Digital channel analysis a 2011 holiday season recap

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Digital Channel Analysis:

A 2011 Holiday Season Recap

Yesmail Strategic Services

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Kristin Kleweno Sr. Strategist Interactive Direct Response Channels

Directly involved with helping clients with Engagement Strategies. Always on the

look out for innovative and profitable ways for marketers to engage with their email

subscribers and social followers.

[email protected]

Jason Warnock VP Market Intelligence and Measurement

Leads the Yesmail Deliverability Organization and Yesmail Marketing Intelligence.

[email protected]

Digital Channel Analysis: A 2011 Holiday Season Recap

Ask questions! Use GotoMeeting interface

or use

twitter hashtag #yesmail

Yesmail Blog | Email Marketing Lounge http://www.emailmarketing.com

Your Presenters

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Agenda

• 2011 Holiday Season Industry Recap

• Analysis Approach

• Findings & Insights of Overall Holiday Email and Social Marketing Trends

• Marketing Themes of Key Holiday Spending Periods – Snapshot #1 - Holiday Kickoff Nov 1 - Nov 17

– Snapshot #2 - Black Friday/Cyber Monday Nov 18 - Dec 2

– Snapshot #3 - Last Minute & Free Shipping Day Dec 3 – Dec 20

– Holiday Wrap-up - 2011 Holiday Wrap-up Nov 1 – Jan 6

• Predictions for 2012 Holiday Season

Digital Channel Analysis: A 2011 Holiday Season Recap

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2011 Holiday Season exceeded expectations with a 15% ecommerce growth rate – Retail e-commerce spending for the entire Nov – Dec 2011 holiday season reached $37.2 billion, marking a

15-percent increase versus last year and an all-time record for the season. Ten individual shopping days this

season surpassed $1 billion in spending.

2011 Holiday Recap – eCommerce Growth

Sources: comScore (NASDAQ : SCOR), a leader in measuring the digital world, Jan 4 Press Release

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Black Friday and Cyber

Monday make history!

Cyber Monday reached $1.25

billion in online spending this

year, rising 22% from 2010 and

representing the heaviest

online spending day in

history, and just the second

day on record to surpass the

billion-dollar threshold (November

2011 research from comScore)

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Holiday Sales Growth in 2011 | Factors

• Definitely More Online buyers!

• 28% of consumers reported shopping online compared to 21% last year

• But are they buying more or just shifting to online from retail stores…

• Average online spending per buyer rose 9% ($114 to $125) - comScore

• NPD Group states consumers spent $187.83 on average, compared to last year’s $276.71.

They attribute this solely to increase in number of online buyers

Key Industry Mobile Stats

Traffic: The number of consumers who

used a mobile device to visit a

retailer's site is 12.43 percent

Shopping: The number of consumers who

used their mobile device to make a

purchase is at 7.37 percent.

Mobile Devices: iPhone continues to lead

all mobile device traffic at 6.58

percent, followed by Android at 5.2

percent and iPad at 4.71 percent

Key Industry Social Stats

While not heavy in driving direct

revenue. Influencing purchase and

brand engagement is high

Facebook led the pack, accounting for

86% of all social media traffic

Sources: IBM Smarter Commerce

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This Holiday Season Marketers put their efforts in…

2011 Holiday Recap – Digital Marketing Efforts

Investing in lifecycle &

behavioral-based

Campaigns

Starting Earlier and

Increasing Frequency

Integrating Multiple

Channels

Giving customers

what they want

Aggressive and a large

variety of offers

Free shipping

Value --- Gift Guides,

personalized product

recommendations &

deals

Easy access to product

information/reviews

Optimized sign-up

welcome and

activation campaigns

Retargeted browsers

and basket

abandoners

Behavioral targeted

email

Increased frequency

(if possible)

Multi-message

“countdown” type

campaigns

Rallied around critical

buying dates (Cyber

Monday, Last

Shipping Day, etc.)

In-store – emailing receipts;

sign-up for mobile or email

(promos, info, alerts)

Website – optimizing sign-up

Email / mobile alerts – eg.

when their order is ready for

in-store pickup

Social – special offers, causes,

retarget social users with email

Mobile & Touch Pad trends –

mobile friendly format &

content

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The Holiday 2011 Recap - Word Cloud

Key Word Counts within Top 100 Retailers email subject lines (Nov 1 – Jan 4)

And in case you ANY doubt what the key email promotion was in 2011…

Size of word represents

frequency of use in subject

lines (powered by wordle.net)

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Analysis Approach

Top Retailers Digital Marketing Efforts

during the 2011 Holiday Season

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• 100 Retailers Randomly selected from the Top 500 in the Internet Retailer

Top 500 list (internetretailer.com/top500)

Analysis Approach: Tracked the Top Retailers

The Top 500 by internetretailer.com ranks business-to-consumer retailers in the U.S. and Canada, based

on online sales, including retail chains, catalogers, web-only merchants, brand manufacturers and digital

content sellers.

Sample of Retailers

Tracking and Analyzing key industry trends and multi-channel efforts up to and

through the 2011 Holiday Season

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Reporting on Top 100 Retailer Efforts over Four Key Holiday Spending Periods

Analysis Approach: Tracked over Key Holiday

Spending Periods

New Years

(Sun, Jan 1st)

Christmas

(Sun, Dec 25th)

Cyber

Monday

(Nov 28th)

Black

Friday

(Nov 25th)

Thanksgiving

Day

(Nov 24th)

Green

Monday

(Dec 12th)

Free

Shipping Day

(Dec 16th)

Prep time! What

marketers are

doing to prep for

the upcoming

holidays

Post Holiday

Fallout

(Jan 16th)

#1

Holiday Kickoff (Nov 1 – Nov 17)

#2

Black Fri / Cyber Mon (Nov 18 – Dec 2)

#3

Green Monday /

Free Shipping Day (Dec 3 – Dec 20)

#4

2011 Holiday

Wrap-up (Dec 21 – Jan 6)

Escalating

marketing efforts

to support in store

& online sales

Last minute

marketing efforts

to support in store

& online sales

Final push and

fall-out on

Holiday marketing

activity

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So, here’s what we tracked….

Analysis Approach: Tracked Multi-Channel Efforts

Email Social

How marketers

applied the email

channel

___________________

Campaign Volume

Most Frequent Days

Email Campaign

Strategies & Promos

Key Findings

Multi-

Channel

How marketers

leveraged Facebook,

Twitter and YouTube

___________________

Facebook fan base,

growth and volume

of postings and

engagement

Twitter followers,

growth and volume

of tweets/retweeks

Youtube Subscriber

base, Postings/Views

Key Findings

How marketers

integrated and

used email and

social channels

___________________

% using email and

social

On average per

week/day:

- emails

- tweets

- facebook postings

Example Integrated

Campaigns

Key Findings

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Analysis Approach: Research Tool YMMI

Yesmail Market Intelligence (YMMI) combines social, mobile, and email monitoring to

power market, competitive, and digital content intelligence from a centralized, easy to use

console

• Detailed analytics by marketer, by campaign, by vertical, and by channel

• Searchable and rapidly growing database of over 1,000,000 campaigns

• Insights and analytics across entire marketing verticals and digital distribution channels

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Analysis Approach: YMMI - Key Features & Capabilities

• Marketer Profiles:

– Creative Gallery: Browse, view, track, and export creative content

– Marketing Calendar: Browse and access digital campaign deployments

– Reporting / Analytics: Multiple reports including deployment and engagement analytics

– Campaign Feed: Access and review recent channel deployments

• Marketer Tools:

– Build a Library of marketing campaigns across channel

– Setup marketer keyword alerts

– Compare marketers and review engagement and digital channel ranks

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Findings & Insights of Overall

Holiday Email and Social

Marketing Trends

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Holiday 2011 – Channel Usage

Almost All 100 Retailers were set up for all 4 channels but leveraged at

different levels throughout the 2001 Holiday Season

email 96% had at least 1 marketing email

deployment*

facebook 97% had at least 1 facebook post

twitter

94% had at least 1 tweet

YouTube Channel 66% had at least 1 Youtube posting

Insights:

While we expected these percentages to be super high for top retailers, the data shows that almost ALL of the top 100

retailers were actively leveraging facebook, twitter, email and Youtube to market during the Holiday spending season.

*Note: campaigns tracked are those to an opt-in subscriber who is active in email (open, click); does not

include any transactional, lifecycle or behavioral messaging

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0

100

200

300

400

500

600

700

800

900

1000

Email Facebook Twitter Youtube All

Holiday 2011 – Marketing Noise Trend

TOTAL Deployments sent/posted by day by channel (across all 100 retailers)

Insights:

Timeframe Nov 1 to Jan 6 | Keep in mind this holiday timeframe experiences much more marketing deployments than the rest of the year.

Heavier Marketing Around Key Dates | Increase in marketing activity around Black Friday and Cyber Monday, with efforts ramping back up

mid-December. Marketing matches key buying periods and associated gain in revenue.

Dips continually occur Saturday & Sunday | Mostly skewed by social deployments and opportunity for targeted social campaigns over

weekends

Rank of channels based on deployments: (1) Twitter, (2) Facebook, (3) Email, (4) Youtube

Black

Friday

Cyber

Monday Green Monday &

Free Shipping Day

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0.00

1.00

2.00

3.00

4.00

5.00

6.00

Email Facebook Twitter Youtube

Holiday 2011- Averages by Company AVERAGE Deployment sent/posted by day by channel

Insights:

This charts shows average number of campaigns sent per company per channel.

On average, for every one email message deployed, there were 2.7 facebook posts & 6.5 twitter tweets/retweets

On average retailers sent 1 email on Cyber Monday (max sent was 3)

Black

Friday

Cyber

Monday Green Monday &

Free Shipping Day

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3.04.0 4.1

3.4

9.610.6 10.2

8.6

21.7

28.6

23.8

20.5

4.23.5 3.2 3.0

0.0

5.0

10.0

15.0

20.0

25.0

30.0

35.0

Nov 1 - Nov 17 Nov 18 - Dec 2 Dec 3 - Dec 20 Dec 21 - Jan 6


Holiday 2011 – Averages by Channel

AVERAGE deployments per week by channel

*Note: campaigns tracked are those to an opt-in subscriber who is active in email (open, click); does not

include transactional, lifecycle or behavioral messaging

Email deployment remains relatively steady with a average high of a little over 4 per week during key spending periods #1

and #2. Facebook follows suite with a slight increase of over 10 posts per week. Twitter has the most range with a

significant spike during Black Friday / Cyber Monday period.

#1

Holiday Kickoff

#2

Black Friday /

Cyber Monday

#3

Green Monday /

Free Shipping Day

#4

2011 Holiday

Wrap-up

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Holiday 2011 – Preferred Days of the Week for Top 100

Favorite Deployment Day of the Week by Channel

Insights:

Saturday and Sunday lowest deployment days for ALL channels (opportunity for more weekend campaigns)

Facebook and Twitter peak on Friday, while email had slightly more action on Monday and Youtube on Tuesday

Social deployments are in line with the marketers work week days; thus the steady stream Monday through Friday and significant drop on

weekends. Also consider the belief that more consumers are on the internet during the week than the weekend.

Mondays and Fridays received slight bump due to heavy volume on Black Friday & Cyber Monday

0.00

0.50

1.00

1.50

2.00

2.50

3.00

3.50

4.00

4.50


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Holiday 2011 – Social Fan Bases of the Top 100

Fan/Audience Base Average Size & Growth over Holiday Season (Nov 1 – Jan 6)

Insights: - Social channels still relatively young and on-going growth is expected

- Relative to facebook, twitter and YouTube have significantly smaller bases

- Wild ranges in growth across the retailers but even the big ones (like Target) are still growing and putting marketing

efforts behind the growth

Average Fan Base = 1,534,572 Growth Rate from Nov 1 = 7%

Average Follower Base = 81,519 Growth Rate from Nov 1 = 9%

Average Subscriber Base = 6,632 Growth Rate from Nov 1 = 13%

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Holiday 2011 – Social Stats of the Top 100

Facebook – Size, Growth Rate, Posts over Holiday Period

Size & Growth Rate

Average facebook fan base for Top 100 Retailers is 1.53M

More than half grew their fan bases by 7% or more over the holiday period

HUGE range in fan count for Top 100 Retailers: Disney highest at 30.2M; US

Auto Parts lowest at 361

Largest growth rate was Wayfair at 524% (from 4k - 23k), next was

Nutrisystem at 127% growth

Biggest as of Jan 4

… and who grew the most

Nov 1 to Jan 4 (net growth)

Holiday Fast Facts & Insights

Who’s posted the most

Posts

Average # of posts per week for Top 100 Retailers = 9.76 per week

Deployment relatively steady throughout Holiday Period with slight increase

in deployments around Cyber Monday

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Top Comments Walgreens 12-13 Let's see who can get the last comment on

this status update. We just might surprise you with

something...hint hint...

Lowe's 12-10 It appears that we managed to step into a hotly

contested debate with strong views – social, political and

otherwise – and we’ve managed to make some people very

unhappy. We are sincerely sorry…..

Disney 12-28 Finish the lyric: When you ____ upon a star,

makes no difference who you are.

Walmart 12-20 Fill in the blank: Dear Santa. I've been extra

good this year. Can you please put _____under the tree?

Target 11-02 The best thing about fall is__________.

Top Likes Disney 11-02 “This is my family. I found it, all on

my own.” - Stitch

Macys 12-03 "Like" this if you believe in Santa!

Disney 01-06 Be Happy.

Disney 12-24 Wishing you a heartwarming holiday

season.

Walmart 11-05 It’s National Peanut Butter

Lover’s Month. Like this if you love Peanut

Butter.



Facebook Posts - Who is gets the most “likes” and comments?

“Likes” Average Number of Likes per Campaign = 516

Most Likes for a specific campaign was Disney

with 69,182

“Comments” Average Number of Comments per Campaign = 83

Most Comments for a specific Campaign was Walgreens

with 33,790

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Twitter Follower Bases – Size and Growth Rate

Size and Growth Rate

Average Twitter Followers Base for Top 100 Retailers is 82k

More than half of the Top 100 Retailers grew their Twitter Follower bases by

7% or more

Huge range in Twitter Followers: Dell highest at 1.6M; Avon lowest at 183

Largest growth rate in Twitter Subscriber base was Abercrombie & Fitch at

72% (from 65k - 112k), Next was Yoyo.com at 67% growth, 3rd highest was

Target at 50% growth

On top of growing the most, Target also had the 3rd highest growth RATE

for the period


Tweets

Average # of tweets per week for Top 100 Retailers = 20.05 per week

Deployment relatively steady throughout Holiday Period with heavy

increase in deployments around Cyber Monday

Biggest as of Jan 4



Who’s posting the most

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Twitter – Who got the most “retweets”


Retweets: Average Number of retweets per campaign = 5

Sample Companies who

consistently generated over 100

retweets per campaign

Sample Top Tweets that were “retweeted”

Abercrombie & Fitch 12-10 RT if you're hitting all the Christmas

parties wearing something from A&F! #WhatAreYouWearing?

Amazon 11-01 Deal of the Day: $28.99 - Arrested Development: The

Complete Series (Seasons 1-3)

CVS 11-04 Throughout the day we’ll be tweeting flu facts & tips to

help you stay healthy. RT & use #YouvsFlu for a chance to win a $25

#CVS gift card

Target 12-09 Need a new sweater or baking supplies? Here’s

some holiday cheer: Spend $50 and get a $10 Target GiftCard.

Recreational Equipment Inc 11-08 We are looking for a new

Manager of our Direct Marketing Programs! Direct Mail, Email, &

SMS - Retweet this!

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Holiday 2011 – Social Stats of the Top 100

YouTube – Size, Growth Rate, Posts over Holiday Period

66% of the 100 analyzed had posted videos during the holiday season

Size and Growth Rate

Average YouTube subscriber base for Top 100 Retailers is 6,632

More than half grew their fan bases by 7% or more over the holiday period

Apple grew 32% over the period. Highest for the larger YouTube subscriber

base retailers


Biggest base as of Jan 4



Who’s posting the most

Video Postings

HSN clearly outposts all others (10x) due to posts of TV product segments

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Top Views

Apple 12-18 (2,737,664) Siri can help anyone get through a busy

day... Or night.

Foot Locker 11-18 (1,082,988) Dwight Howard, Eric Gordon, Jrue

Holiday and Big Sean help prove the difference between nothing

and everything is 9.8 ounces. Because the difference is the

adiZero Crazy Light, the lightest ever.

Foot Locker 11-24 (615,224) Turn your sneaker dreams into

reality with the adidas sneaker factory, launching the Hard Court

Hi II from adidas Originals exclusively at Foot Locker.



YouTube Posts - Who is gets the most views and comments?

Views YouTube Average Number of Views per Campaign = 5,464

Foot Locker had 5 of 10 highest number of views related to a

Post from 11/1 - 1/4

Comments Average Number of Comments per Campaign = 9

Most comments per campaign was Newegg with

7,423 with free TV give-away. Newegg also had 2nd

most commented video….also with a giveaway.

Newegg had 7 of 10 highest number of comments

from 11/1 - 1/4

Top Comments

Newegg (7,423) We are overjoyed -- 50,000

subscribers! To celebrate this momentous occasion

(which, by our calculations, should happen shortly after

this video goes live), we are having our biggest Newegg

TV giveaway ever….

Macys (605) On his way to Macy's Black Friday Sale,

Justin Bieber encounters a bunch of unexpected,

screaming fans. Pick up Justin's Someday Gift Set while

supplies last, and Macy's will donate $2 to The Make-a-

Wish Foundation®, up to $100,000.

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2011 Holiday Overall Findings - Summary

Overall Findings for Holiday 2011 (Nov 1 – Jan 6)

• Overall Marketing volume in line with eCommerce results to drive record breaking

season, particularly on Cyber Monday and Black Friday and ramping back up mid-

December

• Multi-channel at work with Social Postings Highest

• For every one email message deployed, there were 2.7 facebook posts & 6.5 twitter

tweets/retweets

• Email primarily used for promotions

• Social Channels used primarily engagement (with a sprinkle of promotions)

• Lighter Weekends | Overall significant dip in deployment across social channels on

weekends, less significant for email

• Social fans bases Continue to Grow (up to 13%) and Fans are Engaging

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Holiday 2011 Main Themes

Christmas

(Sun, Dec 25th)

Cyber

Monday

(Nov 28th)

Black

Friday

(Nov 25th)

Thanksgiving

Day

(Nov 24th)

Green

Monday

(Dec 12th)

Free

Shipping Day

(Dec 16th)

Post Holiday

Fallout

(Jan 6th)

Holiday

Kickoff

Black Friday and

Cyber Mon

Green Monday and

Free Shipping Day

2011 Holiday

Wrap-up

List Build Up

Cross Channel Promotions

Free shipping

Gift Guides

Black Friday Sales

Cyber Monday Sales

Limited Time Offers

(Flash Sales)

Countdowns

Last chance to Ship

Pick up at store

eCards

Happy Holidays

End of Year Sales

Pre-Holiday

Season

(Starting Oct 1 )

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Holiday Snapshot #1

Holiday Kickoff (Nov 1 through Nov 17)

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Holiday Snapshot #1 – Holiday Kickoff!

Prep time! What

marketers are

doing to prep for

the upcoming

holidays

#1

Holiday Kickoff (Nov 1 – Nov 17)

Holiday Kickoff Key Themes (Nov 1 – Nov 17)

• Starting earlier

• Building up lists

• Free shipping

• Gift Guides Hit hard

• Cross promoting channels (social, mobile email)

• Big ascent beginning | Overall ascent of Holiday marketing efforts on a

slight rise with expectation to increase as holidays begin.

• Key Dates Promoted | Driving to Black Friday Sales during this time

dominates over the drive to Cyber Monday

Key Themes Observed in Marketing Efforts

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Holiday Snapshot #1 – Starting Early

11/14 Black Friday: Get Early Deals Surprise! It's a Cyber Monday in

September (and a cyber sale all

week).

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Holiday Snapshot #1 – Cross Channel Promotion

Save 20% when you Like us on Facebook!

Follow our tweets to get the deets.

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Holiday Snapshot #1 - The Gift Guide Craze

Our Favorite Gifts

What are the Best Gifts for

Everyone on your List? Our Must-Gift Lists...

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Holiday Snapshot #1 - Free Shipping Kristin Kleweno: Pssst! Free

Shipping on great gifts.

A Gift For You. A Gift For Them.

Introducing Our Holiday Gift

Guide, Save 30% + FREE

Shipping Every Day

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Holiday Snapshot #1 – Promoting YouTube

Facebook Post Promoting YouTube

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Holiday Snapshot #1 – Promoting Mobile via Facebook

and Twitter

Facebook: Nov 8th

TARGET: Mobile Coupon.

Save on this season’s

hottest toys at

http://dc2.target.mobi/c?p

=G46X986-BL8FLDC-

172V3 Msg&data rates

may apply1

Twitter: Nov 8th SMS: Nov 8th

http://dc2.target.mobi/c?p=G46X986-BL8FLDC-172V3






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Holiday Snapshot #2

Black Friday and Cyber Monday (Nov 18 through Dec 2)

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Holiday Snapshot #2 – Black Friday / Cyber Monday

Findings for Nov 18 – Dec 2

• Retailers taking early and late advantage of Black Friday and Cyber

Monday Buzz

• Drive to Stores AND Online – traditionally focus was more on store traffic

• “Why wait?” was a major message during the early part of the week, with many

retailers offering up “Pre-Black Friday” deals, Thanksgiving Day deals, and releasing

their Black Friday deals early

• “Final hours” and “Last chance” emails. Retailers injected more relevance into

these reminder emails by promoting new deals or products had been added to their

sale

• “But wait... It’s STILL going on!” Extension of Black Friday and Cyber Monday

Sales (It’s Cyber WEEK!”)

• Using multi-message/count-downs to increase frequency

• Free shipping continues to be critical promotion on top of heavy discounts

• Early email / Later Social | Overall favorite deployment time of day is

morning for email and afternoon for social (also true for Black and Cyber

Monday)

#2

Black Fri / Cyber Mon (Nov 18 – Dec 2)

Escalating

marketing efforts

to support in store

& online sales


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Holiday Snapshot #2 – Black Friday drive to Stores

AND Online 11/27: Plan Your Black Friday Store

Trip & Save on Pre-Black Friday

Specials With Free Shipping 11/27: Friday only: the special one-day Apple shopping event.

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Holiday Snapshot #2 – Retailers taking early and late

advantage of Black Friday and Cyber Monday Buzz

11/20: Cyber Monday Comes Early: 35% off three brands 11/27: Yay, Cyber Sale & online-only Weekly Ad deals.

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Holiday Snapshot #2 – Countdowns

11/23: Tick Tock...It's Time to Save $20!

11/29: Ends Today! Cyber Monday Savings! 11/20: Bundle up with 40% OFF

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Holiday Snapshot #2 - Free Shipping Continues

11/27: Free Shipping & Free Returns: It’s Our Standard, Every Day

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Holiday Snapshot #2 – And One that Stood Out (it’s not all about selling…)

11/28: Don't buy this jacket

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Holiday Snapshot #3

December Marketing Efforts &

Free Shipping Day Recap (Dec 3 through Dec 20)

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Holiday Snapshot #3 - Summary

Findings for Dec 2 – Dec 20

• Retailers continue to offer multi-message multi-channel

campaigns around key shopping needs late into the holiday season

• Last Day to Ship Messages & Banners - offering free or discounted express

shipping

• In Store pick-up - directing subscribers to their stores to shop or for in store pick-

up

• Flash Sales – exclusive short timed sales

• Free Shipping and Free Shipping Day! Continues to be the go-to primary

promotion

• Starting the Gift ecards push for procrastinators

#3

Green Monday /

Free Shipping Day (Dec 3 – Dec 20)

Last minute

marketing efforts

to support in store

& online sales


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Holiday Snapshot #3 – Final Free Shipping Notices

12/19: Free Shipping* ends tomorrow.

Shop our top-rated gifts.

12/20: Less than 24 hours left for free

shipping* and guaranteed Christmas

delivery.

12/18 Hurry, Last Day for Ground Shipping by December 23

12/18 HURRY! Free Holiday Delivery + 20% off

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Holiday Snapshot #3 – Final Free Shipping Notices

12/18 Don't forget: 30% OFF every purchase, in stores & online (PLUS, FREE SHIPPING)

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Holiday Snapshot #3 – Last Chance Messages

12/19: You Choose The Gifts. We'll Get Them There On Time.

12/19 It’s not too late.

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Holiday Snapshot #3 – Limited Time Sales

12/22 Tonight only: Midnight Sale 12/8 3 days only: The Almost Last Minute Sale is on!

12/7 Preview Your Target 3-Day

Sale Savings.

12/7 WEDNESDAY ONLY: Free

Pearl Earrings with a Pearl

Necklace Purchase

51

Holiday Snapshot #4

Post Holiday (Dec 21 through Jan 6)

52

Holiday Snapshot #4 - Dec 21st through Jan 6th


• Retailers scale back, say “Happy Holidays” and then dive into Year End Sales • eCards

• In Store Pick up

• Happy Holidays Messaging

• Year End Sales

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Holiday Snapshot #4 – eGift Cards

12/21: A Barneys New York Gift Card

Works Wonders

12/22: Use Rush Shipping to get your order

in time! Plus send an eGift Card instantly 12/24: It's not too late. An eGiftcard

lets you give style in seconds!

54

Holiday Snapshot #4 – In Store Pickup

12/23 You've Still Got Time: Buy Online, Pick Up in Store! 12/22 Still Need Gifts by Christmas? We've Got You Covered.

Learn More…

55

Holiday Snapshot #4 – Happy Holidays Cards

12/25: Happy Holidays (and something

special for you) 12/24: A special thank-you...

56

Holiday Snapshot #4 – Post Holiday Sales

1/5: New Reductions On Sale Styles +

Take An EXTRA 40% Off Everything!

57

What to Watch & Prep for the 2012 Holiday Season

• Continued Growth of eCommerce as a whole and certainly for the

upcoming Holiday Season – Per Forrester - Search, display, email, mobile and social channels will represent 35% of all advertising investment

by 2016 (from 19% in 2011)

• More Channel Integration as Marketers Understand Mobile and Social

ROI and Consumer Behavior – Email will remain strong, become more relevant and integrated with social and mobile efforts

– Buying on mobile devices will continue to rise with growth of tables & smart phones

• Data will drive more relevant communications across all channels

• Holiday 2012 Season will start even earlier… so get planning

Predictions for 2012 Digital Holiday Marketing

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Questions?

• Please contact us for additional information or a YMMI Demo

– 1-877-yesmail or [email protected]

Thank you, Thank you, Thank you

59

Appendix

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Top 100 Retailers included in Analysis

The Top 500 ranks business-to-consumer retailers in the U.S. and Canada, based on online sales, including retail chains, catalogers,

web-only merchants, brand manufacturers and digital content sellers.

Business

Digital channel analysis a 2011 holiday season recap