CX Marketing Consultinga successful holiday marketing program
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 CX Marketing Consulting’s more than 500 digital marketing experts.
Our fourth quarter guide
contains a 21-point checklist that helps you wrap up your final holiday prep and take action during the holiday season to maximize results and minimize problems. It covers engaging your seasonal buyers, adjusting your automated campaign, leveraging your new capabilities, coordinating across your channels, doing incremental A/B testing, and finalizing your plans.Holiday has always been a time to take an Art of War approach and lay out the most fastidious plans in order to be able to gracefully adapt when they do, inevitably, change. This means both building careful calendars and cross-training multiple resources to support them.”
—Lisa Stephens, Vice President of Creative, Oracle CX Marketing Consulting
For holiday campaigns, we’re strongly advising clients to skew early to reduce risk associated with coronavirus restrictions, staff shortages, delivery delays, and other potential problems in late December. We expect more email volume pre-Black Friday and less after Green Monday.”
—Clint Kaiser, Head of Strategic & Analytic Services, Oracle CX Marketing Consulting
To make them perform even better during the holiday season, automated campaigns should be updated to communicate curbside pick up procedures, holiday store hours, holiday return policies, order-by deadlines for Christmas delivery, and other vital information for seasonal shoppers.”
—Jennifer Lancaster Dana, Vice President, Oracle CX Marketing Consulting
Send Time Optimization (STO) engines improve with time as subscriber behavioral data is collected and analyzed. Many of our clients are training up their STO engines now so that they will be able to learn and adapt to subscribers’ behaviors in time for the holiday season.”
—Amy McNeil, Account Director, Oracle CX Marketing Consulting
Have a detailed plan ahead of time that maps out what you’ll do if performance metrics look soft. Having a playbook of supplemental campaigns and even audience filters pre-built will give everyone a sense of comfort and control, and enable changes to go into effect as they’re needed.”
—Heather Goff, Strategic Director of Email Deliverability Services, Oracle CX Marketing Consulting
Download other Holiday Marketing Quarterly guides
Q1 2020
Q2 2020
Q3 2020
Q4 2020
