Retail Holiday Ninja Wedbinar 2014

Be an Email Ninja
This Holiday Season
Email Campaigns to Dominate the Inbox
1

2
Agenda
• Holiday Gift Guides & Category Recommendations
• Re-Activating Last Year’s Holiday Buyers
• Targeting Procrastinators & Last Minute Shoppers
• Holiday Product Recommendations
• The Holiday Win-Back
• Rewarding Your Best this Season
• Enticing Offers
• Awesome Subject Lines
With 39 Email Examples!

3
Gift Guides
Be Helpful – gift guides, employee
favorites & more

4
Gift Guides
Gift guides, employee favorites, and hit lists are a great
way to add value for your customers.

5
Ledbury deploys a staff favorites holiday guide to
help customers get to know the company as well
as push products.
What’s good about this…
1. Meet the Staff Concept
2. Showcases Products on Real People
Suggestions for Q414…
1. Shipping & Promotions: Let the consumer
know if there are any special offers
2. Design. Play up the holiday coziness with
more of a holiday theme
3. Personalization “Hi [FIRST_NAME]”
Gift Guides
Subject line:
Holiday Staff Favorites from the Ledbury Staff

6
6 Gift Guide Email Gallery
Criquet Shirts, a Windsor Circle client
incorporates their standard humor when
sending their customers a gift guide.
Subject line: Your Holiday Gift Guide. What our
customer are saying.
1. Design
2. Hilarious client testimonials
Suggestions for Q414……
1. Product call out. The testimonials are great,
but it would be even better to know what
shirt is being modeled in the email with a
shop now button.

OfficeMax knows the power of a top 10 list, it’s
quick and easy to read and insanely helpful for
customers looking for guidance.
7
1. Top 10 List - everyone loves lists!
2. Clean design
1. Stay within a category.
2. Link to your other top 10’s.
Gift Guides

Subject line:
A Gift So Special, They Will Think
You Planned For Months!
9

Subject line:
What To Get The Skier On Your List
1. Order by 12/16, get it by 12/24
2. Picture of happy skier
1. Highlight top brands
2. Segment your buyer personas
10
(skiers vs snowboarders)

Subject line:
The Gift Guide! Shop All New Arrivals.
See Our Holiday Shipping Schedule
11
A “lookbook” is a nice way of framing a style or
gift guide.
1. Both offers are actually the equivalent of
20% off
1. Apparel retailers: Have a curated “style” or
“look” guide
2. E-Gift cards for high AOV purchases

Subject line:
Top 10 Green Gifts under $50 plus 20% Off Site Wide
12

13
Re-Active Last Year’s
Holiday Buyers

Re-activate Last Year’s Holiday Buyers
Step-by-Step Guide
1. Identify 2013 holiday buyers. This is
simple if you have purchase date. Simply
join 2 logical filters:
1. Last Purchase ≥ 10.31.2013
2. Last Purchase ≤ 12.31.2013
2. Leverage Re-activation Techniques to
Engage: Use language that makes your
customer’s want to purchase from you i.e.
Will we see you this holiday season?
14
Identify Last Year’s
Holiday Buyers
Leverage Re-activation
Techniques to Engage

15
1 Re-activation Email Gallery
Adore Beauty understands the power of a free
gift to motivate customers to comeback.
Subject Line:
Our Holiday Highlights
1. “Holiday Highlights”
2. Free gift offer
1. Language: Be straightforward.
2. Use the “call out” for last purchase. Bring
the noise with a powerful recall.

Subject line:
Since you’ve been gone…
Timberland sends this email to customers who
have dropped off the map.
1. Since you’ve been gone – brilliant copy
2. We’re still here for you language
3. Discount has a sense of urgency
4. Sunset imagery
1. “Will you be back for the holidays?”
16
Name last year’s purchase.

17
Subject line:
Candy.com free shipping on any
order of $79.95 or more
1. “It’s time to enjoy that special candy you
like so much”
2. Additional discounts
1. Free Shipping threshold offer
2. Use the “call out” for last purchase

18 18
Suppress this year’s
holiday shoppers
Build a Custom Segment to exclude
holiday purchasers from continued
high-volume promotional emails

19
Suppression Segments
Option 1:
• Holiday Purchaser: Any customer who has purchased since 10/31/2014
• Holiday Non-Purchaser: Any customer who has not purchased since 10/31/2014
Option 2:
• Holiday 2x Purchaser: Any customer who has purchased twice since 10/31/2014
• Holiday Non-2x-Purchaser: Any customer who has not purchased twice since 10/31/2014
Option 2:
• Holiday Threshold Purchaser: Any customer who has spent $150 since 10/31/2014
• Holiday Non-Threshold-Purchaser: Any customer who has not spent $150 since 10/31/2014

Procrastinators & Last
Minute Shoppers
20

21
Help Procrastinators Buy Earlier
Step-by-Step Guide
1. Identify last minute buyers.
Those whose purchase date is
after December 15, 2013.
2. Identify rush shippers. Those
who paid for rush shipping
since December 1, 2013.
3. Remind them of rush
shipping fees. Encourage
them to spend those dollars
on gifts, not on FedEx!
Identify Last Minute
Buyers
Identify Rush Shippers
Encourage Them to Buy
Early and Save

22
Group 1
Paid for Rush Shipping
Since 12.01.2013
Group 2
Purchased between
12.15.2013 & 12.25.2013
In 2013, customers who shopped
late in the holiday season
(Dec 15 – Dec 25) were too busy to
shop earlier and needed time to
save up.
Find two groups of buyers. The first group is anyone that spent on rush
shipping since last December. The second group is anyone whose
purchase date implies a rush purchase last holiday season.

23
Sports Authority, has pinpointed their
procrastinators, using incentives like
black Friday pre-sale, skip the lines, etc.
1. Visual timeframe
2. Clear call to action
1. Be direct about last year’s behavior.
2. Be supportive!

Nike makes sure their
procrastinators know that
this is a limited offer.
1. Focus: free shipping
through 12/21
2. “A little nudge”
1. Again, be direct.
2. Try imagery that
recalls last year’s
anxiety.
24

Subject line:
Up to 50% OFF…Gifts That Still Ship for Christmas
25

Subject line:
No gifts? No Worries! Buy an e-Gift Card!
26
Last Minute Shoppers
If they haven’t ordered in time for gifts to ship, link to
your e-gift cards and explain what options are still
available i.e. buy online and pick up in store.

Last Minute Shoppers
Windsor Circle client, NoteMaker, tries to make things as
easy as possible for their stressed out customers by
incorporating a gift guide and the option for giftwrapping
in their last minute holiday email.
27
Above the fold
Subject line: LAST MINUTE GIFT IDEAS
1. Subject line
2. Gift wrapping option
3. Gift guide below the fold
1. Personalization!
Below the fold

28
Subject line:
Nourish Yourself with
These (Plus, Last Day
for Holiday Deal)
Windsor Circle client AnnMarie
Gianni Skin Care uses data-driven
emails like this to get
57% avg open rates.

29
Product
Recommendations
Cross Sell, Up Sell, and Recommend
Correlated and Hot Items

Cross / Up Sell This Year’s Hottest Items
Step-by-Step Guide
1. Identify hottest items. You can do this by:
1. Intuition.
2. Directive. Your boss wants you to move
30
specific products.
3. Statistics. What are your highest grossing
products?
2. Identify correlations. The biggest correlative
factors are
1. Upgrades. Customers that had to have
the Tea Monster 8500 last year are going
to salivate about the Tea Monster 9000
this year.
2. Accessories. Dr. Dre Beats Headphones
for everyone who bought an iPhone.
Identify Hot
Items in Your
Inventory
Identify
Correlations with
Other Products
Cross / Up Sell
Based on
Purchase History

31
Step-by-Step Guide (continued)
3. Market basket analysis. Customers that
buy grill aprons and skewers also tend to
buy tongs and spice rubs. You get my
drift.
4. Identify segments based on purchase
history. If you have access to your
eCommerce data, this is a snap. Segment
purchase history via any of these:
1. SKU
2. Title
3. Category
This Year’s
Hottest Items
Correlations Purchase
History
As a marketer, you know what products drive cross and up sell
opportunities. The trick is to not boil the whole ocean. Pick 3 things
and go make righteous coin.

Category specific email sent to customers who’ve
purchased kitchen appliance sand accessories.
32
Segment on:
• Product
• Category
• or Brand
1. Single category
2. Hot product, front and center
3. “Save on hottest kitchen brands”
4. Links to categories
1. Hottest item from each 2nd level category. This
email uses “kitchen” as the top category. Go down 1
level and then pick your hottest item from each of
those. Lay out your copy and make it rain.
2. Mimic catchy phrases. If your product line lends
itself to quick kitsch, then mix it up with some fun
verbiage.

Source: Co3o3king.com
Cooking.com approaches their emails by adding
value for their customers. Looking at crockpots?
Here’s 3 mixes you can buy for under $6 dollars.
1. Hot product + accessories
2. Good use of product ratings data
3. Value-added content: “Get Recipes”
1. Use purchase history for hero shot. List 3 top
accessories on the side.
2. Name the value your product delivers.

Cross / Up Sell through Product Education
34
Windsor Circle client, evo.com, created a 3 part
educational email series for customers who purchase
ski boots. The email on the right is the 3rd email in
this education series, which conveniently speaks to
the importance of good socks to go with your
awesome ski boots.
Subject line: Ski Boot Guide – Part 3
1. Product recommendation
2. Mentions their last purchase
3. Great design
1. Personalization – this email pretty much has it
all, but it can’t hurt to personalize it a little
more. Something as simple as “Hi [INSERT
FIRSTNAME]” can go along way towards
customer good will. Learn more: www.windsorcircle.com/evo

36
Triggered Product Recommendations
Step-by-Step Guide
1. Identify specific product
recommendations. Use market basket
analysis to identify what items people
usually buy together.
2. Update purchase data nightly. At a
minimum, load your purchase history to
your ESP nightly (tools like Windsor Circle
can do this for you automatically).
3. Trigger recommendations based on
purchases. Use your ESP’s automation
tools to set up “When last order is
updated and contains “x”, send them this
email.”
Identify Product
Recommendations
Use Automation to
Recommend
Additional Items

This is easy if you try not to eat the whole elephant at once. Pick 3 items
37
and test this holiday season. You’ll be amazed by the results.

38
Gaiam, a Windsor Circle client, uses product
and purchase data to personalize product
recommendations
1. Specific items based on interest
2. “Gaiam personal shopper” concept
3. “New Arrival” and “Sale” categorization
1. Create 3 category-specific post-purchase
series (3 emails each)

Product recommendation based on their
customer bases’ purchasing preferences.
1. “We’ve noticed that those who have
39
purchased…”
2. “More to explore“
1. Pick 3-5 items and start now!
2. Name the item purchased.
3. Better Design

3 Triggered Product Rec’s Email Gallery
40
Marbles the Brain Store, an IR 1000 retailer and
Windsor Circle client, uses product and purchase
history to inform their automatic product
recommendations.
Subject line: More brainy fun hand-picked for you!
1. Pulls in product image and title.
2. “Here’s something else you might like, hand-picked
for you:”
3. Gift Genius concept
1. Design copy. Online orders always ship free?
That’s a big deal!
This isn’t a mistake, this is dynamically generated
content. Meaning, the image and product title of the
recommended product is pulled based on each
individual customers purchase history.

41
Product Recommendations
William Sonoma, has honed in on it’s
customers by category to send product
recommendations.
1. One category: Cutlery
2. “As someone who’s shown interest…”
3. Good use of product reviews
1. Insert actual purchase data: Purchase
title, image, and URL.
2. Build as a template, reuse for each
category.

42
Subject line:
Holiday Hosting

Subject line:
Just a friendly reminder
about your cleanser…
43
• Data-driven
replenishment email
• Important to have
templates ready for such
products to ensure re-orders
after the holidays

Win Back
Holidays is the perfect time to Win-back
lapsed customers
44

45
Win-Back Email
Griffin Technology pulled out their one time
purchasers who have not returned in 6 months and
sent them this email.
Subject line: Save 15% off on new Griffin Products!
1. “Here’s what we’ve been up to”
2. Solid discount
1. Deeper Segmentation – Not all customers are
created equal. Make sure you are offering last
year’s bigger spenders a juicy reason to come
back, whether a higher discount, VIP access, or
special gift – this is the perfect opportunity to
convert last year’s holiday shoppers into repeat
customers.
Learn more: www.windsorcircle.com/griffin

46
Win-back Your Customers
Subject line:
Was it something we said?
CoffeeForLess, a Windsor Circle client, makes
over $1MM a year from data-driven lifecycle
marketing.
1. We Miss You Language.
2. 5% off is a big incentive (7% margins)
1. Have automators in place
2. Also set up a one-time Win Back in Dec.

Win-back Your Customers (Automatically)
47
SkinMedix, a Windsor Circle client, makes
over $1MM a year from data-driven lifecycle
marketing.
1. We Miss You Language.
2. Uses discount incentive.
3. Highlights free shipping offer.
1. Be Specific– Pull in product
recommendations, replenishments, etc
based on purchase history.
Learn more: www.windsorcircle.com/skinmedix
Subject line:
Come back to enjoy free
shipping and more…

Best Customers
Get Your Best Customers to Spend their
Holiday Bucks with You
48

49
ID your Best Customers
Step-by-Step Guide
1. Identify most recent.
1. Rank all customers by number of
days since last purchase.
2. Divide into 4 groups (quartiles).
3. Give first quartile a rank of R=1.
2. Identify most frequent. Same process,
but with quantity of orders.
3. Identify highest monetary value. Same
process, but with total aggregate spend.
Identify Best Customers
Engage Through
Exclusivity
R1∙F1∙M1

Monetary
Value
(Top Quartile)
50
ID your Best Customers
4. Join these 3 to find best customers.
Your best customers will be R1∙F1∙M1.
5. Identify an exclusive promotion.
Reward your best customers. Ideas:
1. Exclusive preview of new
products.
2. Early access to limited inventory.
3. Exclusive discounts or offers.
4. Free gift for best customers.
R1∙F1∙M1
Recency
(Top Quartile)
Frequency
(Top Quartile)
Your best customers are those who fit the combination of
most recent, most frequent, and highest monetary value.

Reward your Best Customers
Dell rewards their best customers with this
special 2 day sale that is specific and to the
point.
51
1. Language Denotes Urgency
2. Clean copy
1. Thank you, best customer.
2. Exclusive. Modify this verbiage to reward
your best. Use phrases like
1. Exclusive
2. Best clients only
3. Private offering.

52
Best Customers
HP sends their best customers pre-sale emails
to give them an exclusive sneak peek and the
ability to pre-order.
1. Language implies scarcity
2. Strong call to action
3. Enticing image
1. Best customers get first access. Give
this segment a 24-hour head start.
2. “Help us review.” These are your best
clients. Trust their opinions. Engaging
them in this way can generate mad click-through.

The Great Indoors approaches their clients
with a clear and simple message just to say
thanks, this email has no hidden agenda or
product to push.
53
1. Customer appreciation
2. 15% big and bold
3. Relevant holiday imagery
1. Just add “Best Customer.” This copy is
pretty perfect. Just modify to“let us give
thanks to you as one of our best
customers.”
2. Exclusive. Drive home the point that this
discount is only for best customers. Pair
with imagery (see examples on the next
page).
Best Customers

54
Awesome Offers
Enticing Offers

55
Margins can be your friend
Whether you have an item with high enough
margins you can afford 70% off to reel customers
in or you are targeting your free shippers (you
know you have them), enticing offers can get your
foot in the door.
Turn that one purchase into the gift that
keeps giving with product
recommendations for the items you
really want to push

56
Enticing Offers
Subject line:
Oops! We goofed: How about
free shipping at ThinkGeek?
• Oops emails still work
• If you don’t normally offer free
shipping, use as motivator over
holidays

57
Subject line:
Our gift to you

Subject line:
I ate how many calories on Thanksgiving Day?!
Not every offer has to be a discount or free shipping:
58
• Recipes
• Guide books
• Memberships
• Branded items

Awesome Subject Lines
Subject Lines Matter
59

60
Awesome Subject Lines
Standout in your customer’s inbox
with a subject line that makes your
customer stop and open your email.
Remember to be true to your brand’s
voice and culture!
Subject Line:
Jesus & Santa BFF Tee – Just 11 Bucks

61
Subject Line:
Ho, Ho, holy crap. 3 days ‘till Xmas!
1. Subject line that states what everyone
was thinking
2. BOGO discount
3. Language evokes a sense of urgency
1. Holiday Design: try to evoke more of a
holiday theme while still being true to
your brand and culture
2. Dynamic copy: use product
recommendations that dynamically
generate for the items shown in the copy
Make ‘em do a double take

62
Subject Line:
Are You Ready to Manwrap?
1. Weird subject line that drives opens.
2. Email serves a purpose to teach
customers how to manwrap
1. Cut down on text
2. Take existing emails, add holiday design
Make ‘em do a double take

Subject Line:
How to Build a Kid’s Table for Thanksgiving - Deck
Safety Tips - DIY Remodeling
63 63

64
Automated Subject Lines
that Take the Cake
Meet The Founders
61% Open Rate; 2nd triggered email in new
customer welcome series.
A Special Loyal Customer Coupon
(And an Invitation...)
85% Open Rate; Triggered when a customer
becomes a "best" customer (Score of R1F1M1).
Welcome to {Company-
Name}! Here's a special thank you.
55% Open Rate; Sent after a first purchase.
Based on what you bought, you're
gonna' love this
29% Open Rate; Automated product
recommendation using Windsor Circle's Hot
Combo custom fields
Welcome to our Newsletter! Here's
$10 Off for Signing Up
55% Open Rate; Sent after new subscription.
Thank You!
67% Open Rate; First email in an automated
post-purchase thank you series.
Best Customers Like You Get a Free
Koozie Next Order
55% Open Rate; Automated best customer
reward when total spend > $150
*|FNAME|*, we could use your
feedback
48% Open Rate; Triggered 10 days after
subscription to "parents' guide" emails
An Early Birthday Gift for You
77% Open Rate, Triggered 2 weeks before
customer birthday.

Windsor Circle: Connect, Analyze, Recover, Retain
Enterprise Data Feeds:
65
Data updated continuously into
custom fields or relational tables
in your email software
and more
Guaranteed eCommerce-to-ESP Integrations:
and more

Retail Holiday Ninja Wedbinar 2014

Empfohlen

Empfohlen

Weitere ähnliche Inhalte

Ähnlich wie Retail Holiday Ninja Wedbinar 2014

Ähnlich wie Retail Holiday Ninja Wedbinar 2014 (20)

Mehr von WhatConts

Mehr von WhatConts (20)

Kürzlich hochgeladen

Kürzlich hochgeladen (8)

Retail Holiday Ninja Wedbinar 2014

Hinweis der Redaktion