Branding

6 Marketing Automations to Put in Place Before the Holidays7 min read

6-marketing-automations-to-put-in-place-before-the-holidays

marketing automation

Have you seen an uptick in the number of emails you’re getting lately? I sure have. 

Month-long Black Friday specials, friends and family discounts, deals on shipping, holiday gift guides galore… the holiday shopping season’s here and consumers are increasingly tuning into these messages—whether they feel like they’re ready for the holidays or not. 

Brands are certainly ready, though. Many brands spend the better part of their year preparing for the shopping Super Bowl of the season. And with good reason. Holiday sales are projected to increase approximately four percent with consumers expected to spend nearly $730 billion this year, according to the National Retail Federation

There’s so much potential revenue your brand can capture at this time of year. But you also have an enormous amount of work to do to make sure your holiday marketing strategy goes off without a hitch. That’s where marketing automation can help. 

Here’s a look at six specific marketing automations you can put in place now, if you haven’t done so already, to help you effortlessly nurture customers as they’re shopping and ensure your brand gets a share of their wallet this year. 

1 | Welcome Series

One of the most impactful marketing automations you can put in place is a welcome series

When someone says, yes I want to hear from your brand and gives you their email address, that’s a crucial moment where you can start developing deeper relationships with these individuals. 

With a welcome series, you can send a set of predetermined emails to your subscribers immediately after they sign-up to hear more from you. You can use your welcome series to provide them with whatever information you think is most relevant as they begin their journey with your brand. 

Here are some examples of useful information at this stage of your relationship with your subscribers: 

  • Introductions to your business (Who are you? What do you stand for? What can they expect from you?)
  • Suggested products (What are some of the top products you think they might like? What are some featured products that other customers rate very highly?)
  • Questions about their preferences to help you tailor your future content more effectively (Do they like red shirts or blue shirts better? Do they prefer basketball or football?) 

Looking for more advice on how to set up a welcome series, what triggers to set for the emails, and how to time them appropriately? Check out this guide.   

2 | Abandoned Cart Flows

If you run an ecommerce store, it’s likely that people place products in their carts on your site but they never follow through with a purchase. It’s normal. People abandon carts for a whole host of reasons.

Some were browsing your site while making dinner but now the pasta pot’s boiling over. Others were doing price comparisons with your competitors. Some were watching their dollars and waiting to see if some of the items go on sale. Others didn’t have a credit card handy and they simply forgot. The list of reasons goes on. 

An abandoned cart flow is a series of emails you send to shoppers after they leave your site to remind them about the items they left behind and entice them into completing their purchase. And these emails are proven to help brands capture attention and recover potential lost revenue. 

Wondering what kinds of messages you should send with your abandoned cart messages and how many of them you should send so you don’t annoy shoppers? Check out this benchmark data

Need help setting up your abandoned cart flow? Check out this guide

3 | Browse Abandonment Flows

Browse abandonment emails are similar to abandoned cart emails, but they’re specifically for those identifiable shoppers who’ve visited your site, explored some items, but never added anything to their cart before they left your site. 

These shoppers have shown some interest in your products, even though they didn’t specifically take the action of adding them to their cart, so a browse abandonment flow is a helpful way to do the same thing you do with your abandoned cart flow—remind shoppers about the things that caught their eye and entice them into making a purchase. 

Like with any of your other emails, it’s a good idea to A/B test your browse abandonment messages. Here are some tips on what to think about as you design your tests. 

Looking for some ideas on how to reach different audiences with your browse abandonment emails and how to set up your flow? Check out this guide

4 | Back in stock flows

Many times, the demand for your products is higher than the inventory you’ve planned to have on hand during the holidays—a good problem to have, but a problem nonetheless. 

Rather than letting those shoppers who were interested in a product go off to find something similar elsewhere, place a button on your website next to the product so they can sign up to get a notification when your product is available again. 

By giving shoppers the opportunity to opt-in to receive notifications when you restock, you can create a back in stock flow to automatically connect with customers who are interested in your products and recover potentially lost revenue once you restock in-demand items.

Looking to learn how to set up a back in stock flow for your store? Check out this guide

5 | Post-purchase flow

Once shoppers have made a purchase from your brand, how do you keep them engaged, create brand loyalty, and turn them into repeat shoppers? A post-purchase flow can help you do just that. And they’re proven to work. Data shows these types of emails see higher open rates, click rates, and revenue per recipient than one-off campaigns you may run. 

Post-purchase flows help you segment your customers so you can automatically send them highly relevant messages that are likely to capture their interest. They can also help you entice people to come back to your website, motivate shoppers to make their next purchase, get feedback from your customers, and create a great experience. 

Looking for tips on how to create a post-purchase flow, what types of content to include in these emails, and how to time them appropriately? Here are nine helpful resources

6 | Upsell or cross-sell flow

Once someone’s made a purchase on your site, take the opportunity to recommend additional products they might like that are similar to the ones they just purchased. 

Say someone purchased a blue dress shirt from your site. You could use an upsell or cross-sell flow to automatically recommend that same shirt in another color or a pair of pants or a skirt they could wear with their new blue shirt. 

Upsell or cross-sell flows help you automatically suggest relevant companion products to your customers based on their previous purchase behavior. This helps you to personalize the experience your customers receive from your brand and it can also help you drive repeat purchases, as well. 

Curious how you can create an upsell or cross-sell flow for your business? Check out this guide

With the holidays fast-approaching, marketing automations like these help you work smarter, not harder during the busiest time of the year. Use these strategies to drive sales, create more personalized experiences for your customers, and use your resources effectively as part of your holiday marketing strategy. 

Looking for more resources to help you have the best Cyber Weekend and holiday season yet? Explore the ecommerce holiday marketing hub for strategies and tips to help you grow. 

Explore the ecommerce holiday marketing hub

 
Back to Blog Home

Katie Tierney
Katie Tierney

Katie Tierney is Klaviyo’s Managing Editor. She leads content and editorial strategy. Before joining Klaviyo in 2019, Katie spent 3 years at Bullhorn building the company’s global content marketing engine. Before Bullhorn, Katie spent nearly 10 years with Sir Richard Branson’s Virgin Group and served as Virgin Pulse’s Director of Marketing (Content & Communications). One of its original employees, Katie helped to take the company from start-up through its $92MM investment. Katie earned both her Bachelor’s and MBA degrees from Northeastern University. When she’s not working, Katie loves to travel, take a spin class, and catch a live band. Follow Katie on Twitter: @k_tierney.

This article was originally published by our friends at Klaviyo.

About the author

Steve Hutt

I'm obsessed with entrepreneurship, commerce, and Shopify. If you have the desire to implement what's working today for direct-to-consumer brands on Shopify, I'm excited you're here! Get the Shopify help you need. This industry blog and podcast is my digital brain where my guests and I share cutting-edge marketing strategy, must-have Shopify apps, and marketing platforms that will help you build and scale lifetime customer loyalty. To do this, I'm part of the Merchant Success Team at Shopify Plus and host of the eCommerce Fastlane Podcast.