It’s nearly Halloween — do you have your holiday email marketing program locked, loaded and already in process? If so, congratulations! If not, read on for a few free resources to help you get it in tip top shape before the trick-or-treaters start ringing your doorbell!
Quick note: these are a few of my favorites, but there are so many others! Please feel free to share YOUR favorites in the comments section.
I was delighted to find this guide from Shaw + Scott — it starts with quantitative data and then provides a checklist of 10 things to keep in mind for this holiday season. And there are lots of images of great emails for inspiration. It’s a quick-and-dirty way to make sure your email marketing program is hitting on all cylinders.
#1: Use What You Know — look back at last year, see what was most effective and leverage that for this holiday season.
#5: Pace Yourself — give your recipients a say in how often they will receive email from you; some will want to hear from you daily, but others may not.
#9: Give Them Something to Talk About — Look to incorporate social content, including ratings and reviews, into your email marketing program.
No pretty pictures here — just great advice on how to market to different segments of your customer database including:
- One Time Buyers — with people that have made only one purchase between the start of the last holiday season and now, here’s your chance to start early (like right now) and entice them to give you a larger share of their gift giving budget
- Last Minute Big Spenders from Last Season — procrastinators who hold off until December to get gifts; it’s unlikely they’ll change so develop a series of emails just for them that will be delivered starting around December 10th.
- Best Customers — use a scoring system to identify your VIPs, then use email marketing to reward them for their loyalty (and increase your share of wallet)
A great read for anyone looking to segment and target to improve bottom line performance this holiday season.
It’s a great case study of reaching out to your social followers (‘social proof’) and leveraging what you learn to inform your email — and other — holiday marketing programs.
Those are three of my favorite resources for this Holiday season — feel free to share some of yours in the comments!