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 you ramp up? Did you expand or tighten your audience targeting? 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
Your subscribers’ shopping behaviors will likely look fundamentally different in November and December than in January and February. Progressive profiling is a great way to stay in tune with your subscribers’ interests, especially during seasonal pivots and times of rapid change.
Peter Briggs, Director of Analytic & Strategic 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
Since last summer, the largest blocklist operator, Spamhaus, has become much more aggressive in cracking down on poor sending practices. They issued hundreds of ‘informational listings,’ some of which turned into real blocklistings that resulted in 50% to 70% or more of the sender’s email volume being blocked or bounced. If you get one of these informational listings, take it for the serious warning that it is and take action to resolve it.
Heather Goff, Strategic Director of Email Deliverability 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 2023
Q4 2022
Q3 2022
Q2 2022
