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BizReport : Email Marketing : November 12, 2015

Brands: Why you need automation this holiday

To reach customers in the most effective and relevant way possible, brands must start early with holiday messaging. However, those early messages also need to be relevant - and that means using shopper behaviors, location and past purchases as part of the target. Automation may help email marketers engage shoppers earlier this year.

by Kristina Knight

"The shoppers visiting retailers' websites after Cyber Monday are a distinct group of shoppers, separate from those who will make purchases on Black Friday and Cyber Monday. In fact, among shoppers for Bluecore partners in the 2014 holiday season, only 2.7% made purchases on Black Friday/Cyber Monday as well as in the lead-up to Christmas," said Cameron Lewis, Content Marketing Specialist at Bluecore. "Batch-and-blast email promotions will begin well before this, with some starting well before the beginning of November. However, it's important for triggered emails to be updated for the second part of the holiday season to tap into 97.3% of customers who may be one-off Christmas shoppers."

To effectively reach the 97% of customers that will only make purchases during the second half of the holiday season, brands need to know the difference between repeat customers and one-off Christmas shoppers. According to Lewis, behaviors are the key to this kind of targeting.

"Many of these customers are only here to take advantage of sales and deals to buy gifts. As a result, behavioral triggers that use customer browsing data to provide product recommendations are crucial," said Lewis. "Email marketers should focus on updating the copy of these triggered emails to feature holiday themes as well as relevant sales, deals, and products for customers in order to make emails more effective."

More from Lewis tomorrow, including his top 3 tips for better automated email campaigns.

Image via Shutterstock

Tags: BlueCore, email content, email marketing, email tips

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