The busiest time of year for many marketers is just around the corner, and with it comes not only excitement for the holidays, but also pressure to capitalize on Q4 opportunities and meet end-of-year projections.
The fourth quarter has a well-earned reputation as a marketing gold mine; the holiday season can account for 20% to 40% of a retailer’s total annual sales and packs in more holiday communication triggers than any other time of year. And with online sales expected to increase by 11% this holiday season, the stakes are especially high.
But fear not; this guide will give you four quick tips to ensure email marketing success over the holidays.
1) Get it on the Calendar
The first step is to know your dates. With so many holidays to remember and programs to plan, it’s easy to let a communication opportunity slip by. That’s why it’s imperative to develop a calendar that includes all holidays relevant to your brand and industry. In addition, this calendar should feature a communication schedule specific to each holiday, complete with mailing frequency and targeting criteria. Having a print-out of it at your desk is a great way to keep those upcoming dates top-of-mind and avoid any last-minute rush.
Below, we’ve included a print-ready calendar that outlines major November and December holidays as well as additional notable days your brand may choose to participate in.