Taking the Industry Temperature

GUDMUNDUR HEIDARSSON AND ARTHUR SWEETSER

www.eDataSource.com @eDataSource

Today we track daily 25 million emails from 50,000 brands in 1 million consumer inboxes

Fastest growing company in the email monitoring and inbox delivery space

2014 – INBOX TRACKER 2.0 –The quickest and most accurate way to detect issues & optimize email delivery

INBOX TRACKER 2.0

Mobile-Ready Black Friday 356 Campaigns Ran

330 were Mobile Ready

Over 90%

Facts vs. Popular Opinions

You need to segment and target your email to prevent them from ending up in the spam folder?

?

Does frequency affect inboxing

2xDay DeploymentAgain on Black Friday

Again on Cyber-Monday

Does frequency affect inboxing? In this case Inbox delivery actually gets better with increased frequency

2XBlack Friday

2XCyber-Monday

2XThanksgiving

Does frequency affect inboxing?

Does frequency affect inboxing? In this case Inbox delivery actually gets better with increased frequency

Or was it lack of segmentation?

Apparently not when it comes to Target

Or was it lack of segmentation?

Or for Lands’ End

J.C.Penney [e.jcpenney.com]

Domain Projected Panel Reach Percentage Read Rate

amazon.com 10.9M 56% 20.91%

walmart.com 7.4M 39% 13.87%

emails.target.com 4.6M 24% 10.04%

s.kohls.com 4.5M 23% 14.00%

email.macys.com 4.2M 22% 16.38%

value.sears.com 3.5M 18% 13.77%

email.oldnavy.com 3.3M 17% 14.76%

nomorerack.com 2.8M 15% 8.09%

sales.overstock.com 2.8M 14% 12.84%

The Overlap Game

Saks.com [news.saks.com]

DomainProjected

Panel ReachPercentage Read Rate

amazon.com 2.1M 59% 20.91%

em.nordstrom.com 1.1M 30% 16.03%

neimanmarcusemail.com 1.0M 28% 14.54%

email.macys.com 930K 26% 16.38%

e.gilt.com 809K 22% 11.23%

walmart.com 782K 22% 13.87%

emails.target.com 771K 21% 10.04%

news.saksoff5th.com 656K 18% 13.51%

email.gap.com 580K 16% 16.05%

mail.ruelala.com 563K 16% 9.82%

The Overlap Game

Four Topics To Share

1. How Walmart leverages email for Black Friday

2. Black Friday vs Cyber Monday

3. 72 hours of Cyber Monday

4. "Free Shipping" Subject Line learnings

How Walmart Drives Black Friday Sales with Email Marketing

We tracked "Black Friday" campaigns between 11th and the 29th, 2013 for Walmart.

Walmart Black Friday Key Competitive Observations:

18 days of Black Friday promotion leading up to Black Friday

16 Campaigns had "Black Friday" in the subject line - they also had creative template dedicated to black Friday theme

The list mailed ranged from 24 million to 26 million with the largest mailing of 35 million on Black Friday (29th)

Read-open performance ranged from a low 11% for 11.28 and high of 15% for 11.29

Walmart in the last 3 days to Black Friday mailed 2x day (27,28, 29th) sending a total of almost 200 million emails in 72 hours

Ways to make Black Friday stand out…

• Have a promotion plan leading up to Black Friday - there is a lot of noise and competition for the consumer attention - don't get left behind

• You can increase mailing frequency as the event draws closure - email is THE real-time marketing channel that can drive immediate traffic to sites and stores - leverage it

• We didn't see significant falloff with higher frequency mailing and read rates in the final 72 hour push

Black Friday or Cyber Monday?

• Hyper marketing mode for holiday shopping

• Felt saturated by "Black Friday" marketing?

• 4,244 campaigns with “Black Friday” in the subject line

• Walmart alone will mail over 200 million in the final 48 hours leading up to Friday.

• Cyber Monday was another story  - only 335 campaigns with it in the subject line.

SEARS

Sears for example sent 8.5 million on the 16th to create "two cyber Mondays," generating a 13% read rate

Mailed this clever "Vote Cyber Monday" to almost 400,000 and had a solid 17% read rate.

CRABTREE & EVELYN

OfficeMax decided to simply seize the day, sending 5 million on the 17th, achieving a 15% read rate

OFFICEMAX

So…How many of you used “Black Friday”?

Did you see a lift?

72 hours of Cyber Monday emails – 8,282 campaigns!

Here is recap of November 29th, 30th and December 1. Campaigns with "Cyber Monday" in the subject line:

 Sunday and Monday were the focus for marketers this year.

We picked 3 top performing campaigns with open rates above 20%

Day Total Campaigns Mailed* Campaigns with over a 30% open rate

29th 1245 12

30th 3874 25

1st 3163 15

For the 29th mailed to approximately 151k

Open rate of 43%

Subject Line: ONE DAY ONLY: 35% Off Men's & Women's Snow Gear

OAKLEY

For Peak mailing day Sunday, Tiger Direct sent to 1.4 million

42% Open rate.

Subject Line:Hurry, Cyber Monday Clearance Closeout Ends Soon!

TIGER DIRECT

And on actual Cyber Monday Ticket Network mailed to 303k 31% Open rate.

Subject Line:Save $30 on Gifts at TicketNetwork.com this Cyber Monday!

TICKET NETWORK

“Free Shipping”

Last 30 days – Over 100k sent campaigns

5670 – Had “Free Shipping” in the Subject Line

3031 – Achieved 10% open rate

498 – Hit 20% open

64 – Broke 30% open

Subject: All Sound. No Wires. | Free Ground Shipping.

Subject: Free shipping + gifts for her long winter's nap

Subject: Ends today: Get free shipping when you spend $25! Plus, save up to 25% online.

“Free Shipping” or “Sale”

Last 30 days – Over 100k campaigns sent

5670 – Had “Free Shipping” in the subject line

3031 – 10% open rate

498 – 20% open

64 – 30% open

Last 30 days – Over 100k sent

15692 – Had “Sale” in the subject line

7562 – 10%

1696 – 20%

321 – 30%

Thank you.

www.eDataSource.com @eDataSource