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5 Last Minute Email & SMS Marketing Tips for Black Friday & Cyber Monday

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The holiday season is the most important time for ecommerce businesses, with email marketing being a massive driver of revenue during this period. Getting the best results, however, requires more than simply sending out Black Friday and Cyber Monday sale emails. Join Tinuiti, Yotpo, and Iterable to discover advanced email marketing strategies to grow your holiday campaign performance through SMS, creative, personalization, and loyalty rewards. Think beyond your usual Black Friday and Cyber Monday email sends to generate more impact from your holiday email campaigns.

Publié dans : Commerce de détail
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5 Last Minute Email & SMS Marketing Tips for Black Friday & Cyber Monday

  1. 1. 5 Last Minute Email & SMS Marketing Tips for Black Friday & Cyber Monday Establish Quality Relationships With Your Subscribers 1
  2. 2. Today’s Logistics Persephanie Arellano Webinar Coordinator ● Session recording and slides will be sent out ● Log back in anytime with the same link ● Resources available as handouts ● Submit questions for live Q&A 2
  3. 3. Tinuiti is the largest independent performance marketing agency across the triopoly. Some of our clients Our Recognition 3
  4. 4. 4
  5. 5. Today’s Speakers Kelly Hoster-Van Lente Strategist, Email & CRM Ginny Tonkin Sr. Demand Generation Marketing Manager Kim Winter Product Marketing Manager 5
  6. 6. 6 1. Poll 2. Black Friday, Cyber Monday, and Q4 Unlike Any Before 3. 5 Strategies for a Successful Black Friday/Cyber Monday 4. Q&A Agenda
  7. 7. Poll Question Which strategy do you feel needs the most optimization to best be prepared for Black Friday & Cyber Monday? ● Thanking your VIPs ● Cross-channel & mobile ● SMS ● Cart abandonment ● Retention & loyalty 7
  8. 8. Black Friday, Cyber Monday, Q4 Unlike Any Before 8
  9. 9. This Year, eComm Sales Could Hit $1,100,000,000,000 For the first time ever. 46% of consumers are shopping from new brands online 90% of consumers are now shopping online 9
  10. 10. BFCM 2020: Trends & Predictions High demand eComm focus Brands are optimistic 42% feel their business will perform better this Black Friday than previous years Meaningful connections find strategic ways to stand out from the competition and create a sense of urgency many retailers will close their stores moving the holiday almost entirely online focus on campaigns that resonate emotionally with customers 10
  11. 11. A Holiday Season Unlike Any Before Why? Reasons are well-documented: 1) Customers wary of entering brick-and-mortar stores 2) We’re in a recession But the most surprising, 3) Consumers are emotionally worn down by the pandemic 23% Americans who will spend less on gifts 11
  12. 12. Holiday Shoppers Are Bummed Out! Pandemic’s effects are emotional, stretch beyond economy & public health, says study released by Iterable. ● Shoppers are seeking comfort What does this mean? ● Customer retention, loyalty are all the more important ● Getting consumers’ attention is all the more important - and harder to do! 67% Shoppers who will shop all/mostly online 41% More likely to buy from brand they’re connected to 12
  13. 13. Stand Out in the Inbox for the Right Reasons Plan for the Unexpected Make a Checklist ...and Check It Twice Put Your Best Foot Forward ● Relevant messaging ● Focus on your largest opportunities ● Test now and leverage your learnings during the holidays ● Evaluate your send cadence Mobile First ● Make sure your customer experience is as expected (website it up, links are working, promos are working) ● Check your campaign scheduling and audience selections ● Ensure your campaign goes out as expected ● Proactively think about your contingency plans ● Develop templates that allow you to quickly react and pivot plans ● Subject lines should be <40 characters & start with your most important content. Leverage preview text. ● Simple, straightforward design with a clear prominent CTA ● Look at cross channel opportunities with SMS 13
  14. 14. Eyebrow Text BFCM 2020: Trends & Predictions Meaningful connections eComm focus Retention is key ● 41% of consumers are more likely to buy from brand they have a connection with ● Getting consumers’ attention is all the more important - and harder to do! ● Shoppers are seeking comfort ● Focus on campaigns that resonate emotionally with customers ● Many retailers will close their stores moving the holiday almost entirely online ● 67% of shoppers will shop all/mostly online 14
  15. 15. Mobile Commerce Is on the Rise 72% of online consumers are using mobile devices to shop 30% increase in time spent on mobile since the beginning of the pandemic 69%+ of 2019 BFCM sales were done on a mobile device Your potential customers are on their phones right now! 15
  16. 16. Strategy 1: Focus on your VIPs 16
  17. 17. Thank Your Best Customers This Thanksgiving ● Your VIPS are likely driving a disproportionately high portion of your revenue ● Provide value to this key audience ○ Exclusive promotions ○ Gift with purchase ○ Expedited shipping ○ Early access to new products ○ Special concierge customer service ● Say thanks 17
  18. 18. Strategy 2: Go cross-channel 18
  19. 19. Leverage Cross-Channel for More $$ Gains Meet your customers where they are 73% of consumers are using multiple channels to shop. Seamless experience provides better access to purchasing. Deep-link Leverage your data Deep-link cart items from email campaigns directly to app to encourage purchase. Data integration for holistic view of the user’s cart activity across channels 19
  20. 20. A Quick Look at All Things Mobile Mobile offers are 10x more frequently redeemed over print offers Push Notifications In-App SMS Mobile Inbox 20
  21. 21. Big, Bigger, Biggest in Cross-Channel Marketing Campaigns Big Send a text-based push promotion Bigger Multi-touch promotion plan via multiple channels like push, inapp, and mobile inbox Biggest When near a brick-and-mortar location, send user a push notification. Link to the app where coupons are housed in the mobile inbox. Depending on how much time you have to plan, try these tactics in your next campaign: 21
  22. 22. Strategy 3: Maximize sales with SMS 22
  23. 23. Poll Question Do you have an SMS marketing strategy in place? ● Yes ● No ● No, but I hope to have one live before BFCM 23
  24. 24. Why SMS? Let’s Take a Look 51% Of consumers are interested in being able to text with their favorite brands 90% Of messages are read within 3 minutes 25x+ ROI SMS marketing drives fast results for D2C brands 98% Average SMS open rate 24
  25. 25. Capitalize on shoppers who are already engaging with you on your website and social channels with forms that drive SMS subscriber collection. ● Create a mobile-optimized pop-up window on your homepage ● Create a dedicated SMS landing page ● Sign customers up at checkout ● Create SMS Keywords campaigns on social ● Offer an unforgettable promotion! Capture existing traffic 25
  26. 26. The key to success on BFCM is to send the right message to the right people with impeccable timing ● Create customer segments to send highly targeted BFCM campaigns ● Ensure your copy converts with strong, clear CTAs Yotpo recommendation: November 26: create buzz a day before BF November 27: send relevant offers for each segment on BF November 28-29: Push reminders that the BF sale is still on November 30: Announce your CM offer and make sure to convey “last chance” FOMO by EOD Create a BFCM Campaign Calendar 26
  27. 27. Strategy 4: The Power of the Cart Abandonment Campaign & Buyer Journey Touch Points 27
  28. 28. Cart Abandonment Campaigns: Critical for BFCM Success You weren’t thinking of leaving out a cart abandonment campaign, where you? ● Remember the end goal: The purchase ● Offers a look into the mind of the consumer ● Data is KEY ● So is cross-channel: ○ There should be no difference between your desktop and mobile carts 1 in 4 Carts are abandoned 28
  29. 29. Use data feeds to pull product reviews to help drive that transaction. Images of abandoned items are critical mental reminders—and can be automatically included in the backend. Leave no item behind with a coordinated mobile push notification. 29
  30. 30. The Foundation of the Ideal Cart Abandonment 1. Direct Subject Line 2. Great Imagery 3. Product Reviews 4. Cross-Channel Activity 5. Recommendations 30
  31. 31. Build the Ultimate Customer Journey Before BFCM Set up your cross-channel flows in advance to trigger timely messages based on your BFCM shoppers’ behaviors: ● Welcome Flows ● Browse Abandonment ● Product Cross-sells ● Customer Win-back Flows ● Order & Shipping Updates 31
  32. 32. Strategy 5: After BFCM: Retention, turn customers into brand advocates, loyalty 32
  33. 33. Don’t Forget About the Post-Purchase Experience Create a great shopping experience by engaging your customers year-round with valuable messages ● Send out targeted campaigns to engage with customers: promotions, new products, best practices for how to use product and more ● Send review requests via SMS to collect reviews post BFCM - 66% higher conversion rate ● Use SMS to push your loyalty program forward with loyalty-timed updates: points balance reminders, VIP upgrade, birthday rewards, and more. Turn BFCM customers into repeat shoppers by focusing on retention and loyalty 33
  34. 34. Key Takeaways Strategy 1: Focus on your VIPs Strategy 3: Maximize sales with SMS Strategy 4: Plan your buyers’ journeys Strategy 2: Go cross-channel Strategy 5: Leverage BFCM for future retention 34
  35. 35. Exclusive Yotpo Offer: 10% off your first Yotpo product with an incremental 10% off per product bundled To find out more, contact tinuiti@yotpo.com
  36. 36. Schedule Your 1:1 Strategy Evaluation 36
  37. 37. Live Q&A Kelly Hoster-Van Lente Strategist, Email & CRM Ginny Tonkin Sr. Demand Generation Marketing Manager Kim Winter Product Marketing Manager 37
  38. 38. THANK YOU! 38

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