The holidays are upon us and that means email campaigns will be kicked into high gear! Holiday sales have increased every year since 2002 — with the exception of 2008, during the Great Recession.1 Despite a global pandemic, the rate of increase of holiday sales between 2019 and 2020 was more than double the average year-over-year growth of previous years, exceeding predictions from the National Retail Federation.2 Now is a great time to capitalize on the holiday season to drive revenue by continuing to nurture your existing customers, increase LTV and even capture new shoppers! Ecommerce was responsible for 25.7% of all retail holiday revenue in 20203 so it’s important to keep the momentum going. In this blog, we’ll address top marketing strategies to implement for your campaigns.
1. Promote Black Friday and Cyber Monday Deals Early
If you read our last blog, you know this year’s BFCM will present a set of challenges due to shipping delays and low inventory. With these two days and the weeks leading up or following being some of the largest shopping days for eCommerce, it’s important to have your strategy in place and market to your audience accordingly. Start early and let your subscribers know what to expect. Segment to your VIPs for early access or add a special incentive. Sharing the news earlier will also get your audience excited about what’s to come, and prepare them for earlier than usual shipping deadlines.
2. Send a Holiday Gift Guide
If you have items you want to push for the holiday season, add them to a designated gift guide. This can be a landing page you create on your site, or simply pull items into an email. This helps alleviate gifting anxiety for your audience and provides an easy to choose from set of options. This is also a great opportunity for up-sells and cross-sells in emails. For example, if someone is buying a hat, give them the option of adding a scarf. Here are a few gift guide examples:
- Gifts for Her
- Gifts for Him
- Gift Under $100
3. Send Last Chance Emails
Oftentimes, a “last chance” email will create a sense of urgency and drive revenue for those who’ve waited until the last minute. These will be especially important as they’ll also help communicate shipping deadlines to order. In your emails be sure to do the following:
- Create a Sense of Urgency. Let your audience know how little time is left to make a purchase with the discount.
- Use a Bold Headline: Make sure to grab your audiences’ attention. Don’t be afraid to use something a little cheeky or out of the box.
- Oversimplify: Include a single CTA to shop
With these easy-to-implement tactics, you can create a revenue-generating holiday strategy! Need help with your email campaigns? Contact us today!