As Black Friday approaches, the anticipation for Cyber Monday and Cyber Week intensifies. Are you fully prepared for the pinnacle of the online shopping season?
For numerous businesses, this time of year is the most hectic. To capitalize on the holiday shopping rush, it's crucial to ensure that your company is poised and ready for action.
While the ideal scenario involves having holiday marketing plans well underway, there's still time for a comprehensive review using this checklist of essential tasks. These steps will help ensure your business reaps the maximum benefits from the effort invested leading up to the holiday shopping season.
1. Leverage Marketing Automations for Time & Energy Savings
Given the surge in online holiday shoppers in recent years, providing a seamless and positive customer experience without employing automation is increasingly challenging.
Marketing automation can liberate significant time by managing routine tasks like welcome emails, order notifications, updates, and follow-up emails.
Not only does automation save time, but it also enhances the customer experience, often resulting in more positive reviews and increased business.
Review and optimize your automation strategies to target behaviors and location within the sales journey effectively.
Implement proactive follow-up automations, such as abandoned cart emails and product review emails, to build trust and enhance the overall customer experience.
2. Create Demand & Attract Customers with Strategic Promotions
Stand out from the competition by implementing a promotional strategy that entices consumers to choose your business over numerous competitors.
To optimize your promotional strategy, check your signup forms and landing pages to ensure you collect all necessary information for relevant follow-up messaging.
Review website and ad content for effective Calls to Action (CTAs) that guide consumers in identifying promotions and completing their orders successfully.
Consider running additional promotions or discounts throughout Cyber Week and the holiday shopping season, creating a sense of urgency for customers.
3. Refine Your Email Campaign Strategies
In the midst of intense competition, it's crucial to keep your business at the forefront of customers' minds. Proactively schedule your holiday marketing emails and social posts throughout the week and the remaining holiday season.
Engage in organic outreach, following up on order and service satisfaction, or simply sending holiday greetings to increase awareness and maintain top-of-mind presence.
Reminder emails about return policies and customer service availability can enhance overall satisfaction and service ratings.
While these emails can boost holiday sales, prioritizing customer satisfaction could lead to increased overall sales throughout the year, regardless of the season.
4. Plan for Post-Cyber Week Promotions
Although Black Friday, Cyber Monday, and Cyber Week are peak shopping days, you can sustain the sales momentum throughout the holiday season and into the new year.
Consider extending Black Friday or Cyber Week sales or offering additional promotions well into December.
Many major retailers extend their sales into December, providing an opportunity for your business to continue increasing sales and profit margins with ongoing promotions and incentives.
5. Utilize Optimization Tools for Effective Emails
When sending out email promotions, ensure your Subject Lines are clear and concise. Use tools like Hemingway to make the email copy easily readable and understood.
Once you optimize the Subject Line and content, ensure the Calls to Action (CTAs) are clear, prompting users to complete their purchase or redeem the promotion.
6. Ensure Your Site is Optimal & Trustworthy
Review your website to ensure it's properly optimized for all devices and exudes trust and competence.
A user-friendly site that provides assistance, such as live chat, can make the difference between a customer choosing your business over a competitor.
7. Craft Home Page Messaging to Guide Shoppers
Since the home page is often the most viewed page, tailor it to showcase the promotions and sales customers expect during the holiday season.
Don't hesitate to post messages announcing products and services actively sought by your customers.
Be clear and concise, utilizing CTAs to direct customers without ambiguity.
8. Monitor Inventory Levels
Prevent disappointments by confirming accurate inventory levels and planning for potential out-of-stock items. If you run out of a product, use gift cards and rain checks to keep customers satisfied and encourage continued purchases.
For service-based businesses, ensure your calendars are accurate, providing ample availability to fulfill expected sales and accommodate new and returning customers.
9. Clarify Shipping & Return Policies
Make shipping and return policies clear and easily identifiable. Consider offering free shipping and returns if possible, to stay competitive during the busy holiday season. Clear policies can be a significant convenience for customers, potentially influencing their decision to choose your business over competitors.
If free shipping is cost-prohibitive, consider offering it on larger orders that meet a specific price point or quantity of items.
10. Review & Test the Customer Experience
Whether you feel prepared for the busy shopping season or not, conduct a thorough review of the customer experience from start to finish.
Assume the role of a new customer navigating through the entire buying experience. Ensure everything works as expected and is optimized for the best possible customer experience.
Confirm that forms trigger expected automated emails, orders generate follow-up emails, and all aspects of your site contribute to a positive purchasing experience. This meticulous review will help fine-tune your operations and enhance customer satisfaction during the holiday season and beyond.
