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CHECK OUT
Think carefully
about what you’re wanting to achieve
upfront, define clear goals and make sure
the whole team is aware of what part
they need to play.
CHECKING THE
FACTS
Looking at the facts and figures on what has worked
for others can be a solid base to build from.
So here’s some 2015 holiday stats to help guide you…
TOP EMAIL CAMPAIGN APPROACH FROM 2015 HOLIDAYS
TOP TACTIC USED BY EMAIL MARKETERS
63%
39%
9%
12%
8%
9%
Source: Selligent & StrongView 2015 Holiday Email Marketing Trends Survey
Source: Selligent & StrongView 2015 Holiday Email Marketing Trends Survey
of marketers chose
promotion of sales
and discounts
of marketers focused
on segmentation
and targeting
of marketers
used product
recommendations
concentrated their
efforts on leveraging data
to improve relevancy
of marketers
used cross/
upsell offers
of marketers
aimed at subject
line testing
Focus!What’s your
HOLIDAY SEASON strategy?
Before you embark on a new strategy, this is what is on the radar for other marketers
Increase subscriber engagement
Improve data analysis to better
understand customer context
Improve segmentation
and targeting
35%
12%
14%
What marketers plan to focus on in 2016
The holiday season is busy; we have a lot going on – your
customers included!
So remember to keep messaging short and to the point.
Quick SMS reminders can be the ideal channel to reach
customers. SMS is easy to use, cost effective,
produces high ROI and has extremely
high open rates, with more than 95% of
messages being opened. If done right SMS can
be a powerful interaction and conversion tool.
It’s good to keep emails brief as well and include some
engaging design aspects and a little humour where possible.
You can always link to more detailed content where appropriate.
Your holiday check list
might be long but your
EMAIL SHOULDN’T
It’s a mad RUSH
According to Litmus, in July 2016, 56% of emails
were opened on mobiles. People have little patience
(and even less with the holiday rush!), so make sure
your campaigns are responsive and easy to view
across all devices.
Traction Digital are experts in acquisition and engagement,
streamlining the execution of cross-channel campaigns, including lifecycle email,
abandoned cart, promotions and ROI tracking.
Talk to our team about how we can help
SYDNEY MELBOURNE
Call: +61 2 9469 5777 Call: +61 2 9469 5773
SINGAPORE INDIA
Call: +65 9351 8519 Call: +91 44 4312 3220
LONDON
Call: +44 20 3176 0586
info@tractiondigital.com | Tractiondigital.com | TractionNext.com
Manage
EXPECTATIONS
Today’s consumer is
MOBILE
Everyone is trying to be seen and heard, so it’s important
to entice subscribers to open with catchy and unique
subject lines. 35% of email recipients open email based on
the subject line alone.
Winning holiday email subject lines are festive, creative
and to the point. Tell customers about a discount, new
collection or action item for urgency. Free shipping,
discounts or cash back deals are often well received.
Keep customers informed with automated emails and SMS
to notify of upcoming holiday dates, delivery cut off dates
and parcel tracking. With so many other items on their
agenda, they will really appreciate the attention to detail.
Do your research on cart abandoners to know what
the best offers are to win them back. Continue to test
CTA’s, subject lines, offers etc and tweak as you go,
until you develop the winning formula. Create a festive
spin on abandonment emails and pop ups, such as;
“Ho Ho Ho…
where did you go?”
or “Santa’s little helpers want to give you 10% off
the items in your cart – MERRY CHRISTMAS!”
Cart ABANDONMENT email
Source: CPC Strategy, “22 Insane Shopping Cart Abandonment Statistics” March 2014
Free shipping and returns are proven to work. CPC Strategy tells us, 44% of shoppers
leave a cart due to high shipping cost and 2 out of 3 shoppers said they would buy more
online if returns were free.
Promotions get FESTIVE
Give your subscribers what they want - an irresistible deal!
Use email, SMS and social to drive awareness of promotional
campaigns and keep the festive CHEER going throughout
the season!
Depending on the data you have on hand, promotions can
be segmented to give targeted offers based on previous
purchases and interests.
• Research and prepare based on previous years’ success factors.
• Have a focused holiday strategy.
• Keep content brief and to the point and remember
to make it engaging.
• Channel your inner creative, with email designs that
are unique and festive.
• Mobile friendly and responsive designs, to reach customers
in their environment.
• Add value with reminders and alerts during this busy period.
• Use email as the back bone to multi-channel campaigns with
consolidated data collection.
• Offer free shipping and discounts to convert cart abandoners.
• Spread the cheer with promotions and collect valuable data to
enrich future campaigns.
• Help last minute shopper with gift cards that can be sent out quickly.
A festive
WRAP UP
NEED HELPSetting up or getting started?
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Are you one of those who always leaves
your shopping to the last minute?
Maybe not – but there are PLENTY who
do! Help customers out by offering a
gift card as a fast purchase that can be
shipped straight to friends or family
anywhere in the world and won’t be
held up in parcel collection, customs or
distribution delays.
GIFT CARDSto save
the
day
T
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During the holiday season most people are already receiving
a larger than normal amount to their inbox. The key here is
to vary the different types of messaging you are sending:
offers, reminders, thank you, promotional codes, additional
opportunities to win etc.
Make sure there is variety. An email series that builds or tells a
story with each new email is a great way to get attention and
continue engagement.
Don’t be an OVER SHARER
INSIGHTS
ABOUND
Data collected from promotion and competition entries,
give valuable insights and enrich databases for future campaigns.
Now wouldn’t that be a great way to start the new year!
Data collected
gives
Use email to support
MULTIPLE
CHANNELS
Use email campaigns as the back bone to support festive campaigns across all your
channels. With data from SMS, digital codes and embedded forms tracking back to the
one storage place.
OCTOBER DECEMBER JANUARY3 3 3
Traction Digital want to help inspire you with creative tips and
strategies to get your email marketing campaigns underway.
This busy and exciting time of year is fast approaching with
Halloween, Christmas, New Year and Boxing Day sales not long after,
there’s no time to waste – SO LET’S GET STARTED!
holiday
EMAIL
CHECKLIST
As a marketer, the holiday season
doesn’t always fill us with joy
– there’s just so much to do
and that’s ok!