It’s only August, but for retailers, the holiday season is already here. This holiday season make sure you are armed with data-driven email campaigns to blow your competition out of the water. Read on to learn how you can find your top products from last holiday season and leverage them to create data-driven email campaigns.
Step 1: Finding Your Top Products from 2014
If you use Windsor Circle - it’s easy to find your top products. Simply log into the Windsor Circle Analytics Suite, go to “Products” on the left hand navigation, and plug in the dates (10/01/14 - 12/31/14) in the top right hand corner. This will give you a list of your top products sorted by revenue. You also have the option to filter on AOV, CLV, % Retained, and Quantity. In this example, we will sort on revenue because we want to understand what are our top items from the 2014 holiday season.
Step 2: Identify Products to Push
Right off the bat there are a few products that stick out to me as top products when looking at the above example:
- Classic Pashmina Shawl Wraps - High Revenue Associated, Large Quantity, Decent % Retained
- Satin Classic Ballerina Slippers - High Revenue, Medium Quantity
- Men's Leather Reversible Belt with Flag Logo - Medium Quantity, Large % Retained
- Men's Covered Buckle Braided Stretch Belt - Medium Revenue, Large Quantity
- Unlined Palm Driving Gloves - High Revenue, Large Quantity
Use this method to determine your products, obviously all of the metrics are important, but take stock of which metrics are most essential for your business. Make sure to identify products that are upsell or cross-sell opportunities for these top products, you’ll want to incorporate them into your email campaigns in step 3.
Step 3: Email Campaigns
When dealing with this many products, I would recommend creating a look book or style guide that features the products in question, i.e. 5 ways to rock a pashmina this holiday season, or a holiday gift guide. Make sure to incorporate products that can be purchased with your top products as well.
For customers who have purchased your top products, this is a huge upsell opportunity. Create email campaigns for each customer segment and create specific product recommendation emails to be sent out as either one-off promotions or as part of a larger holiday drip campaign to keep last years customers coming back this season. Check out last years holiday eBook for some inspiration.