Each Thursday at 11am EST, marketers from around the world join the ExactTarget user community on Twitter for a conversation about trends and campaign ideas across the interactive marketing industry. We call the virtual coffee chat the ExactTarget Café. 
During a recent chat, we brought back some good friends and regular chat contributors, Cara Olson and Ramsey Mohson from DEG, to our weekly #ETcafe chat. Cara, director of direct marketing and CRM, is very passionate about email marketing and merging data to power interactive campaigns. Ramsey, director of social media, is often an early adopter of technology and sharing innovative ways to connect people to brands.
@exacttarget: Q1 What will brands do differently this year than last year?
@emailgirl: Last year social was a big focus. It still will be but I think mobile will be even bigger!
@emailgirl: I think Black Friday is no longer a day. Last year it spanned a week, this year it seems like it's already started.
@caseydw: @emailgirl couldn't agree more. Offers/deals exclusive to followers/"likers" etc
@rm: social media: extend and facilitate your campaigns and promotions. However, it should be 1 of many channels used
@rm: <digital and social strategists> "66% of Black Friday purchases resulted from social media interactions. Source
@kkestler: I’m wondering if we’ll start seeing some interesting strategies to combat showrooming. http://ti.me/TWdDtI
@emailgirl: @kkestler I think this is interesting. Consumers are smarter shoppers. Interesting take by Best Buy to match Amazon prices.
@exacttarget: Q2 How soon will retailers begin “Black Friday” and Cyber Monday offers this year?
@DEGDigital: Black Friday is less and less relevant as an event unless you're a big box. And then it's as much about PR as driving sales.
@emailgirl: Here is an example from Target last year promoting "Almost Black Friday" http://twitpic.com/b9du2c
@rm: rules for "too soon" are relaxed. Many brands' holiday promotions start today because of shipping considerations
@rm: "53% plan to shop on Black Friday which would reverse a 3-year trend of declining interest in Black Friday"
@emailgirl: Black Friday is more for brick and mortar locations. This should be a strategy for combatting showrooming
@jvanrijn: @rm @ExactTarget It doesn't matter if YOU think black Friday is hip or outdated. Its what the shoppers... do.
@exacttarget: Q3 How can marketers effectively increase frequency during the holidays without sacrificing opens and unsubscribes?
@jacquipoehlman: @ExactTarget I think people generally expect more email during the holidays, or are asked to opt in to "holiday only" lists.
@emailgirl: Ask for opt-in to higher frequency. These subscribers are really engaged, even though list size might be smaller, higher ROI
@rm: "80% of those who interacted with a brand’s social channel ended up buying from that brand." <answer cust service Q's!> Source
@jeffbatte: I've read about some retailers who are sharply increasing the role transactional email during the holidays to increase touches
@coskier: Leverage your data to make sure you stay relevant. Best way to combat desire to opt out is to be relevant
@emailgirl: Speaking of red cups...Here is an example of @Starbucks opt-in for 12 days of deals > http://twitpic.com/b9dtqf
@emailgirl: Also note that example has a mobile opt-in. Text offers will be bigger this year. We see higher ROI on SMS campaigns than email
@rm: businesses + marketers can combat "showrooming" by putting customers first. Give customers a compelling reason to visit in real life
@exacttarget: Q4 How can brands stand out in the inbox?
@emailgirl: Get creative with dynamic content, clever offers, creative copy
@emailgirl: Responsive design should help stand out in the inbox.
@emailgirl: After reviewing retail emails from last year I was shocked at how many DON'T have a holiday theme to their creative
@emailgirl: Here is an example from Bed Bath & Beyond that has a Holiday Theme & Gift guide navigation http://twitpic.com/b9dr9u
@davidgoecke: By creating unique email titles and building a loyal user base
@rm: "41% of mobile users have made an online or in-store purchase as a direct result of an email" Source …
@ldl12522: Also, include easy-to-scan bar codes so stores can scan from mobile device
@rm: "40% of online shoppers prefer to make purchases between 6 and 10 p.m." <optimize/test your deployment times>
@exacttarget: Q5 What are some strategies for optimizing the user experience on mobile devices?
@rm: when deploying Facebook tab promotions, you CAN and you should optimize Apps for the Facebook mobile App.
@emailgirl: Emails are viewed across multiple devices. You never know where they will open next. Will need to be responsive in my opinion.
@coskier: Make sure the experience is consistent after the click - mobile optimized website, etc.
@scottperdue: Using responsive design to ditch excess copy/design elements. Mobile emails should have concise copy, big buttons.
@rm: "Bullseye price point for mobile purchases is $20-$100, accounted for 63% of purchases" Source…
@emailgirl: Less is more! RT @amandaberkey Any best practices for mobile-friendly graphics and templates?
@rm: make sure for Facebook campaigns you pad the budget for mobile optimization. Often forgot by marketers.
@exacttarget: Q6 What are the advantages for SMS mobile campaigns to increase foot traffic and sales?
@DEGDigital: Use SMS to be hyper-local. Make announcements in-store to text for deals, or to enter to win.
@emailgirl: Send SMS alerts on Black Friday to drive in-store sales. Think of it as the new KMart Blue Light special
@emailgirl: Give exclusive offers 2 SMS subscribers. People will check mobile devices over email in-store. Another way to combat showrooming.
@jeffbatte:The relief between deployment and open on SMS is significantly shorter, making a case for use during actual shopping hours.
@erikaroe: SMS sale alerts when they are in the store? My Walgreens app knows when I'm at Walgreens...my balance card pops up!
@emailgirl: Passbook to tag email offers will be another way to stand out. Link to offer via email.
@exacttarget: Q7 How can marketers step-up their social campaigns for this holiday season?
@rm: Plan on more Community Manager time and resources during holiday. Even on the weekends.
@rm: Clever ways to use social to drive sales? @Instagram holiday product- with calls to action online/offline
@scottperdue: Supplement sales pushes with helpful and/or fun content – stories, photos, articles – to maintain brand interest
@rm: The key is not to silo your marketing efforts. Social should give wings to your efforts. Not be the core.
@rm: Shameless relevant plug :) --> "5 Tips For Running Successful #Facebook Promotions" @emailgirl: And here: 6 tips for a stress-free holiday email program via @degdigital
Please join us every Thursday at 11am-12pm EST on Twitter by following the #ETCafe hashtag!
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