, up YOY to 52%.
īŽ Telephone orders have decreased YOY, but have maintained the level as 2012.
īŽ Coupon continues to decline, down a further 4%
īŽ Imported load, a large decrease by 18% - are clients utilising the catalogue platform to
drive subscriptions?
īŽ With these declines, it is important to remember that all orders are down 6% YOY
Channel 2012 2013 2014 2014 vs 2013
Coupon 57633 46827 44858 -4%
Telephone 55841 65012 55861 -14%
Online 208012 201246 196759 -2%
Imported Load 75998 97864 80644 -18%
Dovetail Universe
Channel % 2012 2013 2014
% Coupon 14.5% 11.4% 11.9%
% Telephone 14.0% 15.8% 14.8%
% Online 52.3% 49.0% 52.0%
% Imported Load 19.1% 23.8% 21.3%
Dovetail Universe
7. Christmas Order Response â Month by Month
īŽ Importance of timing the type of offer â Last minute offers drive online traffic â e
cards, extending Christmas
īŽ Coupon still plays a significant part â up 30% in October. Offline DMs still play a
part in traditional response if used at the right time.
2012 2013 2014 Variance Gross Variance Actual
Telephone Sep 10066 15027 12729 -2298 -15.3%
Oct 13991 16482 11617 -4865 -29.5%
Nov 16432 16802 14509 -2293 -13.6%
Dec 15352 16701 17006 305 1.8%
Online Sep 30899 35999 36619 620 1.7%
Oct 41150 35556 30595 -4961 -14.0%
Nov 50791 48507 45667 -2840 -5.9%
Dec 85172 81184 83878 2694 3.3%
Coupon Sep 10064 9037 9163 126 1.4%
Oct 13514 9912 12975 3063 30.9%
Nov 15829 10293 9820 -473 -4.6%
Dec 18226 17585 12900 -4685 -26.6%
Imported Load Sep 19841 22510 19208 -3302 -14.7%
Oct 18485 24481 18834 -5647 -23.1%
Nov 17498 22013 16529 -5484 -24.9%
Dec 20174 28860 26073 -2787 -9.7%
Metrics Month
Dovetail Universe
Top Line
8. Christmas Subscription
Type
īŽ Importance of identifying when to change wording of the offer â when in November does the
differential change?
īŽ When in December should it be changed back?
īŽ Given the decrease of direct subscribers, clients should be reviewing their activity for this
customer group. Although direct sales are bigger than gift purchases for each month until
December, the trend is downwards; does the work that is being done on gifting in the run-up to
Christmas mean that new purchasers are being ignored?
0%
10%
20%
30%
40%
50%
60%
70%
Sept Oct Nov Dec
% Donated 2012
% Donated 2013
% Donated 2014
9. Christmas Payment Method
īŽ In line with the increase in volume of gifted subs in Nov/Dec, the
proportion of Non DD orders increases in the same months
īŽ Gifted subs, for both DD and Non DD increased compared to
2012, by 10%, compared to a fall of 3% for direct
0%
10%
20%
30%
40%
50%
60%
70%
Sept Oct Nov Dec
% Non DD 2012
% Non DD 2013
% Non DD 2014
10. Christmas Payment Method - DD
2012 2013 2014
Sept 40158 50889 50013
Oct 49656 52630 44156
Nov 40521 45668 38525
Dec 48358 55846 48870
All Direct Debit Acqusitions
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
Sept Oct Nov Dec
% Donor DD 2012
% Donor DD 2013
% Donor DD 2014
īŽ DD order volumes consistent
month by month
īŽ As a percentage of all DDs,
donated increase to 45% in
December.
īŽ Are donors being lured into
cheaper pricing, but potential
more aware of cancellation
policies?
11. Christmas Renewal Rates
īŽ Xmas renewal rates continue to fall, up to 3% when compared to the
DT universe yearly average of 50%.
īŽ Given that DT process 200,000 subs, 1% increase means 2,000
renewals
īŽ What are the prices for these renewals â is the drop in percentage
profitable given the proposed increase on renewal strategies
34.0%
35.0%
36.0%
37.0%
38.0%
39.0%
40.0%
41.0%
42.0%
43.0%
44.0%
45.0%
Sep Oct Nov Dec
Xmas Renewal Rates 2012
Xmas Renewal Rates 2013
Xmas Renewal Rates 2014
13. Summary
īŽ Christmas orders are down YOY by 6%
īŽ Christmas is getting later â subscribers are trained to
receive the best offers â cyber Monday
īŽ December performance is on par with last year and up on
2012 â early January sale offers could have a positive
effect on this
īŽ Time the switch to donated offers â but donât forget your
directs
īŽ Postal orders still are integral to your campaign, especially
through DM â but at the right time
īŽ Although Direct Debit volumes are consistent â percentage
of total orders increases â be wary of renewals
14. Summary (cont)
īŽ Renewal rates are in decline, and continue to
perform below the average CWO rates
īŽ Itâs not all negative â analyse your CPA â
increase in subs may not be your objective
īŽ Analyse your own data â trends for others may
not suit your demographic