Win the Email Marketing Battle To the Inbox This Holiday

SeasonJudy BonifaceMailjet CMO

@judymailjet

Digital Marketing Show 2015

@mailjet

+50%Email in Q4

The email marketing battlefield intensifies towards the holiday season

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Email marketers are fighting the same battle to the inbox every year

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Who are you up against? …58 emails in 60 days just from Amazon

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PREPARATION CONTENT & DESIGN DELIVERABILITY

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This presentation will focus on 3 elements to help you win at holiday emailing this

year

Preparation

Start with the 3Cs

Customer Behaviour

Competitor Research

Current Trends Are 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• Boxing Day & New

Year sales

Plan your holiday email calendar

November December

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Major retailers were quick off the mark

First Xmas Email on 9th

Nov!

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Content & Design

1 Personalise through segmentation

2 Awesome subject line = high open rate

3 Think mobile

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Don’t forget your transactional email

Check-list for optimising content + design

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Using landing page to boost conversion

PersonaliseEmail

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

• Social sharing button contrast

• Clean, concise, and visually appealing

• CTA, above the fold with clear action

• Brand first and image is eye-catching and on-brand

Transactional email = more £££

Button instead of a link

Up-sell opportunities

Use a referral program to increase reach

Refer a friend

Personalised message

Picture of a real person to humanize communication

1 Personalise through segmentation

2 Awesome subject line = high open rate

3 Think mobile

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Don’t forget your transactional email

Check-list for optimising content + design

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Using landing page to boost conversion

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Deliverability

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A purchased “Holiday contact list” will land you in the spam folder

Contact list cleaning is even more important during the holiday season

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 reputation first

100K Email

25k

25k

25k

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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