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CHRISTMAS EMAIL CAMPAIGNS THAT WORK
#TFWORKSHOP
TheFamily
code: lamifasisi
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WIN THE EMAIL MARKETING BATTLE TO THE INBOX THIS HOLIDAY SEASON ?
JUDY BONIFACE MAILJET CMO @JUDYMAILJET
Win the Email Marketing Battle To the Inbox This Holiday Season
Judy BonifaceMailjet CMO
@judymailjet
November 12, 2015
@mailjet
+50%Email in Q4
The email marketing battlefield intensifies towards the holiday season
7
Email marketers are fighting the same battle to the inbox every year
8
Who are you up against? …58 emails in 60 days just from
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PREPARATION CONTENT & DESIGN DELIVERABILITY
+ +
This workshop will focus on 3 elements to help you win at holiday emailing this
Preparation
Start with the 3Cs
Customer Behaviour
Competitor Research
Current TrendsAre there any viral trends you can incorporate into your campaigns?
What promotion or content have your competitors focused on
this year?
What campaigns worked well for you in the past?
WhoSegment recipients by
demographic, preferencesengagement history..etc
How muchEvaluate and determine
budget for each marketing channels
WhatDefine content objectives and KPIs to measure success
WhenSchedule content to deliverright message at theright time
Define your holiday email marketing goals
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• Pre Black Friday deals• Download holiday
mobile app• Specialised gift guides• Free gift wrap / shipping• Product promotion
• Order-by for Christmas delivery
• Christmas charity email• Holiday greetings• Last-minute shopping• After-Christmas sales
Plan your holiday email calendar
November December
Content & Design
1 Personalize through segmentation
2 Awesome subject line = high open
3 Think mobile
4
Don’t forget your transactional email
Check-list for optimizing content + design
5
Using landing page to boost
PersonalizeEmail
audience
product
brand messages
brand identity
content format / visual
key topics / themes
Download Content Brainstorm Canvas from: mailjet.com/better-holiday-email-marketing
Avoid these words if you don’t want to land in spam
Top header / banner (don’t forget alt-text)
Main content
Call to Action
Social sharing
Key elements of an image based email
More than half of the holiday emails will be opened on a mobile device
• Use pre-header and be concise• Responsive email design is key• Buttons trump text links• Coupons should work on mobile as well
Good marketing email -> landing page
• Clear call-to-action
• Use of gif to highlight this
• Split CTA by gender to different landing pages
• Social sharing button contrast
• Clean, concise, and visually appealing
Transactional email = more $$$
Button instead of a link
Up-sell
Use a referral program to increase reach
Refer a friend
Personalised message
Picture of a real person to humanize communication
1 Personalize through segmentation
2 Awesome subject line = high open
3 Think mobile
4
Don’t forget your transactional email
Check-list for optimizing content + design
5
Using landing page to boost
Deliverability
A purchased “Holiday contact list” will land you in the spam folder
Contact list cleaning is even more important during the holiday
DEDICATED SERVERS SHARED SERVERS
SERVERS WHITELISTEDSERVER LOCATION
GOOD RELATIONSHIP WITH INTERNET SERVICE PROVIDERS
The right Email Service Provider (ESP) can help deliver your emails to the inbox
If you’re not using an ESP to send high volume of email, build up your sender
100K Email
25k
25k
25k
25k
Gmail promotion tabContent - engagement - content
• Write like a human being - gmail bot sniffs out other bots very easily• Ask your subscribers to drag your email to the primary tab and add
your email address to their address book• Up your game on open and clicks!
Questions?
@judymailjet
mailjet.com/better-holiday-email-marketing
Code: MailjetTheFamily
@mailjetwww.mailjet.com
2 MONTHS FREECRYSTAL PREMIUM
SEE YOU SOON!
LOVE.
THEFAMILY.CO___
___
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