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Customer Retention. Automated

Lessons for the Last 2 Weeks of the Year

Posted by Enelda Butler on Dec 9, 2015 3:34:01 PM
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horizontal-mobile-holiday.jpgCyber Monday was once again a huge success, hitting record highs in 2015. Online retailers accrued more than $3 billion in revenue, making it the highest eCommerce sales day in United States history, as well as a 16 percent increase from last year.[1]

Although Cyber Monday may be over, the holiday retail season is still in full effect. We’d like to offer some advice to make the most out of the remainder of the season. Specifically, here are three suggestions for enhancing your last-minute holiday email marketing campaigns for the greatest impact.

 

Tip #1: Adjust Your Cart Recovery Timing

Cart recovery emails are an excellent driver of revenue for the holiday season because they remind potential customers about your brand and can persuade them to come back to complete their order.

One of the best ways to get the most out of your cart recovery campaigns is to make sure you have the proper email cadence. During the holidays, you should reduce the amount of time in between your cart recovery messages. Here’s the suggested email cadence for the holiday season:

Holiday Season Cart Recovery

Email 1: 1-3 hours after cart abandonment

Email 2: 1 day after cart abandonment

Email 3: 3-6 days after cart abandonment

 

Tip #2: Email Your Procrastinators

Many consumers put off their holiday shopping until the last possible moment. The goal is to get your procrastinators to buy early; however, not everyone is ready or willing to change their ways.

You can identify which of your customers are procrastinators by purchase history data. Look for any customer who bought from you after December 15 of last year. You can also include anyone who used expedited shipping for their order during the month of December as a gauge of procrastination. Once you’ve defined this group, you can send messages reminding them that there’s not much time left in the holiday season, highlighting your rush shipping options, or offering incentives to motivate a purchase.

 

Tip #3: Optimize Your Emails for Mobile

This Cyber Monday, mobile devices were responsible for 27% of revenue.[2] As more holiday transactions are being made on smartphones and tablets, you should make sure that both your website and email marketing are optimized for mobile. Of course, this means that your website should be responsive. Additionally, your emails should have simple, clean layouts with clear calls-to-action. The emails should also include links to specific product pages to make the ordering process as simple as possible. For examples of great holiday emails, take a look at our gallery.

 

 

There’s still time to drive revenue and customer retention this holiday season. For more tips on how to boost your holiday marketing efforts, download our 2015 Holiday eBook. And to learn how data can help grow your business, download our Key Business Metrics Guide for Online Retailers.

 


 

[1] https://www.adobe.com/news-room/pressreleases/201511/113015AdobeDataCyberMondaySales.html

[2] http://marketingland.com/cyber-monday-online-sales-top-3-billion-for-another-record-setting-year-154060

 

Topics: Customer Retention, Holiday Marketing

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