Holiday Season marketing seems a bit overwhelming but fear not, we’ve got your back! Our Holiday Season marketing checklist includes all the points you need to pay attention to if you are to break your sales records this Christmas.
Note: Metrilo users will find most things in the checklist extremely easy to execute!
The best part is that Metrilo works with historical data so when you integrate it with your store, it starts showing these reports and insights right away. It doesn’t matter whether or not you were a Metrilo user last Holiday Season (or whenever), it’ll still help you analyze past data and use it in planning your strategy for the future.
Check product performance from last year + Choose frontline promo products
Metrilo’s Product tab shows you how customers interact with your products, their conversion rates and correlations with other products. You can get insights like:
Which products were top selling last holiday season and which ones have the highest conversion rate in general?
To see that in Metrilo:
From the main menu, go to Products.
Select the respective time period, top right corner
what you consider holiday season last year (for holiday sales results)
the past year (for current top converting products)
You’ll get your products ordered by unique orders.
By clicking on Details, you’ll see the conversion rate of each product to better evaluate its sales potential.
Which products your customers buy together?
In the Product tab:
Click Details for your products of interest.
Under the graph, set the filters to “People who purchased this item also purchased”.
This will give you the best products to form a bundle with since people already buy them together.
Then, use these insights to choose the featured products of this year’s campaigns – similar (or the same) – and to create the best bundle deals that people will love. You can also do better upsell and cross-sell email campaigns, knowing these things.
Estimate expected customer lifetime value (CLV) + Set acquisition cost goals for this year
With Metrilo’s Retention analysis, you can see the lifetime revenue of last year’s holiday shoppers and use it as an estimate what to expect from the new customers you’ll acquire this year.
Then, you can plan your holiday marketing budget accordingly.
Most probably you’ll have one of two scenarios:
CLV is quite good, repeat rate is high – those customers turned out to be loyal and profitable (you earned more than you paid for acquiring them).
CLV is low, repeat rate is low – those customers are one-timers mainly and not profitable (you didn’t earn more than you paid for them)
In the first case, for this year, you should repeat your retention tactics from last year, they definitely worked. You can afford to pay higher for new customers because you obviously manage to earn more from them than you spend.
In the second case, this season you should focus on retention to get CLV up. With low CLV and repeat rate, it’s not worth spending too much on new acquisitions. If you’re still paying for ads, either improve your targeting (to get more suitable customers) or your customer experience.
Analyze CLV with Metrilo
Go to the Retention tab and open Cohorts.
Look at the cohorts from Holidays Season last year – usually October, November, and December.
Compare the return rate, average order value and revenue per customer for these cohorts with others. The color coding (green, yellow and red) will help you notice the outliers.
Check last year’s campaign performance + plan your email marketing
With Metrilo you can see your best performing campaigns in terms of conversion rate, revenue, order value, returning customers brought in and so on from last holiday season and replicate them this year.
Repeat the same kinds of promotions and reuse some copy; bet on coupons or on a content drip campaign if they worked well last year.
This way, you’ll be one step ahead in your holiday marketing preparations – it’s always easier to use winning ideas.
Just don’t forget to tag your campaigns so their performance is accurately tracked and your insights – as precise as possible.
Planning your email campaigns for the holiday season
Upsell and cross-sell automated emails with Metrilo
With Metrilo, you can setup email flows to automatically do these two for you when customers buy certain products (doesn’t have to do it with all products).
To improve last year’s results, you shouldn’t miss any abandoned cart. Here’s how to do it in Metrilo not just during the holiday season:
Go to Email Automation and start a new automation campaign.
Set your trigger event – choose “Abandons cart”.
Creatе the email flow
Variant 1: Time for about 20 minutes after the trigger event and say something along the lines of “ Was there a problem with your checkout?”. In case you’re having a series, time them for different days from the drop-down options.
Variant 2: Do as in Var. 1, but set the timing for a day or two after they abandon the cart. The campaign won’t run if they complete the order anyway.
With the Metrilo composer, you can add CTAs leading to a special “sale” landing page, pull products right from your database or add a coupon.
How to build a custom audience in Facebook using a CSV?
Once you have the customer segment, save it as a file. At the top of the page, you’ll see the CSV button.
The CSV will contain name, email, and location. Delete all columns but the emails.
Go to your Facebook Audiences.
Click Create Audience -> Custom audience.
Select Customer file and choose the CSV from your computer.
Wait for Facebook to create the audience, it takes some time. Then, create your ads with different offers for the different segments.
About the author
Dimira is the Metrilo's Content Manager. With experience in FMCG and marketing, she writes to help the brands of tomorrow succeed and believes passion is a key ingredient in any business.
Build and grow your ecommerce brand
Metrilo’s mission is to help you build your ecommerce brand and win your place in the customer’s heart. We share what we learn from our daily work with product innovators and founders here. Subscribe to our weekly newsletter to get the freshest lessons and conquer your niche.