The return of dark and cold nights can only mean one thing; another busy Christmas period is once again upon us.
Whilst there is still over a month to go until Christmas day, we should already be deep in thought regarding our Christmas marketing strategies. I’m going to provide you with a number of things to consider in preparation for your Christmas campaigns.
Forget deadlines – Potential customers will still be potential customers right up until Christmas Eve. There are a lot of us (myself included) that tend to leave our Christmas shopping until the very last minute. By keeping your campaigns going right up until the end of the Christmas period you provide yourself with the very best potential returns.
Previous Results – If you implemented marketing campaigns last Christmas have you thought to go back and look at how they performed? The open/ click through rates and subject line succession from last year’s campaigns will provide you with a great wealth of data on whether your marketing strategies are successful or need altering at this time of year.
Customer acquisition – This is a time of year that websites are likely to see a massive increase in incoming traffic. Don’t miss out on potential subscriptions by ensuring that you have a web capture form setup to populate those marketing lists for future campaigns.
Audience Segmentation – Once again it helps to look back at last year’s results. What were particular contacts interested in? Did they provide you with a return? With this information in hand you can tailor your campaign content to each individual contact in order to provide them with exactly what they want.
Whilst implementing your Christmas campaigns it is also worthwhile thinking about how you are going to retain these customers in the future. January can be a hard time of year for a lot of us and we want to encourage our audience members to remember us rather than forget.