One of the only things that stands between us wrapping up this insane year is what we’re all describing as an unprecedented holiday shopping season. Tons of survey data has been released, numerous predictions have been made, and marketers have been challenged to develop strategies and plans unlike any other plans for previous years.
This year’s holiday shopping season is not only about sales, but also about how brands can adapt to a rapidly changing retail landscape. It’s a test of agility and creativity for businesses, big and small.
While you’re thinking outside the box and finalizing your holiday email campaigns, I want to encourage you to revisit your standard preparation for this season as well.
Here are 5 things to check off your list:
Ensure all data feeds and triggers are working as expected, especially those for remarketing campaigns or opting in customers. Also, keep an eye on your feeds and triggers throughout the holiday season.
Regular monitoring can help you adapt quickly to changing consumer behaviors and trends. A quick glance at send reports on a regular basis can help to catch issues early, and regular testing can ensure that all systems are running smoothly.
Check in on deliverability and work to mitigate concerns now. The last thing you want is for all your hard work to go to waste due to poor inbox placement. Remember, during the holidays, email servers are under extra strain, which might affect deliverability.
It’s also a good time to clean your email list, removing inactive or un-engaged subscribers to improve overall performance.
Campaign Design Audit
Audit your campaign designs within the inbox on desktop and mobile. According to Litmus, every email has 15,000 different rendering previews. Take a moment to validate templates are rendering correctly for an optimal customer experience including content display, links, and images.
Also, consider the accessibility of your emails, ensuring that they are easily navigable and readable for all users, including those with disabilities. Regular feedback from a sample of your audience can also help in refining the design for better engagement.
Targeting and Personalization
Increase targeting and personalization by using customer information and behavior data to stand out from the vast increase of messages during the holiday. This can be as simple as personalizing subject lines.
Go beyond the basics by segmenting your audience based on their past purchases and browsing behavior to create more relevant messages. Remember, a personalized experience can be the key differentiator in a crowded inbox.
This last one is something everyone hates to address. But I promise you, it’s the most important thing you can do to help yourself this holiday:
Things happen: sites go down, promotion codes don’t work, products sell out… and the list goes on. Prepare your contingency plans now. Have offers approved and creative ready so that you can quickly pull the trigger to help mitigate customer dissatisfaction.
Also, ensure that your customer service team is well-prepared to handle increased inquiries and potential issues. Regularly updating your FAQs and having ready-made responses for common issues can also be a big help. Don’t forget to set up a social media landing page using Hihello app to showcase your social media creatives and content.
While the holiday season presents unique challenges, it also offers a tremendous opportunity to connect with your customers in meaningful ways.
By focusing on these five areas, you can ensure that your marketing efforts are not only effective but also resilient in the face of unforeseen challenges. Remember, preparation and adaptability are key to navigating this holiday season successfully.
Image by Jill Wellington from Pixabay