5 Omnichannel Marketing Ideas for Holiday Campaigns
The holiday season is just around the corner and marketers are prepping like crazy. Be it an entry-level or big brand – everyone is eager to get their slice of the holiday shopping pie.
The biggest headache for most merchants is how they can stand out from the overwhelming flow of promotional messages that businesses send around this time. How can they reach their customers and earn their attention?
Obviously, there is no single recipe for that.
But, in this article, you will find five scenarios for how to catch your customer’s eye even if, at first, they missed your message. What’s even better is that these solutions are not rocket science, but are easily implementable enough to skyrocket your sales in this upcoming holiday season.
5 Omnichannel Marketing Ideas for Holiday Campaigns
Repeatedly approach subscribers that don’t open your initial email campaign
Usually, the open rate for ecommerce is around 10%, but during the holiday rush, the open rate can drop even more. So you’ll have a lot of subscribers that will somehow miss your email in their inboxes. You can blame subscribers being overwhelmed with emails, bad message timing, or the subject line – that’s not so important anymore.
You can give your holiday campaign a second chance by resending it with a new subject line to subscribers that didn’t open your initial one. The data shows that resending your campaign to non-openers can improve your campaign results significantly.
What can you do next with your promotion? Outreach the audience that hasn’t opened either of your emails via text message.
The popularity of successful SMS campaigns is growing significantly. More and more businesses use this channel to reach their audiences. Last year, Omnisend customers spoke about yielding more than 2000% ROI from this channel.
Furthermore, this workflow is cost-effective because the vast majority of your audience is being reached via email, which is the most affordable of all channels, while you invest more into text messages only to those subscribers that you didn’t succeed in reaching via newsletter. What’s even better, at Omnisend you can even send SMS for free.
For this scenario, you will need the following:
- Phone numbers of your subscribers. You still have time to update your signup forms and start gathering the data. Learn how you can do this here: 5 Ways to Use SMS with Your Holiday Promotions in 2020
- An email service provider that would be capable of providing you with an email re-sending and integrated SMS marketing service.
Win Back Abandoned Carts With Basic And Advanced Techniques
You probably already know that during the sales period there’s going to be A LOT of abandoned carts.
That’s the reality.
But there is something you can do to prevent your store from huge losses.
Unexpected costs and indecisiveness are the main reasons why people abandon their shopping carts. Here, I’ll share several ideas for addressing these issues and getting your customers back to the checkout page.
#1 Idea To Win Abandoned Carts. Advanced Method
To win back the customers that abandon your cart, you have to automate this process. So you need to launch an automated workflow that will be triggered when someone abandons a cart in your store.
There are many different options for what “players” you will choose for this game.
One of the most effective combinations is an email and a cart abandonment SMS. Let’s take a closer look at how those channels would complement each other.
So 30 minutes after your visitor abandons his/her cart, send them an email with a reminder about the cart. In the example, we can see split messages for those who abandon the bigger cart (we offer a discount) and the smaller one (we send a simple reminder without a discount).
Include all the necessary information, the absence of which could stop people from buying from you: a link to the return policy, shipping rules, contacts, etc. Maybe that’s the time to offer free shipping if you haven’t before.
If the email doesn’t work out, send an SMS reminder. Pay attention to the timing. During the holiday period people make decisions faster, so the time gaps between messages should be smaller than usual.
Only if those two channels don’t convince your visitors to back and make a purchase, launch Facebook retargeting. This channel is more expensive but helps to stay your brand at the top of your audience’s minds.
#2 Idea To Win Back Abandoned Carts. Basic Method
If you don’t feel like combining channels for holiday campaigns yet, you shouldn’t miss the opportunity of winning back your carts anyway. Just stick to a simple sequence of three abandoned cart emails.
Sometimes tools that provide email service have already pre-defined automated workflows with texts in place, so you don’t have to strategize or write copies yourself. You launch the workflow once and it works for you 24/7.
See the example of a predefined email sequence at Omnisend. Hundreds of customers send this kind of email without any extra adjustments.
Up-sell While Confirming Shipping
Shipping notifications are critical for every ecommerce store. These come as automatic messages with standard texts that are sent just after the product has been shipped to the buyer.
A shipping confirmation email has a very high open rate. So why not use it for upselling?
Inform your customer about shipping estimations and offer a new deal for the next purchase. This will help you assure returning customers after the holiday season is over.
If you send an email, include the product purchased, how much they paid for it, etc. If you send a text message, be brief. See the example below:
Start Re-activating Your Dormant Customers
The value of existing customers is huge, no doubt. Existing customers tend to buy more and spend more.
The problem is that sometimes customers stop buying from you for no reason or for unknown reasons. They become dormant. Every business has such cases. It’s hard to measure, but there are guesses that dormant customers take about 30% of the online business database.
The good news is that you can re-activate at least a part of them. Re-establishing relationships with your loyal customers is beneficial, especially before the holidays.
So how can you do this?
Launch an automated customer reactivation campaign workflow. Double-check your average buying cycle and set up messages that will send automatically once your customer becomes inactive.
Usually, for fashion, small electronic devices, books, or household goods, we suggest sending the first message after 30 days of inactivity. Then you can make a sequence of three or even more messages a week after week.
The idea of such messages is to show appreciation to the customer. Bear in mind, that an incentive, in this case, is a must to include in your messages.
The workflow can look something like this:
The text message at the beginning of the workflow is critical to grab the customer’s attention and to re-establish your connection. If he/she ignored your emails in their inboxes for a while, reactivation emails without initial momentum won’t work as effectively as they could.
You may also add Facebook retargeting to this reactivation campaign. Be visible to customers that already know your brand and trust you, and when they are looking for a place to shop, they will finally land on your site.
So these are five ideas for standing out from the holiday sales crowd and reaching customers that are ready to buy.
Not all of them should be implemented at once. Pick one or two, and these small baby-steps will lead you to a great customer experience as well as bigger sales.