The 2020 holiday shopping season is nearing its end and ShopFactory online shop owners want to capture every possible order before many buyers go into retail hibernation in the first quarter. To help spur late Holiday season sales, consider sending five email messages aimed at overcoming shipping costs, offering discounts, and building lasting buyer relationships.
Timely email marketing campaigns that address buyer concerns can appeal to a shopper’s sense of value. Consider making your marketing goal to gear towards making lasting customer relationships. Here are some suggested messages you might consider sending in the next two weeks.
Shipping costs are a major concern for holiday buyers. Eighty-five percent of online buyers said that free shipping was either “important” or “very important” for making an Internet purchase, according to recent survey.
With this data in mind, send an email message notifying buyers when they reach the final day that the free shipping your store offers would successfully get a present to its recipient by December 24. This date will vary by location, so plan to segment your email audience geographically when you send this email or provide a map or a list of regions. As an example, a merchant based in Germany may say that December 18 is the final day that free shipments to Austria will make it on time, but December 20 might be the deadline for shipments in France or Netherlands.
Closely related to the first email message mentioned above, consider participating in and promoting Free Shipping Day, December 18, 2020 for example.
Your store must be willing to offer a free shipping option that is guaranteed to get an order to its destination by Holiday Eve. Send an email message informing your buyers about the offer.
There will be some procrastinating buyers who will simply need to get a gift to some family member or friend at the last possible moment. For these last minute buyers, send an email letting them know when is the last possible day they can send a package. In many cases this will be December 23 for overnight shipping, but even on the 23rd, there will be a time of day when all pre-Holiday shipping will cease.
Some merchants will offer discounted overnight shipping at this final hour, giving buyers who spend $100, half price next day delivery.
Before Holiday, your online store is probably enjoying a significant amount of traffic and sales. After Christmas, you may still make sales, but arguably post-holiday purchases and traffic will be much less intense.
Consider offering the same deals that you would after Holiday in the final week before the holiday when buyers are still in the mood to spend. To do this, look at the sales velocity of items that you would rather not hold in inventory for the next few months. If it is unlikely that you will sell out of an item, offer it now at something close to what you would be willing to sell it for in mid-January. You will get it off the books and out of the warehouse.
Finally, on December 23 or 24, send a simple, non-sales related holiday message. Experience shows that this final Holiday greeting may serve two purposes for ShopFactory online shop owners.
First, a genuine holiday greeting is likely to build a lasting relationship with some buyers. This heartfelt note at the end of a flurry of offers and discounts could stand out in the inbox.
Second, it may also encourage last minute buyers to choose your online shop. Often email messages, even ones without a sales-related call to action, will send additional traffic to your site, and around Christmas additional site traffic often turns into additional sales.