The mad dash towards the perfect gift has officially begun!
Also this year Christmas is just around the corner and with it all the anxiety to put the perfect gift under the tree.
Black Friday and Cyber Monday have ushered in the Christmas shopping season: the most forward-thinking have taken advantage of the blackest weekend of the year to buy gifts at even cheaper prices, but there are still many consumers looking for the right gift to give!
For eCommerce and also points of sale, the right time has come to start campaigns that can give the final impetus to sales before the sales period, thanks to marketing automation strategies at Christmas!
But one difficulty remains that should not be underestimated: after the bombastic Black Friday deals, how can we attract the attention of customers and prospects?
Marketing automation strategies at Christmas: harness the full potential of email marketing!
We know, advice is always welcome, especially if it comes at the right time and in this case email marketing can be the most effective tool.
TV commercials, billboards, banners and sponsored ads: in the run-up to the holiday season, consumers are literally inundated with offers, promotions, and products that, however, hardly meet their needs.
In such a context, the choice of an email marketing strategy that focuses on personalization to provide the user with recommendations on products and promotions of real interest can prove to be a winning one.
Ideas, advice and a guide to the perfect gift are the main topic to be exploited in the newsletters to be sent as early as the first days of December.
A wealth of product offerings, but that’s not all: when we produce newsletters containing gift recommendations, we do not forget to make it easier for our potential consumer to identify the best gift.
The advice is therefore to create a real structured guide to gifts with references to specific dedicated sections of the shop.
Let’s look at some examples:
- selected gift ideas by product categories (e.g., accessories, perfumes, clothing);
- gift ideas chosen by price range (ex: under 50€, between 50€ and 100€…);
- gift ideas designed for the type of recipient (ex: gifts for mom, for dad, for boyfriend…)
- thematic gift ideas (e.g., ragals for fans of reading, travel…).
TIPS&TRICKS
To make the most of the full potential of the topics related to the gift guide, profile and segment your audience in the best possible way and schedule mailings over time by including reminders, last-minute offers and useful tips.
Marketing automation at Christmas: start with good profiling of your audience
Knowing your interests, desires, shopping habits and segmenting your audience based on this information is essential for the success of any marketing campaign, even the Christmas one.
It may seem strange, since we are talking about leveraging email marketing campaigns to suggest gift buying recommendations, but it is not so. After all, the gift must appeal, first and foremost, to the person buying it.
However, the information we often have in the system may not be sufficient for effective profiling.
So that in the days leading up to the newsletters, it could be interesting to enrich this data also according to the potential recipients of the gifts, perhaps by sending an invitation to fill in short surveys in exchange for personalized advice or special promotions.
And what about users who are not yet registered on the shop?
An eye-catching behavioral message on the home page could welcome them, inviting them to fill out a short survey to receive personalized gift recommendations.
And for Christmas 2023? You’re sure to have a well-profiled audience to work with!
Good strategy!
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