The Holiday Marketing Look Book

Copyright © 2014, Oracle and/or its affiliates. All rights reserved.

Holiday Retail Email LookbookA Collection of Examples Across The Five Phases of Holiday Marketing

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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





Pre-Holiday1

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.




Spring Black Friday

Pre-Holiday

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5

1

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Spring Black Friday

Pre-Holiday


6

1




Christmas in July

Pre-Holiday


7

1




Christmas in July

Pre-Holiday


8

1





Black November2

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.




Black November2

Holiday Headers




Holiday Headersand Gift ServicesFooters

11

2 Black November




Core HolidayMessaging

Black November


12

2




Core HolidayMessaging

Black November

2





Thanksgiving Weekend3

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 outfrom the crowd.




Thanksgiving Day



15

3




Thanksgiving Day


16

3




Black Friday


17

3




Black Friday


18

3




Black Friday


19

3




Black Friday Weekend


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3




Black Friday Weekend



21

3




Cyber Monday



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3




Cyber Monday



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3




Cyber Week


24

3





Countdown to Christmas4

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.




Green Monday


26

4




Green Monday



27

4




Paradeof OrderDeadlines


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4




Paradeof OrderDeadlines


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4




Free Shipping Day



30

4




eGift Card Time


31

4




eGift Card Time



32

4




Last Minute Gifts


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4




Last Minute Gifts


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4





After-Christmas Period5

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.




Season’s Greetings


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5




Season’s Greetings



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5




After-ChristmasSales



38

5




Gift CardRedemptions



5




New Year’s Eve and Day



40

5




New Year’s Eve and Day



41

5




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!



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The Holiday Marketing Look Book

Marketing

Transcript of The Holiday Marketing Look Book