Dotmailer (Skip Fidura)

Take Black Friday Off

Skip Fidura, Client Services Director

@SkipFidura

Screenpages Ecommerce Forum 2016

Slide 2 @skipfidura @dotmailer #dotLive




DMA research, email is the preferred mode of brand marketing for consumers in every bracket

Email Reaches All Audiences


No Email = Digitally Homeless


Email is the digital key


• Apology


• Black Friday


• But there is a backlash


• REI Closed


• Is this just huboris?



Cyber Monday boosted web traffic

by 60%



by 60%

Traffic between midnight and 8AM

was up by 9%



by 60%


was up by 9%

12% will shop from work on

BF



by 60%


was up by 9%

Many well known retailers experienced “some form of

loss of service”


BF



by 60%


was up by 9%


loss of service”


BF

By the end of November:63% had not been to high street

49% not been on-line



by 60%


was up by 9%


loss of service”

86% will do ALL of their Christmas shopping on BF


BF





by 60%


was up by 9%


loss of service”

Abandonment rates go down on both Black Friday

and Cyber Monday

86% will do ALL of their Christmas shopping on BF


BF




The “Events” are Exploding


• Black Friday


• Cyber Monday


• Giving Tuesday


• Small Business Saturday


• Manic Monday


• Out of Stock Saturday


• Christmas Eve


• Boxing Day


• January Sales


• It Should Be a Journey



WelcomeEmail 1:- what’s

new- Online and

offline content

- Push to purchase

Email 3:- An offer- Educational content

Email 2: Relationship building content


WelcomeEmail 4:- Reassuring tone- Easy. Secure.- Helpful guides- Clear CTA ‘start’


Welcome

Emails 5 & 6:- First offer code- Urgency- Tone – ‘don’t

miss out’ - Stronger CTA

‘shop now’


Birthday


Birthday


Abandon Browse

• What your shop assistants do

• Adds convenience for the holidays

• Don’t be creepy


Abandon Basket

• When was the last time you looked at this?

• Abandons are not price lead.

• Remember holiday convenience.


Transactional Emails

• When was the last time you looked at this?

• Help me out

– I have a lot of things on the go

– I don’t want to disappoint


Reminders

• EWIS, Wishlist, Post purchase, etc.

• Add convenience and deliver excellent customer experience



Book to WIN with Bond

Win BIG with SPECTRE

Leverage Search Across All Channels


Open Click0.00

0.20

0.40

0.60

0.80

1.00

1.20

1.405%

28%

Bond vs SPECTRE

Bond SPECTRE

Leverage Search Across All Channels


Conclusion


Questions?

Take Black Friday Off

Skip Fidura, Client Services Director

@SkipFidura

Screenpages Ecommerce Forum 2017

Internet

Dotmailer (Skip Fidura)