8 New Twists on Holiday Marketing Traditions to Help Drive Revenue

Silverpop Tip Sheet:
8 New Twists on Holiday Marketing
Traditions to Help Drive Revenue oliday traditions are a big part of what makes the season special. But even the most cherished traditions can
Hoften use some freshening up-we're looking at you, Mr. Ubiquitous Fruitcake.
Holiday marketing programs face the same obstacles. Most marketers make some effort to take advantage of the big buying season, but have your initiatives started getting more lukewarm than a neglected cup of hot cocoa? This season, to really maximize your revenue, freshen up your campaigns by adding some new twists to your traditional holiday marketing initiatives.
Holiday Tradition #1: Promote email sign-ups on your . Package inserts: Include a note when you ship orders website. inviting recipients to sign up.The Twist: Promote your email program everywhere-on . Website: Place your email subscription link in a social networks, in physical stores, via mobile check- prominent position above the fold, make the call-ins and more. out strong ("get exclusive email-only offers"), and During the holidays, there's a collective increase in snow consider tying it to a promotion ("sign up and get 10% accumulation, time spent with family and impromptu bursts off your first order"). of caroling-as well as upticks in traffic to retail stores, company websites and corporate social network pages. Holiday Tradition #2: Use Web Take advantage of the additional eyeballs and heightened tracking after opt-in to increase foot traffic by promoting your email program at every relevance.opportunity, including: The Twist: Track behavior before the . Physical stores: Put up signs encouraging shoppers to opt-in and engage new customers text you their email address-an approach that has the from the very start.added bonus of eliminating user errors that can occur when store clerks type in an email. Holiday greeting cards are always more meaningful if they contain a personal . Social network pages: Add an email note. Likewise, if you're tracking your subscription link to your Facebook page customers' behaviors on your website and other appropriate social and using this information to send networks. more relevant content, you're already . Local check-ins: Use ahead of the game. But why not use Foursquare, Gowalla, this same concept to connect with Facebook Places, etc. to new subscribers right off the bat message customers about with relevant content? New your email program. Web tracking technology . Transactional enables you to connect new emails: subscribers to actions they Dynamically insert took on your site before opt-in promotions opting in.into transactional Now, instead of sending a receipts sent to generic email-or one with customers who information that the customer haven't yet enrolled has no interest in-you in your email can increase your chances of program. connecting more quickly with an
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email picked out especially for him or her. For example, let's . Take a break: Give exhausted shoppers the option of say you're a sporting goods store and a new subscriber who taking a break with new technology that enables them to has previously checked out the running gear on your site opts temporarily halt your correspondences. At the end of the in to receive your emails. With no Web tracking information time frame, they'll resume receiving your emails. This is prior to opt-in, you might send this person an email featuring a great way to prevent subscribers who have completed an upcoming sale on new biking equipment. But with pre-opt- their holiday shopping from leaving your list forever.in Web tracking, you can send the subscriber an email about the new selection of running shoes and watches you just got in. . Opt out of one stream, but stay in others: If you offer The perfect surprise! multiple email streams, offer subscribers the option of reducing frequency by opting out of some messaging streams but staying in others.Holiday Tradition #3: Greet new subscribers with a welcome email. Remember: Since some subscribers who click "opt out" really just want part of the relationship to change, offering The Twist: Put them in a holiday-specific welcome these alternatives-plus options for changing email address, program. communic... [download for more]