5 Ecommerce Email Marketing Tips for the Holidays

Holiday Emails

Even though Black Friday and Cyber Monday are over, the holiday season is still in full swing. To make sure you’re prepared, we’ve put together some tips to keep in mind through the end of the year. 

1. Make a Schedule:

As any marketer knows, timing is everything. Even though the holidays are later in the month, you’re going to need to start promotions early to account for shipping times. Once you have your calendar filled in, you can make create and schedule your campaigns ahead of time to minimize deadline pressures. Klaviyo makes it simple to schedule every aspect of your campaign in advance, from send by time zone, A/B testing and more.


2. Know Your Product:
Depending on what type of ecommerce store you run, you might be better suited to run holiday deals. If you sell products that would make great gifts – toys, for example – you’re probably well aware of the importance of promoting your products during this season. One approach could be to offer coupon codes to a subset of your best customers with discounts on these high-demand products.

Alternatively, if you sell something easily customizable for the holidays – scented candles, for example – you’re also in a great position to add a theme to your campaigns to entice people to buy. For these products, you could offer similar sales, or even broader promotions like “10% off all purchases made before December 13th” to encourage a sense of urgency.


3. Know Your Customers:
A little personalization goes a long way, and knowing your customer base is an absolutely essential component of marketing your products. Segmentation is a fantastic way to ensure that you’re delivering the right message to the right subset of your customers. Since all customer purchase history is recorded in Klaviyo, you can create a segment of people who have purchased X product and send them a campaign featuring a holiday-related product that complements it.

If your goal is to feature certain holiday products, another way to accomplish this would be to use our product recommendations feature. Since product feeds can draw recommendations from specific categories, you can create a holiday category within your ecommerce store to ensure that your customers are receiving timely and relevant suggestions.

Name callouts are also a quick, easy way to personalize any campaign. Try adding one:

  • In the subject line of your email. For example, “Happy holidays from Klaviyo, {{ first_name }}.”
  • Similarly, in the header of the email, since this will be displayed in the inbox preview.
  • Before you display your product recommendations. For example, “Holiday picks just for you, {{ first_name }}.”

The more pertinent your campaigns, the more likely your customers will be to purchase. That said, we know you’re busy – Klaviyo’s product feeds and name callout capabilities save time by allowing you to personalize emails without creating a separate campaign for each segment of your customer base.


4. Have a Backup Plan:

Neiman Marcus Oops Email As is the case during any season of high-spending, it’s possible that some of your products might go out of stock. Make sure you’re prepared for this by creating an “Out of Stock” campaign in advance, so that you can notify your customers as soon as possible. If you suspect one of your products might go out of stock, you can even create a flow triggered by this event.

In that same vein, an increase in traffic might affect your site, like it did for Neiman Marcus on Black Friday, which goes to show that not even the biggest ecommerce stores are immune to these difficulties. While this is of course not an ideal situation, it’s never a bad idea to take precautions and create and “Oops” campaign in advance.

5. Stay Organized:
This may go without saying but, if you’re running your own ecommerce store, staying organized might be easier said than done. We’re super excited to say that Klaviyo has developed an iPhone app to help you manage and track your campaigns on the go, which will be released in the coming weeks.

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1 comment

  • Hoping for an Android app as well (-:

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