The Holiday season begins from Halloween in October and lasts all the way to the New Year and a few weeks beyond. This is a very important period for marketers across industries whether B2C or B2B. US and Canadian consumers typically spend between 1000-1100 USD during this season. Over half of this spend is on gifts, one fourth on decorative items and the remaining on food and other goodies. The key trends of consumer buying behavior during holidays are:
- E-commerce and online purchases from aggregators and company websites will continue to dominate, while there will be reluctance and slowness in physically visiting stores. 2020 is expected to see a never-before cluttering and blitz of consumer omni-channel marketing
- Loyalty rules: For many categories of products, almost 2/3rd of their consumers will continue buying from them out of loyalty. This translates into huge up-sell and cross sell opportunities. Also, the importance of referrals and word of mouth cannot be stressed enough.
- Consumers will continue to download, browse choices, make purchasing decisions, and conclude their transactions through Apps
Considering the above trends, there will be an unprecedented digital clutter and a boom of malware, phishing, and other cyber-attacks through email. Over 90% of attacks originate through email; while most are targeted at the marketers themselves, customers are wary of and reluctant to open emails which can expose their personal or credit card/ bank account information
It is hence obvious that Holiday Email Campaign Management is of paramount importance during this crucial period and smart campaigns would make the marketers:
- Stand out from the digital clutter and entice customers to open, absorb and click on the CTA; responsive campaigns will leverage the customer’s mobile and app preferences as well
- Plan and do the pilot testing early, fine tune the campaigns, and move ahead full blast
- Continuously monitor, and modify to make these resounding successes
KEY CONSIDERATIONS FOR A SUCCESSFUL HOLIDAY EMAIL MARKETING CAMPAIGNS
All these strategic and tactical parameters play a vital role in email campaign management and are important at different stages of campaign management, which we will explore in the following sections.
It’s all in the planning. Successful campaigns are 80 % planning and 20% execution and fine-tuning. Let’s begin with pre-planning which includes:
1. SETTING CAMPAIGN OBJECTIVES
These must be clearly spelled out and metrics identified. All marketers would typically define the following objectives for different customer segments during the holidays:
- Getting more sales through holiday offers and discounts
- Acquiring new customers and commencing relationship building
- Cross-selling, upselling to existing customers
- Increasing engagement with existing customers
- Reviving former customers
2. MAPPING OUT A PLAN – HOLIDAY BY HOLIDAY
The holiday season continues for around 2 months. It is important for email campaign managers to carefully plan an email strategy basis the specific holidays during this period. You primarily need to consider:
- Black Friday and Cyber Monday
- New Year
You must plan tactical strategies based on the customer segment, and corresponding message, frequency, and timing mix on the basis of the Holiday Calendar. This will, of course, depend on the industry segments, products, state-wise presence, positioning, and other variables.
3. GETTING TOGETHER THE RIGHT MIX OF TALENT
In the pre-planning phase itself, it is important to define the responsibilities and get the right resources onboard as you might need extra help for Holiday Email Campaigns.