I had a chance to chat with Kristin Kleweno and Jason Warnock and got a sneak peek at their deck for the upcoming webinar on February 2nd, 'Digital Channel Analysis: How top retailers used email, Facebook, Twitter and YouTube during... More

I had a chance to chat with Kristin Kleweno and Jason Warnock and got a sneak peek at their deck for the upcoming webinar on February 2^nd, 'Digital Channel Analysis: How top retailers used email, Facebook, Twitter and YouTube during the 2011 Holiday Season' In this webinar, Kristin and Jason provide in-depth analysis and insights from 100 of the top 500 online retailers who were randomly selected based on the key holiday spending periods (Cyber Monday, Black Friday etc.).

When looking back, a record number of email marketing campaigns were sent out to help fuel a sales increase. They did just that, as analysts' reports showed a between 15-20% growth for Cyber Monday alone. After learning this and being a data geek, I couldn't wait for Kristin and Jason to take a deeper dive into the actual data and trends behind retailers' digital approaches this 2011 holiday season.

A few exciting trends they focused on (just a few):

1. What percentage of marketers were integrating their email strategy with social media
2. How marketers leveraged email,  Facebook, Twitter and YouTube differently throughout the key holiday spending  periods
3. Average number of emails, tweets and Facebook postings each retailer sent/posted
4. On the social side, growth of fan bases, posting and engagement activity
5. Top 5 retailers in size, growth and engagement with their social networks

Needless to say there is some exciting data and trends they plan on sharing, and while I was sworn to secrecy to not spoil all of them in this post, I am able to share a few of trends from the top 100 retail marketers.

1. Overall Marketing  deployment volume was in line with consumer buying behavior
2. Retailers on average sent out 3 Facebook posts for every 1 email
3. Retailers on average sent out 6 Tweets for every 1 email
4. Facebook fan bases over Holiday period grew at an average of 6%

So as you continue to put strategies in place for 2012, there is no better period to learn executable strategies than the busiest and most exciting time of the year for digital marketers, the holiday season.

Be sure to register and join them tomorrow at 11am PT (1pm CT, 2pm ET) to learn and gain insights that will impact your digital marketing strategies for 2012 and beyond. Less

Using our soon to be released Market Intelligence tool, our Strategic Services team discovered that over the holiday period, online retailers were sending approximately four tweets to every one email, often staggering an 'offer tweet' in between 3-4 'engagement tweets'. ... More

Using our soon to be released Market Intelligence tool, our Strategic Services team discovered that over the holiday period, online retailers were sending approximately four tweets to every one email, often staggering an 'offer tweet' in between 3-4 'engagement tweets'.  Twitter is a great channel for interacting with current and prospective followers and it can also be utilized to spread the word on special promotions and grow your email list.  There are three simple steps to follow to make this happen:

1. Setup a (or use an existing) sign up form
2. Tweet your message
3. Track growth and interest

Step 1 - Setup a Sign Up Form
While you may already have an email sign up form in place to use, you will want to review it for a few key aspects:

• Make it easy to sign up.  Preferences can be further collected at a later time, if you add too many fields to the process; your customer may decide it's too cumbersome to complete.
• Have an automated message setup upon submission of the form to welcome your new subscriber or to provide them with any information you wish to promote in your Tweet.
• Use a trackable URL to the sign up form so you can assess response.  A service like bit.ly can provide you with both a shortened URL and analytics on the number of clicks.
• Make sure the form is optimized for a mobile device.  Many of your followers may be accessing Twitter via their phone so check that the sign up process is as easy to use as if they were on a desktop.
  
  

Step 2 - Tweet your Message
There are multiple ways you can motivate your followers to opt-in to your email list.

• Highlight Benefits: Highlight some of the advantages to signing up for emails, as Dreamfields Pasta does in their tweet below.  Dreamfields also utilizes hashtags to potentially extend their reach outside of their direct follower audience.
  
  
  
• Special Offers/Coupons: Indicate that signing up for email is the only way to get access to special offers, as BierCraft Restaurant highlights in their post below.  In the second example, Kid to Kid Buford not only calls out that opting in is how you get a special coupon, but also ties in a specific timeframe for the customer to take action.
  
  
  
• Contest/Sweeps: Run a contest or sweepstakes where the rules and information are available for customers that sign up to receive emails, as in the Jacksonville Landing tweeted in the example below.
  
  
  
• First to Know: Another way to highlight that email recipients get access to exclusive information is to call out that signing up for email is the best way to be the 'first to know' about news, product updates, sales, and other types of promotions.
  

Step 3 - Track growth and interest
After you have sent out your Tweet (you may wish to repeat the Tweet using slightly different wording over a few days, but with the same sign up link), track how many link clicks you have received (using a service like the aforementioned bit.ly) and how many subscribers have signed up. You can also track these sign ups as a special segment to experiment with specific offers and content to see how email subscribers that also follow you respond to different messages.  

Adding your email sign up to your Twitter communications is a quick and easy way to further engage your audience.  Just remember to keep your Twitter 'voice' the same when you tweet your information and highlight the value of signing up for emails to see your list start to grow. 

What ways in social media are you utilizing to build your email list?

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In 1991 when talking about professional basketball, everyone wanted to 'Be Like Mike'! Now in 2011, if you want to compete in the daily deals arena, you need to 'Be Like Groupon'.Yesmail Market Intelligence is putting a spotlight on how... More

In 1991 when talking about professional basketball, everyone wanted to 'Be Like Mike'! Now in 2011, if you want to compete in the daily deals arena, you need to 'Be Like Groupon'.

Yesmail Market Intelligence is putting a spotlight on how Groupon is using Email, Facebook, Twitter, and Youtube for digital marketing!

Deployment Calendar - December 2011:
Groupon utilized all 4 digital channels throughout December and deployed up to 15 campaigns in a single day!
Interestingly, Groupon has deployed identical campaign volumes across Twitter and Facebook for the month of December.


Email Campaign Analysis

Average Subject Line Length:  42 Characters (Over 400 campaigns analyzed to calculate this average).

Sample Subject Lines:
1.    Half Off Beginners' Knitting or Crochet Class
2.    Up to 67% Off Swedish Massage in Glendale
3.    Up to 61% Off Tanning Services
4.    $96 Off Skydiving Session from Sportations

Comments:  Groupon rarely utilizes their name in subject lines.

Facebook Post  Analysis

Current Brand Likes: 351,732
Change in Past 24 Hours:  +130

Average Likes per Campaign: 53
Average Comments per Campaign: 21

Recent Facebook Campaigns:
Twitter Analysis

Current Followers: 51,739
Change in past 24 Hours: +5

Average Campaign Length: 74 characters

Recent Twitter Campaigns:
YouTube Analysis

Current Channel Views: 1,819,392
Change in past 24 Hours: : +715

Average Campaign Length: 154 seconds
Average Comments Per Campaign: 15
Average Views Per Campaign: 20,658
Average Likes Per Campaign: 74.5
Average Dislikes Per Campaign: 4.0
Average Ratings Per Campaign: 78.5
Average Favorites Per Campaign: 80.2

Recent YouTube Campaigns:
Social Channel Comments:  Groupon is not actively pushing deals through their social channels.   Rather, Groupon is using these channels to build market presence and establish a more intimate relationship with their audience through engaging questions, comments, and videos.

Closing Comments:  If you want to be the best, you need to beat your competition at their own game!   Marketers must learn to fully embrace all 4 digital channels in order to remain competitive.  Yesmail Market Intelligence is detecting significant volume increases across all 4 channels from all marketers.  How are you keeping up?  Want to learn what your competition is doing? Email sales@yesmail.com or contact us directly at 1-877-YESMAIL.

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