It's hard to believe that we're a few short weeks away from the Christmas holiday season. Last year's spending hit $1.3 trillion in the US alone, making it the busiest sales period of the year. With email being one of the biggest drivers of ROI (for every $1 spent, you get a $38 return), make sure you're prepared with the right strategies to engage customers better and drive conversions. Let's dive in!
Segmenting your audience
Sending the right emails to the right people is the key to maximizing your conversion potential. Your targeting strategy should change based on the segments your customers fall into. Make sure you’re segmenting your list based on the preferences they stated in your sign up form, past purchase behavior, web behavior, and engagement levels.
Setting up the right automations before the holiday season
There’s no question that automations directly increase open rates and conversions, meaning more money in your pocket. Your email automations are tailored to your customers' unique journey with your brand because their triggered by their actions on your site. Because their hyper-targeted and relevant to the customers' current needs, you'll start to see higher conversions with your emails. Make sure you have these automations set up before the holiday season:
- Welcome Automations
- New Customer Thank You Automations
- Abandoned Cart Automations
- Browse Abandonment Automations Using Conditional Splits
- Post-holiday automations
Focus on Deliverability
A focus on deliverability should be a part of any strong email campaign. What’s the point of sending great emails if no one’s actually receiving them? Center your email strategy around customer engagement and make sure you’re doing the four steps below so your Christmas emails consistently land in your customers’ inbox.
- Cleaning Your List
- Creating Welcome and Winback Automations
- Using Subdomains
- Sending Consistent and Targeted Email Campaigns
Wrap up
We're still a few weeks away from the rush of the Christmas holiday season, but it's never too early to start building an email strategy! With the strategies outlined in this above, you’ll have everything you need to create a comprehensive Christmas holiday email strategy that focuses on engagement and driving revenue for your brand.