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Customer Retention. Automated

Holiday Planning: Your October Checklist

Posted by Laura Fasolak on Oct 21, 2016 12:15:14 PM

Welcome to October! While your customers are pulling out their fall sweaters and making trips to the pumpkin patch, it’s time to set up your marketing tools for execution. This month will be all about getting started with your promotions. We’ve compiled our tips for the best ways to make the most out of October!


Review last year’s promotions

A great place to start planning your promotions is by looking back at last year’s emails. Rather than reinvent the wheel, improve it! What worked? What didn’t? Any designs or themes that you can leverage again?


Create a Content Calendar

A content calendar will create a roadmap for all of your upcoming promotions and help keep you on track. Here’s a couple of things to keep in mind:

  • Don’t “batch and blast” - distinguish emails on your calendar that should be sent to specific segments as opposed to your entire list
  • Among the most profitable campaigns las year were online-only sales, limited time offers, and free standard shipping


Craft your message

Based on the research you did in September, take the items you need to push and plan messaging accordingly. As a reminder, some key insights to guide your messaging are:

  • Best sellers from last year, especially products that have the biggest margins
  • Hot combos of products that are frequently purchased together
  • This year’s trends for what holiday shoppers are looking for


Compose Emails

Now that you have an content calendar to carry you through the holidays, it’s a good idea to create the emails well in advance of their scheduled send date. This advanced preparation will help you make the most of your time once your holiday shoppers start rolling in.

Some reminders while you create your emails:

  • If you’re segmenting your emails, remember that a slight change of verbage may be enough - no need to create an entirely new email for every segment
  • Don’t forget to optimize your emails for mobile screens. Last year, 56% of searches for the holiday season were made on a mobile phone or tablet.

Here's some resources where you can find email inspiration:


Train Your Staff

When it comes to customer retention, above all else customer service is key! Make sure your staff is ready for an influx of requests, questions, and customer service needs. Also use this time to assess if you’ll need extra staff on hand and make sure you allocate the propoer resources to getting them quickly on board.

Topics: Holiday Marketing, holiday resources

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