First webinar in the Email Marketer's Club Webinar Series

1. Planning your Holiday Email Campaigns Andrew Kordek & Tamara Gielen

2. Speaker #1: Tamara Gielen Digital direct marketing consultant & coach Author of “Be Relevant!” Founder of the Email Marketer’s Club Cognos, eBay, OgilvyOne

3. About the Email Marketer’s Club Largest email marketing community 3,000+ members Discussion, networking, knowledge-sharing, educational initiatives

4. Hi, my name is Eyan. They asked me to stay quiet for the next hour. That’s going to be tough…

5. Speaker #2: Andrew Kordek Groupon’s manager of optimization Author of “The Scrappy Email Marketer” and “The Email Zoo” blogs 9 years of email experience (B2B and B2C) Obsessed with email and social media marketing

6. Let’s get started!

7. Agenda for today Where do you start? What do you have to watch out for? Best practices aka “Nuggets” Examples Q & A

8. Where Do You Start?

9. What is next? NOW!! You start now! Hopefully before now. Have a plan and a schedule Have contingency plans CAUTION Frequency Engagement Unsubscribes Deliverability

10. 7 golden nuggets

11. “Choice is a good thing….” Nugget #1 Opt Down

12. Nugget #2Preference Centers “Knowledge is good. But applied knowledge is better”

13. Nugget #3 Contingency Templates “Be prepared…for ANYTHING”

14. Nugget #4 – Deployment Schedule “Have a plan. Stick to the plan. Don’t deviate from the plan despite pressure. Short term gain can lead to long term pain.”

15. Nugget #5 – Segment, Segment, Segment, Segment, Segment 6 month click and opens Frequent buyers Purchasers only Browse Behavior Holiday only In store purchase Recency Gift card Registry 3 month click and opens Swamp file Non engagers “Use a sniper rifle, not a cannon”

16. Nugget #6 – Test. But don’t go crazy Offer testing Email/Web testing Subject line 80/20 then deploy Content testing Template testing Pre-header testing Social Network testing “Test. Learn. Adapt.”

17. Nugget #7 – Try to monetize your transactional email 80/20 Rule Dynamic Recommendations vs. static (on send or at open recommendations) Bounce back offers Cross category Humanize “Turn a transactional email into a customer engagement”

18. 6 fun ideas to stand out in the inbox

19. 1. Elongated postcard theme 3 lines separated equal space Indicate: Merry Christmas Happy Hanukah Happy Kwanza Indicate that “no matter what you celebrate…XXX has everything you need” Get Creative. Be Unique.

20. 2. “Celebrate Festivus” Postcard Style Subject Line: Celebrate Festivus with XXXX Only Image in the email is Pole Tremendous viral potential

21. 3. “Nothing is on sale” Postcard Style Subject Line: Nothing is on sale at XXXX Body of email shows nothing on sale at the top with a mirror image showing that “everything is on sale”

22. 4. “Sneaky Santa Claus/Snowman” Postcard style. Themed after where is waldo. Person has to look at the email and find the number of Santa Claus’ and/or snowmen. They enter the number of ones that they find and if they guess it right, they win a $$ shopping spree

23. 5. “Gifts for Co-Workers” Everyone struggles to buy gifts for co-workers/bosses Email inspired and offering suggestions for folks who need to buy gifts for coworkers. Office themed email, with cubes or offices showing folks and linking them to the gift suggestions

24. Some thingsto consider

25. Use last year’s insights What did you learn from last year’s holiday campaigns? What worked and what didn’t? Look for inspiration in your competitor’s past holiday campaigns.

26. Some sources for inspiration Email Analyst (www.emaildatasource.com) www.newsletterarchive.org www.retailemailblog.com

27. Make sure they don’t leave Set expectations Ask them to opt-in to a special holiday list Allow them to reduce frequency (temporarily)

28. Some things to consider… Add social sharing buttons to your emails Plan your post-holiday (gift redemption) campaigns Optimize your landing pages!

29. Handy resources Holiday Email Marketing 2009 http://www.email-marketing-reports.com/iland/2009/07/holiday-email-marketing-2009.html Retail Email Guide to the Holiday Seasonhttp://www.retailemailblog.com/2009/08/retail-email-guide-to-holiday-season.html

30. Don’t forget! Get creative Stand out from the crowd Uniqueness grabs attention Don’t abandon your acquisition strategy Relax. Have fun. Think LONG term.

31. Questions?