Holiday traditions bind us together on a personal level. We cook foods we love, spend time with cherished family members, and execute complex marketing campaigns meant to drive desired outcomes. Wait — what?
For marketers, the holiday season is full of as many professional traditions as it is personal. From crafting holiday-centric email campaigns that will delight customers to pulling out all the stops to drive measurable revenue on Black Friday, there is a certain degree of predictability to what we must do to stand out during the busy fourth quarter.
With the holiday season now behind us, we can finally see the whole picture of what strategies worked, what strategies didn’t, and which ones should be implemented as we begin planning for the 2019 holiday season.
Our recently released Q4 2018 Email and Mobile Benchmark Report takes a close look at our North American clients results from last quarter. It details many interesting insights, but three key lessons could be learned from last quarter that should be taken into account when creating your game plan for the upcoming holiday season.
1. Lean into cyber sales
Not just during the holiday season, but all year long. It’s no secret that big shopping days like Black Friday and Cyber Monday are a huge hit during the fourth quarter, or that similar shopping experiences are being created during other times of the year by many major brands.
Our report found that for nine retail brands that ran “cyber” campaigns during the summer, merely mentioning “cyber” in the subject line more than doubled the transaction rate and revenue of each email they sent.
2. Cater to the busy customer
Every year, it seems we get more reliant on our mobile devices. This was especially true for consumers during the fourth quarter of 2018. In fact, 49 percent of all email opens occurred on mobile devices — up 45 percent over Q3 2018. What’s more, 64 percent of all email clicks occurred on mobile devices.
When creating email campaigns, is mobile friendliness and optimization at the forefront of your strategy? If not, it should be a priority sooner rather than later, as the trend toward mobile engagement shows no signs of stopping soon
3. Data management is key
Mistakes happen, it’s human nature. But during the busy fourth quarter when customers are receiving more emails than any other time of year, one mistake could cost your brand their business. It’s important to only send them relevant, personalized communications that reflect their unique preferences and purchase histories.
What’s more, it’s necessary to ensure your marketing technology partner can keep pace. Make sure they can handle the volume and precision of your campaigns to make the most of consumers increased spending habits and to reach your revenue goals in the fourth quarter.
Keeping these three lessons in mind while establishing your 2019 holiday strategies will help position your campaigns to drive the results your brand craves. Our report dives into the data behind these takeaways in greater detail, and can help put your brand’s Q4 2018 results into perspective. You can access it here to learn more.