Here’s an important caveat for holiday email marketing…
Consumer shopping behavior will be different from the rest of the year. That’s because people are actively shopping for others — not themselves.
For eCommerce marketers, the strategic challenge is determining how to segment and personalize your list for people purchasing gifts.
3 ways you can segment your customers based on demographics
6 ways you can segment your customers based on their behavior on your website
You may already have their preference data if you have asked them the same during sign-up. If not, you can do it now and send across relevant content during this time.
Segment your customers by their Average Holiday Order Value. This way you can send across targeted offers to boost chances of conversion
Your customers’ browsing behavior during the last holidays and that before the upcoming holiday season can help you create smaller segments and send targeted messaging.
Knowing how often a customer purchases from you through the year can define your segmentation strategy for the holidays.
What did they buy? For whom did they buy (gender/ age), and when did they buy (month/s)? This data from the last holiday season will help you plan this year’s segmentation strategy.
Study your customers’ cart behavior. Are they abandoning your cart often? Are they waiting for a price drop? Segment price-sensitive customers separately; send holiday offers accordingly.
Optimize your opt-in messaging and its positioning on your site for holidays. New subscribers you acquire during this time of the year are more likely to buy from you than those you acquire during other times of the year.
Target them separately. Change your welcome email design/copy to a holiday theme. Consider a distinct promotional campaign targeted at these newbies.
Segment by past purchase history and shopping behavior to identify a segment of your list that likes to get their holiday shopping done early.
Then queue up an “early-bird” sale to this segment.
Create a gift guide email well before the holidays; organize it by "persona" - Gifts for Mom, Gifts for the Outdoorsmen, Gifts for the Fashionista, etc.
This will provide browsing data on the different kinds of gifts and people your subscribers are planning to shop for, and you can segment them accordingly.
You can plan a pre-holiday survey to inform segmentation strategies. This way, too, you will get to know a lot about what’s on your subscribers’ minds this holiday season.
It can help you create even smaller segments and target the segments accordingly.
Analyze customers’ purchase history to identify a segment of your list that generally shops last minute.
You could target the “late” shoppers and prod them to get on the holiday gift shopping sooner.
Depending on where your fulfillment centers are, you could segment by geographic location and target people on the other side of the country.
Then queue up an email to this segment prompting them to purchase in time for their gift to arrive by the holiday.
To leverage segmentation, you need efficient tools or you may end up spending a lot of your time and ultimately dragging down your email ROI during this crucial time. There are hundreds of tools available in the market; all you need to do is know what exactly you need and what budget you can spend on them, and choose accordingly.
To get behavioral and demographic data like engagement, geolocation, device type, etc.
To get behavioral data like purchase history, average order value, purchase frequency.
Because email marketing drives success during the holidays, it’s important to make sure you deliver perfection. Pre-deployment testing should include an email checklist covering: