Tips and Tricks to strategize your Holiday Email Marketing
As September approaches the end, the preparations for the busiest quadrant of the year begins for email marketers around the world. Holiday season shopping has risen to such an extent that, according to the Practical Ecommerce, total spending in 2015 for individual holidays has been:
- Halloween $6.9 billion
- Thanksgiving $1.73 billion
- Black Friday $2.74 billion
- Cyber Monday $3.07 billion
In this time period, to ensure the success of their marketing campaigns, email marketers are engaged with designing emails, setting up cart abandonment automation, finalizing marketing strategy, zeroing in on the ‘perfect’ discount and many other tasks whose priorities change with time. To cope with it, planning for each holiday begins a month prior.
While the Monks are busy with custom designing and coding of your holiday emails, we took time out to share some divine Holiday email planning secrets from the cloisters of the Monastery. Drawing from the experience, Monks have also come up with a Holiday Email Marketing Calendar and Planner….. Just for you!!!!
The entire month of September is the time for reflection. Marketers do an analysis of the previous year’s best performers and also the products that were plain bench-warmers. Some marketers go the extra mile to understand the purchase pattern of their top customers and also a look into the current market trends never hurt anyone.
With Halloween being the holiday with highest grossing in the online shopping scenario, setting up the appropriate triggering of the cart abandonment emails should be one of your top priorities.
October month brings with it. Only few states of U.S celebrate Columbus Day so if you offer Columbus Day promotions make sure your list is segmented properly to avoid repercussion. With most emails opens occurring in mobile devices, ensure your emails and landing pages are mobile-optimized.
Making use of interactive elements such as countdown in email, you can generate the sense of urgency in your emails.
With 3 holidays coming back to back, Marketers clean their emailing list in the month of October itself along with designing email promotions for all 3 holidays.
Holidays in October: Columbus Day (12th October)
Halloween (30th October)
The month of November is filled with most number of Holidays celebrated in U.S. Some online retailers cash in brownie points by offering discounts to war veterans on Veteran’s day.
After Christmas, the highest number of shipping occurs on Thanksgiving. Keeping that in mind retailers offering free shipping generally keep 21st November as the last day to avail free shipping. Owing to Black Friday on the next day of Thanksgiving this year, Be sure to send promo emails at least a week prior to Thanksgiving.
Even after fierce sale observed during Black Friday and Cyber Monday, Marketers can’t afford a moment of relief with just one month left to Christmas.
Holidays in November: Veteran’s Day (11th November)
Thanksgiving (24th November)
Black Friday (25th November)
Cyber Monday (28th November)
Most awaited time of the year, the week of Christmas is the time to shine and sign of last effort before the onset of New Year. Christmas is the ‘time of love and time for cheer’ so make sure to personalize your emails to connect with your subscribers.
November and December are an opportune time to connect with your customers on social media. Sending them Thank you cards or customer loyalty incentives will aid in maintaining brand visibility.
Christmas is known for last moment shopping. Wake them up with last minute sale or shipping offers.
Green Monday is an initiative by eBay to describe its best sales day in December. It is the Monday that comes at least 10 days prior to Christmas.
Holidays in December: Green Monday (12th December)
Free Shipping Day (18th December)
Super Saturday (24th December)
Christmas Eve (25th December)
New Year’s Eve (31st December)
Congratulations! You have successfully stood through the entire holiday season. But this is not the end, the new year brings with new challenges and planning for the holidays of 2017.
Holidays in January: New Year’s Day (1st January)
Martin Luther King Jr. day (18th January)
How well is your marketing strategy for the upcoming holiday? Share your ideas in the comments below.