The Ecommerce Email Marketing Holiday Checklist

email marketing holiday checklist

November is almost here, which means you should be gearing up for the holiday season. According to Marketing Land, 2017’s holiday ecommerce sales are projected to grow 10% over last year’s holiday season. So you better be prepared.

Not sure if you’re ready? This checklist will help you keep track of everything you need to have in place so you’ll be prepared to maximize your email marketing sales during the upcoming months. If you haven’t completed some of these steps, don’t panic, you’ve still got plenty of time.

1. Have a plan in place

Planning out your holiday email marketing strategy is key to your success. Not having an airtight plan in place is an easy way to lose control mid holiday rush.

Take it from an expert and Klaviyo partner, Marissa Jimenez, Email Marketing Director at Hawke Media. She says “If you want to be successful in email marketing for the holidays you must do three things: plan, stand out and be strategic. Even if you’re getting to this last minute, you need to be organized, or you’ll be overwhelmed with what to do.”

To get started, you should:

Write down your goals: What do you want to accomplish this holiday season? How much revenue do you want to generate? Do you want to see sales increase by a specific amount? Write them down.

Evaluate past results: Before you start brainstorming new ideas, refer back to what worked last year and what didn’t.

Know the holiday calendar: Part of your plan should include having a holiday sales calendar in place that maps out your every move for the holiday season to ensure that everything is delivered without overlap or confusion.

Take JustUno’s holiday calendar for example. It includes everything you need to know about each holiday and which products to promote on that day.

email marketing holiday checklist

2. Double check your triggered emails

Many people refer to triggered emails as “set it and forget it” emails. This is not the case during the holidays. To make certain that your triggered emails are up to date, you should:

3. Segments are ready to go

With hundreds to thousands of companies trying to differentiate themselves in their subscribers’ inboxes, sending relevant and targeted content to each subscriber is vital. This can be done using segmentation.

“The inbox is full of offers at this time, so get creative. Segmentation will ensure you’re targeting the right person but emails that are interactive or eye-catching will ensure the right person is opening and engaging with your email and not someone else’s” Says Marissa Jimenez for Hawke Media.

These are a few segments you should think of sending to during the holiday season:

  • Inactive subscribers: Subscribers who haven’t purchased or opened an email recently. The amount of time it takes for a subscriber to become inactive depends on your sending frequency. It could range anywhere from 30 to 120 days.
  • VIP customers: Your most loyal customers
  • Holiday shoppers: Subscribers who bought last year during the holidays
  • New subscribers: Those who sign up during the holidays

To learn more about segmentation, check out the definitive guide to email segmentation.

4. Integrate your email marketing with social

Pairing your email strategy with social works. According to a Facebook study, people are 22% more likely to purchase after seeing a social ad and email simultaneously. Take the segments I mentioned above and push those to Facebook and Instagram using Facebook Custom Audiences.

To learn more, check out these 6 Facebook and Instagram segments you should use during the holidays.

5. Content is up to date

You’re going to have a lot of content going out during the holidays. Between campaign newsletters, triggered emails, and social ads, you’ll want to make sure your content is up to date and relevant to the person receiving the email. Here are a couple of points you’ll want to check before sending.

  • All default email content is replaced with your holiday content
  • Content has been proofread
  • All the information in the email is correct
  • You have a clear call to action

6. Email list is nice and clean

Before the holidays start, take some time to clean your list. Having a clean list will keep you off the email deliverability naughty list during the holidays. To ensure that you’re sending to a clean list, you should:

  • Have a clear unsubscribe link
  • Identify and delete contacts that have hard bounced
  • Remove all suppressed contacts

Learn more on how to clean an old email list here.

7. Everything has been tested

Test everything before sending to ensure that everything goes off without a hitch. Things to test include:

  • All links have been clicked and work properly
  • All discount or promotional codes work
  • The flows filters are tested
  • A render test is done to ensure that emails look good on all browsers. This can be done using Litmus
  • Emails are optimized for mobile

If you have any questions, feel free to reach out to us in the comment section.


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