ROI Doesn’t Take Holidays

Think it’s too early to start planning your holiday campaigns? Think again? Time is flying like a sleigh through the snow and before you know it, you’ll be wishing customers a joyous festive season.

By planning (and executing) your holiday email marketing calendar as early as possible, you’re giving yourself a wide margin to make any corrections needed and test any offers on your site before they go live to ensure that things run smoothly.

But when should you start strategizing, designing and readying these campaigns to send? Here’s a timeline of when you need to roll up your sleeves and get started.

Halloween?

Even though Halloween lands on the last day of October, you should begin planning for Halloween now - yesterday if possible. You should have all your campaign assets in place from beginning to mid-September. When considering send dates for your spooky promotions, it’s important not to launch too early in the month, as this way your subscribers may forget about your offer by the time Halloween rolls around, or too late as your campaigns will get lost in the cobwebbed clutter.

Black Friday - Cyber Monday?

On Black Friday alone, consumers spent $9.12 billion online in 2022, and $11.3 billion on Cyber Monday - an increase of 6% from 2021. With numbers like that, you certainly want to give your business plenty of time to develop and fine-tune your marketing strategy. We recommend that you start preparing for Black Friday and Cyber Monday as early as September to give you enough time to tweak your offers. Then start promoting your marketing campaigns at least one week before Black Friday starts to ensure that your subscribers haven’t spent their holiday budget by the time you reach them.

The Festive Season

This one is a little tricky - while you don’t want to start jingling any bells too early, it’s also important to get your campaigns out before everyone goes on holiday. If you’re offering discounts for Christmas, it’s best to advertise these in the first or second week of December to ensure customers can apply these to their gift shopping.

If you’re simply sending a holiday greeting, you can do this in the third week of December, right before most folks go home for holidays.

The Takeaway

The holiday season can be the most lucrative time of the year for your business, but you have to ensure that your planning doesn’t take a break. It’s an incredible sales opportunity, so grab it with both hands. Give yourself enough time to create and execute exciting promotions and create meaningful content, and you’re far more likely to get the ROI you’re looking for.

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