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 27-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.Even though 2020 was unique, we can still glean valuable insights by analyzing revenue and engagement trends by day. For example, one of my retail clients may permanently adopt an expanded ‘Cyber Week’ promotion after surpassing the prior year’s revenue that week by 60%.”
—Katie More, Strategic Analyst for Analytic & Strategic Services, Oracle Marketing Consulting
With BLM protests, the pandemic, contentious elections, and more as a backdrop for our messages in 2020, we caught a number of instances where our clients’ copy could have been misconstrued. Marketers will need to continue to be hyper-aware about the language they use in 2021.”
—Nick Cantu, Senior Art Director for Creative Services, Oracle Marketing Consulting
While the tolerance for email has been higher during the pandemic, we still expect to see an increase in unsubscribes early in 2021. The best way to combat this trend is to treat seasonal shoppers differently by implementing a seasonal buyer reactivation program.”
—Clea Moore, Director of Strategy for Email Deliverability Services, Oracle Marketing Consulting
If you’re considering re-permissioning your long-term inactives, don’t wait. Start now, do it slowly to minimize the hit to your deliverability, and wrap up your re-permission efforts well ahead of the upcoming holiday season so your sender reputation has time to recover.”
—Daniel Deneweth, Head of Email Deliverability Services, Oracle Marketing Consulting
Roughly 15% of brands generate the majority of their email marketing revenue from automated and transactional emails. This is an attainable goal for most brands and demonstrates that you’re focused on addressing the needs of your subscribers in the moments that truly matter.”
—Chad S. White, Head of Research, Oracle Marketing Consulting
Download other Holiday Marketing Quarterly guides
Q1 2021
Q2 2020
Q3 2020
Q4 2020
