Holiday season is almost here and for many businesses that signals the start of big spike in sales and a mad scramble to keep up until the end of the year. October is usually the time of year when people start to get into the holiday frame of mind and turn their attention to buying gifts and preparing for celebrations.
If you haven’t already, now is a great time to start thinking about your email marketing strategy for the upcoming few months.
As email is one of the most powerful marketing platforms out there, it’s a good idea to know how to target your email marketing so you can stand out and engage with your recipients at this time. Using your data and audience knowledge to specifically target a seasonal email marketing campaign can help you make the most of the holiday shopping rush.
Here are a few suggestions to help you target your campaigns and get the best possible results out of your email marketing this year.
Target according to demographics
Now more than any other time of year it’s essential that you target your emails as closely as possible to your recipients. Most businesses step up their email marketing in November and December so chances are your recipients inboxes will be bombarded. Targeting by age, gender and location are great ways to stand out and give your marketing emails the best possible chance of being read before the others.
Segment your customers according to their buying history
Hopefully you have data and records of at least some of your recipients’ buying history from previous holiday seasons. By segmenting your recipients according to their previous buying behaviour you can create highly targeted email campaigns that will appeal specifically to them.
Segments to target can include customers who have previously purchased big ticket items, last minute shoppers who have waited until December before purchasing in previous years, planners who usually start shopping for gifts early and loyal customers who buy from you on a regular basis.
Targeting each group separately using a tailored series of emails can help you make sure that nobody slips through the net and ensures that your emails are likely to land in their inboxes at just the right moment!
Keep testing and measuring the results
Make sure you are keeping track of what works by testing as you go and taking note of the results. This can help you make sure you get the most out of your email marketing campaign this holidays as well as giving you valuable information for future seasonal marketing campaigns.
If you start your holiday marketing early and keep a close eye on what’s working and what isn’t, you should have plenty of time to work out any issues or unprofitable marketing strategies before the main holiday shopping rush hits.
Holiday email marketing, just like email marketing at any other time, should be timely, relevant and valuable to your customers. Great holiday email marketing helps both you and your customers make the most out of the holiday season.