How Your Ecommerce Marketing Should Change This Christmas


We know it’s not even Halloween yet. But the holiday season – or the period from November to early January when consumers spend tons of money on Christmas, Hanukkah, and New Year’s gifts – is just around the corner.

Now is the time for ecommerce startups to kickstart their vacation marketing plans, presenting a golden opportunity to attract new customers and boost their sales numbers.

“The holiday season is such an important time for e-commerce businesses due to the sheer volume of orders received during this time,” says Monica Deretich, CX Marketing Consultant and Senior Retail Advisor at the service provider. Sailthru messaging. “It’s a time of year when the customer has a specific mindset of shopping for others, while the rest of the year, they buy for themselves. ”

Tailoring your marketing to this gift-buying mindset is a great way to introduce your brand to new people and build customer loyalty, she says.

But what does this really mean? Here are some tips on how to hang around the competition with your marketing this holiday season.

Ho ho refine your communication channels

For Deretich, e-commerce marketing for the holidays is all about tailoring all of your channels (emails, in-app notifications, and SMS messages) to holiday-specific customer behavior.

“The behavior of customers before the holidays can be significantly different,” she says. “People are probably going through their emails with the intention of looking for a good deal, or maybe loading their carts if they are interested in products in the future. ”

Deretich adds that while mobile phones are important year round, as e-commerce traffic increases during the holidays, adapting the strategy to mobile is crucial. A recent Navigation report found that nearly 50% of all retail customers have browsed products and made purchases on their smartphones this year, with mobile traffic increasing by up to 80% for some brands.

“Customer behavior leading up to vacations can be dramatically different. People are probably going through their emails with the intention of looking for a good deal, or maybe loading up their carts if they are interested in any products in the future.

Businesses need to adopt a mobile-centric attitude, which means optimizing all mobile email templates and building links to mobile apps during the online shopping journey.

Businesses should also capitalize on the increased traffic during the holidays when thinking about ad targeting. Throughout the year, businesses often use frequency limits, which means they limit the number of times a specific visitor to your website receives the same triggered email, for example to remind them his abandoned cart. But Deretich suggests lifting those caps during the holidays to increase your brand’s presence.

“Make sure the brand is a priority,” she says. “Because the traffic on the site is [usually] from a mobile device and there are usually notifications and text messages that may distract the customer.

Create a chemical tree with clients

To build loyalty, Deretich says it’s important to personalize communication with customers. This relies on collecting customer data, either from the start, such as asking site visitors and newsletter subscribers for their gender identity or birthday, or throughout the customer journey, with personalized communication paths and interactive elements, such as a review button or a quiz.

“If someone provides their e-mail address [when signing up for a newsletter or updates] and there’s a toggle button at the top that says ‘men’, ‘women’ or ‘show me everything’, that really gives the consumer the power to say whatever they want, ”she says. “If I unsubscribe I will continue to see both, and then the AI ​​will start identifying interests. But collecting explicit data such as gender identity or even birthday in advance really gives a relevant starting point. “

Marketing that uses customer data can increase sales, McKinsey says from 15 to 20%. This can range from using purchase history to sending emails to customers with products they might like to send customers for a discount on their birthday.

” VSCollecting explicit data such as gender identity or even birthday in advance really gives a relevant starting point.

Treat yourself with personalized wishlists

Online wish lists are a great way to capitalize on customers who are already interested in a purchase.

Add the ability to easily move abandoned cart items to a wishlist with a ‘save for later’ button, or if that buyer takes no action, use the item as a starting point for your next marketing email personalized for the holidays.

“If there is a threshold offer or a ‘Buy One, Get One’ promotional plan for the holidays, this is an interesting way to turn the wishlist into a creative marketing campaign – like ‘ buy one for your friend, one for you, ”Deretich said.

Mystery Offers are another way to make wishlist emails more powerful. For example, clothing brand Fabletics used a button click to reveal on one of its marketing emails the holiday season to mimic the experience of unwrapping a gift.

According to Sailthru, these mystery offers are most effective at the start of the holiday season and when used in conjunction with in-store offers.

Oh deer, Covid-19 is still here

Of course, the holidays will likely be different again this year – and brands should be prepared to communicate any changes or disruptions related to the pandemic to their customers.

“Customers will want timely and accurate emails that apply to them.”

“As we all navigate the pandemic, it is crucial for businesses to ensure their communications around updates on things like what is happening in their local physical store with regards to Covid-19 protocols, or if they are shopping online, order fulfillment delays, are ready. “says Deretich.” Customers will want timely and accurate emails that apply to them. ”

Even after the pandemic, Sailthru’s report found that customers plan to continue buying online, picking up in-store, and using curbside delivery services – so clearly communicating these options to potential customers can make a difference. between a big sale and no sale.

Use automation so customers aren’t left behind

Changing communication at any time due to, for example, new Covid-19 precautions, is much easier if you can automate.

For example, Sailthru’s automation tools allow companies to quickly add new details to communication channels, so customers aren’t caught off guard by new security measures or changes in business operations. store.

“Sailthru helps marketers automate their marketing activities and the goals of higher engagement,” explains Deretich, and that’s why Sailthru is “the world’s largest sender of personalized emails”.

Get all of these tips and more in Sailthru Holiday Marketing Manual.

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