The individuals who shop on e-commerce sites throughout December for the holiday season are a unique customer set, one that requires some specific tactics. Reusing the Black Friday or Cyber Monday email content does not work for this group. Targeting these customers properly requires an early start, a shift in marketing focus, and the use of relevant and personalized email triggers.
Begin Campaigns Early in the Season
Customers who are interested in a brand after Cyber Monday are a distinct group from those who made purchases during the big, single-day sales. Direct marketers should create and send email content before November begins in order to set the stage for the upcoming discounts and special offers. They should also understand that most sales don’t occur on Cyber Monday or Black Friday, so relevant and engaging content throughout November and December is crucial.
Focus on the One-off Shoppers
Many site visitors during the holiday season are looking to be “one-off” purchasers, meaning they are searching only for gifts, and want sale pricing and good deals. Email marketers can use this information too, with behavioral trigger emails that leverage customer browsing data. This data should drive product recommendations that can spur impulse buying from busy customers.
These triggered emails should be holiday-themed and personalized to different customer categories for maximum effectiveness.
Use the Right Email Triggers for High Conversions
Direct marketers who use the right mix of behavioral and merchandise triggers can drive more conversions among the holiday shoppers:
- Post-purchase Email Triggers can be effective for these groups, as they provide the hurried shopper with a well-priced and relevant item for purchase. The relevancy of the new product recommendation is essential, as it should be a complement to an already purchased product or, at the very least, be a likely next purchase for the shopper. A sound understanding of product relationships is essential if direct marketers want to get the most ROI out of triggered emails. For the holiday shopping season, these triggered emails can encourage buyers to acquire a small gift for themselves (a recommendation based on a purchased gift), or a similar gift to one that was already purchased.
- Abandoned Search Emails can be effective for shoppers who might visit several sites and be undecided about the right purchase for themselves or another person. Marketers should use abandoned search emails throughout December, up until the last day when products can be delivered by Christmas. And the emails don’t simply need to be “You left something in your cart,” they can include recommendations for alternative or complementary products, as well.
- Price-Drop Emails might at first glance seem like overkill for customers who are inundated with alerts about deals and low prices, but holiday shoppers are, at their core, bargain shoppers. Price-drop emails sent on Christmas Day can be especially effective, as they can drive sales of items that were abandoned or considered, but never actually purchased. Because many holiday shoppers are of the “one-off” variety, it’s vital for marketers to combine the right mix of triggered emails to encourage a sale.
By beginning early in the season, marketers have time to fine-tune their triggered email efforts to best reach disengaged or forgetful consumers. By treating non-Cyber Monday or non-Black Friday holiday shoppers as a unique subset, marketers may have a better chance of driving sales before year-end.
Related story: SMBs, Send Holiday Emails Soon