Heat Up Your Holiday Marketing with iContact

© 2016 iContact LLC. All Rights Reserved.
HEAT UP Your Holiday
Marketing with
Presented by John W. Hayes, Marketing Strategist and
Author, July 20, 2016

© 2016 iContact LLC. All Rights Reserved.2
Before We Begin…
Audio Issues?
• Let us know by typing a message into the chat box.
Questions?
• Any questions will be addressed during the Q&A in the order received.
Want a Recording?
• We’ll send a link to your email address within 2-3 business days.

About Your Speaker
John W. Hayes
jhayes@icontact.com I @john_w_hayes
John Hayes has more than 20 years of online marketing
experience. He works with iContact as a marketing and
content strategist.
John Hayes is the author of four books, and a regular speaker
at events where he demonstrates how organizations of all
sizes can maximize their potential from email, social media,
and content marketing-led strategies
3

Agenda
During this webinar, you’ll learn:
The impact of holidays for email marketers
Summer jobs to pre-heat your holiday marketing strategy
Holiday marketing is not just about retail
Advanced marketing automation strategies that give you
the competitive edge

But Wait!
Isn’t it too early to be worrying
about the holidays?

The Opportunity
According to the National
Retail Federation, despite tough
conditions (bad weather, heavy
discounting, competition, etc.)
6
Online and other non-store sales
3% 9%
holiday sales in
2015 increased
3% to a
staggering
$626.1 billion.
grew by 9%
and accounted
for $105 billion.

The Opportunity
7
The days from Black Friday
through Christmas pull in
50-100% more revenue
compared to shopping
days throughout the rest
of the year.
November and
December drive
30% more
ecommerce
revenue than
non-holiday
months.

The Challenge
• Increased spend on stock, customer
acquisition, logistics and human resources
• Fierce competition put pressures on
acquisition costs and margins
• Time pressures result in poor customer service
• Mistakes cost reputations
• Busy Fool Syndrome

Email’s Contribution
9
Email marketing is the
most profitable component
of everything else you do
to promote your business.
1% higher than paid search
and more affordable!
16%Of all online sales
during the holiday period
were driven by
email marketing

It’s Not Just About Retail
10
The Holidays represent an amazing opportunity for:
Charities/not-for-
profit organizations
Clubs and community-
based organizations
Churches and
other faith groups

Habitat for Humanity of Wake County
11
Subject: Making owning a home a possibility today. Subject: Help Habitat Wake Raise the Roof this Giving Tuesday!

Margot Elena Companies & Collections
12
Subject: 24 Hours Only - A Deal Sweet as Honey + Free ShippingSubject: Gifts for the Naughty & Nice + Free Shipping

Margot Elena Companies & Collections
13
Subject: A Black Friday Deal to Gobble Up + Free ShippingSubject: There’s Still Time to Play Santa

Don’t Fall Victim to the
Dog Days Of Summer

The Holidays Start Now

The Holidays Start Now
1 in 4 consumers start their
holiday shopping before
Halloween.
16
Source: www.thinkwithgoogle.com/infographics/5-holiday-shopping-trends-to-watch-in-2015.html
48% of holiday shoppers
do the majority of their shopping
on or before Cyber Monday
(November 28, 2016).

Plan Ahead to Stand Out
17

Summer Jobs
• Put your email marketing software to work
• Test and cleanse your lists
• Mark up your holiday marketing calendar
• Create your holiday themed templates
• Devise, build, and schedule campaigns
• Try something new
• Make your mistakes now

Summer Jobs
Put your email marketing software to work

Summer Jobs
• Average lifespan of an email address
is 18 months
• Old, unresponsive emails can impact on
your ability to send and affect your deliverability
• Email Marketing might be cost effective
but sending to abandoned email address
is a waste of money.
• Fatigued lists will reduce your understanding
of how effective your campaigns actually are.
Test and Clean Your List

Summer Jobs
Plan your holiday marketing

Summer Jobs
Key dates:
Nov 29, Giving Tuesday
Nov 26, Small
Business Saturday
Nov 28, Cyber Monday
Nov 25, Black Friday
Oct 31, Halloween
Dec 24, Super Saturday

Summer Jobs
Create holiday themed templates

Summer Jobs
Devise, build and
schedule campaigns

Summer Jobs
Make Your Mistakes Now

Try Something New...Marketing Automation
26

• Landing Pages - collect new subscribers at holiday
points-of-sales
• Workflows - use for re-engagement campaigns or welcome
series to introduce your brand
• Reporting and Segmentation - track preferences of your
customer activities and engagement
Free 30 Day Trial
www.icontact.com/pro

Final Thought
Summer is the time you need to pre-heat your marketing
strategy, if you are to deliver perfect results during the holidays.

We’re Here to Help
29
Web: www.iContact.com
Twitter: www.twitter.com/icontact
Facebook: www.facebook.com/iContact
Tel: (877) 820-7837
Email: sales@icontact.com

Q U E S T I O N S ?
A N S W E R S .

T H A N K Y O U !

Heat Up Your Holiday Marketing with iContact

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