12 top email tips for Christmas

In the UK, consumers spend more online than any other country in Europe. Online retail is a fiercely competitive marketplace and Christmas is one of it's key battlegrounds.

Making the most of every piece of onsite behavior to drive email campaigns is critical and can be the difference between an average season and bumper sales returns. Email continues to be a proven channel for increasing sales during Christmas months, not least because of it’s capabilities to achieve highly targeted and relevant communications.

Using their experience of working with over 200 retailers, one of our partners Peerius have given us their top 12 ways of using onsite browsing behavior to automatically populate emails that generate great sales returns. So, here’s some tips to help you make the most of the seasonal traffic this year and (hopefully) enjoy record-breaking sales growth.


1. Abandoned baskets

Abandoned Basket programs are a quick win if you haven’t already got one in place.

Adding in personalized alternatives to products abandoned can add a further 5% to the total sales recovered. So, by Christmas you’ll know that customers will be able to find their partridge in a pear tree.

2. Targeted discounts

Visitors who viewed products but didn’t purchase can be sent emails when that product is subsequently discounted.

Customers love a bargain.

3. High product interest

Visitors who viewed the same product a number of times but have yet to purchase. Particularly when purchasing higher priced items, visitors may return several times as they think about their potential purchase.

campaigns & landing page

4. Multiple visits not purchased

Visitors who visit a site 2 or 3 times but haven’t purchased. Loyalty has kept them coming back more than once but without purchasing, that loyalty will begin to disappear.
At this point a timely email with a well-crafted offer can make all the difference as to whether they decide to stay as a customer or simply leave.

5. Repurchase activation

Visitors who purchase consumables can be sent a reminder when it’s probably time to purchase again. At Christmas, people like to stock up so send incentive emails to encourage a greater basket size.

6. Abandoned checkout

Even closer to purchase than Abandoned Baskets, visitors who abandoned the checkout stage are even more likely to purchase if they are re-presented with the same products in an email.


7. New products

Show new products in your customer emails from categories that you already know the customer liked to browse and purchase in.

8. Back in stock

When someone browses a product that happens to be out of stock, send them an email when it’s back in stock. They’ll thank you for it and you will gather even more sales.

9. Search terms

Use visitor onsite search queries to populate emails with products surfaced by the search terms used.


10. Wishlist

If you have a wishlist function on your site you can feature the products that customers store there in one to one emails.
Placing products in a wishlist is a clear indication that there is interest.

11. Personalize emails

And we don’t just mean “Hello John.” Reserve some space in your seasonal email template, which you can fill with product suggestions that are personally relevant to each individual.

12. Personalize triggers

You can do more with trigger emails than show the product browsed or abandoned.
To get that extra sales benefit include personalized suggestion and product alternatives.

Ensure you wrap up your marketing this festive season and send your campaigns to the right people, download the 5 segments to target this holiday season cheatsheet.

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