We all know that the holiday season is the best time to make sales, but this also makes it even more competitive than other times of the year. In fact, eCommerce businesses drop from an 18 percent email open rate down to just 12 or 13 percent throughout the holiday rush.
With that in mind, it’s critical to do everything you can to differentiate your holiday ads from the competition and avoid creating generic content that most readers will ignore at such a busy time. This article will cover some of the most effective ways to upgrade your omnichannel marketing tactics for the holiday season.
Keep Approaching Subscribers to Maintain Interest
ECcommerce marketers often wait until Black Friday to start sending promotional messages, but it’s important to start getting readers interested well before the holiday season begins. The best marketers are consistently contacting their audiences in order to keep them engaged and increase open rates for more conversions in November and December.
Your holiday promotion also shouldn’t end after Black Friday. Most internet users receive far more Black Friday emails than they have time to open, so you can try to reconnect a few days later. It might take a few tries to get each reader to notice your messages.
Rather than repeatedly sending similar information on the same channel, consider switching to another platform after a user doesn’t respond to your initial emails. Someone who hasn’t been opening emails is more likely to read a text. Ads typically need to be edited down when converted from email to text, social or display channels. Targeting users on the right platforms is key to any omnichannel marketing strategy.
Use Shopping Cart Abandonment Workflows to Recover Lost Revenue
The majority of all online shopping carts are abandoned before the purchase, and abandoned carts have an even greater impact on sales when you’re receiving more traffic around the holidays. Converting even a small percentage of abandoned carts will help you earn much more revenue from holiday promotions.
As with other holiday ads, it’s best to run cart abandonment workflows across multiple channels to maximize engagement and conversions. You might start with a push notification shortly after the user leaves your site as a quick reminder of the product they were looking at.
If that doesn’t work, you can move on to a longer email that includes more information such as shipping details, your return policy and maybe some user-generated social proof to help sway them towards a purchase. Some businesses also provide an additional offer, like free shipping or 10 percent off, to further drive sales on the second reminder.
From there, you can start targeting users on social media channels like Facebook and Twitter. These are usually more expensive than push notifications, emails, and texts, so they shouldn’t be your first option. Try to give your ads a more human tone and avoid using overly sales-centered language.
Use Every Opportunity to Upsell and Cross-sell
Upselling and cross-selling are crucial elements of any digital marketing campaign, and they can substantially increase average order size during the holidays. You can experiment with upselling and cross-selling messages at a number of points within the customer journey.
Instead of sending a simple shipping notification, for example, you should think about including an exclusive offer after each purchase. Following their shipping details, send a promotional code that gives them a reason to come back to your site and make another purchase.
Similarly, the order confirmation screen is the perfect time to offer customers similar products based on what they’re checking out. At this point, they still have time to go back and add new items to their cart. You should focus on personalizing the content you feature, highlighting related products and those that naturally complement what they’re already planning to buy, as well as others they’ve previously viewed but not added to their cart.
Reactivate Subscribers Before and After the Holidays
As mentioned above, your holiday campaigns shouldn’t be treated as separate from the rest of your strategies. Marketing is more effective as a cohesive whole, so you should be thinking about long-term customer relationships in addition to immediate sales.
First, start sending messages to reactivate dormant contacts and prevent them from becoming totally disengaged. It’s always cheaper to sell to existing customers than to find new ones, and this is still true for those that haven’t made any recent purchases.
In general, you should begin to consider reactivation messages after a user goes around thirty days without engaging with your brand. Of course, you might prefer to wait for more or less time depending on the unique buying cycle involved in your field.
As in other workflows, you can improve your results by providing an offer that tempts inactive users to re-engage. The goal is to make users feel like they’d be missing out if they didn’t take advantage of the promotion.
Furthermore, you’ll also bring in a large volume of new leads through your holiday promotions, and it’s critical to turn these first-time buyers into returning customers. Customer retention is one of the most important metrics to monitor both during the holidays and throughout the rest of the year.
We typically recommend focusing on text and email as well as Google and Facebook retargeting for reactivation ads in order to maximize open rates and bring as many users as possible back to your site. Again, the best channels for your brand will depend on the unique ways in which you engage with customers.
Users are more likely to ignore emails than texts, so SMS is often the perfect way to start a new reactivation campaign. After an initial text, you can start moving on to other channels depending on each reader’s engagement pattern.
The holidays are the most important season for every eCommerce marketer, and strong holiday sales numbers can have a significant impact on your revenue for the year. Each of these changes can help you improve your strategies, but remember that it’s better to make small, gradual adjustments than to transform your entire approach overnight.