1. It’s not just about holiday season shopping

Marketers need to go on holiday too, which is why it’s important to plan to automate your email marketing campaigns so you can “set and forget” and switch off. Pre-schedule your campaigns, using send time optimization when necessary, to maximize effectiveness even when you’re off the clock.

If your brand is not typically busy over the holiday period, be mindful of how you’ll keep your sending domain warm. Completely switching off comms and starting them up again in January can harm your sender reputation, so make sure to schedule relevant content during this period. 

The holiday season is the perfect time to express appreciation for your customers and show gratitude for their loyalty throughout the year.  A sincere “thank you for your business” campaign can go a long way to strengthening your customer relationships. To make a real impact, it’s essential to personalize your subject lines and campaign content using first and zero-party data.

2. It’s not just about sales, either

The holiday season is a great time for businesses to make an impact without necessarily having to offer discounts. For instance, offering a gift with a purchase is a great way to make your customers feel special while maintaining the value of your brand. You can also add incentives by overlaying loyalty tiers, with your most loyal customers receiving the most coveted gifts with their purchases.

If your brand is in the gifting category, limited edition holiday season releases can be a great way to appeal to both your loyal customers and new ones. For fashion and apparel brands, presenting look books and style guides for holiday get-togethers is an excellent way to leverage the social aspect of the season. Homewares and decor retailers can also get in on the holiday action.

However, if you must go on sale, it’s important to choose the dates wisely. With so many dates on the holiday calendar, you don’t want your customers to start feeling sales fatigue. Also, you don’t want to train your customers to start relying on getting discounts. Therefore, choose holiday dates that resonate with your brand, and define your offer around them.

3. Optimize cross-channel consistency

Research has shown that 3 out of 4 consumers demand a consistent experience across all channels. This means that if they start their shopping journey on one channel, they expect to be able to continue it seamlessly on another channel without any hiccups or inconsistencies in the messaging. Moreover, 40% of consumers say that they will not engage with a brand if their preferred channels are not present.

To meet these high customer expectations and retain and attract customers during the holiday season, businesses must adopt a cross-channel strategy. This means developing a cohesive and integrated approach to customer engagement across all channels. By doing so, businesses can provide a consistent and seamless experience for their customers, resulting in increased customer satisfaction, loyalty, and sales.

4. Prioritize email deliverability

“Black Friday is a period where some senders report up to 40% increase in their sending volume, easily making it one of the busiest email times of the year. This means you will be competing against billions of other messages for attention, sales, as well as inbox placement.”

– Toshi Onishi, Senior Deliverability Consultant, Dotdigital

One of the most important (but often forgotten) elements of a good holiday marketing strategy is considering how to warm up your contact list for smooth email delivery. Sudden spikes in send volume, such as those commonly seen during BFCM, can damage your sender reputation – and the damage lasts beyond the holiday period. 

To ensure successful email delivery, start preparing your database now by gradually increasing send volumes and providing an option for contacts to opt out of receiving more frequent communications during peak season.

5. Enhance shipping and returns experience

Shipping communication and returns policies can impact your bottom line. This is especially true during the holiday season when your customers are eager to receive their gifts on time.

It’s important to set customer expectations early, particularly in these uncertain times. Communicate shipping timelines and “last order” dates to your customers, so that they can plan their gifting accordingly.

In addition, it’s essential to consider whether your returns policy is attracting or turning away customers. According to Big Commerce, 62% of customers would switch retailers for free returns. Therefore, it’s crucial to have a clear and fair returns policy that meets customer expectations.

In summary

The holiday season is a prime time for marketers to boost their revenue and strengthen their relationships with customers. By following these proven tips, you can provide a seamless and enjoyable customer experience while establishing your brand as a top choice for holiday shopping. As you prepare for the busiest time of the year, ensure that your strategy is effective so that your business thrives during the festive season and beyond.