Up to 40% of retail revenue lands during the holiday shopping season. Retailers are gearing up to spend a lot of time and money driving traffic to their websites - and sending many many emails to do so. 87% sent at least one promotional e-mail on Cyber Monday in 2011, helping to drive over $1.25B in revenue that day alone. Yet as inboxes get more and more crowded, it is more important than ever to make sure you get the right message to the right customer at the right time.
In this webinar, Brad McGinity of Windsor Circle, and Brittany Schneider of WhatCounts, will share email marketing strategies, content, and design best practices for the 2012 holiday season.
Strategy: As competition intensifies for holiday retail shopping dollars, it is more important than ever to leverage your customer purchase history and other eCommerce data to deliver targeted, personalized, relevant offers through your email marketing campaigns. We’ll cover:
• Analysis of 2011 holiday trends to guide strategy this year.
• Timing: days and times of day to send.
• Identifying the most important segments to target before, during, and after the holidays.
Content: Crafting compelling email messages is easier with actionable customer and retail data. It’s one thing to send a batch-and-blast email with generic content that targets a big list; it’s quite a different – and more effective – approach to develop targeted messages that speak to individuals’ purchase history, behavior, and more. We’ll discuss:
• Examples of personalized messages sent to specific segments.
• Ways to use purchase history and product information to craft content.
• Subject line testing to your segment for higher open rates.
Design: Choosing or building great templates, and incorporating compelling great design elements, is easier when you have a strategy and timeline defining which subset of your list you’ll be targeting with what offers and messages. We’ll discuss:
• Examples of great holiday email design.
• Improving your email templates with a new look and feel.
• Sending an email Holiday Card.