With holiday shopping season in full swing—and Black Friday and Cyber Monday already finished—it’s time to get into the real meat and potatoes of marketing for the end of the quarter. Statistics show that while Cyber Monday and Black Friday sales have exceeded even optimistic projections, consumers consistently do the bulk of their buying in the month of December. For those that missed out on major revenue-generating opportunities surrounding the Thanksgiving weekend, this is a great thing; for those who have already made a considerable return on those days, the chance to make more money is always welcome. With that in mind, there are some strategies specific to holiday shoppers that can help you make the most of the limited window.
For email, there are a few things to keep in mind. Namely, remember that Free Shipping Day is on December 17; this is a one-day, online shopping event where thousands of merchants participate in offering free shipping with guaranteed delivery by Christmas Eve. Spreading awareness of this lesser-known perk can result in serious conversions—so make sure you use it as leverage in the right window. Another thing to keep in mind is that consumers are getting a ton of emails every day; starting the week of Thanksgiving, the fever pitch of advertising can make it difficult for potential buyers to separate the wheat from the chaff. One strategy that comes highly recommended is to remail—that is to change the subject line and re-send the message to consumers who didn’t open the message the first time around. The average number of emails sent to a single address per brand per week is up this year—make sure your offer isn’t being lost in the shuffle.
In all channels, relevancy is a major factor in holiday campaigns. Know who you’re marketing to and what they’re looking for. If you don’t know what your audience is looking for, ask them. Facebook users are increasingly looking to buy local—so highlight and target local offers. The top holiday gifts according to surveys are gift cards, tech products, toys, food and apparel; early data from the Thanksgiving weekend suggests that apparel is doing particularly good on social media—with high levels of positive sentiment and heavy conversions. While a less targeted blast may work for the rest of the year, the holiday season is a time to get very specific.
Keep in mind also that the increase in marketing messages means that a goodwill message will set you apart. Content shouldn’t just be sales sales sales; you should make an effort to get at least one item out to your audiences that is not about selling at all. That increased goodwill won’t cost you much in effort and can pay off in major returns when it comes time for a consumer to convert.