‘Tis the season to capitalize on your marketing efforts and optimize your email marketing strategy. The holiday season presents a major source of revenue for most businesses, so it’s important to have your holiday email strategy ready to go. Follow our six tips to ensure this year’s holiday season is a success!
1. Identify Holiday Segments
By segmenting your audience into categories, you can build different email campaigns and target each segment with a specific creative that will resonate with your audience. Segments can be built using data points such as time of purchase, purchase frequency, or type of products different customers have purchased. By identifying these categories, you can send exclusive holiday deals to your best customers or target last-minute shoppers based on last year’s purchase data.
2. Map the Customer Journey
Mapping your customer journey can help determine the right marketing message to send at the right time based on their shopping behavior. By establishing the patterns of your customer’s buying journey during the holiday season, you can better predict their next action. This will allow you to automate your email campaigns to trigger content and offers based on customer behaviors such as abandoned shopping cart, abandoned web browser, or product purchase.
3. Create Holiday-Specific Content
Consumer behaviors change during the holidays and so should content. During the holiday season, content will have a different tone. Content should announce your holiday plans, remind your audience about special offers, and include important dates and deadlines. When done the right way, content is a great way to increase engagement and build brand awareness.
4. Participate in Giving Tuesday
Partnering with a local charity, school, or organization to help raise donations is an important part of the holiday season. Consumers are more likely to have a positive view of a brand that gives back. Planning an email campaign focused on Giving Tuesday is a great way to strengthen your brand.
5. Tie in Other Marketing Channels
Email should be tied in with other marketing channels. This is even more important during the holiday season because a large portion of revenue can be generated during this time. Syncing holiday related copy on landing pages and social media should tie in or pick up where email content left off. If you have email content focused on “Black Friday Deals” incorporate that into your social networks. You can also add social media icons to all of your email campaigns to make it easy for recipients to share your content.
6. Thank Your Customers
The holiday season is a great time of year to thank loyal customers. Plan a holiday email campaign letting them know you appreciate their business. This will not only build and strengthen important bonds with your customers, but your business will reap the benefits. Sending your customers exclusive offers and other personalized messages is also a great way to let them know you value their relationship.
Make your holiday season count by incorporating these tips into your holiday email strategy. Contact us today if you’re looking to learn more about how to improve your holiday email marketing program this season!