the holiday marketing look book
TRANSCRIPT
Copyright © 2014, Oracle and/or its affiliates. All rights reserved.
Holiday Retail Email Lookbook A Collection of Examples Across The Five Phases of Holiday Marketing
Oracle Marketing Cloud Creative Services
Copyright © 2014, Oracle and/or its affiliates. All rights reserved.
Though Christmas comes but once a year, holiday messaging should hit your customers’ inboxes long before the first snow falls. Adding key phases to your holiday marketing calendar will help your brand craft a compelling, cohesive narrative that delights customers and positively affects purchase decisions before and after December 25.
This lookbook offers an overview of the five phases of holiday marketing, with examples of effective messages from a variety of brands. We hope you’ll use it for inspiration as you gear up for the biggest shopping season of the year. Christmas is less than four months away—happy holiday marketing planning!
It’s That Time of Year Again
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Five Phases of Holiday Marketing
Pre-Holiday
Black November
Thanksgiving Weekend
Countdown to Christmas
After-Christmas Period
1
2
3
4
5
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Five Phases of Holiday Marketing
Pre-Holiday 1
Though the majority of gift-buying occurs in November and December, brands can capitalize during the quieter off-season and surprise customers with some early holiday cheer. Spring Black Friday, Christmas in July, and the lull between Back to School and Halloween offer nice opportunities for sends—when early birds are eager to get a jumpstart on holiday shopping.
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Spring Black Friday
Pre-Holiday
Oracle Confiden-al – Internal/Restricted/Highly Restricted
5
1
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Spring Black Friday
Pre-Holiday
Oracle Confiden-al – Internal/Restricted/Highly Restricted
6
1
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Christmas in July
Pre-Holiday
Oracle Confiden-al – Internal/Restricted/Highly Restricted
7
1
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Christmas in July
Pre-Holiday
Oracle Confiden-al – Internal/Restricted/Highly Restricted
8
1
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Five Phases of Holiday Marketing
Black November 2
Black Friday is a time-honored tradition, but what about Black November? Brands can use the entire month to ease customers into the holiday season with themed headers and gift services footers, and introduce their core holiday messaging. Plus, the earlier you get customers shopping, the more likely they’ll be to venture from their gift list and purchase items for themselves.
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Black November 2
Holiday Headers
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Holiday Headers and Gift Services Footers
11
2 Black November
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Core Holiday Messaging
Black November
Oracle Confiden-al – Internal/Restricted/Highly Restricted
12
2
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Core Holiday Messaging
Black November
2
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Five Phases of Holiday Marketing
Thanksgiving Weekend 3
Thanksgiving weekend is no longer limited to Black Friday, but retailers are extending the savings to Cyber Monday, Cyber Week and, increasingly, even Thanksgiving Day itself. Customers will be bombarded with messages during this phase, so it’s important to find ways to make your emails stand out from the crowd.
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Thanksgiving Day
Thanksgiving Weekend
Oracle Confiden-al – Internal/Restricted/Highly Restricted
15
3
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Thanksgiving Day
Thanksgiving Weekend
16
3
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Black Friday
Thanksgiving Weekend
17
3
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Black Friday
Thanksgiving Weekend
18
3
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Black Friday
Thanksgiving Weekend
19
3
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Black Friday Weekend
Thanksgiving Weekend
20
3
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Black Friday Weekend
Thanksgiving Weekend
Oracle Confiden-al – Internal/Restricted/Highly Restricted
21
3
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Cyber Monday
Thanksgiving Weekend
Oracle Confiden-al – Internal/Restricted/Highly Restricted
22
3
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Cyber Monday
Thanksgiving Weekend
Oracle Confiden-al – Internal/Restricted/Highly Restricted
23
3
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Cyber Week
Thanksgiving Weekend
24
3
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Five Phases of Holiday Marketing
Countdown to Christmas 4
December is crunch time for both retailers and customers. The excitement is building, and so is the stress—especially for procrastinators. Use this phase to promote last-minute gift suggestions, discounts on shipping, e-gift cards, and order deadlines for on-time delivery.
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Green Monday
Countdown to Christmas
26
4
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Green Monday
Countdown to Christmas
Oracle Confiden-al – Internal/Restricted/Highly Restricted
27
4
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Parade of Order Deadlines
Countdown to Christmas
28
4
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Parade of Order Deadlines
Countdown to Christmas
29
4
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Free Shipping Day
Countdown to Christmas
Oracle Confiden-al – Internal/Restricted/Highly Restricted
30
4
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eGift Card Time
Countdown to Christmas
31
4
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eGift Card Time
Countdown to Christmas
Oracle Confiden-al – Internal/Restricted/Highly Restricted
32
4
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Last Minute Gifts
Countdown to Christmas
33
4
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Last Minute Gifts
Countdown to Christmas
34
4
Copyright © 2014, Oracle and/or its affiliates. All rights reserved. Watch our Holiday Marketing Webcast on-demand here.
Copyright © 2014, Oracle and/or its affiliates. All rights reserved.
Five Phases of Holiday Marketing
After-Christmas Period 5
Christmas is over, and the gift-buying frenzy has died down. Customers are busy ringing in the New Year, making resolutions, and enjoying their new gifts (or exchanging what they got for what they really want). Spread the feel-good vibes with a Happy New Year send, or offer product suggestions to encourage gift card redemption.
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Season’s Greetings
After-Christmas Period
36
5
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Season’s Greetings
After-Christmas Period
Oracle Confiden-al – Internal/Restricted/Highly Restricted
37
5
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After-Christmas Sales
After-Christmas Period
Oracle Confiden-al – Internal/Restricted/Highly Restricted
38
5
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Gift Card Redemptions
After-Christmas Period
Oracle Confiden-al – Internal/Restricted/Highly Restricted
5
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New Year’s Eve and Day
After-Christmas Period
Oracle Confiden-al – Internal/Restricted/Highly Restricted
40
5
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New Year’s Eve and Day
After-Christmas Period
Oracle Confiden-al – Internal/Restricted/Highly Restricted
41
5
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We hope you enjoyed your tour through the five phases of holiday marketing. Good luck!
Want more holiday marketing tips and tricks? Hear our experts share them on our on-demand webcast here.
In under an hour, you’ll know what to do to give your programs a boost.
Thank you!
Watch our Holiday Marketing Webcast on-demand here.
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