Posted on December 18, 2014
This newish shopping occasion is just getting going. It feels a lot like Cyber Monday did in 2006, when that was a new term that consumers were becoming familiar with. Retailers spent quite a while establishing the “Cyber Monday” brand—and clearly it was time well-spent.
Now some are trying to do the same thing with Green Monday, which is typically the second Monday in December.
This year, more than 10% of the email messages sent on Dec. 8 by the more than 100 major retailers that I track mentioned “Green Monday” by name. While we didn’t track mentions last year, anecdotally that’s a significant increase from a small base.
Posted on December 16, 2014
“One size fits all” static emails
Standard subject lines
Subject lines with #hashtags
Posted on December 12, 2014
Last week we reviewed some of the noteworthy developments that came out of Black Friday Week. Now let’s look at a couple of interesting developments that occurred around Cyber Monday.
First, for the 8th straight year, Cyber Monday is the busiest email marketing day of the year. Although there have been some other busy days that follow it, it’s unlikely that any of them will come close to even matching Cyber Monday’s email activity level. Among the more than 100 major retailers that I track, 93% of them sent their active subscribers at least one promotional email on Cyber Monday.
And second, after overflowing into “Cyber Sunday” and “Cyber Tuesday” the past few years, Cyber Monday has exploded into a full-on “Cyber Week.” Roughly one in eight major retailers mentioned “Cyber Week” in their subject lines alone, and many more mentioned it in the body copy of their emails. I expect even more retailers to jump on the bandwagon next year.
Posted on December 11, 2014
We pinned tons of inspiring email marketing examples to our Email Swipe File pinboard on Pinterest this year. Here are your favorites, based on repins and likes:
1. Michaels’ responsive 2-email welcome series >> View the pin
2. The Clymb’s welcome email with 1-2-3 messaging >> View the pin
3. Mini USA’s quirky re-permission email >> View the pin
4. Piperlime’s mobile-aware top 10 spring trends email >> View the pin
5. J.Crew’s cross-channel wedding email >> View the pin
6. Levi’s 1-year email signup anniversary email >> View the pin
7. Warby Parker’s content marketing email >> View the pin
8. Pizza Express’s defensively designed, personalized birthday email >> View the pin
9. Pinkberry’s mobile app reengagement email >> View the pin
10. Fab’s cat-filled mistake and apology email >> View the pin
Check out all the inspiring campaigns included in the Email Swipe File, as well as in our Social Swipe File, Mobile Swipe File, and Audience Growth Swipe File. And let us know which ones you like best by repinning and liking them.
Posted on December 9, 2014
The paid-owned-earned (POE) media model did a good job of describing traditional media, but it has done a poor job of accommodating most digital channel activities, which have generally been stuffed awkwardly into the owned media bucket. To bring greater clarity to the marketing mix, we need new language and a new framework to describe marketers’ various channel activities.
There are 3 characteristics that describe the channel activities available to us today:
- Who creates the content
- Who developed the audience
- Who controls the platform
It is that third characteristic that requires most digital channels to be broken out of the owned media category and placed in two new categories: granted media and leased media.
Using those 3 characteristics, here’s a full breakdown of what this new paid-owned-granted-leased-earned (POGLE) media model looks like and which media activities fall within each category…
Posted on December 8, 2014
We pin tons of inspiring digital marketing examples to our Swipe File pinboards on Pinterest every month. And each month you tell which ones most inspired you by repinning and liking them.
Here are your favorite pins among the ones we uploaded last month:
The Email Swipe File’s crowd favorite was…
Blue Nile embraces the expansion of the marriage pool >> View the pin
The Social Swipe File’s crowd favorite was…
The Electronic Frontier Foundation makes it easy for donors to tweet their support >> View the pin
The Audience Growth Swipe File’s crowd favorite was…
Old Navy repeats mobile signup call-to-action throughout store journey >> View the pin
Help determine this month’s crowd favorites by repinning and liking the pins that inspire you most.
Posted on December 5, 2014
Every month through January, we’ll be reviewing our predictions from the 2014 Email Marketing Holiday Calendar for the previous month and discussing what to expect this month in terms of holiday messaging trends.
For November, we predicted that major retailers would send their active subscribers 22 promotional emails. That prediction turned out to be a tad low, as our panel of more than 100 major retailers sent their subscribers 22.6 promotional emails on average last month.
In December, we’re expecting retailers to send their active subscribers around 28 promotional emails each. We’ve already seen record-breaking ecommerce sales and email volume on Cyber Monday. Other big days to look for will be Green Monday, which is this coming Monday; Free Shipping Day on Dec. 18; and Last Sleigh Day on Dec. 22, which will the last day for guaranteed Christmas delivery with express shipping for many retailers.
Posted on December 3, 2014
Must-read articles, posts & whitepapers
Insightful & entertaining tweets
Great additions to the Swipe File pinboards
eBags includes shopping cart information in broadcast emails >> View the pin
Blue Nile reaches out to gay couples in wake of Supreme Court decision >> View the pin
Noteworthy subject lines
Monterey Bay Aquarium, 11/25 — Black Friday. Cyber Monday. Be part of a new tradition: #GivingTuesday
Walmart, 11/29 — Cyber Week STARTS NOW – up to 50% off + Free Shipping
Toys “R” Us, 11/29 — Mega Cyber Week Sale Starts Today!
Petco, 11/29 — Cyber Savings from sun ↑ to sun ↓
Sears, 11/29 — You’ve been removed ☒ from the Naughty List! See Santa’s Top 100 Gifts.
Moosejaw, 11/26 — Do you want a Free [̲̅$̲̅(̲̅100)̲̅$̲̅]?
Kate Spade, 11/28 — why wait in line? up to 75% off is happening now
Target, 11/27 — Doors open at 6pm. Happy Black Friday!
Toys “R” Us, 11/27 — On Your Mark, Get Set…SAVE! Stores Open at 5pm
Express, 11/27 — 50% off + free shipping! You don’t even have to leave the couch
Pier 1 Imports, 11/27 — Rise & Shine, then shop. Stores open Friday morning.
J.Crew, 11/27 — Turkey, then gifts. Sound like a plan?
Hayneedle, 11/27 — Shop first, then eat: Last chance for 10% off sale …
Epicurious, 11/26 — How to Cook Thanksgiving in 2 Hours, Plus What to Do with All Your Leftovers
Boston Market, 11/20 — $9.99 per person – create your own Hot Thanksgiving Buffet
West Elm, 11/20 — 20% off Thanksgiving must-haves + free shipping!
Target, 11/20 — Deals for Thanksgiving readiness.
Walmart, 11/16 — Conquer Black Friday — plan today!
Lowe’s, 11/4 — BREAKING: Black Friday Leak From Lowe’s
Furniture.com, 11/21 — Black Friday Sneak Peek…6 HOURS ONLY!
Michaels, 11/4 — Easy Holiday Projects Under $10
The Container Store, 11/20 — Top Pinned Stocking Stuffers!
Clinique, 11/20 — #MakeSomeoneHappy
Saks Fifth Avenue, 11/25 — In a season of selfies, stay picture-perfect
Express, 11/5 — Our favorite holiday dresses
Chico’s, 11/4 — Brilliant Holiday Party Looks (and 50% Off Inside)
Garnet Hill, 11/3 — It’s beginning to look a lot like…
Michaels, 11/2 — Tree Event: 100% Merry, 50% off
Aeropostale, 11/2 — 50% Off Your Early Holiday Haul
Lands’ End, 11/22 — Someone forgot to tell winter it’s still fall – 40% off outerwear!
J.Crew, 11/16 — Whoa. It got cold out.
J.Crew, 11/2 — Think outside the cubicle
Anthropologie, 11/4 — A denim pas de deux + free shipping.
Ann Taylor, 11/4 — So Good It May Go Viral…#TUESDAYSHOESDAY
Levi’s, 11/2 — Turn back your clock (+ don’t miss our Friends & Family Event!)
New posts on EmailMarketingRules.com
Posted on December 2, 2014
First, more retailers sent out promotional emails on Black Friday than last year. And more interestingly, fewer retailers sent email on Thanksgiving Eve, Thanksgiving Day, and the Saturday after Black Friday. Retailers seemed to be making way for more activity on Black Friday.
And second, a majority of retailers sent mobile-UNfriendly emails on and around Black Friday. While retailers, along with other B2C brands, had been making progress on making their emails more friendly on small screens, they made absolutely zero progress between early October and late November—which was a time last year when huge progress was made.
Posted on December 1, 2014
In the third and final of my 3-part Holiday Planning Checklist for Internet Retailer Magazine, I advise retailers to:
- Fine tune your order-by deadline messaging
- Create your season’s greeting email or, if you prefer, “Happy New Year” email
- Develop post-Christmas messaging
- Plan to take down your holiday email template
- Do a post-mortem
- Update your swipe file
For the full details on each of these recommendations, which include a lot of tips and stats just for retailers…
And for even more holiday planning advice, check out our 2014 Email Marketing Holiday Calendar.