Festival and Marketing
Festivals and holidays are woven into our lives to take a pause and relish the joy of living and the celebration of lives. And festivals are not just for ordinary people but for brands also; the perfect time to earn the year’s best revenue figures. Brands in the eCommerce landscape have also seen a significant shift towards them for shoppers as one of the preferred means of shopping during festivals and the holiday season. Brands are rushing to get into the inbox of their beloved consumers and derive them from buying more online with a single tap and click.
Festival Holiday Email Marketing Campaign Strategies
Source: MarketingSherpa
According to MarketingSherpa research, a leading publication for customer-first marketing, over 80% of people prefer to receive promo emails compared to other communication means.
Yes, email marketing is still here, not dead; instead, it turned out to be one of the promising channels to leverage for higher revenue, sales figures, and growth. Strong email marketing builds the right amount of capability for higher conversion rates. Read on to hear our experts’ email marketing strategies that can help in 2023 to gain the maximum revenue and growth in this holiday festival season.
1) Start your holiday email marketing campaign early
Festival and holiday shoppers always await the best offers, deals, and product range to buy from their favorite brands’ online stores. The first and foremost step is to plan email marketing campaigns at least a month or two before any festival season, including Diwali, Christmas, Black Friday, Thanksgiving, New Year, Et Cetera.
Source: – Google/Ipsos, U.S., Omnichannel Holiday Study
Shoppers are keen to buy from the convenience of online shopping on their smartphones. An early campaign gives brands the first-mover advantage and helps to tailor the campaigns according to the shoppers’ responses. Additionally, brands can start approx 50 days advance early bird offers and discounts before the actual festival holiday season begins. In short, an early email campaign helps brands learn and understand shoppers for relevant communication and get the stage set before the festival season starts.
2) Have a holiday-themed welcome email series
A theme-based email communication campaign is hard-hitting to get into shoppers’ minds to do shopping with the right amount of contextual messaging. When brands want to get into the shoppers’ inboxes, surprise them with the festival holiday-based theme welcome series of emails.
The welcome series is an impactful strategy to gain new customers, engage existing ones, and keep the prospect well-communicated. Welcome email campaign marketing should have your brand’s true message, educate about the uniqueness of your brand and products, and have a clear CTA without hesitating to sell.
3) Targeted holiday emails with segmentation
With the emerging trend and demand for personalized customer experience (CX) in eCommerce and retail, customers seek emails from their favorite brands based on their demographic segmentation. It also enables brands to convey the ‘right message’ to the ‘right person’ at the best festival and holiday time. A segmented email database can be a good and profitable email marketing campaign to cross-sell and upsell. With the help of data analytics and insights, marketers can get segmented lists based on various granular attributes and target holiday messaging for shoppers’ browsing behavior, shopping behavior, preferences, cart profile, average order size, average time spent on eCommerce sites, and more such details.
4) Run automated festival holiday email campaigns
When you have your festival theme ready and the database segmentation, then you need to put your email campaign on auto mode with an automated email marketing tool and focus on other crucial things for your eCommerce business.
Automated emails are also vital for follow-up email campaigns when shoppers visit your eCommerce site and add the products to the cart but leave the carts abandoned; this is the worst thing after the whole successful customer acquisition strategies for any eCommerce business and marketers. Abandoned carts are usually overlooked by most eCommerce brands, but they have the potential to increase your ROI and generate more revenue.
Email marketing automation empowers brands to streamline most email communications at a specific time with periodic reminders and follow-up emails for abandoned carts to encourage them to complete the shopping with the pre-built templates. It also helps brands get into the likelihood of shoppers and their buying behaviors to recapture customers’ attention.
5) Optimize the subject line for better open rates
A good email marketing campaign has a lot to do with each email and its subject lines for better open rates and drive conversions. Brands need to strategize each email subject line in a way that encourages shoppers to open the mail and read to further follow the CTA.
Email subject lines are essential for their higher success rate, so make sure to craft subject lines in an attention-grabbing way; creative or irresistible offers can help eCommerce brands grab the attention and derive them for shopping.
6) Create a sense of urgency through your emails
Some shoppers usually wait if they see an urgency or scarcity of the products they wish to buy. Scarcity hits like a catalyst in shoppers’ buying behavior, and they immediately rush to buy before the deal ends or gets out of stock in a limited time.
eCommerce brands can use this persuasion trigger strategy in festival and holiday season email campaigns to convert idle carts and shoppers into sales figures. Create a sense of urgency through your emails and keep your shoppers getting the time-bound ‘now-or-never’ offers to grab.
7) Share Gift Guides
When the festival and holiday season is around, people get confused about what to gift their dear and near ones. eCommerce brands can leverage this opportunity to connect with their shoppers and offer gift ideas to overcome this holiday gift anxiety.
Source: Really Good Emails
An email campaign curating various gifting ideas for women, men, kids, lovers, grandparents, coworkers, friends, Et Cetera for your shoppers and prospects while promoting your best sellers and top-rated products or eCommerce site is the perfect opportunity.
Additional Tips
With these email marketing campaign strategies that eCommerce brands can leverage for their festival sales figures and revenue, here are some bonus tips to do wonders.
1) Send personalized festival holiday email campaigns
A Festival email campaign usually has a monotone celebratory message, some offers or discounts, and finally, a CTA to buy or shop; that doesn’t help shoppers or prospects to connect with the brand. What crucial factor is missing in such communication is ‘personalization?’ We already have experienced the paradigm shift towards personalized or tailor-made offerings in most eCommerce and retailers strategies.
Personalizing every message in your festival email campaign has a direct and positive impact on the customer lifetime value (CLV). Personalize the email content for their preferences, locations, the last purchases, offers from their wishlists, Et Cetera. It helps brands win half the battle; the rest is when shoppers visit their sites.
2) Follow up with Last-minute shoppers for abandoned carts
Last-minute shoppers are a great deal for eCommerce brands that make an impulse buying decision. Last-minute shoppers are procrastinators, always on the edge of whether to buy or not, and usually leave their cart abandoned; well, the deal is that brands always have a 50% chance to convert them into successful sales figures. Offer your last-minute shoppers a helping hand to resolve the dilemma and buy; they are easy to win with the follow-up email with a discount or offer.
Final Words
The festival holiday season is the time of the year when shoppers from all walks of life look for the best deal of the year and buy more than their usual shopping. A profitable email marketing campaign can be a high-converting and impactful strategy for eCommerce businesses during the holiday season.
Shoppers find email one of the preferred communication channels brands can leverage to drive high conversions, increased ROI, and enhanced brand presence in the targeted audience groups. Brands should plan in advance with the right email automation tool and analytics to boost the sales figures for the actual celebration. Take ideas from these strategies and move ahead to generate more revenue through your email marketing campaigns for the coming festival season.
If you are keen on customer insights for your upcoming holiday campaigns, we at Krish offer eCommerce-centric analytics and insights services as well as advanced marketing automation services for a well-targeted customer segmentation.
Get in touch with our experts to plan a successful holiday email marketing campaign for your business.
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Minal Joshi is a content marketer at Krish with a flair for eCommerce and Digital Commerce aspects. She is a MarTech fanatic with a knack of writing with which, she helps brands to curate, create, & commence digital brand positioning. Sharing insights via articles, case studies, eBooks, Infographics, and other forms of content creation is what she lives for. Being an ardent traveler, when not writing, you'll find her sipping coffee into the mountains or petting a stray.
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