Christmas is just around the corner and those summer months are fading away. However Christmas is just one of the annual public holidays and commemorative days which offer marketers great opportunities to create tailored and relevant campaigns. Using insight to inform your marketing campaign is a great way to ensure that your stand out from the competition this festive season. We’ve pulled together five top tips to help marketers make the most of the period and really capitalise on the opportunities that present themselves
1. Make sure you’re using search data to inform your campaigns: Around events such as Christmas, brands need to make sure they have insight into how consumers are searching online, and tailor their campaigns to leverage this. Retailers in particular are in a prime position to capitalise on this.
2. Think laterally: When thinking about seasonal campaigns, it’s easy to stick with the obvious themes such as chocolate eggs for Easter and Santa Claus for Christmas. Where marketers can really make the most of online seasonal activity is when we look beyond this. Travel is a key sector during holiday periods such as Christmas, so find out the most recent data on which sites UK consumers will spend browsing for holidays.
3. Learn from experience – using year-on-year data to time your campaigns: As you might expect, Experian data shows that online activity always decreases over bank holidays. To ensure maximum success, marketers need to time campaigns around these dates to ensure strong open and click through rates.
4. Creativity matters: To deliver a slick campaign that really stands out, creativity is vital. Perhaps consider the possibility of including video in your mail outs or an animation to push up the open and response rates. With email, creativity often comes from the integration of art and science; compelling content and pretty packaging made possible through some clever coding. Be sure to run a preliminary campaign in a test environment to ensure readability and accessibility of your mail through all desktop and mobile email operating systems.
5. Targeting the right offering: As marketers, we all understand the importance of correctly tailoring email marketing campaigns to suit the interests of the consumer, and Christmas email marketing campaigns are no exception. If a customer regularly purchases children’s clothes on your site, the likelihood is that this person has a family and will likely be looking to make more expensive, big ticket purchases come Christmas. But if customer only purchases children’s products from your site once a year, they are probably buying for a friend’s child, and are therefore more likely to be in the market for smaller, less expensive purchases at Christmas time.
Holiday campaigns can be very beneficial to marketers, and by using digital insight to structure and inform your campaigns in the correct way, you can ensure that you are providing your customers with the right information at the right time to maximise return on seasonal demand.
By James Murray, Digital Insights Manager, Experian Marketing Services
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