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adestra.com
Successful Holiday
Email Marketing
adestra.com
Welcome!Page 2
• You can hear us, we can’t hear you
• There will be time for questions at the end
• Use the question panel in the sidebar to ask
• Or tweet us @adestra
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Your PresentersPage 3
Anca Nicolaescu
Digital and Content Marketing
Email enthusiast
Dan Bond
Head ofDigital Marketing
10 years in email
adestra.com
Contents
1. Important dates and timing
2. Making things easy for customers
3. Email ideas to grab attention
adestra.comadestra.com
A wonderful
Christmas time…
Page 5
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Key DatesPage 6
• Thanksgiving November 27th
• Black Friday November 28th
• Cyber Monday December 1st
• Manic Monday December 8th
• Delivery Cut-offs• Christmas Day December 25th
• Boxing Day December 26th
2015…
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Keep customers informedPage 9
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Think about…Page 12
External factors• What are the key buying occasions?
• When do people get paid?
• When do people panic?
• What other events prompt buying?
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Think about…Page 13
Interrogate your data…• What day of the week do people buy?
• What time of day do people buy?
• Are there buying patterns?
• Can you create segments?
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The nightmare
before Christmas…
Page 14
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‘Tis the season to be
testing…
Page 17
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Testing matrixPage 18
Hypothesis
Sample size
Timeframe
Result
Significance
Action
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Subject linesPage 19
• Wrapping +56.4%
• Presents +25.1%
• Christmas +16.8%
• Santa +15.5%
• Gifts +8.1%
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Keyword Checker…Page 20
adestra.com/keywordchecker
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LimitedOffers
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Price-based CTAs
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Persona-based CTAsPage 23
Gifts for coffee-lovers
Gifts for chocoholics
Gifts for amateur chefs
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Discount-based CTAsPage 24
30% off wine
20% off kitchen equipment
10% off tablets
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Discount-based CTAsPage 25
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Benefit-based CTAsPage 26
Make your home look festive
Host a great party
Treat yourself
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Page 27
Bundles
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The Problem with PresentsPage 28
• 1 / 10 broken by New Years
• 4 / 10 broken by March
• 7 / 10 broken by next Christmas
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Walking in an email
wonderland…
Page 29
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Short &sweet
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Festive designPage 31
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…butsimple
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Festive productsPage 33
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Imagepersonalisation
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Add a bit of sparklePage 35
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…and some festive cheerPage 36
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Lifecycle Publishing campaignsPage 37
• Establish atime limit
• If no response, email recipient
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Potential for growthPage 38
• £1.5 billion lost sales
• £7.9 billion predicted UK spend
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Abandoned basketsPage 39
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Questions
Page 40
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Thank youAnca Nicolaescu @Adestra
Dan Bond @DanAtAdestra
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