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Successful Holiday

Email Marketing

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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

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Contents

1. Important dates and timing

2. Making things easy for customers

3. Email ideas to grab attention

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A wonderful

Christmas time…

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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…

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‘Tis the season to be

testing…

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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

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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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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…

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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

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Thank youAnca Nicolaescu @Adestra

Dan Bond @DanAtAdestra