If you’re an eCommerce merchant, the holidays should be your bread and butter.
This is especially true given how much online shopping is booming right now.
Fact: 2023 holiday spending is projected to spike to a staggering $1.6 trillion, with online stores representing 42% of those sales.
And there’s no better opportunity to drive revenue and reactivate customers than a holiday spending spree.
But we get it: putting together your holiday email campaigns is daunting with so much at stake.
That said, you literally can’t afford to sleep on your planning.
Don’t sweat it! We’ve put together this quick and comprehensive holiday marketing guide to do the heavy lifting. In this post, you’ll learn:
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The key steps to preparing and optimizing email promotions during the holidays
How top-tier brands totally nail their holiday messaging to drive sales (with actual Black Friday and Cyber Monday email campaign examples)
Best practices increase clicks and conversions from your holiday campaigns
And with that, let’s dive in!
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4 Must-Dos for Planning Your Holiday Email Marketing Campaigns
To kick things off, let’s look at what you will need to do in terms of planning.
Fine-tune your audience targeting to maximize engagement
The importance of holiday marketing segmentation can’t be overstated.
You can’t afford to send generic, one-size-fits-all messages during the holidays. Likewise, different segments of your audience need to be treated differently when it comes to messaging, message frequency, and calls-to-action.
For starters Your BFCM Email Marketing Strategy
Consider targeting the following segments as you map out your Black Friday and Cyber Monday email campaigns:
Segment #1: Current customers
If someone’s purchased from you in the past, they’re prime candidates to do so again during the holidays. That said, not all current customers are the same. For example, you might split your current customer segments into VIPs and loyal buyers, seasonal purchasers and gifter-buyers, and unengaged past customers. Metrics such as average order value and purchasing frequency can clue you in on how to segment appropriately.
Sendlane VIP segment
Segment #2: Current prospects (think: leads and newsletter subscribers)
This is your opportunity to convert opt-ins to loyal fans. Here you can get more aggressive with your campaigns in terms of messages and frequency as the highest # of emails address people on the fence about your brand.
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Segment #3: Top of the funnel leads
The holidays are the perfect time to target deal-hunters and first-time buyers waiting for a discount before they make a purchase. As a result, it’s crucial to treat new leads differently from existing customers. Frame your Black Friday and Cyber Monday deals as a warm welcome and the best possible introduction to your brand in terms of price.
Sendlane recent subscribers segment
2. Set specific goals for your Black Friday and Cyber Monday campaigns
Goal-setting and email marketing go hand in hand.
After all, how do you know if your holiday campaign efforts actually paid off if you aren’t tracking your performance and setting goals?
And “drive sales” or “get new customers” aren’t goals by themselves: you need to get specific! Below are some sample goals and questions to ask yourself as you assess during the planning phase of your holiday campaigns.
Revenue goals: What is your $ revenue target? How many items do you want to sell? Will your average order value increase over last year?
Customer goals
How many new customers will you reach? What is the average ghana mobile number database cost of acquiring new customers for Black Friday and Cyber Monday? What % of repeat buyers will you reach?
Inventory goals: What are your best-selling products? Which products do you plan to sell out? What inventory are you looking to clear (think: aged and overstocked products)?
Ideally, you should be able to put your goals into context. For example, how did your Black Friday and Cyber Monday email campaigns perform in 2022?
You can use your numbers from last year as a baseline (or let 2022 be your baseline if this is your first rodeo).
Create an on-site experience that hypes up your holiday marketing
Although the holidays are indeed the best time of year for eCommerce brands to drive sales, those purchases are far from guaranteed. Keep in mind that you’re competing with countless other merchants for your customers’ attention.
Anything you can do to make your holiday offers shine is a huge plus. Here are some ideas to make your Black Friday and Cyber Monday marketing cm lists feel like a meaningful experience to your customers instead of “just another sale:
Update your homepage and landing page(s) to reflect the holidays.
From marketing copy to countdown timers, it should be crystal clear to customers that land on your site that they have promotions to look forward to. Dedicating a specific page to your upcoming Black Friday and Cyber Monday deals is fair game, too.
Create holiday-specific popups and opt-ins
Piggybacking on the tip above, you can use the holidays as a selling point to drive more opt-ins. Steep discounts and holiday exclusives are the perfect incentives for new subscribers.
