Suddenly September is here, Fall is closing in, and Holiday 2014 is right around the corner. As of today, there are 85 days left until Black Friday, the official kickoff to the holiday season. If you’re not planning out your holiday strategy now, you could quickly get behind. Yes I know I’m preaching to the choir but this season comes around once a year, and there are some new email tricks you can use to drive success in 2014.
But before we dive in, let’s discuss some trends. Over the last few years, there has been a shift from Black Friday & Cyber Monday “events” to a weeklong Thanksgiving extravaganza! A few clients we work with said they’ve seen sales tick upward before their “sales” even start, as much as a week or two before Thanksgiving. Let’s start thinking about how to best serve our customers and help achieve our own targets at the same time.
In 2013, the e-tailing group found that 78% of consumers want to be contacted less than 4 times via email after vising your site, and 74% say they want to receive email from you during the month after a visit. Couple that with Redshift Research’s work from April 2014 that discovered that 39% of consumers will opt-out if they are sent email too frequently. This means we need to strike a balance between the itch to click send and what we send during the holiday season. Consumers are on the hunt for a good deal, and they want to know what’s happening and when. But they don’t want their inbox to be so full that they can’t get the information they were looking for before buying.
With that said, here are a few quick ways that you can effectively strike that balance and drive success during the 2014 holiday season.