We’re a little more than a week away from Black Friday, but many retailers have already begun pushing holiday promotions as early as November 1st. This Thanksgiving creep is most likely because of last year’s drop in Thanksgiving weekend sales. The holiday shopping season used to start on Black Friday and last until right before Christmas, but now customers can expect to keep seeing promotions all the way to the end of the year. The earlier promotions also means that customers might experience shopping fatigue. In order to keep customers engaged, retailers will need to be a little more creative in their email campaigns.
We put together three tips to help marketers engage customers during the holidays:
1. (Re)Introduce your brand
ASOS reminds new and returning customers about the ASOS label in this email promotion. Setting this kind of promotion right before other holiday sales is a smart way to build value for the private label. If ASOS customers purchase more from ASOS label items this holiday, it will be a huge win for the brand. Margins on private label items should be better than for third party labels, and getting customers used to purchasing private label items now means they’ll be more likely to purchase those items after the holidays are over too.
2. Feature something new
Opening an email featuring spring floral printed accessories among the sea of holiday themed promotions will make readers do a double take. Neiman Marcus reminds customers that there’s a lot to look forward to after the holidays, like upcoming vacations to warmer climates. This email is a great way to emphasize that there are a lot of new products available at Neiman Marcus beyond typical holiday items.
3. Give customers a reason to come back
This holiday email from Modcloth is short and sweet. At first glance it might seem like a typical holiday promotion, but take a look at the content at the bottom. Instead of using the space to feature products on sale, Modcloth promotes their blog, style gallery, and daily new items. Customers can dive deeper into holiday recipes, engage with Modcloth’s social community, and have a reason to come back everyday to see new products. It’s an ingenious way to keep customers invested in the Modcloth community and brand.
There’s still a long ways to go before the shopping season ends. Marketers have to be sure that they don’t risk losing their customers to holiday fatigue by inundating them with promotions. If you’re currently relying only on holiday promotions, you’ll risk losing these customers once the season is over.