Getting Your Email Heard Above the Roar of the Holiday Crowd
The noise in the marketplace is almost deafening under normal conditions. It reaches a high point during the holiday season. Every marketing channel is filled with offers and one-off stunts designed to capture people's attention, if only for a nanosecond. Frenetic cries from marketers desperate to generate revenue overwhelm the senses of the customers and prospects they seek to engage. Enjoyable shopping experiences become a crazy event that people dread.
Good marketing messages get lost in the attempt to outshout the competition. The constant barrage of screaming marketers becomes white noise to recipients. They become adept at filtering out the extraneous information to only hear the messages they need. This ability is similar to athletes who hear their coaches over thousands of fans.
Getting your message heard above the roar of the holiday crowd requires a different approach. Instead of being the loudest voice, you have to be the voice your customers and prospects want to hear. This requires a marketing shift from one-off deals to providing the service that people want when they need it. The better the relationship between company and customers, the easier it is to connect with them in crowded channels. If your past marketing strategy included provided highly targeted messages your customers are already tuned into your messages. If not, here are a few things you can do now to be heard above the crowd:
- Make everything as easy as possible. When it comes to making people happy, easy trumps exceptional. This is especially true during the holiday season when time is limited. Create emails that include everything needed to make a buying decision and minimize the number of click from the email link to check out.
- Be available. Sometimes people have questions that are not addressed in the email, catalog or online. Put your telephone number on every piece of marketing materials, in every email and on every web page. It will increase your sales without significantly increasing your calls. If you offer click to chat service, include a link to it in your emails.
- Preselect items to simplify the shopping process. Buying patterns change during holiday season because people shift from shopping for self to shopping for others. Review historical data for seasonal purchases and make appropriate recommendations for similar products or services.
- Offer reassurance. The best delivery and return policies cannot influence purchase decisions if people don't know about them. Provide specific "order by to receive in time" dates during the shopping process. Send transactional emails that include expected delivery dates and shipping confirmation numbers with a link to the carrier. If there are any issues with the order, notify the buyer immediately.
- Follow up on abandoned carts. Life gets a little crazy during the holidays. It's normal to see a bump in abandoned carts since people are ordering more and trying to be secretive about it. Browsers get closed quickly when others walk into the room. Double check your online and email reminders to make sure that they are working. If you don't have a reminder process in place, add one.
- Show appreciation. After enough time has passed for the order to be delivered, send an email to verify receipt, thank the customer for the order, and offer assistance if needed. Doing this distinguishes you from the competition, encourages feedback and improves trust. Be sure to use a valid reply address. Test using an individual's email address versus a generic corporate one. People tend to respond to other people better.
- Prepare for next year. Create and implement a strategy that is designed to keep people engaged and listening for your voice. The more they are tuned in to your marketing messages the less they will hear the competition.