Marketing Consultinga successful holiday marketing program
takes year-round effort. We can help.Oracle’s Holiday Marketing Quarterly
gives B2C brands a quarter-by-quarter checklist for how to achieve more during the critical holiday season with their email marketing and other digital marketing channels. Along with guidance on planning, strategy, and prioritization, you’ll get advice and tips from some of Oracle Marketing Consulting’s more than 500 digital marketing experts.
Our first quarter guide
contains a 26-point checklist and is focused on seizing opportunities, mitigating risks, learning from the just-passed holiday season, and starting to make the larger structural and programmatic changes necessary to succeed during the next holiday season.When analyzing year-over-year performance, be sure to map out the notable trends of the years you’re comparing. How many days were between Thanksgiving and Christmas? What days of the week did Veterans Day, Christmas, and other events fall on? When did you begin holiday promotions and how did they ramp up? Did supply chain issues affect inventories or sale plans? All of these things will help you understand the story your YoY data is telling you and derive actionable insights from it.”
Kaiti Gary, Senior Director of Analytic & Strategic Services,
Oracle Marketing Consulting
We generally see subscriber opt-outs climb in January, after one-time and seasonal buyers have finished their holiday shopping. While the tolerance for email has been higher during the pandemic, we still expect to see an increase in unsubscribes early in 2022. The best way to combat this trend is to treat seasonal shoppers differently by implementing a separate program.”
Clea Moore, Director of Strategy for Email Deliverability Services,
Oracle Marketing Consulting
If you have strong link and website tagging in place, be sure to leverage that data when trying to turn one-time holiday buyers into year-round customers. A solid visitor behavior tracking program will give you rich behavior data on what products worked best for retargeting campaigns and accelerate your learning curve to discover what to suggest for these customers to get them to convert again outside of the holiday season.”
Virginia Carcavallo, Managing Principal Consultant for Implementation Services,
Oracle Marketing Consulting
Don’t forget to document your test learnings in order to ensure they are understood and applied to future tests. Also, remember learnings from your tests can be applicable outside of just your channel and can be shared across the marketing organization. This is a great way to showcase your channel’s efforts and increase visibility within your organization.”
Peter Briggs, Director of of Analytic & Strategic Services,
Oracle Marketing Consulting
Time management is critical even early in the year. Consider the ‘Rock, Pebbles, and Sand’ analogy. Be certain to get the ‘big rocks’ of your tech stack in first to ensure success. Target the most impactful projects and develop timelines early to guarantee a streamlined ramp up to the holiday season.”
John Lillard, Principal Consultant for Implementation Services,
Oracle Marketing Consulting
Download other Holiday Marketing Quarterly guides
Q1 2022
Q4 2021
Q3 2021
Q2 2021
