There’s still time to make some tweaks to your holiday campaigns to make them deliver even better results.
Chances are you’ve got all your holiday marketing plans in place and you’re feeling pretty pleased with yourself. But could you up the ante and make a few tweaks to your existing campaigns to make them even more effective?
If you are wrangling with a large email list, you could squeeze more value from it by segmenting it into different groups who may respond better to targeted messages and offers designed specifically to tempt them to spend more or react in the way you want them to.
List segmentation doesn’t have to be complicated
But is it worth the effort? Segmentation is often perceived as being time-consuming and difficult, but with the help of the right email marketing tools, you can see real improvements in your results with just a few small changes. By using dynamic and conditional content, you can let the technology do most of the work for you.
For example, if you design your email content in a modular template, it’s easy to swap headlines, pictures and other content blocks in and out to suit different segments in a matter of minutes. You can also automate different customer journeys that will gently guide them towards a sale.
Here are a few simple segments that are easy to implement and use right away:
New customers give you an opportunity to introduce your brand and let them get to know you. It doesn’t matter whether they purchased something for themselves or a gift for someone else, this kind of customer can be wooed with a simple nurture campaign. Ideas include:
- An introductory email to welcome them to your brand.
- Offers and incentives for repeat purchases.
- Encouraging each new customer to engage with you via social media or other channels.
- Informing them about delivery dates for last minute purchases.
Customers who have purchased from you around the same time last year could be persuaded to buy again. Timely emails with content that is helpful can help convert them easier than regular prospects. Try this:
- Product recommendations based on the product category purchased in the past.
- Ideas for additional purchases that may complement what they have already purchased.
- Information on delivery dates and extra services such as gift-wrapping, personalisation and other add-on items.
Frequent customers are already well acquainted with your products and the excellent service you deliver. You have an opportunity to be even more helpful by creating email content that can signpost them to different gift categories on your website such as: for him, for her, for your four-legged friends, etc. What to do:
- Draw particular attention to new products and services that they may not have seen before.
- Offer clear information on gift-wrapping, personalisation and important deadlines.
- Offer incentives such as four-for-three offers, free delivery and free returns over a particular purchase value, or a ‘surprise gift’ for the purchaser to thank them for their valued custom.
Your VIP customers are frequent purchasers who spend a lot of money. They already know, like and trust your brand, so the trick here is to reward their loyalty and let them know that they are special. Try this:
- Exclusive deals, free delivery, a limited edition gift from you to thank them for their business.
- Extended time for exchanges or returns after the holiday period.
- Free express delivery right up until Christmas Day.
Even if you just pick two or three market segments, targeting your message and offers to specific groups always yields better results than generic email marketing. There’s still time, so why not give it a try?