It’s the holiday season, and to say that it’s time to tailor your e-commerce marketing accordingly is an understatement: last year, 78% of shoppers used the internet to research holiday shopping, and over 129 million UK visitors logged in to retail websites on Boxing Day alone.
One great way to tackle holiday email marketing is to throw a 12 Days of Christmas event. This is a fun way to reach customers and help them all throughout the holiday season, featuring gift ideas and timed sales that build urgency as well as make life easier in preparation of the big day.
Before you begin your digital marketing efforts, consider updating your assets to reflect the season. The holiday season presents a great opportunity to grow your list, so update your newsletter signup sheet with holiday motifs, letting customers know they can look forward to deals that’ll help them leading up to the big day. You can further drum up excitement by mentioning your upcoming holiday email deals on order confirmation sheets and social media.
It’s important to remember, though, that constant digital marketing emails can be annoying to some shoppers. If you’re planning on sending email daily, consider making your Christmas push an opt-in so you don’t cause overwhelmed shoppers to unsubscribe from everything.
A great way to throw a 12 Days of Christmas email marketing campaign is to feature daily deals that you can promote via email. You can highlight a single deal or product each day, or jazz things up: maybe one day you want to push out gift guides, and another day send out a well-wishes e-card to your loyal customers. Take some time to brainstorm ideas, but here are some ideas for your email marketing. The first five are great to have in the first 8 or so of your 12 days, while the last three ideas are best for when things get down to the wire:
Many marketers forget to think outside the box: don’t just focus on selling gifts, but also consider how your digital marketing can help customers with other needs. For example, perhaps you have products that can help homeowners throw the best holiday dinner party of the year. How can you help others set the seasonal mood beyond gift giving? This can be a great focus to explore to boost customer experience.
This time of year is all about fun; so don’t forget to add some whimsical touches to encourage your readers to click through. Mystery deals are a fun way to offer a little something extra to your readers while encouraging them to make a purchase: offer a series of discounts (say, 10%, 15% and 25% off) that readers must click through to reveal what they’ve received—with this e-commerce marketing tactic, there are no losers!
Your brand might see value in organizing a small contest for the holiday season that customers can enter and participate in on social media. You can announce the contest on your social channels and mention your email list on the post, perhaps saying that winners will be announced in the newsletter (or require participants to sign up for it). The resulting UGC can also be featured towards the end of your marketing calendar when Christmas is right around the corner, or after the holidays are done.
And don’t forget to get in the holiday spirit with holiday designs, motifs and themes for your messages!
When you send out your email campaign messages, are you remembering to alert customers of important deadlines? Free shipping is incredibly important to holiday shoppers, so much so that it’s mentioned as the second-most important factor when it comes to making purchases online. If you’re offering free shipping this holiday season, let customers know how long they can expect to take advantage of the offer. You can build a sense of urgency by alerting customers of the last date that deliveries are guaranteed before Christmas.
Outside of shipping, it’s also a good idea to include information on store hours (are you offering extended holiday hours? Shortened ones?) as well as your refund policy, so shoppers can feel confident with their purchases.
Focusing on sales leading up to the holiday is easy enough, but what do you do when Christmas is days away and it’s too late to ship products? Procrastinating shoppers can be goaded to come to your brick-and-mortar stores to pick up last-minute gifts, though you may also push to sell digital gift cards in the couple of days leading to the holiday.
Before the campaign: announcement of sweepstakes on your website to encourage newsletter sign-ups.