Setting up your email campaigns starts with the basics: create your send lists. By segmenting your email database into key groups, you can create personalized messages the speak to those individual customers. As with any seasonal push, there’s are some key holiday-specific segments you can use to maximize the impact of your campaigns.
Last Year’s Holiday Shoppers
If your customers found success with you for their holiday shopping last year, there’s a good chance they’ll want to do so again this year. To build this segment, include customers who made a purchase during and around key holiday dates from 2015: Black Friday (11.27.15), Cyber Monday (11.30.15), Hanukkah (12.1.15-12.14.16), Christmas (12.15.15 – 12.25.15).
Last Year’s Top Products
To inform your campaigns for this year, look at what products were hot items last year. To do this, look at your purchase data between the dates of 10.1.15 – 12.31.15 to asses which products brought in the most revenue during this time frame. From there, you can determine the correct messaging for your holiday campaigns based on the products that you know will be the most popular.
Although you should focus your campaigns on those products that brought in the most revenue, you can also take into consideration those products that have good upsell or cross-sell opportunities.
Previous Gift Givers
Once you identify this segment of customers, you’ll have a rich audience of buyers you know are interested in using your products as gifts. Look at last year’s purchasers from key holidays (Valentine’s Day, Mother’s/Father’s Day, etc.) and target them with messaging such as gift guides.
These are your most loyal shoppers, which can translate to big revenue potential for your holiday promotions. Target these customers early with product “sneak peek’s” and “shop the sale” promotions. To create this segment, identify your most frequent, recent, and biggest spenders.
Holiday buyers continue to shop up until the very last possible minute during the holidays. Be sure to create messaging that speaks to this group, for example, updates on shipping times or reminders that you also sell gift cards.
To build this segment, identify last year’s procrastinators by looking at customers who made a purchase within 10 days of the holidays (for Christmas, after 12.15.15 and before 12.25.15). If you offered rush shipping last year, use these dates and include anyone that used rush shipping during that time period.
We know that holiday preparation can be daunting, especially considering other seasonal promotions don’t take a backseat during this time. We have pulled together a number of holiday resources (ebooks, webinar, etc.) all in one place to help you with your strategy. We also have a dedicated team of data scientists and client success managers that work with our clients to help them maximize their data to create successful holiday campaigns. Reach out to us for more information.