This Holiday, It’s Personal: 6 insights to save time and maximize revenue with a personalized approach | Mail Chimp
Personalization |
Introduction
For many marketers, the holiday season isn’t just the busiest time of the year—it’s crucial for their financial success. A survey conducted by Edelman DXI for Mailchimp in June 2023 found that two-thirds of marketers estimate that the holiday season accounts for 21%-40% of their company’s annual revenue. This means that a significant number of businesses are striving to reach similar targets simultaneously.
We understand that marketers already have a lot to manage, and introducing new strategies during the holiday rush can be challenging.
Nearly 75% of marketers feel overwhelmed by the variety of [personalization] features available, and the same percentage lack the time to fully explore them.
With so many companies competing for customer attention, it’s common for marketers to send out as many emails as they can to reach the widest audience, hoping this will increase sales. However, quantity isn’t always the answer.
Marketers often achieve better results by taking a more targeted, personalized approach that aligns with their customers’ specific needs and preferences.
Our report highlights six key insights into holiday marketing—drawing from marketer experiences and consumer preferences for holiday campaigns—while also sharing data from the Mailchimp platform to demonstrate how these insights impacted campaign performance.
SMS & social media are valuable, but email (still) reigns supreme
An omnichannel strategy is an excellent way to expand your reach—channels like SMS and social media are powerful tools for driving growth and building deeper customer connections. However, for many marketers, email remains the cornerstone of a successful holiday campaign.
Use Email to Convey Your Main Message
When planning your holiday marketing strategy, consider the various ways email can be utilized to share your primary message, promote offers, tell your brand’s story, and engage with your audience, while leveraging other channels to provide complementary and valuable content.
For instance, if you sell designer eyewear, you might:
- Send an email to announce an upcoming sale or remind customers of items left in their cart.
- Follow up with an SMS offering a discount code for that item, creating a sense of urgency.
- Post on social media with tips on keeping glasses clean and scratch-free.
AR Marketing Leverages Email as the Heart of Their Campaigns
Industry: Marketing & Design
Location: Findlay, Ohio
Company Size: ~40 full-time employees
Year Founded: 2009
AR Marketing, an Ohio-based agency, and Mailchimp partner, often collaborates with businesses in the grocery sector, creating campaigns centered around themes like family meals and nostalgic, seasonal items that evoke feelings of home. These themes resonate with audiences throughout the year but are particularly impactful during the holiday season.
The campaigns they craft for clients frequently employ a multichannel approach, with personalized emails at the core—emails drive web traffic and sales, while SMS and social media amplify the message by increasing awareness and engagement.
“SMS enables us to segment based on purchasing patterns and locations, delivering messages quickly to engaged customers. Social media allows our grocery clients to tell a story and set the mood for holiday flavors by sharing recipes and meal prep tips. But email often takes the lead, linking back to websites and e-commerce opportunities for our retail partners.”
Eric Anderson, Co-Founder and Principal, AR Marketing
Discover the secrets to a successful holiday campaign. Download the full report now to explore key insights and strategies for creating personalized, effective marketing that drives results.
Related guide: The Ultimate Guide to Holiday Marketing | Mention
- Introduction
- Channel Strategy
- Customer Data
- Segmentation and AI
- Brand Building
- Timing
- Promotions
- Conclusion
Number of Pages:
- 37 pages
Pricing:
- Free
