Holiday marketing campaigns are filling inboxes, but here’s how to get yours to grab the attention of the customers you want.
We’ve all been there. The holiday season is starting to pick up and so do our inboxes every morning. You wake up with one eye open and feel overwhelmed by the number of brands trying to capture a minute or two of your time. So how do you create a vacation campaign that will actually read?
While there are a number of tips and tricks out there, it’s important to put together all of the ways that work for your specific brand and / or campaign and give yourself time to organize yourself. With organization comes creativity and with creativity comes the attention of your target audience.
Here are some tips and tricks to get you started:
It’s never too early to start thinking about your campaign. Holiday marketing is a priority for brands around the world. The months leading up to the end of the year are some of the busiest, so plan ahead! Here are some questions you might want to ask yourself:
- Do I have all of my marketing tools in place?
- Are my integrations strong and robust, ready for the busy times?
- How are my data presented? Is there any customer information I need to collect for my vacation marketing?
Plan important dates on the calendar. You don’t want an important date to slip away because you were focused on other events that will happen in the future. To keep it simple, make sure you have all national holidays on your calendar. From there, move on to major event days focused on shopping, giving and supporting business. Here are some key holidays to keep in mind:
- New Year’s Eve + Day
- Valentine’s day
- Rosh Hashanah
- Yom Kippur
- Veterans day
- Thanksgiving Day
- Black friday
- Small Business Monday
- Christmas Eve + Day
The proof is in the data. To deliver customer conversion experiences, you need to create personalized micro-moments that resonate with your audience. Modern customers know what brands are capable of and are only willing to part with their data if you provide a personal experience in return.
Show your target audience. Segmentation is essential to deliver personalized experiences. When planning your vacation marketing, you need to think about how you are going to target personalities and audience groups. Using customer modeling tools like eRFM and lead scoring allows you to create segments based on engagement levels. Zero-Party data collected in preference centers can be used to personalize campaigns based on the location of subscribers.
- You have to remember that generic messaging has minimal impact on readers these days. They demand personalized experiences, and building segments is just one step you need to take to deliver them. By having these segments built and ready to go, you will be able to easily target key audience groups.
Caught their attention? Now make sure you stand out. Hospitality programs are vital for all brands, everywhere. They are the first impression a new subscriber gets of your business. There are a few things you should be doing at this early stage of the customer relationship.
- Showcase your brand: what sets you apart from the crowd?
- Get to know your customers: what do they want from the relationship?
- Get readers to take action: What actions are you looking for readers?
Simple sign-up processes result in a longer-term customer. Buyers will be looking to discover new brands during the holidays, so now is a great time to start optimizing your subscription process.
- What is working with your audience?
- Do you encourage the process?
- Have you tried to gamify the listing?
- Are popovers driving more registrations with your audience?
There are many different strategies you can try out before the holidays. By taking the time to try out different tactics, you will be able to maximize your list growth during this time of high traffic.
Did you lose someone along the way? I found out why. Abandoned carts and abandoned browsers are guaranteed lucrative automations. To make sure these generate the results you want, you need to constantly test and optimize these programs, especially during the holiday season.
- Try out new design cues and tactics to find out what drove more revenue ahead of your high-selling period. AI-powered product recommendations are a great tool for increasing average order value. Alternatively, you can direct subscribers to FAQs or peer reviews to remove blockers from the purchase path.
Create commotion in several places. Before the holiday season gets off to a good start, it’s time to think about what marketing channels you have and what you are using. Customers are on the go and demand immediate responses. Is email alone enough? Most of the time, the answer is no.
While the journey may seem long at first, the payoff for a successful marketing campaign is unmatched. With these tips and tricks along with tools to ease the process, you’re sure to create a campaign that isn’t just bypassed in the early hours.
Tink Taylor is Founder and Chairman of dotdigital Group PLC (founded 1999). He has 20 years of experience in digital communications and has introduced digital marketing to businesses large and small.