Segment to Maximize Response, Order Value
From decades as data brokers and e-mail support providers, we can attest that targeting and smart segmentation are essential to holiday e-mail success. Of course, the house list can single out the active buyers and segment by basics such as location (no ice to Eskimos) and gender. But more sophisticated segmentation looks at purchase history in terms of product interest, in-store vs. web store, abandoned carts, purchase frequency, etc. For example, to maximize customer value, you can segment by average purchase (separating high-priced buyers from discount buyers) and send targeted e-mails with offers slightly over average order value. You can also reward and stimulate more sales from the most loyal buyers, segmented by purchase frequency or referrals etc., by e-mailing them unique holiday specials and freebies. The holiday season is also a great time to revive inactive customers, such as the previous year’s holiday buyers who haven’t been active since. Send them special offers to woo them back to the brand. Prior-holiday gift card buyers are a good sub-segment for a reminder e-mail about this convenient option. You can also target the most recent opt-ins who haven’t converted to buyers with offers and creative most likely inspire clicks. And don’t neglect to match your e-mail list to Facebook, YouTube or third-party newsletters to extend your reach via those vehicles! Although rented e-mail lists will not have the same intimate customer knowledge, you can still select by location, gender, age, product interest, and more.
Get Creative With Holiday Offers
Holiday e-mails have to grab attention in crowded inboxes, and that means you need to get creative with offers that drive opens and clicks. Constant Contact recently surveyed its small business clients and gathered 30 successful holiday e-mail ideas that may help inspire your marketing. Here are just the lucky top seven: a holiday preview sale, a campaign to drive traffic to your Cyber Monday specials, a free shipping offer, a gift card or gift certificate bonus offer, a holiday gift guide, the tried-and-true holiday coupon, a holiday sample sale (good for food and drink retail). Go to the Constant Contact post to see examples and read about all 30 holiday e-mail ideas.