The holidays are the most important time of year for the majority of online retailers, and your email marketing program can mean the difference between a good or great ecommerce season. Fine-tuning your email marketing program long before the holidays kick in is critical because it's tough to make mid-course corrections. The 2010 holiday season presents email marketers with a golden opportunity but also a challenge--the old model of simply "sending more" has become less reliable. The mall won't be the only crowded space; inboxes will be deluged with offers and promotions. Learn how to craft programs with messages your customers anticipate and eagerly open to drive increased conversions without negatively affecting margins. Silverpop strategist Stephen Guerra and evangelist Loren McDonald walk through 10 key pre-holiday email practices that online retailers need to address to maximize holiday revenues. Incorporating industry data, best practices and retailer case studies and examples, the Webinar covers topics including: - Building specialized holiday welcome email programs - Setting up browse and cart abandonment programs - Developing a holiday segmentation and frequency strategy - Minimizing list churn through an unsubscribe/preference center - Optimizing your social-sharing initiatives - Leveraging transactional emails for cross-sell/upsell opportunities - Developing a "post-purchase" email stream

1. Naughty or Nice? 10 Keys to Holiday Email Marketing Success

2. Speakers and Agenda Stephen Guerra Manager-Strategy Consulting Silverpop Loren McDonald VP, Industry Relations Silverpop Checklist Q & A Wrap-Up and Survey

4. Make informed frequency/cadence decisions

5. Make subscribing attractive and easy

6. Check and prepare customer data , integrations, list hygiene

7. Fine-tune your social-sharing initiatives

8. Create cart-abandonment and browse campaigns

9. Offer an unsubscribe preference center

10. Optimize transactional emails

11. Create a post-purchase email strategy

13. What Have You Done? Start with last year’s results What did you do and what worked? What did others do that seemed to work better? Evaluate offer, subject lines, calls to action A baseline for where to start this year's holiday email planning

16. Impact on Opens and Clicks Opens: 2008: 15% 2009: 14% Clicks: 2008: 29% 2009: 25%

17. Top two unsubscribe drivers: Lack of message relevancy and high message frequency - Forrester, The ROI Of Email Relevance, 2009

18. More Can Lead to Less

19. You Know You’ll Send More.Set the Stage Now. Deliverability relies on sender reputation – check it now Develop a frequency segmentation plan Monitor tolerance Establish baselines now Determine thresholds

21. Make informed frequency/cadence decisions

23. Optimize for List Growth Value offer for opt-in Obtain address & permission immediately Review preference forms – test designs Include opt-in offer in messages

25. Make informed frequency/cadence decisions

26. Make subscribing attractive and easy

28. Save Time with Dynamic Content Improves time efficiency for sending over individual segment sends Requires initial time investment Prepare now Content Template design Business rules

29. Relevance through Behavioral Tracking 51% of surveyed US email marketers use email click-through behavioral segmentation 31% of consumers consider consumer reviews the most important part of site content - Forrester, The ROI Of Email Relevance, 2009

30. Be Relevant. Segment. Holiday behavior shifts Review past holiday periods Holiday shopper segmentsEntertainer, Parent, Budgeted Simple segments Open vs. Non-Open New vs. Old Subscriber

31. Segmentation tactic to highly target interest in holiday offers By offering option may limit potential audience Create Special Holiday Lists?

33. Make informed frequency/cadence decisions

34. Make subscribing attractive and easy

35. Check and prepare customer data , integrations, list hygiene

37. Consumers Are In Control

38. Silverpop’s Social Sharing Study Facebook dominates among social networks The life of a shared message is about one week Including sharing links isn’t enough: 35% of messages generated no sharing

39. Why People Share Contributing to the conversation Self-Interest Altruism Validation Affinity

41. Make informed frequency/cadence decisions

42. Make subscribing attractive and easy

43. Check and prepare customer data , integrations, list hygiene

44. Fine-tune your social-sharing initiatives

47. 57% click to purchase conversion

48. Earns $2.18 per email deployed

50. Following up with abandoners by email yields 25% or more conversion rates.

51. Did You Forget Something?

52. A Special Offer To Return To Tafford

53. 2009 Abandoned Cart Indexed Results…

54. Abandon Cart Emails 25% conversion on cart abandoners. Cart program accounts for almost 1/3 of TOTAL yearly email sales First and most effective in the series sent within hours after abandonment.

55. Grad Images: Three stage campaign Immediate 23 hrs after 120 hrs after

57. A service email stating their transaction did not complete

58. Use your transaction confirmation as a model

59. May not be ready to buy yet

61. Multiple follow-ups

62. Start with service tone

63. Test timing and discounts

65. Make informed frequency/cadence decisions

66. Make subscribing attractive and easy

67. Check and prepare customer data , integrations, list hygiene

68. Fine-tune your social-sharing initiatives

69. Create cart-abandonment and browse campaigns

71. Irrelevant Content/Offers

72. Also, lack of email address change functionalityJupiter Research (now Forrester)

73. Administrative Footer - Obvious Make sure links are not just images

76. Alternatives at Opt-out? Silverpop Study of Internet Retailer 500 - 2009

77. Email Frequency

78. Change Email Address

79. Multiple Lists

80. Interest Preferences

82. Office Depot

84. Make informed frequency/cadence decisions

85. Make subscribing attractive and easy

86. Check and prepare customer data , integrations, list hygiene

87. Fine-tune your social-sharing initiatives

88. Create cart-abandonment and browse campaigns

89. Offer an unsubscribe preference center

91. Marketing Content in Transactional Messages - Benefits Graph Source: Jupiter Research “The Transactional Messaging Imperative,” 2008 n=200 email marketers, US

92. Order Confirmation Series Demand from Order Confirmation Series emails grew 41.5% from 2008 to 2009. Open rates range 45%-50%

93. Promotional Content Doesn’t Have to be Customized Main message clearly communicated in subject line and top of message Including photos = higher avg click-through rate (7.1% vs 4.7%) Silverpop’s 2006 study “email creative that works” Great HTML Layout Order details Same promotional content reiterated

94. Bad Ratio!Pressing Your Luck LOTS of promotional content The majority of content in transactional messages should be non-promotional

95. Cross Sell / Upsell Best Practice: Recommend accessory items or complementary items for each product in cart

96. Recommendations

98. Make informed frequency/cadence decisions

99. Make subscribing attractive and easy

100. Check and prepare customer data , integrations, list hygiene

101. Fine-tune your social-sharing initiatives

102. Create cart-abandonment and browse campaigns

103. Offer an unsubscribe preference center

104. Optimize transactional emails

106. Client Trigger-Email Program

107. Low Volume, High ROI 4.1% Triggered Campaigns Volume of Emails sent Sales Generated 95.9 % Batch Campaigns 40.2% Triggered Campaigns 59.8 % Batch Campaigns

108. Fred, A Special Thank-You Offer From Tafford Tafford Customer Survey - Tell Us What You Think Fred, A Special Thank You Offer from Tafford

109. Fred, A Special Thank-You Offer From Tafford Tafford Customer Survey - Tell Us What You Think

110. Fred, A Special Thank-You Offer From Tafford Tafford Customer Survey - Tell Us What You Think Fred, Rate the Tafford products you purchased

111. Post Purchase Lifecycle Indexed Results 6X+ Better Survey performs over 20% better…

112. Post-Purchase Review

113. Product Review Email 14% of those who click place another order Second highest conversion rate next to Abandon Cart emails.

114. Products Review Notification 12% of those clicking on this email go directly to make another purchase.

116. Nearly 3X avg

117. 18.5% CTR

118. 3X avg

119. 7.5% higher AOV than overall average

121. Purchase Anniversary 15% higher conversion rate than average from broadcast messages

123. Make informed frequency/cadence decisions

124. Make subscribing attractive and easy

125. Check and prepare customer data , integrations, list hygiene

126. Fine-tune your social-sharing initiatives

127. Create cart-abandonment and browse campaigns

128. Offer an unsubscribe preference center

129. Optimize transactional emails

130. Create a post-purchase email strategy

132. Internet Retailer 500 22% send NO emails Silverpop Study - 2009

133. Welcome Emails: Goals and Purpose Goals Purpose Speed up conversion Minimize list churn Strengthen brand perception Reduce inactivity Educate subscriber Reward/Incent Instill/reinforce trust Enable immediate “email experience” Provide administrative information/tools Set expectations

135. Suppress regular emails

136. Transactional OK

137. Move to a series3-part series Immediate Immediate Email # 1 3-7 days Email # 2 Stand alone Email # 3 7-14 days

138. Tafford #1 Welcome to the Tafford Community

139. Tafford #2 Three Reasons You Will Love Tafford + A Special Offer

140. Tafford #3 Personalize Your Tafford Experience

141. 2009 Welcome Series Indexed Results… Welcome #1 Performs 6X Better!

142. Lastminute.com

143. Holiday Welcome Increased frequency Frequency options Change preferences Reassure simplicity of holiday shopping experience Email-only specials Information about: Shipping promotions and schedules How to return items Gift-card promotions Call-center hours

145. Make informed frequency/cadence decisions

146. Make subscribing attractive and easy

147. Check and prepare customer data , integrations, list hygiene

148. Fine-tune your social-sharing initiatives

149. Create cart-abandonment and browse campaigns

150. Offer an unsubscribe preference center

151. Optimize transactional emails

152. Create a post-purchase email strategy

155. Email marketing

156. Transactional email

157. Share-to-social

158. Send Time Optimization

159. Landing pages

160. Surveys

161. SMS

163. Q & A and Contact Information Stephen Guerra, Silverpop Manager-Strategy Consulting sguerra@silverpop.com Twitter: @stephenguerra Loren McDonald, Silverpop VP, Industry Relations lmcdonald@silverpop.com Twitter: @LorenMcDonald @Silverpop www.silverpop.com

164. Thank you!On Twitter: @Silverpopwww.slideshare.net/silverpopwww.silverpop.com