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Experian CheetahMail2010 Christmas Online Retail Strategies & Planning

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Marketers should consider incorporating the checklist into their campaigns

Use holiday language

Clearly promote shipping deadlines

Use headline text to indicate offer

Incorporate a holiday navigation bar with gift sites and holiday services

Indicate purchase channel details (Retail hours, locations, telephone, etc.)

The Essential Christmas Email Checklist

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Leverage the spirit of the holidays in your creative and messaging

Countdown to the holiday to remind subscribers of timing

Consider Christmas Specific Series Advent 12 Days of Christmas

Help people choose gifts

Thank your customers

Start Early and Finish Late – Don’t forget post Christmas Sales

The Essential Christmas Email Checklist

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Email Acquisition: “best of” creative – forward to a friend

Subject line: Make it better.  For yourself.  And a tree.

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Let your subscribers do the work for you!

Consider viral opportunities at email sign up combined with a sweepstakes

Email Acquisition:Don’t forget about your website

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A wishlist is a great shopping tool

Help customers build shopping lists and save gift ideas

Wishlists

WishMail Results:• 50x lift in transaction rate• 23x lift in $ per email• 8x lift in open rate• 21x lift in click rate

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The Countdown

Countdown emails generate high customer interest

These emails had the highest unique open, unique click and click-to-open rates:

► 14.77% unique open rate

► 6.68% unique click rate

► 28.94% click-to-open rate

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Holiday gift ideas email

Campaigns reporting gift ideas pulled more than double the transaction rates for Multi-channel Retailers (0.46% vs. 0.17%)

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In-store offers

Emails promoting in-store only offers had the highest unique open and click rates (16.09% and 3.43% respectively) beating out online only and site wide offers

Clearly promote your channels via email to help customers decide where to shop

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Free shipping

Free shipping with a minimum spend of $25 was most offered by companies

Free shipping with a minimum spend of $50 pulled in the strongest unique open and click rates (13.81% and 2.51%)

Free shipping with a minimum spend of $150 had the highest transaction rate

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