The holidays, man they are coming and they’re coming fast. If you’re like most, you plan to use the end of the year to boost your 2014 sales, and email marketing will play an important role in helping you to do that. Email provides marketers of all shapes and sizes a cost-effective, intimate and ROI-packed way to stay top of mind with customers, the very people busily preparing to open their wallets and unleash on the holiday frenzy.
If you don’t yet have a holiday marketing plan in place, cancel your afternoon meetings, pull your team together and brainstorm what it is you can get done in the time you have left. You don’t want to head into this holiday season without a solid plan for how you intend to handle it internally. No one wants to be the business still designing its holiday greeting on Dec. 21.
If you’re going to invest in email this holiday season, really invest in email. Take the time to segment your list, to break out customer groups and to market to me appropriately. Even if you’re only segmenting by new customers versus returning customers — do something that allows your brand to present me with offers or information that is relevant to my relationship with you and that tells the right story.
According to Custora’s Pulse E-Commerce Survey, nearly 40% of all 2013 Black Friday holiday sales happened on a mobile device. People were actually pulling out their phones and converting while standing in line at the mall on a never-moving line.
How can your brand use email to strengthen your other marketing efforts? Maybe it’s sending out targeted postcards that advertise specific deals to specific personas, but save your dollars by using a similar design as your email template. Or, maybe it’s a direct mail piece that points customers to a 2014 holiday landing page, the same one you’re pairing with email, with altered messaging.
The time to unleash those holiday campaigns is just about here. However, before you do, by adhering to the tips above, you can help sure those holiday emails go off without a hitch. Read more…