{"id":13845,"date":"2020-08-05T15:18:08","date_gmt":"2020-08-05T20:18:08","guid":{"rendered":"https:\/\/www.invespcro.com\/blog\/?p=13845"},"modified":"2020-08-05T15:18:08","modified_gmt":"2020-08-05T20:18:08","slug":"post-holiday-marketing-strategies-that-increase-conversions","status":"publish","type":"post","link":"https:\/\/www.invespcro.com\/blog\/post-holiday-marketing-strategies-that-increase-conversions\/","title":{"rendered":"Post-Holiday Marketing Strategies that increase conversions"},"content":{"rendered":"Reading Time: <\/span> 10<\/span> minutes<\/span><\/span>

Let\u2019s start with one simple fact: you need a <\/span>post-holiday marketing strategy<\/b>.\u00a0<\/span><\/p>\n

Why?\u00a0<\/span><\/p>\n

Remember that common saying? Failing to plan is planning to fail. <\/span><\/p>\n

Yes, without a post-holiday marketing strategy, your business will either underperform or tank no matter its size<\/span>. <\/span><\/p>\n

This is actually one of the unwritten laws governing the world of eCommerce.\u00a0<\/span><\/p>\n

So, my dear friend, the energy you put into creating a holiday marketing strategy is the same effort you need to inject into building a post-holiday strategy.\u00a0<\/span><\/p>\n

But I have to warn you; a post-holiday marketing strategy shouldn\u2019t be considered as a <\/span>way of increasing sales, that will be limiting its superpowers. Think of it as a way of capitalizing on holiday customers and turning them into loyal fans of the brand. That way, it will bring you more value.\u00a0<\/span><\/p>\n

So without further ado, let\u2019s take a deep dive into what you should do to come up with a marketing strategy that will be your<\/span> roadmap once the hustle and bustle of the holiday season are over.\u00a0<\/span><\/p>\n

Ready to roll?\u00a0<\/span><\/p>\n

Data informs the Post-Holiday Marketing Strategy\u00a0<\/b><\/h3>\n

You have probably heard this a thousand times: data analysis<\/a> is the starting point of any business that intends to craft a marketing strategy that reduces marketing costs, increases customer response rates, and offers relevant messaging.<\/span><\/p>\n

The process can be complicated and incredibly time-consuming, but don\u2019t be tricked into implementing a marketing strategy without going through data.\u00a0<\/span><\/p>\n

As daunting as it can be, data analysis takes out the guessing when creating a marketing strategy. This is why it has been tied to<\/span> predictive analytics<\/span><\/a> \u2013statistical techniques that analyze current and historical facts to make predictions about the future.\u00a0<\/span><\/p>\n

Come to think of it, when you can identify the likelihood of future outcomes based on historical data \u2013it becomes possible to avoid a problem before it costs you more conversions<\/a>. And this also entails that the success of your marketing efforts can be predictable.<\/span><\/p>\n

I would argue that it\u2019s better not to come up with a marketing strategy than to use wrong data points to come up with one. So, having said that, the million-dollar question is: what type of customer data should be analyzed?\u00a0<\/span><\/p>\n

It\u2019s easy to get lost in numbers when you don\u2019t know which type of<\/span> data.\u00a0<\/span><\/p>\n

When it comes to post-holiday strategy to increase sales, look at your previous campaigns during the same time frame for as many years back as you can.<\/span><\/p>\n

What worked back then? What didn\u2019t work? Which emails brought more conversions? Which products were bought the most? Which channels drove more conversions? Which pages had the most and least bounce rates?\u00a0<\/span><\/p>\n

Answers to these questions will help inform your post-holiday marketing strategy.\u00a0<\/span><\/p>\n

I mean when you know which channel worked in the previous campaigns, you won\u2019t waste your time focusing on the wrong ones.\u00a0<\/span><\/p>\n

When you know what kind of emails had the highest open and click-through rate, you will be informed on the direction to take in your next campaign.\u00a0<\/span><\/p>\n

When you know the pages that had the highest bounce rates, you will know where to begin to remove the hurdles faced by your shoppers.\u00a0<\/span><\/p>\n

My dear friend, not every post-holiday marketing strategy has to be new.\u00a0<\/span><\/p>\n

Sometimes when you look at previous campaigns, you\u2019ll realize that some campaigns have to be restarted, extended, or slightly changed.\u00a0<\/span><\/p>\n

Need o<\/span>ne more reason why you should do data analysis first before drawing up a post-holiday strategy? It’s cheaper to convince a customer to make a repeat purchase than it is to find a new one. In one of our previous<\/span> studies<\/span><\/a>, we found that it costs 5X more to attract a new customer than to keep an existing one.\u00a0<\/span><\/p>\n

Retarget or remarket your products\u00a0<\/b><\/h3>\n

When a visitor lands on your website, browses through your products, and leaves without taking any action \u2013the only way you can get a chance at converting this visitor into a lead or a sale is a retargeting strategy. But to achieve all this, you have to activate browser cookies to track those visitors who might have exited your site without converting.\u00a0<\/span><\/p>\n

Basically, here is how retargeting works:<\/span><\/p>\n

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Check out this real example of a Facebook retargeting ad in action:\u00a0<\/span><\/p>\n

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But I have to warn you; if you are to go down this retargeting road, you have to be extra cautious.<\/span><\/p>\n

Do you know why?\u00a0<\/span><\/p>\n

Because consumers can easily get annoyed by a consistent reinforcement. In fact, according to<\/span> Spiralytics, only <\/span>30%<\/span><\/a> of consumers have a positive reaction to retargeted ads. Another study by <\/span>InSkin Media<\/span> found that the two main responses to a retargeted ad were annoyance and anger:\u00a0<\/span><\/p>\n

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This clearly implies that you have to know the audience you\u2019re targeting. Many at times, retargeting as a post-holiday marketing strategy is associated with previous buyers and cart abandoners<\/a>, but this doesn\u2019t mean that you can\u2019t go beyond that cohort.\u00a0<\/span><\/p>\n

So how then do you make sure that you get it right this time?\u00a0<\/span><\/p>\n

Well, I\u2019d suggest that you conduct the <\/span>Jobs-to-be-done interviews<\/span><\/a> (discussed in detail in the section below). Using the #JTBD framework, you will be able to understand:\u00a0<\/span><\/p>\n