Marketing Steps | Holiday Prep Checklist for eCommerce Stores, Part 2

Holiday Prep Checklist for eCommerce Stores, Part 2

Summer is the time to get holiday marketing plans in place, so you aren’t winging your campaign when fall hits. Not sure where to start? Here are few steps to take now:

Clean up your email marketing lists

If you wait to clean up your email marketing lists until winter, there’s a good chance it won’t happen. Instead, take some time while things are slow to categorize your lists and check for accuracy. Getting rid of invalid or incorrect addresses will also improve the deliverability of your correct addresses. Creating clean categories will help you create strategies as to how best to reach out to each customer group.

Create a plan for your existing customers

Customers who have already shopped at your site are far more likely to place orders during the holiday season. This makes autumn a great time to offer incentives encouraging those customers to buy. A few options include:

  • Targeted rewards program
  • Exclusive deals and promotions
  • Discounts for reviews

Get your landing pages and promos ready

This is the time to start building out your holiday-themed landing pages and deciding which products and deals you’re going to spotlight. Do your research now to figure out which products are big sellers and what inventory you’re going to want to push. We’ve also written a guide of Tips for Creating the Perfect Landing Page if you’re looking for somewhere to start.

Likewise, you’ll also want to get your promos figured out in advance. Some sales and promotions are easier to set up than others, so talk to your developers today if you’re planning on offering any specials that go beyond standard promos and sales.

Don’t forget about social media

If you’re neglecting your social media presence during the holiday season, then you’re failing to take advantage of a powerful marketing tool. Customers are on social media platforms, sharing deals, products and stories. It’s a conversation that you want to be a part of.

In addition to normal, holiday-themed posts and pictures, consider the following:

    • Contests or giveaways: These can generate a lot of buzz and visibility
    • Holiday-themed photos of your products or team: This can put a face to your brand and be a lot of fun for your customers
    • Updated blog: If your site has a blog, consider what type of authoritative content you might be able to share during this period.

Feature your top sellers

By now you should know which products are popular with your clients, what they search for when they visit your site and which products they’re most likely to buy or recommend. Use your homepage to point out these items and make them visible to everyone who visits. You’ll also want to make sure you have plenty of inventory in stock so you don’t run out of popular items too early in the season.

You might also find our article on Fine-Tuning Checkout to Increase Order Value useful for the holidays.

Give back

Getting involved with charitable causes can be an excellent marketing decision. More and more, consumers rate a company’s social consciousness as a factor in their decision making. However, it’s also great for your community and for company morale. Whether you’re donating a portion of sales on a particular item, becoming involved with a local nonprofit or promoting a fundraising event, getting involved with charities is a great way to keep perspective during a crazy time of the year.

Sarah has been with coolblueweb since 2012. She enjoys dance, movies and laughing at inappropriate times.