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19.Sep.2017 Krithika Siddharth - Holiday Checklist, Holiday Preparation
The last few years have witnessed an increase in the number of consumers who prefer to shop online during the holiday season. Looking at the data from 2016, online sales have skyrocketed to $91 Billion between the months of November and December.
Now that we are fast approaching the most important season of the year, it pays to get prepared. In fact, most online store owners have already started planning their holiday campaigns. If you haven’t started planning your holiday campaign, we have the perfect checklist to get you started.
Stop looking for information about how to market your eCommerce website on the internet. All you need is your Google Analytics data which will show you where your audience is and when you should target them.
It’s the best time to pull out your inventory and figure out products that are not so popular with your customers. Also, there are times where you will be stuck with products with just one or two sizes that don’t move. Create a list of such products.
It’s essential to create a landing page that talks about different products on promotion. It’s the perfect page that will let you measure your campaign success. This page should be customized to bring in the holiday spirits as well as used to create a sense of urgency in helping customers convert.
It’s important how you market these products to your customers. This is where most eCommerce marketers go wrong – they send the same email to their entire list.
Pro Tip: It’s important you create a segmented email list and design separate email messages to your customer database.
It’s essential to connect with customers with the right message and incentives. Let’s target the various segments with the right message to improve customer engagement and conversions.
Email Inspiration: The perfect win back emails will emphasize that you are sad that the customer has forgotten about you and you would love to win them back. Include a coupon code to get customer attention to take action on the email.
Recommended Subject Line: Pair it with the perfect subject line that states ” We miss you, – Special Discount Coupon For you Inside”.
Email Inspiration: Design a mailer that talks about the great products that are on promotions along with ‘first-time coupon code’ to help them convert. Include recommended products in the mailers. This will help you engage customers better. The TargetBay personalized recommendation engine will help in generating tailor-made suggestions for each customer.
Recommended Subject Line: <Name>, We Have Plenty Of Offers On your Favorite Products
Email Inspiration: The perfect email will be talking about the great products that are on promotion.
Recommended Subject Line: ‘<Name>, The Products You WANT are On Sale – Grab Them Before They Are Gone’
Email Inspiration: Thank them for being your loyal customer and provide them a custom coupon code for their next purchase. This will help build a better relationship with your happy customers. These are the customers who will be ready to recommend you to their peers and family members.
Recommended Subject Line: <Name>, Thank You For Being Our Loyal Customer, We Have A Surprise For You Inside.
The idea is to create custom emails used to target a segment of customers.
Social media is where 80% of your target audience is active. Plan campaigns on driving traffic to your landing page to get customers to sign up for offers.
Now that you are all set with what needs to be done for the holiday season, you should create a marketing calendar to plan all your campaigns.
Consumer spending on the spooky holiday is projected to rise to $10 billion by 2018. Since customers are ready to spend, how well are you prepared to showcase your products to customers?
The average spending of shoppers during Black Friday is $290 in 2016. This makes it one of the important days for you to reach out to customers.
A shipping reminder is the perfect landing page that lets your customers plan their shopping. Create a landing page that lists important shipping days, this will help customers plan their shopping in advance.
The landing page is purely designed to drive Christmas gift sales. Design the page with various Christmas elements to make it look festive and appealing. Start driving traffic to this page from December first week onwards to help customers select all their presents on time.
It’s all about working with customer’s emotions to improve engagement with the various marketing materials you send out. Creating a sense of urgency or fear of missing out on a great deal will push customers to open your emails or visit your landing page.
This checklist will help you kick-start your holiday campaigns. Create the basic plan which should list out the various landing pages and marketing messages to schedule your campaigns. It might seem like small tasks, but putting together a high performing campaign is a lot of work.
I will do a follow-up post on how to monitor campaign results and optimize them. You can also reach out to us through our twitter handle @TargetBay and get help in optimizing your holiday campaign. Cheers!
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Senior Ecommerce Strategist9 Years of Experience Working with Multiple Brands
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