The holiday season is behind us, and promotions have come to an end. That means it’s time to relax and enjoy the downtime, right? Wrong. You’ve implemented all the “best practices”, amassing massive amounts of shoppers’ data over the holidays, including a record-breaking amount during cyber-week. It’s time to strike while the iron is hot.
PixelMEDIA’s digital marketing team has put together the following six-step guide to show you how to leverage this new data to drive conversions. Download your own copy at the conclusion of our six-steps.
Breakdown Your Shopper Data
Let’s look at the shopping data you have collected. How did your overall digital channels perform including the email channel? Ideally, you want a healthy balance between organic, direct, referral, social, and paid channels.
- Product pages that received the most traffic
- Product pages that had the highest conversions
- Top Performing pages with an increase or decrease in page value
- Shoppers with abandoned carts
- New subscribers
- Shoppers with new reviews
- Out-of-stock product pages
These and other data points can help determine which shoppers you should be targeting for automated email campaigns.
Update Automated Email Campaigns
Most ecommerce solutions like Salesforce Commerce Cloud integrate with marketing platforms that support automated email campaigns. “We create email campaigns through Salesforce Marketing Cloud for our customers, enabling them to run personalized consumer email marketing at scale,” explains Cassandra Cattabriga, Senior Digital Marketing Specialist at PixelMEDIA. “We recommend updating these campaigns quarterly to keep them fresh. Holiday data can be some of the best content you will receive all year.” There are different levels of automation tactics that are available, depending on the marketing platform. Here are the top three campaigns we recommend for our clients:
- Cart Abandonment Automations – Chances are, you have customers who have used their cart to save items they would like to purchase. This automation is a great way to remind them of the items, as well as pairing these items with other complementary products.
- A New Subscriber Welcome Series – Say thank you when a new subscriber signs up to receive information from you. Be grateful and make sure they are receiving a personalized welcome email. Consider an offer and shopping links to further drive engagement.
- Re-engagement Campaigns by Targeting Previously Engaged Users – Break sales items up into categories and keep the message simple and timely – “first mark-downs of the season”.
Review the Health of Your Email Lists
Before you launch any new campaigns make sure you review the health of your email lists. This is a great time to review how your list segments have performed. Were there segments that performed better with a certain discount offer or product? This is information to keep in mind as you determine the content for your next campaigns. If there is a segment that is not performing, this may be time to establish a new message for that segment or focus on higher performing ones. These business decisions should be based on the data at hand. If your segments are newer, continue to grow them this quarter and assess their performance in Q2.
Refresh Your Email Templates
Keeping your brand fresh is always a good approach for the new year. This doesn’t mean you need to reinvent your identity, it simply means changing out some colors, layouts, and typography–within brand guidelines, of course! A simple refresh of your email templates can really make an impact on the customers who are viewing your emails.
Review Best/Worst Performing Products
When targeting shoppers in the new year, we suggest taking a simple pulse of your best and worst performing products. Reviewing the performance and optimization of these items can help plan promotions and drive content for your email marketing in the months ahead. Consider creating campaigns targeting those that purchased your top products and complimentary items. These could be based on other top sellers or items frequently purchased. Having a difficult time getting certain products off the shelf? Grouping products with top performers via a special promotion might help get the inventory moving with the right messaging.
Target Your Best Delivery Times
Dig deeper into your best performing email campaigns.
- What time and day were they sent?
- What was the frequency?
- Which had the best conversion rate?
This data can help you schedule your email campaigns at optimal days and times for the upcoming year. Depending on your marketing platform, you might already have this schedule tracking built into your system. If you haven’t already, test the automated smart sending capabilities of your marketing platform, and let the tool deploy your campaigns to people at the time they are most likely to open, click-through, and convert.
The holiday season provides us with the most substantial data you will collect all year. Don’t let this information go stale. Acting fast is key to keeping your momentum going. Using these email tactics to provide value to your customers will enhance your email campaign conversions for the upcoming year.
Ecommerce continues to shatter growth records. By applying this simple analysis and strategy to your email marketing strategy, your path will be set to make data-driven decisions for your marketing goals.
Originally Posted: January 16, 2018, Updated November 26, 2019
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Keep our six-step guide handy so you can act fast!