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Consumer Online Behavior Report
Developing Informed Digital Marketing Strategies for Holiday Success
Yesmail is an organization that positively stands apart. For nearly 15 years we have stood for excellence in email marketing, with planning and delivery capabilities unrivaled in our industry. We deﬁne ourselves by a better caliber of technology, insights, and service that help our clients get to ‘yes’ sooner with their customers. We boast a complete portfolio of multi-channel marketing solutions and tools, including interactive marketing applications, data management, intelligence, lead generation and best practices consulting. Would we go so far as to say we are superior in our ability to use email to power intelligent interactions that actually drive business?
Table of Contents
4 – 7 Introduction
Methodology What this means for you, the marketer
8 – 12
Must-knows this holiday season
People are spending more. People are spending early. People spend differently during the holidays.
13 – 15 16 – 31
Mobile devices: Santa’s little helpers Tune up your email for the holidays
Consumers are mobile. Is your email? Pick a date for email promotions based on where your subscribers purchase. Missed opportunities in send-time. Give consumers the gift they want, and the incentive they need.
32 – 51
Be social for the holidays
Your customers are ready to interact. Are you? Brand interaction on social media is growing. Consumers want to hear from you. Not all social channels are created equal. Holiday - themed campaigns: yea or nay? Marketers, don’t miss your mark (et)! Don’t invite phony friends.
52 – 55
Multi-channel or bust
Email is still at the core of successful multi-channel marketing strategies.
According to the National Retail Federation, the holiday season can account for 25-40% of some retailers’ annual sales, making up a massive 19% of total retail sales .
Clearly, there’s a lot at stake during this time of year. With the type of sales figures that can make or break a retailer’s year, how do marketers ensure they are developing smart campaigns that don’t just encourage interaction, but generate maximum revenue? In the past decade, general purchase patterns have changed significantly due to the boom of online shopping and the rapid adoption of mobile devices.
Last year, over 45% of all consumers completed their holiday shopping online .
This constitutes an annual increase of 21% that reflects digital marketing’s growing influence on online and in-store retail sales2.
Abercrombie & Fitch Kohl’s
However, 65% of marketers still feel unprepared for the growth of channel and device choices3 and have been slow to adjust their efforts accordingly. This becomes obvious in the 4th quarter when holiday revenue projections are missed. 2009 2010 In 2009, Abercrombie registered a huge 19% decrease in December same-store sales from the previous year4. In 2010, the Gap missed the mark with a 3% decline in comparable store sales, reported in the last five weeks of that holiday season5. During the 2011 holiday season, retail giants such as Kohl’s and JC Penney registered a disappointing 0.1% decrease and 0.3% increase, respectively, in same-store sales gains in December 20116. Though a decrease of in-store sales may have been expected due to the growth of ecommerce, both brands performed below industry average and had to cut their fourth-quarter profit forecasts. This, in turn, became a big factor in JC Penney’s total rebranding and strategy redesign which is still in its early stages, and yet to yield significant results.
This trend of missed 4th quarter projections suggests a larger problem, perhaps stemming from the shift in consumer shopping behavior and marketers’ lack of response to the preferences of their audience.
While numerous articles have identified this problem, they typically haven’t provided a side-by-side comparison between what consumers want and what marketers are delivering, nor have they offered any actionable recommendations that bridge the gap between consumer preferences and marketing practices. Hence our moment of Zen…
Game Stop. Dell. HH Gregg.6246 • www. Rue La La. Sprint. the areas of opportunity that brands should focus on to meet consumer expectations.877. social media consumption.Methodology To effectively gauge consumer shopping preferences. Yesmail Market Intelligence. Crate & Barrel. we were able to determine where marketers were hitting their mark. and Williams Sonoma. We then employed our proprietary tool.yesmail. Walmart. Verizon. mobile device usage and more. Macy’s. Toys ‘R’ Us. Best Buy. After assessing both data sets.938. • 1. Apple. Nordstrom. we developed and administered a comprehensive survey. Pottery Barn.com page 6 . Kohl’s. Sears. and more importantly. T-Mobile. to track and analyze the digital marketing campaigns of 20 leading brands that typically rely heavily on online and/or in-store traffic throughout the holiday season: Amazon. JC Penney. polling over 500 consumers about their on and offline purchase behaviors.
What this means for you. the marketer.938. This is especially important during the holiday season.6246 • www. when identifying areas of opportunity and developing targeted campaigns is crucial to meeting fourth-quarter projections. Many marketers are missing a great opportunity to refine their strategies and further capitalize on consumer preferences.com page 7 .877. • 1.yesmail. This report will provide actionable recommendations and specific tactics to improve your brand’s marketing efforts and bridge the gap between what consumers want and what your brand delivers.
6246 • www.com this holiday season page 8 .938.must-knows • 1.yesmail.877.
People are spending more.877. with June 2012 topping off the first three-month stretch of declining sales since 20088.com page 9 .938.1% . This positive forecast puts a lot of pressure on marketers to execute holiday campaigns to gain a larger share of consumers’ wallets. 7 out of 10 surveyed consumers plan to spend the same or more than they did in 2011.6246 5 6 $ 8 9 10 individuals spending habits compared to last year • www.yesmail. thus continuing the trend from last year when overall holiday sales increased by 4. 7 This is obviously good news for marketers who have had a difficult time due to sluggish consumer spending. 7 4 2 1 3 • 1.
People are spending early. We’ll discuss segmentation and campaign tactics later on in this report.com page 10 . To avoid message fatigue and find success. • 1. December 24% 20% will start their holiday shopping before October.938.yesmail. will wait until December to start checking things oﬀ their holiday shopping list. while reaching out to last-minute shoppers with targeted offers right before the holidays. marketers need to segment their audience. By targeting shoppers based on when they’re most likely to buy.51% Earlier Months October November of respondents said they will start making their holiday purchases in the October-November window which coincides with big shopping events like Black Friday and Cyber Monday.877.6246 • www. marketers can attract early shoppers with early and more frequent messages.
938. • Growing adoption of internet-enabled mobile devices. This is a surprising finding. given many companies’ recent struggles with the showrooming phenomenon. which we will discuss later on in this report. • Growing ease of purchasing online.People spend differently during the holidays. due in large part to marketers’ heavy investment in website redesigns that facilitate ecommerce10. This may also explain why shoppers rely on email sales and promotions even more heavily during the holiday season.877. the survey suggested that consumers’ preference for the brickand-mortar experience shifts to the online shopping experience during the holidays. but significant. techbargains. With a respective 22% and 26% increase in online spending during these two days in 20119. Our survey revealed that for product categories such as consumer electronics and apparel.com.com page 11 . particularly due to discount websites like overstock. shoppers utilize independent review sites such as CNET.6246 • www. with some small. etc10. Interestingly enough.com. and that they may be more likely to take advantage of holiday sales and promotions. and consumer reports less during the holiday season than during the year. it is reasonable to expect future growth. This indicates that product ratings may play a lesser role in their holiday purchase decisions. adjustments during the holidays. We also discovered that consumers’ personal research habits remain generally consistent throughout the year. Yelp. • 1. However. people tend to buy in brick-and-mortar stores during the year.yesmail. • Consumer perception that things are cheaper online. Possible reasons for this shift may be: • The recent growth of online purchasing during pre-holiday shopping events such as Cyber Monday and Black Friday.
2011.6246 of respondents said they use this channel at least several times a year. Our 2012 survey results suggest that an ever-growing number of people shop online.938.Shopping online continues to grow. In a press release from December 28.com page 12 . ComScore announced an impressive 15% increase of online holiday spending from the previous year11.yesmail. • www.877. 97% • 1.
com page 13 .6246 • www.938.yesmail.877.mobile devices santa’s little helpers • 1.
19% 76% 56% $ $ $ • 1. 75% of surveyed consumers said they own a tablet or smartphone. The PC is still their preferred purchase tool.877.938. 56% of online shoppers who do not own a mobile device say they purchase online frequently or all the time..The adoption of mobile devices continues to increase.yesmail.6246 • www. with 76% of mobile device owners using this method to make online purchases either frequently or all the time. 75% 25% only 19% of mobile device owners purchase regularly from their device.com page 14 . While this segment is much more likely to buy online than shoppers who do not own a mobile device..
com page 15 ..yesmail. • 1. of surveyed mobile shoppers have used their device to compare web prices to in-store prices while instore (at the point of purchase).Rather than purchase directly from their device. Deloitte’s 2012 The Dawn of Mobile Influence report further supports this finding: “…the biggest impact of smartphones isn’t direct sales generated through the mobile channel.”12 This is a great example of the way consumers integrate mobile and online tools in order to get the best of both.. Percent of surveyed mobile shoppers who use their mobile to.” The same report projects that “the mobile influence factor will reach 17–21% over the next four years..877..6246 • www. which will likely translate to $628–$752 billion (or an average of $689 billion) in mobile influenced retail sales.938. mobile shoppers use them as tools to comparison shop. but rather the influence they exert over traditional in-store sales . 48% of surveyed mobile shoppers have used their device to look up a product review while in-store in order to make an informed purchase decision. 62% 48% 64% 62% 64% of surveyed mobile shoppers have used their device to visit a company’s website to learn more about a product.
yesmail.com page 16 .877.tune up your email marketing for the holiday season • 1.6246 • www.938.
877.yesmail. These findings suggest that marketers should increase their spending on email marketing as the holiday season approaches and should better segment their audience based on browsing behavior in order to provide an enticing offer to help consumers convert. Survey results from ForeSee also support these findings. discounts.938.such as free shipping. with email cited as the number two influencer for visiting a website. • 1.are a substantial driver of purchase decisions. and exclusive offers .6246 • www. as coupons for in-store use become a significant purchase driver. preceded only by brand familiarity13. said that email promotions somewhat or strongly influence their decision to purchase in-store.80% of surveyed consumers reported that email promotions somewhat or strongly influence their decision to purchase online. 71% Our survey data suggests that email promotions .com page 17 .
Using Digital Market Intelligence to Drive MultiChannel Success. This is an interesting development considering the email data.877.com page 18 . Some brands seem to know their subscriber preferences better and have taken this into consideration.A notable 14% of consumers surveyed start checking items off their holiday shopping list before September. showed an average month-to-month increase of only 1. The email campaign data for our 20-brand set shows a 3-5% monthly increase in email campaign deployment over the three months tracked.14 re the 20 3% .5%.6246 • www.yesmail.938.5% increase befo 12 holiday season 1.5% increase after the holidays in 2011 • 1. collected right after the end of the 2011 holiday season and featured in Yesmail’s report.
yesmail.877.6246 • www. as well as more appealing offers associated with explicit deadlines to entice buyers and create a sense of urgency around promotions. During that time. • 1. November 30th October is a great time to start ramping up email programs as November approaches with Black Friday and Cyber Monday right around the corner. focus on higher frequency of email campaigns.October 1st 50% of consumers surveyed also start shopping for the holiday season between October 1st and November 30th.938. page 19 . This enables immediate reaction if rival brands offer higher discounts or better incentives for purchase.com One way to ensure your offers are ahead of the curve is to employ a tool that can track your competitors’ digital campaigns in real time.
Like any endurance event. For consumers.5% of consumers had completed their Holiday Shopping by the 2nd week of December15. it is important to pace yourself in order to avoid fatigue.com page 20 . Waldo can be the target consumer for a campaign going out in early October and advertising a small discount on video game controllers. Based on this data. You may also choose to tailor your email offers based on previous purchase data. as the holiday season comes to a close. if Waldo purchased a video game and gift wrap in October 2011. this may qualify him as an early shopper and place him in a specific product category like video games or electronics. or your subscribers’ interactions with any initial holiday-related emails. Later. For example. holiday shopping is a marathon. message fatigue.yesmail. For example. high volume more options • 1. 46. give more options to last-minute shoppers through targeted email campaigns. at the beginning of the holiday push.According to the National Retail Federation.6246 • www. consoles. or accessories and free gift wrapping with purchase.938.877. or in the case of email marketing. try sending a high volume of promotional emails only to early shoppers.
Is your email? Enabling consumers to effectively view email campaigns on any type of device is an essential component of any marketing plan. This is a particularly telling statistic that links mobile email campaigns to both online and in-store sales. 27% of emails are opened on mobile devices16. over 41% of mobile device owners said they have made either an online or an in-store purchase as a direct result of an email promotion they viewed on their device.com in-store purchase page 21 . Just as important is the fact that email mobile viewership continues to grow at an impressive pace.938.6246 • www. though this number can go as high as 50% depending on industry. online purchase • 1. According to a recent eConsultancy article. Those numbers attest to the importance of developing mobile email templates that enable consumers to fully interact with your content on their mobile device.yesmail. increasing by 34% in just 6 months17. further emphasizing the importance of mobile design in driving revenue attributable to email.877.Consumers are mobile. 41% According to our survey.
• 1. Sears emails are easy to read on a smartphone or a tablet. the brand sends a coupon that is optimized for mobile device viewership. 100% of email communications we received from those brands were optimized for mobile viewership. The same email takes subscribers to a mobile-enabled website that makes browsing through products on a smartphone or a tablet a breeze. which is a great sign given the trends we discussed previously. In fact.yesmail.6246 • www. Upon signing up for emails.Most of the 20 leading brands we tracked have recognized the importance of mobile email design and have successfully incorporated it into their email programs. Learn from the best: Sears The brand’s email template employs responsive design. which is the truest version of mobile email design. This strategy banks on users getting the coupon and instantly starting to browse for item(s) to use it on. website via computer Sears email Kohl’s website Kohl’s Kohl’s: Kohl’s also utilizes mobile design in their emails.877. but they take it a step further and make it a part of their Welcome Program.938. have large and clickable calls-to-action. and link to mobile-friendly website that is easy to browse through.com page 22 . email Sears website Sears We discovered that 1/3 of mobileenabled emails link to brand web pages that do not employ mobile design and are difficult to read on a mobile device thus almost defeating the purpose of a mobileready email.
This email.6246 • www.877.com page 23 . email Sprint website Sprint email HH Gregg website HH Gregg • 1. In addition. easy-to-read headlines. HH Gregg: Similarly to Kohl’s. takes them to a non-mobile-optimized website that greatly hinders buyers’ ability to browse through products and select the item(s) they would like to apply their discount to. the email links to a non-mobile-optimized website that hinders readability and more than likely increases bounce rates.Learn from the rest: Sprint: Sprint’s email mobile design makes good use of large. shoppers get a coupon through a mobileenabled email. upon signing up for brand emails. however.938. but the rest of the copy is small and difficult to read.yesmail.
. 21% m • 1. sun. of in-store shoppers prefer to shop over the weekend prefer weekend shopping sat. People who opt for in-store purchasing tend to buy at different times than those who prefer shopping online.6246 prefer to shop during the week of online shoppers who identiﬁed a day-of-week preference shop between Monday and Wednesday 47% m w.Pick a date for email promotions based on where your subscribers purchase.938. t w t f page 24 • www. in-store online 79% 31% sat.yesmail.com .877. sun.
while brands that focus on instore sales may be more successful with an end-of-week or weekend email promo. They deploy most emails on Friday thus catering mostly to their subscribers who purchase in-store. demonstrating an avid knowledge of their target market and their customers’ preferences. DVDs and Books online 61% of the time. focusing their promotions on online buyers (whether consciously or inadvertently).877.6246 • www. Our survey data suggests that people tend to buy jewelry in-store 77% of the time. At the same time. which suggests that a dual email program may boost sales and give consumers what they want. Many brands should consider tweaking their strategy to cater to customer segments based on their preferred point of purchase (online vs.com page 25 .) One way to do this effectively is to introduce an email program targeted to online shoppers and another one targeted to in-store shoppers. items such as consumer electronics and apparel come closer to a 50/50 draw. Electronic Retailers They send the most email on Wednesdays. Brands that strike a balance between the two purchase options may be the best candidates for two separate email programs: one targeted to online shoppers and one focused on in-store shoppers. For example: Get 20% off this in-store exclusive Samsung LCD TV today through Friday! Online Retailers They deploy most of their campaigns on Monday and Tuesday. • 1. in-store. we found some interesting information: Clothing Retailers Brands that rely largely on ecommerce may see better results from their email promotions during the first part of the week.Based on our campaign data. while they purchase Music.yesmail.938.
2am evening 39% 6pm .Time of day marketers send emails evening 5% 6pm .10am Time of day consumers prefer to shop online early morning 3% 6am .10pm afternoon 6% 2pm . they need to capitalize on this opportunity and send out their campaigns just before these times. As per our survey responses.com page 26 . For in-store shoppers the preferred time of day is a tie between mid-day: 10am-2 pm (30%) and evening: 6 pm-10pm (30%). Marketers.2pm Missed opportunities in send-time: coordinate your email send time with consumers’ preference for online shopping.6pm night owl 41% 2am .6am mid-day 17% 10am .10pm • 1. If marketers are looking to catch consumers before their lunch break or on their way home. over 80% of surveyed participants expressed a time preference. we found that 41% of email campaigns are deployed in the very early hours of the day.6am afternoon 13% 2pm . When we asked what time of day consumers typically shop online. early morning 31% 6am . or on the spot through their device. They may be enticed to purchase later in the evening through their PCs.877.2pm night owl 2% 2am . this period is the second least utilized for online shopping.6246 • www. mostly between 4am-6am CT.yesmail. One significant reason why the evening period is so popular may be the aforementioned increased activity of mobile device users who browse their email and discover appealing offers during their commute home. However.6pm night 9% 10pm .938. may be shooting themselves in the foot. don’t know 20% mid-day 14% 10am . The objective behind this strategy may be for the brand’s emails to be in their subscribers’ inboxes first thing in the morning so they are at the top of the consideration set. however. Almost 40% designated the evening hours between 6pm and 10pm as their preferred time for online shopping.10am Only 5% of email campaigns were deployed during the 6pm-10pm peak shopping time when consumers may need to be nudged towards purchasing or offered an incentive to buy one brand’s product over another.
highest-converting offers.877. any email practice should be continuously tested to ensure consistent optimal results.Based on all of these findings. marketers have a considerable area of opportunity to cater to their consumers’ evening shopping preference and boost sales through well-timed promotions sent out during the home commute. These records can be used to create filters and segment their audience to ensure a brand’s message is sent at the right time so it is top of mind when people are shopping. purchase history and device usage. The same argument stands for banking on the same type of formerly well-performing offers. $ oﬀ free gift points + free shipping % oﬀ deal device By utilizing web analytics. preference center information. Of course.yesmail.com . extensive reporting capabilities. Brands need the dynamic marketing that consumers are most likely to respond to. and comprehensive analytics in order to draw actionable insights from the subscriber data that have real strategic implications. both of which provide excellent ways for brands to easily cater to consumer preferences. A send time that has worked well for the last 6 months may be underperforming as consumers grow accustomed to receiving communications at that time and become more likely to ignore them. and data collected by a brand’s email service provider (ESP).938.6246 • www. marketers can learn a lot about their customers’ preferred purchase method. This is why it is important for a brand’s ESP to have a flexible API. 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 location channel hour day month page 27 S 1 2 M 3 4 T 5 6 W 7 T 8 9 F S 10 11 12 • 1. transactional data. Additional tools that ESPs should provide to their clients are send time optimization and open time personalization.
Open time personalization An open time personalization capability makes your email count in a different way. advertising a valid offer (say. ideally. combined with after-the-click data. make a purchase based on it. get 20% off this Tuesday) the consumer is invited to further interact with your campaign and. This functionality.Send time optimization Send time optimization works on an individual subscriber level and delivers a brand’s campaign at the time the subscriber has historically preferred to view email communications.com page 28 . It enables your email creative to populate dynamically thus ensuring that your subscriber receives the most up-to-date offers while not wasting precious clicks on expired or no longer relevant content. what actions they take based on the content. if the email dynamically pulls content. if you send an email campaign promoting a 50% Memorial Day discount.yesmail.877. how they interact with their website and when those messages lead to purchase.938. enables marketers to see when people are opening their messages. but your subscriber opens the email on May 29th when the holiday is over and the offer has expired. • 1. this interaction with your brand is of no real value to the subscriber. For example.6246 • www. However.
6246 Percent Discount Free Shipping Money Off Buy One Get One Free Gift with Purchase Rewards Points As demonstrated by the significant overlap between consumer preference and most utilized marketing practices. Promotional offers have long been an effective vehicle to push shoppers to buy.yesmail. brands tend to deliver on the type of promotions consumers feel most incentivized by. respondents ranked email campaigns based on how much a specific promotion can influence their decision to buy. In our survey.877. and the incentive they need.com page 29 .Most utilized email promotions gift with purchase 1% rewards points 2% money o 13% Give consumers the gift they want.938. Consumers ranked email promotions by influence on purchase decision in the following way: 1 st 2 nd 3 rd 4 th 5 th 6 th free shipping 30% percent o 54% • 1. • www.
• 1. free shipping. gift with purchase. This tactic may help with short-term projections.938. buy one get one free.6246 • www.877. dollar amount off. brands should typically avoid continuous blow-out sales. While our survey revealed that consumers are partial to offers promoting specific percent off purchase discounts. 97% of these were moneysaving promotions (percent discount.com page 30 . and rewards points? According to our email data collected for 20 leading brands. These sizeable numbers further attest to the consumer fixation on discounts and marketers’ determination to provide them.yesmail. over a three month period.40% of all tracked email campaigns focused on one of the five email promotion types listed in green How often are marketers employing each of the following promotional offers: percent discount. and dollar amount off) Gifts with Purchase and Rewards Points barely made up 3%. free shipping. but can severely cut into profit margins while setting expectations for continuous blowout sales. Almost all were on money-saving promotions. 40% of all email campaigns focused on one of the five email promotion types identified above. with Gifts with Purchase and Rewards Points barely making up 3%.
brands should be careful about the generosity of their offers.com page 31 .yesmail. as well as their deployment frequency. recently dubbed showrooming. An additional concern with these types of blow-out promotions is the frequency with which they are deployed.One example from JC Penney in 2011 According to CEO Ron Johnson. In 2011 JC Penney ran 590 unique promotions. An additional tactic to limit showrooming and promote in-store shopping is integrating email with web analytics so you can provide consumers with relevant incentives for purchase. recruiting spokeswoman Ellen DeGeneres and shooting a number of TV ads to boot. sold at 50% OFF Given the huge adoption of mobile devices for in-store comparison shopping and its influence on evening shopping patterns. particularly strong amongst mobile device owners. marketers should consider making stronger use of email coupons that render on mobile devices and are redeemable online and/or in-store. depending on which type of sales needs a boost. • 1. This practice will also help deter a phenomenon. but the average customer visited only four times18. the company is in the middle of the pack within our 20 brand dataset in terms of overall social media ranking: 8th in Youtube. 72% of the company’s revenue was generated from products sold at a discount of 50% or more18. even though JC Penney went through an extensive rebranding.938.. and later go online to hunt for the lowest price. A number of our respondents expressed a distinct preference for email coupons.6246 • www. For example. 6th in Twitter. a shopper who wants to compare online and in-store prices may choose to visit a brand’s website while in-store in order to find the most competitive pricing. Integrating email and web analytics would enable marketers to send that shopper a web behavior-based email with a coupon for 10% off any in-store purchase. redesigning major stores.877. Interestingly.. where consumers go in a store to get a look and feel of a specific product. In order to avoid such mishaps. and a low 16th in Facebook.
877.be social • 1.com for the holidays page 32 .yesmail.938.6246 • www.
938.yesmail.877. The holiday season is the most conducive time of the year for communication between the brand and the consumer due to the proliferation of deals.Your customers are ready to interact. Are you? Social media is an integral component of any marketing strategy and a key channel for consumers to connect with brands.6246 • www. product information requests.com page 33 . questions around promotions. • 1. keep current on news about the company. and the set deadline by which all shopping should be completed. and voice their support for the brand.
the total number of gained brand fans on Facebook was 12.016. Over the period tracked.000 people • 1.016.715.com page 34 .yesmail. consumers use social media to a large extent in order to interact with brands. These social media consumption patterns go hand in hand with our digital campaign data which demonstrates consistent growth of consumer interaction with brands. while the total number of gained Twitter followers was a comparatively modest 373. brand fans on Facebook grew at an average monthly rate of 5% while brand followers on Twitter grew by an average of 3% per month.910 100. according to our survey. 28% of surveyed consumers said they don’t use social media for interacting with brands.715 NYC population of 8.6246 • www.032 or one and a half times the size of New York City.224. Even outside of the holiday season. Facebook Likes Twitter 12. Consumers want to hear from you.032 373. For our 20 tracked brands over the three month period.877. 56% of surveyed consumers said their interaction with brands on social channels has remained the same or has increased in the last year.Brand interaction on social media is growing.938.
Promoting this information to a brand’s social channel followers creates a sense of exclusivity and urgency. in-store events such as sampling or even flash sales. This stands at 4% for Twitter. 34% of consumers have purchased a product as a result of a promotion they saw on social media. which suggests an interesting area of opportunity for marketers who are striving to find new ways to enhance and measure the value of social media.877. Since our survey shows that most consumers prefer to shop in-store mainly during the weekend. or $ off.50% of our survey respondents are somewhat to strongly influenced by social media when making an online purchase.com page 35 . only 8% of Facebook campaigns deployed in the three months tracked focused on money-saving promotions such as free shipping. utilizing social channels for promotional and sales messaging to a larger degree than they currently do. in order to drive in-store traffic. The influence of social media on in-store purchase decisions calls for tighter integration between social media and in-store promotions. social channels can be used to promote various sales events. 42% of respondents said they are somewhat to strongly influenced by social media when making an in-store purchase. % off.938. the use of social media to influence in-store sales should be concentrated in the latter part of the week.yesmail. • 1.6246 • www. such as latest video game release. such as Thursday and Friday. The stats to the left imply that brands need to continue. During the holiday season. or in some cases start. According to our digital campaign data.
curiously. This may be marketers’ reaction to consumers’ tendency to tune out messages as volume increases. Even though Facebook has significantly slowed down in terms of subscriber acquisition.6246 • www. Using Digital Market Intelligence to Drive Multi-Channel Success. the campaign count went down steadily each month. • 1. the impressive campaign engagement growth and the consistent month-over-month increase of brand likes clearly indicate that Facebook can still be a goldmine for marketers who know how to use it effectively. allowing marketers to compare brands and campaigns across a specific channel in a meaningful way. in Yesmail’s report. Month 1 Month 2 Month 3 Campaign Volume Standardized Campaign Engagement* *Standardized Campaign Engagement: We calculated this engagement score using an algorithm that successfully accounts for the size of each brand’s following. Interestingly.com page 36 . In fact.877.938. we identified this trend and recommended that social media marketers lower the number of campaigns they deploy19.yesmail. 120 100 80 60 40 20 0 1400 1350 1300 1250 1200 1150 1100 campaign engagement grew 105% over the three months tracked while.85% of surveyed consumers said they’ve ‘liked’ a brand on Facebook or commented on their page. This finding is corroborated by our digital campaign data which demonstrates a consistent upward trend in month-over-month campaign engagement on Facebook.
la/N4ukps) Learn from the best: Campaign Frequency: We’re totally drooling over what’s new from Jimmy Choo. and Dell) averaged 76 campaigns monthly. and make it multi-channel by integrating other digital platforms. Rue La La) deployed.yesmail. Which pair is your fave? http://bit. Rue La La does this beautifully by bringing followers back to their website.) of these right about now. Get it ﬁrst! The Samsung Galaxy S III is now available on T-Mobile: http://t-mo.938.) of these right about now.6246 • www. a winning piggy-backing strategy..ly/Mnv7So Hello. Nutella Cupcakes.. Recipe here >> http://rue.com page 37 .co/KqAU8N Get it ﬁrst! The Samsung Galaxy S III is now available on T-Mobile: http://t-mo. while our least engaging brands (HH Gregg.co/KqAU8N Would you try this mint manicure? (via http://rue. promote new products and get its followers excited. LIKE if you could go for one (or two.Would you try this mint manicure? (via http://rue.co/KqAU8N 54 campaigns monthly. We’re totally drooling over what’s new from Jimmy Choo. Which pair is your fave? http://bit. encourage interaction by asking questions.la/N4ukps) Nordstrom: Provide fun new ways to advertise sales.. LIKE if you could go for one (or two. Get it ﬁrst! The Samsung Galaxy S III is now The three most engaging brands on Facebook Recipe here >> http://rue. on average.la/NSWdyO Rue La La Make it fun. Best Buy. Nordstrom. tell followers what action to take.la/N4ukps) • 1. Rely on the buzz already generated by the manufacturer.ly/Mnv7So Winning Campaign Strategies: T-Mobile: Give new products to the T-Mobile family all the love.. http://t-mo. Hello.la/NSWdyO available on T-Mobile: (T-Mobile. Would you try this mint manicure? (via http://rue.877. Nutella Cupcakes.
yesmail.20 1. despite starting to utilize it with increasing success.877.com page 38 • 1. (As noted in our report. this channel is yet to reach the level of message fatigue that Facebook or Twitter tend to have.60 0. Using Digital Market Intelligence to Drive Multi-Channel Success marketers had been slow to effectively adopt YouTube as a viable marketing channel so. YouTube was the second most popular social channel for consumers to interact with brands with 17% saying they’ve watched a video on a brand’s channel.00 0. according to our survey.)19 1. Our digital campaign data verifies these findings as brands saw a substantial campaign engagement increase over the three month period with a small fluctuation in the second month.17% Surprisingly.80 0.00 350 300 250 200 150 100 50 Month 1 Month 2 Campaign Volume Month 3 Standardized Campaign Engagement According to our digital campaign data. • www.20 0.938. Campaign volume also registered a consistent month-over-month growth.6246 .40 0. videos with links in the description account for 30% of all YouTube campaigns and have higher-than-average engagement which may be attributed to a smart marketing team understanding the importance of multi-channel engagement and the value of backlinking and SEO.
Combine other network the 4G speed of T-Mobile with the built-in Beats Audio™ technology of the new HTC One S 4G smartphone and what do you get? Stream your favorite songs from your music Stunning Retina display. No wires. Play. out. Incredibly thin and light design. No syncing. More One S. While helping John Malkovich plan a night out. While helping John Malkovich plan a night out.See o cia An Apple Genius shows a fellow passenger http://t-mo. 11 campaigns per month. An Apple Genius shows a fellow passenger how easy it is to make great home movies with iMovie. tweet to race a It’s a whole new vision for the notebook. All before the tray tables are returned to their upright position. The ﬁ are for realWhile helping John Malkovich plan a night at tmobile. Winning Campaign Strategies: Apple The absolute champion of YouTube engagement relies on a combination of witty commercials starring celebrities. Get your music One S.co/ how easy it is to make great home movies with iMovie.6246 • www. Siri shows him her funny side. exclusively from T-Mobile.com page 39 . verizonwireles Make the most Get your music 4G fast with the new HTC Verizon.com/testdrive. HH Gregg. the sheer number of campaigns is still overwhelming and thus easy to tune out. 25 campaigns per month. even if users visit a brand’s channel every week. exclusiv the 4G speed of Beats Audio™ t One S 4G smart Stream your fav library straight Play. Walmart and Toys R Us deployed. highlights of key differentiators of Apple technology. All before the tray tables are returned to their upright position. Incredibly thin and light design. while the least engaging YouTube brands. Siri shows him her funny side.yesmail.877. Daily races las will start on 5/ chance to win a at the daily ﬁni seven races wi race on 5/15 fo 4G’s.Learn from the best: Campaign Frequency: Our most engaging brands on YouTube deployed. Siri shows him her funny side. on average. All before the tray tables are returned to their upright position. All-ﬂash Your mission is architecture. At this count. • 1. Just 4G fast. No wires. and clever promotions of their retail locations with a special focus on the personal touch of the Apple Genius. An Apple Genius shows a fellow passenger how easy it is to make great home movies with iMovie. on average. Ladies and gen hashtags it’s TStunning Retina display. All-ﬂash library straight from the cloud on Google architecture. shareable data Now see how much faster our 4G speeds devices.938. It’s a whole new vision for the notebook. Introducing Sh How much faster is T-Mobile’s 4G network that revolves a compared to the iPhone 4S on AT&T’s Unlimited text network? Don’t blink or you may miss it.
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One S 4G smartphone and what do you get? tweet to race and get retweets to win. shareable data that songs from your ow see how much faster our 4G speeds 4G’s.com page 40 race on 5/15 for a grand prize of $4. The ﬁrst plan of its kind. No wires. compared to the iPhone 4S on AT&T’s hashtags it’s T-Mobile’s 4G Tweet Race! Another underperforming YouTube brand is Toys R Us. service upgrades and added Onewhilesmartphone and what do S 4G building with iMovie.and gentlemen.000 or 4G’s.com/shareeverything Play.com/shareeverything Stunning Retina display.com/testdrive. In Walmart’s case. re.000 or . Unlimited talk.com/testdrive. architecture. it focuses music benefits keep them informed and engaged.co/4GTweets library straight from the cloud on brands need to evaluate is the larger appeal of those verizonwireless. ping John Malkovichup its advantages over other Genius showsvisually passenger for the notebook. exclusively from T-Mobile.938. No syncing.devices. rules: 4G’s. 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While Pinterest has a lower (but rapidly growing) adoption rate than Facebook or Twitter. Pinterest follows with 14% of respondents saying they have used it to pin an image on a brand’s page. note that it’s the 3rd fastest growing social channel and developing a Pinterest strategy is essential to your visibility and accessibility online. roughly 80% of its users are women and 50% have children. brands targeting women and/or moms and offering products and services in any of those focus areas should develop a Pinterestspecific communication strategy designed to generate brand awareness and develop relationships with target consumers early on so they can be top of mind during the holiday season.14% The third most utilized method for brand interaction for consumers is writing a review on a social forum or a blog with 15% of surveyed consumers saying they’ve done that.6246 • www. user demographics and its top focus areas (see below). Due to its visual nature.com page 41 . crafts gifts If your brand isn’t using Pinterest.20 top Pinterest interests in 21 the USA hobbies and leisure interior design fashion collections • 1.yesmail.877.938.
The use of product names as hashtags in Twitter discussions about the pros and cons of the specific product is another trend supporting our view of this channel. with Macy’s being a notable exception. $ off or other promotional content get.com page 42 .938. 35 30 25 20 15 10 5 3200 3100 3000 2900 2800 2700 2600 30 25 20 15 10 5 0 Consumers largely utilize Twitter as an informational vs. % off. According to our digital campaign data. 39% of all tweets in the three-month tracked period contained a hashtag. we’ve defined ‘promotional’ as tweets containing information about Free Shipping. % Off or $ Off discounts. and questions about product quality.877. campaigns that garnered the highest engagement focused largely on tech news. tech product reviews. links to user-generated content such as videos.6246 • www. More and more people seem to turn to Twitter in search of unbiased reviews. and tech product information and pricing. Month 1 Month 2 Campaign Volume Month 3 Promotional tweets engagement* Non-promotional tweets engagement Standardized Campaign Engagement *For the purposes of this report.12% Unexpectedly. • 1. Interestingly. Buy One Get One Free offers. while digital campaign data indicates a consistent upward trend in engagement as campaign count goes down month-over-month. Twitter comes in second to last in consumer preference. An additional finding that further validates this claim is Twitter campaigns advertising free shipping. on average. promotional channel. considerably lower engagement than non-promotional ones.yesmail. Gift with Purchase or Reward Points. technology companies are doing a great job of engaging customers on Twitter which may be a larger statement about the composition of Twitter’s audience and its technological prowess.
four Twitter campaigns per day.H.938. Gregg Retweeted by Macy’s Retweeted by Dell • 1. Retweeted by H. Gregg Macy’s: It’s all about the celebs and piggy-backing off of their public appeal in order to capitalize on consumer interest. on average 11 campaigns a day all of which garnered substantial engagement possibly due to the loyal following Apple has built and the iconic brand image it has developed over the years.H. while our lowestperforming ones deployed. Dell In its social strategy. One notable exception is Apple: Though the brand ranks 6th in engagement among the 20 brands we tracked. on average. Gregg Retweeted by Dell Retweeted by H. the brand does a great job of blending technology and human abilities to garner engagement. Retweeted by H. on average 6 campaigns a day.yesmail.6246 • www.com page 43 . relevant to their target consumer. Dell also shares a lot of interesting information. Retweeted by Dell Retweeted by Macy’s Winning Campaign Strategies: HH Gregg: it’s all about interesting content that customers may find valuable.877. it deployed.H.Learn from the best: Campaign Frequency: Our highest-performing brands deployed.
6246 • www. This reverse trend suggests that Google+ is still trying to establish itself as an effective marketing channel and is struggling to acquire and retain engaged users.com page 44 .yesmail.4% 80 70 60 50 40 30 20 10 0 450 400 350 300 250 200 150 100 50 Google+ lags as the least utilized platform for brand interaction.877. This finding is further corroborated by our digital campaign data which indicates a sharp month-over-month increase of Google+ campaigns and a significant month-over-month decrease of campaign engagement. Month 1 Month 2 Campaign Volume Month 3 Standardized Campaign Engagement • 1.938.
Such diversity in the popularity of different social platforms has clear implications for marketers.6246 • www.com page 45 . however Youtube is a viable channel that is still generally overlooked. “four in ten online shoppers visited a store or retailer website as a result of watching apparel videos online”21 thus largely contributing to consumers’ purchase decisions. • 1. which have done a great job of using Twitter in line with its strengths as an informational resource.22 a key demographic for technology firms. other brands wishing to emulate this success may want to avoid promotional messages. as well as nudge people toward purchase.877. brands can effectively harness the power of this channel if they pay attention to its demographics.938. know channel’s strengths each As for other social platforms. particularly those with limited resources. and if they consider the channelspecific rules of engagement. As we approach the holiday season. Facebook remains a key platform for social media marketers due to its popularity. generate excitement. For instance. According to a recent eMarketer article. As demonstrated by the success of tech companies utilizing Twitter.yesmail. Most viewed videos include customer testimonials and reviews. and focus instead on information that helps their followers make better purchase decisions. In addition. 45% of Twitter users are under 34 years old. providing a link in the video description not only offers a shortcut for viewers to make a purchase but also helps site SEO. Obviously. while they may not have Facebook’s reach. As the holiday season approaches. marketers could make full use of this channel to showcase their products. careful use of each one can pay substantial dividends. the way it matches their audience. which can easily be used in email campaigns.
yesmail.938. we wondered if they garner more or less engagement in comparison to non-holiday-themed campaigns.877.6246 • www. we drew a parallel between campaigns geared towards the winter holidays and those geared towards spring/summer holidays like Mother’s Day.com page 46 . The results are quite interesting as shown on the graphs below. graduation or 4th of July. Due to the popularity of holidaythemed messages. Twitter 40 35 30 25 20 15 10 5 0 80 70 60 50 40 30 20 10 0 Facebook Average standardized engagement for all campaigns Average standardized engagement for holidaythemed campaigns • 1.Holiday-themed campaigns: yea or nay? While we appreciate that the winter holiday season is a unique phenomenon.
while for Twitter.Generally speaking.com page 47 .938. which inspired holiday campaigns that performed extremely well. One notable exception for Facebook was the Fourth of July. holiday-themed campaigns perform little to considerably worse than non-holidaythemed campaigns. • 1. they accounted for 8% of all campaigns over the tracked period.yesmail. for both Facebook and Twitter.877. Percent of campaigns that are holiday-themed Facebook 14% Twitter 8% The percentage of holiday-themed campaigns for both Facebook and Twitter is double that of campaigns promoting dollar and percent discounts or free shipping. Another interesting finding is that holiday-themed campaigns are a considerably more frequent occurrence than are campaigns promoting dollar and percent discounts or free shipping. holiday-themed campaigns accounted for a remarkable 14% of all campaigns over the three months tracked.6246 • www. For Facebook.
The key difference between these campaigns and their poor-performing counterparts is that the winners were focused on promoting the holiday spirit. 1 Flower = $1 HopeLine donation. Some of the most engaging campaigns over the three month period we tracked pertain to the holidays.877. not their products or sales events. We’re not suggesting to ignore the holidays. Concentrate on your products: their high ratings. Instead. (like Pick out the perfect gift for Dad) generate comparatively little engagement and may even encourage consumers to tune out your brand.yesmail. try to focus on the benefits of your brand rather than the event that prompted it.938.com page 48 . excellent consumer reviews.Happy Independence Day from T-Mobile! "Boom goes the ﬁreworks!" These findings suggest that consumers may be oversaturated by holiday-themed promotional campaigns overtly vying for a share of the consumer’s wallet.6246 • www. and any customer-generated content that further (but subtly) promotes them.ly/JbBH7B ‘Like’ if you're proud to be an AMERICAN! • 1. Support Moms! http://bit. Blatant holiday-inspired calls-to-action. Our data actually demonstrates that campaigns focused on getting people into the holiday spirit perform very well.ly/JbBH7B ‘Like’ if you're proud to be an AMERICAN! Happy Independence Day from T-Mobile! "Boom goes the ﬁreworks!" 1 Flower = $1 HopeLine donation. Support Moms! http://bit.
deploying campaigns at the right time is more challenging on social channels than it is through any other avenue. between 6pm and 10 pm. According to our digital campaign data. Much in line with the time of email communication. 42% of shoppers prefer to interact with brands in the evening. don’t miss the mark(et)! Social campaigns are especially time-sensitive due to the real-time feeds of social channels.6pm timeslot for brand interaction 42% According to our survey data.yesmail. only 20% of consumers don’t have a time preference when interacting with brands on social channels.17% Marketers. marketers frequently use rather different time periods. with the night hours (10pm-2am) and afternoon hours (2pm-6pm) getting 17% of the vote each.2am timeslot • 1. In this sense.877.com page 49 .6246 • www. of consumers prefer the 6pm .938. of consumers prefer the 2pm .10pm timeslot 17% of consumers prefer the 10pm .
It can tell you a whole lot about your consumers’ preference and help you engage them better in every channel. Note that optimal campaign tactics differ by vertical and are often defined by a specific target consumer. within your specific industry.877. During the holiday season. specific channels and audience segments in order to find out what works best for your brand.35% . types of offers.com page 50 . • 1. marketers could look to automate some of their social media campaigns. enabling them to launch promotions during that time period. campaigns deployed at night garnered more engagement than those deployed in all other times of day combined.30% of campaigns deployed between 2pm and 6pm 34% of campaigns deployed between 2pm and 6pm Preferred engagement time identiﬁed by consumers night between 6pm and 10pm Preferred engagement time identiﬁed by consumers night between 6pm and 2am Most utilized deployment time afternoon and evening Most utilized deployment time evening For both Twitter and Google+.38% of campaigns deployed between 10am and 2pm 27% .yesmail.6246 • www. Keep testing deployment times. as consumers reported using social media most frequently during that time period. Alternatively. What does this mean for marketers? Investigate your campaigns’ performance. when shoppers may use social media to look for gift recommendations or product reviews having community managers manning your social media channels during off hours (6pm-2am) may pay big dividends.938.
48% interact yearly 11% of those who interact with a brand on a social network are ‘power users’ and interact on a daily basis. and providing campaigns that engage them consistently. Google+. This interesting discrepancy shows a continued need for marketers to focus on power users who interact with their brand on a regular basis and consistently contribute to high campaign engagement.com page 51 • 1. Twitter. Twitter and YouTube has exhibited exceptional growth over the three months we tracked. brand following on channels like Facebook and Twitter is growing at an impressive 5% and 3% respective monthly rate. Based on our survey. • www.938. 16% interact weekly Don’t invite phony friends. thus enhancing the brand’s social reach. At the same time. consumers report that brand interaction on social media has remained the same or exhibited only a modest growth over the last year. however. who said they interact with brands only a few times a year.877.6246 . we discovered that the power users accounted for an average of 11% of all active users on Facebook. As we mentioned before. Those users said they interact with brands daily vs. Pinterest and YouTube. accounting for an average of 48% of active users. 25% interact monthly The growing engagement that brands reap on almost all social channels is an additional indication that marketers are doing an excellent job of harvesting the small group of active subscribers. Likewise.yesmail. the majority. brand engagement for Facebook.
com page 52 .877.yesmail.6246 • www.multi-channel or bust • 1.938.
This is a marketer’s biggest challenge as well as their biggest opportunity. True marketing program optimization requires multi-channel integration that reflects consumer preference and is consistently dynamic to avoid message fatigue. 41% of mobile device owners have made a purchase as a result of an email promotion.938. 79% actively research potential purchases and find out information about sales and promotion through email communications they receive from brands. • 1. which emphasize the need for a true multi-channel campaign strategy: Social 34% have made a purchase as a result of social media promotion. 20% exclusively interact with a brand on social media as a result of an email promotion. 44% have interacted with a brand on social media as a result of an email they received.6246 • www. 38% actively research purchases.yesmail. social and mobile channel programs is a necessary initial step to grow conversion and increase marketing ROI.877. Here are some of the key insights we gained from our consumers.com page 53 . 50% of online shoppers have made a purchase as a result of an email promotion. This report stresses the importance of a brand’s presence in each channel its consumers are actively interacting with.Email Taking consumer preference into account and incorporating our recommendations into your brand’s email. sales and promotions on social media.
creating organic brand and product awareness.938. can ultimately translate into a marketing strategy that has higher brand interaction. it is important for marketers to identify and engage power users in order to be successful in their social media efforts.yesmail.6246 • www. higher reach. As previously noted. higher relevance.877. in combination with our recommendations based on our survey findings. h er reac high cted ly sele opriate to appr imes due ment t deploy $ $ $ higher relevancy due to behavioral and/or purchase data collected • 1. Facebook grows between 50-100% if one or two email campaigns are deployed in the same timeframe. Using Digital Market Intelligence users and early shoppers is essential to Drive Multi-Channel Success. higher brand interaction higher number of sales due to multi-channel interdependency due to campaign characteristics that prompt higher engagement such as most eﬀective types of promotions. social media engagement on to having a winning Q4. while social engagement on Twitter grows between 35-50% if one or two emails are sent in the same timeframe.com page 54 . appealing subject lines. videos. they typically share it with their social following. and higher number of sales.19 This insight. etc. These individuals start looking for promotions and product information early on and when they find it.Email is still at the core of successful During the holiday season. identifying multi-channel marketing strategies the lucrative crossover between power As stipulated in Yesmail’s report.
and counter competitive offers. • 1.com page 55 .yesmail. when they want. individual product images in an email should have socially shareable content that links back to specific product pages. and mobile channels interact. combining past behavior data with careful trend analysis can be instrumental in achieving lofty fourth-quarter goals. rather than just share buttons that post the entire email. Collect and draw insights from competitive digital campaign data to stay ahead of market trends. marketers can capitalize on the holiday season and generate substantial revenue through insights-driven campaigns that give consumers what they want. This is merely one suggestion of how you can take an integrated approach to your digital marketing efforts in order to optimize your campaign effectiveness and. increase sales. Continuously test digital campaigns to identify areas of improvement. analyze and understand your subscribers’ behavioral data to enable timely and targeted campaigns. Ultimately. A multi-channel marketing strategy continues to be the key to delivering on customer expectations and ensuring your marketing message consistently reaches and influences its intended audience. social. like browsing on their daily commute home or for comparison shopping while in-store.Given the intricate way that email. 4. The consumer is king and savvy marketers who invest in learning about and acting upon consumer preferences will reap the benefits.877. the way they want. As we have mentioned throughout this report. Track.938.6246 • www. People who show interest in a social promotion can receive a follow-up email featuring that promotion. ultimately. you need to ensure you have the right tools in place to: 1. 2. For example. learn from competitors’ high-performing campaigns. marketers must work harder during the holiday season to provide integrated campaigns. 3. In order to do this effectively. so it can be saved for later use. Build an integrated digital channel approach to satisfy the ever-evolving customer channel preference.
cnbc. Consumer Intentions & Actions Survey).aspx?R=1009290&ecid=a6506033675d47f881651943c21c5ed4 (August 22. (January 7. 2012).S. com/stock-analysis/2011/Holiday-Seasons-Retail-Winners-And-Losers-ANF-ARO-GPS-SKS0111. E.html?_r=1 Clifford.nytimes. Inc. go.com/money/blogs/flowchart/2010/01/07/retailwinners-and-losers Newman. Retrieved from http://www.S.3 billion. R. emarketer. com/resources/whitepaper/using-digital-market-intelligence-drive-multi-channel-success Using Digital Market Intelligence to Drive Multi-Channel Success._Online_Holiday_Spending_to_35.com/pinterestingly-enough-interesting-pintereststats/45328/ Pinterestingly enough. php?name=News&op=viewlive&sp_id=1277 Grannis.com/Business/slow-job-growth-hampering-consumer-spending/ story?id=16791005#.php?name=News&op=viewlive&sp_id=1277 Grannis.com/2012/01/26/business/jc-penneys-chief-ron-johnson-announcesplans-to-revamp-stores. 2011).3_Billion 22 http://www. http://www. Retrieved from http://www.com/resources/ whitepaper/using-digital-market-intelligence-drive-multi-channel-success 2009 Losers – http://money.usnews.C.(2012).yesmail. Product Ads Nudge Apparel Shoppers Towards Register – http://www. 2012).com/modules. up 15 percent versus last year [Press release].php?name=Pages&sp_id=1140 12 Deloitte Digital. Consumer Intentions & Actions Survey). U. K. Retrieved from http://www.com/stock-analysis/2011/Holiday-Seasons-RetailWinners-And-Losers-ANF-ARO-GPS-SKS0111.3_ Billion ComScore._Online_Holiday_Spending_to_35. ( January 6. News. Retrieved from http://www._Online_Holiday_Spending_to_35. most have more than half of their shopping to complete (BIGresearch. Retrieved from http://www.com#!demo&anchor=panel-GENDER • 1. 2011 to 2016 Mulpuru. eMarketer. 2011 to 2016. J.aspx (January 11. Product videos nudge apparel shoppers toward register.nrf.com/modules. (2011). (2011).S.emarketer.emarketer.yesmail.S. Retrieved from http://www. 2012).S.com/Press_Events/Press_ Releases/2011/12/Final_Christmas_Push_Propels_U..UEpO65FxuSp Mullaney. Retailers winners and losers.S.com/ id/45870644/Solid_Holiday_Sales_for_Retailers_Despite_a_Few_Misses 17 18 Return Path. U. (July 17.com. & Paul.com/twitter. Survey finds consumers have only scratched the surface with holiday shopping.investopedia. Webmail.pdf 2 In Coming Weeks.S. com/modules. 2012).com/us/blog/9591-27-of-emails-are-opened-on-mobile-devices-stats Charlton. forbes. up 15 percent versus last year [Press release].yesmail. Retrieved from http://www.3_ Billion ComScore.php?name=News&op=viewlive&sp_id=1277 5 2010 Losers – http://www. Forbes. Retrieved from 16 http://econsultancy. Thompson Reuters http – //www.3_Billion 20 http://www.com page 56 . K.php?name=Pages&sp_ id=1140 National Retail Federation Report: http://www. Solid holiday sales for retailers. 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