Winning the Holidays: Ecommerce Companies Leverage Unique Customer Advantages

No matter how good your templates, your products or your content this holiday season, you’re competing with record numbers of other emails coming in the door.  According to WhatCounts, there were 343 million emails sent by publishers, retailers and Ecommerce firms between October 1, 2011 to December 31, 2011.  While you’ll find a ton of articles out there telling you how to optimize your email campaigns, you have a big key advantage that you can choose to leverage: your existing customers.

The Customer Advantage

Your customers understand what you offer better than anyone and are much more likely than anyone else to be willing to engage with you – but you have to make sure that your past relationship isn’t forgotten amidst the barrage of other companies trying to woo them over the holidays. To this end, sending a few targeted emails to your most loyal customers (outside of the typical holiday countdowns, Black Friday specials, and last minute deal days) to engage with them can go a long way.

3 Extra Ways to Win this Year

The goal isn’t to replace your other efforts or to figure out some big analysis – keep it simple and focus on getting something out the door.  Here are three ideas to consider:

  • Retarget customers who bought last holiday season. If a customer bought from you last year, you know that they consider you as an option.  Why not engage them early and simply to just let them know you’re still there and update them on what’s new?  By doing this early and in a more personalized manner than your typical newsletter, you have a much higher chance of having them commit to you later in the holiday season.
  • Send special offers to your VIP customers that they can send to their friends. You know that the customers who shop with you frequently are loyal supporters of your business – so why not engage them to help you market this holiday season?  The holidays are a natural time for people to share the products and brands they love, so it’s a great time for you to take advantage of it.  The key note here is just to make the sharing something that everyone will view positively – whether by discounts, beautiful content or longer term benefits.
  • Target gift buyers with follow-on content geared towards them. Once someone has bought, consider sending them content focused on both building a long-term relationship that extends beyond the holidays – don’t only continue to hit them with the plethora of great holiday campaigns you have planned.


The holidays are the most competitive time of the year to reach buyers, so make sure you take full advantage of the customer base you’ve worked so hard to build.  You can’t just do what everyone else does and try to do it better.  Try a personalized and targeted email to your customers and measure the impact – they’ll reward you for it.


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