Last week we talked about last minute holiday marketing tips. I received some good feedback and wanted to pass on a few extra ideas.
1) Don’t forget Black Friday and Cyber Monday!
I blushed when I read this email. It was an important omission. These two days help companies and customers kick off the holiday buying season early. It certainly will vary by company and the brand relationship you have with your customers, but typically you have to be pretty aggressive to stand out on these days, e.g. 20% off or more. Perhaps you can try this to reactivate nonbuyers, nonclickers or other segments of your file while still “keeping your powder dry” for emailing your best customers other holiday offers later in the season.
- Try subject lines that promote urgency: “Today Only… 20% Off All Blue Widgets”
- Try to incentivize volume on items that might not normally be bought in volume “Buy 3, Get 2 Free”
2) Try a 12 Deals over 12 Days Promotion
Typically these are set up to feature one blow out item or premium on each day. Choose items that have high margin cross sells or which are lead in products to other products in your line.
3) Look Sideways for Best Practices
Study what other companies are doing for online promotion during the holidays. During the Holiday 2010 Season, Responsys tracked emails from more than 100 large retailers and published a report of holiday email trends. They cover the takeaways and outline some predictions on 2011 in this guide: Retail Email Guide to the Holiday Season in 2011.
I found it be a value source of information and an excellent guide for brainstorming, but don’t forget – it’s a marketing piece for their very high end mailing solution. Not all of their “Best Practices” are appropriate for small and medium sized retailers.
One final takeaway: Retailers have been pushing holiday marketing earlier and earlier in the season, i.e. “Black November” to start holiday promotions on November 1st. So if you haven’t started your messaging plan in earnest, it’s high time you start. We are in the 11th hour, but it’s not too late if you get going now. Giddyup! … and Happy Holidays.