It’s never too early to start planning for the busiest time of the year. These quick tips will help you lay the groundwork for a successful holiday season.
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The holiday hustle and bustle is just around the corner, and for marketers, now is the perfect time to start preparing. These tips will help you lay the groundwork for a successful holiday season, so you won’t be left behind once things start to get hectic.
Tip #1: focus on getting new contacts
Growing your audience is always important, but it becomes even more significant when you are competing with many other businesses for holiday buyers. Those new contacts can also have a big impact on your bottom line. During the Black Friday Cyber Monday (BFCM) 2023 weekend, 65% of the orders customers receive with connected stores come from new customers. By working to build a larger audience of potential customers now, you’ll kick-start your competition while the holiday season is in full swing.
Make it easy for new people to subscribe. Design landing pages or add customizable forms to your website so visitors can quickly sign up to receive your emails. Consider information that might be useful to know about new contacts ahead of the holidays-like their addresses, interests, or how often they’d like to receive updates from you, for example—and be sure to add those fields to your form.
Reach new audiences on social media. Facebook Instagram once you’ve published a form or landing page, sharing a link or posting an ad on your social media channels like Facebook or Instagram can help you drive traffic to those channels.
Offer incentives. One of the best ways to encourage people to sign up for your mailing list is to offer something in return. You can send a discount code to a new customer to use on their next purchase or include it in a giveaway or content. Or, maybe you want to give them a free item or provide a link to a downloadable ebook. Think about the types of offers that will interest your audience and implement them into your marketing efforts.
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Tip #2: organize all your data
Every time someone buys something from your store, subscribes to your newsletter, or clicks on your ad, they’re giving you valuable data. And when you collect all that data in a Customer Relationship Management (CRM) tool or email marketing and automation platform, you can organize (and leverage) it in a way that makes sense for your business as the holiday season approaches.
Look for trends in your data. If your email marketing platform gives you a holistic view of your contact data use it to quickly identify (and follow up on) patterns or trends. Just by taking a quick look at the Mail audience dashboard, for example, you can learn where your contacts are located, which sign-up sources they’ve used, and how they interact with your email. Then turn those insights into action by launching new data-driven campaigns or using them to inform your holiday marketing plans. Mail users can even leverage tools like customer lifetime value and purchase likelihood to identify your most valuable customers-and which ones might need extra attention before the holidays.
Create segments and tags. The holidays are a busy time for all businesses, which means you’ll have more competition to get your audience’s attention. Think about the different ways you can group your contacts—perhaps by interests, buying habits, or location-and plan to target them with personalized content and seasonal promotions they’re sure to love. Consider adding custom tags to your contacts based on other things you know about them-like if they’re a social media influencer or a client you met at a trade show-and use that info to send targeted content, too.
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Tip #3: save time with automation
Automation works around the clock to help you send the right message to the right person at the right time. They’re valuable marketing tools all year round, and if you build and implement them now-with Mail’s Customer Journey Builder, for example—they can be an important time saver for you when the holiday season arrives.
Welcome new customers. Set up an automated welcome email to greet new contacts, introduce them to your brand, and start developing relationships that will last long after the holidays. Include free downloads, promo codes, or other special offers that will get people interested in your business and encourage them to make a purchase.
Stay connected with your customers. Create Re-Engagement Automation to greet people you haven’t heard from in a long time and let them know what you have planned for the holidays. Show appreciation to your best customers by automatically sending them special offers or coupon codes. You can even create product retargeting emails to remind people of items they browsed on your site and abandoned cart emails to attract customers back if they leave without completing a purchase.
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Tip #4: Perfect your marketing plan
The months leading up to the holiday season are a great time to revisit your marketing goals and reflect on your performance throughout the year so far. And, if you’re a Mail user, you can take advantage of reporting tools that will help provide the insights you need to determine what’s working (and what’s not) so you can make adjustments before the busiest time of the year starts.
Add SMS to the mix. SMS marketing offers higher open rates than traditional email, making it the perfect channel for time-sensitive promotions and quick updates that build brand loyalty and work alongside your regular holiday messages.
Test, Test and test again. If your engagement rate seems a bit low, create an A / B testing campaign and try different subject lines, images, messaging, or delivery times to find the combination that best suits your audience and results in the highest number of opens, clicks, and conversions.
Save time with AI. As the holidays get closer, you will probably have less free time to spend sitting at the computer. If you’re a Mail user, you can take advantage of advanced AI tools that can generate brand-appropriate emails, fully-crafted emails, automation, custom designs, and more. All you need to do is review, edit, and post, giving you more time to run your business, spend with loved ones, or just take a break.
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