2012 review & 2013 recommendations - fishbowl · insights via facebook status updates drive...

Valentine’s Day 2012 Review &

2013 Recommendations

Welcome to a Fishbowl Best Practices Webinar

Hosted by: Lauren Sadlon Online Marketing Consultant

Agenda

2012 Valentine’s Day Messaging Review General Trends Fishbowl Results

Optimizing Valentine’s Day Messaging Performance Best Practices and Tips 2013 Recommendations

Q&A

Executive Summary

Top 3 Items Members look for in a Valentine’s Day Email Gift Ideas Valentine’s Day-related Offers Simplicity

2012 General Valentine’s Day Observations Mailing volume and revenue are second only to the Christmas holiday season

The number of Valentine’s Day-related mailings by Fishbowl clients has increased each of the last 2 years Cards, candy, dining out, flowers and jewelry were the most given gifts Highest performing subject lines were gift and card “ideas”, personalized greetings, heart symbols and using the word “sweet”

Overall FB Messaging : 2012 Open Rate Performance

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2012 Mailings 2012 Open Rate Click Rate

• Peak Mailing Day took place on 2/1, while peak open rate took place on 2/8 • Average Open Rate = 21.62% • RECOMMENDATION: Plan your messaging calendar now. Don’t forget that Super Bowl messaging as well as President’s Day

will be competing for your members’ attention. *Data collected from Fishbowl clients.

All Fishbowl Clients

Overall Messaging: 2012 Unsubscribe Rate

• Unsubscribes peaked on 2/4, which was also one of the lower volume days in 2012. This was the Saturday of Super Bowl weekend, which is probably a day that members are not thinking about Valentine’s Day.

• Results fell below the typical 1-2% unsubscribe rates seen in PostCard messaging. • Recommendation: Keep messaging relevant to your audience as well as minimize over-messaging. Consider setting black out

dates within LSM for days that you’re sending national mailings. *Data collected from Fishbowl clients.

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2012 Mailings Unsub %


Overall Messaging: Day-of-Week Performance

• 2012 mailing peak occurred on the Saturday prior to VD, followed closely by volume on the VD itself. 2011 peak came earlier. • Open rates peaked in 2011 on VD (Monday) and in 2012 the peak came the day before VD (Monday) • Recommendation: Conduct an A/B test to determine which day of week results in higher open rates for your brand.

*Data collected from Fishbowl clients.


Feb. 9th – Feb. 14th

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2012 Mailings 2011 Mailings 2012 Open Rate 2011 Open Rate

Valentine’s-specific Messaging – Open Rates

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26-Jan 28-Jan 31-Jan 1-Feb 2-Feb 3-Feb 4-Feb 6-Feb 7-Feb 8-Feb 9-Feb 10-Feb 11-Feb 13-Feb 14-Feb

# of Mailings Open Rate

• Overall Average Open Rate: 23.5% • 1+ weeks before Valentine’s Day Average: 24.7% / 1 week before Valentine’s Day Average: 24.6% / Week of Valentines Day: 21.3% • RECOMMENDATION: Deploy initial messaging 1-2 weeks prior to Valentine’s Day, send a secondary message the week of

Valentine’s Day to non-openers. *Data collected from Fishbowl Professional Services clients.

Fishbowl Professional Services Clients

• Average Unsubscribe Rate: 0.25% • 1+ weeks before Valentine’s Day Average: 0.23% / 1 week before Valentine’s Day Average: 0.23% / Week of Valentine’s Day: 0.30% • Results fell below the typical 1-2% unsubscribe rates seen in PostCard messaging. • Reblasting mailing only to non-openers will help minimize unsubscribes during the week leading up to Valentine’s Day.

*Data collected from Fishbowl Professional Services clients.

Valentine’s-specific Messaging: Unsubscribe Rates

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26-Jan 28-Jan 31-Jan 1-Feb 2-Feb 3-Feb 4-Feb 6-Feb 7-Feb 8-Feb 9-Feb 10-Feb 11-Feb 13-Feb 14-Feb

# of Mailings Unsubscribe Rate

Valentine’s Day Analysis

Optimizing Valentine’s Day Messaging Performance

Putting all the pieces together

Sticking Out in the INBOX

Valentine’s Day Messaging Optimization

Look at Me!

When to Send

BEST PRACTICES & TIPS

Initial message 1-2 weeks prior to Valentine’s Day

Secondary message to non-openers week of Valentine’s Day


THINGS TO REMEMBER… • Super Bowl (Feb. 4th) • President’s Day (Feb. 17th)

• 50% of gift transactions occur

within 1 week of Valentine’s Day

Subject Lines


Call-to-action that conveys a sense of urgency

Offers called out at the beginning Offers/call-to-action in pre-header Think…“What’s In It for Me” for the member Top KEY words and tactics

• “Ideas” • “Sweet” • Symbols • Personalization

Use “In case you missed it” re-blasts Highlight LTOs time remaining to act • (Last 5 days to order gift cards with free shipping)


Audience Segmentation


Allow consumers to opt-in to increased holiday message frequency via a “Holiday Preference Center” Send targeted blasts to those members who have previously clicked on gift card/reservations links Split test subject lines and day of week/time of day Use profile data to customize overall look and feel of offer and message based upon gender/age/demographics Include Valentine’s date ideas for your male guests

Female Audience


Creative Design


Keep message simple and focused

Re-vamp and highlight the key website links within the header/logo to have a ‘Valentine’s theme’. Incorporate relevant animation elements Focus all messaging elements on one, common element (reservations, special menu) Share the Love with your members!


Optimize your emails for mobile

viewing

Partnership Tie-Ins


Form cross-promotions and partnerships to create special offers that complement your brand Tie in to charitable organizations facilitate community sharing


PARTNER

IDEAS

• Flower shops • Travel agencies

Anti-Valentine’s Day


Promote Singles Nights Host Ladies Night event and promote via eClub and Social Media Promote large party reservations

Promote take out


Social Media & Interactive Elements


Post special Valentine’s Day eClub offers and insights via Facebook status updates Drive members to Facebook for Gift Card purchase Include eClub opt-in with online reservations and gift card purchase Incorporate interactive elements like eCards Hold a photo contest to further engage members. Leverage Pinterest as a way of sharing the love.


“Happy Valentine’s Day”

Send a “We Love You” or “Happy Valentine’s Day” message to your members.


2013 Recommendations

Start with a goal and build a strategy that fits your brand • Audience • Timing • Messaging

Put “value to the member” first in designing your campaign (gift ideas, offers, tips, etc) Be creatively special (personalized message, icons, animation, etc.)

Promote your brand beyond email – integrate with social media

“Spread The LOVE” with your e-mail Marketing

Thank You!

For more information on Fishbowl’s creative and strategic Professional Services offerings:

Enterprise clients: Please contact your Account Director

Not yet a client? 800.836.2818 US & Canada Sales

Technical questions?

Call our Support line 800.883.1984 or email [email protected]

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2012 review & 2013 recommendations - fishbowl · insights via facebook status updates drive...

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