Win the Holidays with these 3 Critical Q4 Ecommerce Goals!
If your goal is to send more emails & texts this Q4, you’ve already lost to your competition.
Here’s why (from the mouth of a former VP):
1) The top brands are staffed up to send WAY more than you.
2) Your competitors send better emails, not more emails
3) Sending more = higher Klaviyo costs = lower profits
4) A “send more” strategy isn’t proprietary to you
So ignore any experts who tell you to blindly send more.
Long story short: you need SMARTER goals to win Q4.
With about 10 years of Q4 and BFCM success, I’ve zeroed in just THREE essential goals to help you win Q4.
And these top 3 email, SMS and retention goals will double your Q4 revenues and drastically increase your profits.
Learn My Top 3 Critical Q4 Goals
As a former VP of email, SMS & CRM for the top ecom brands, I discovered how to grow revenues by millions… while sending fewer emails.
Let’s get started!
Here’s why (from the mouth of a former VP):
1) The top brands are staffed up to send WAY more than you.
2) Your competitors send better emails, not more emails
3) Sending more = higher Klaviyo costs = lower profits
4) A “send more” strategy isn’t proprietary to you
So ignore any experts who tell you to blindly send more.
Long story short: you need SMARTER goals to win Q4.
With about 10 years of Q4 and BFCM success, I’ve zeroed in just THREE essential goals to help you win Q4.
And these top 3 email, SMS and retention goals will double your Q4 revenues and drastically increase your profits.
Learn My Top 3 Critical Q4 Goals
As a former VP of email, SMS & CRM for the top ecom brands, I discovered how to grow revenues by millions… while sending fewer emails.
Let’s get started!
Goal #1 – Get Customers to Buy TWICE In-Holiday Season
Stats don’t lie.
74% of customers are one-and-done buyers.
80% of those buyers are gained at a discount.
64% of those 1x buyers buy during the holidays only.
So in order to make REAL MONEY over the year and to end the year, you need to get each holiday buyer to buy at least twice.
Yes, you hear that correctly: buy TWICE during the holiday season.
Getting a customer to buy 2x increase their LTV by 600%.
So instead of getting a shopper to buy once during the holidays and then trying to win them back in January, get them to buy twice now.
And, it’s actually possible when you think about it.
Let’s start with the holiday buyer mentality:
According to Salsify, more than half (61%) of shoppers, particularly millennials (73%) and Gen Z (68%), are inclined to purchase items for themselves while engaging in holiday shopping.
We call this the “Treat Yourself” phenomenon.
So natively, on your list right now, you have a customer willing to buy a gift for themselves AND for someone else.
That’s two purchases.
Now, from a goal POV, let’s say you get a customer to buy gifts EARLY in the holiday season (let’s say October)…
You can upsell / cross-sell a TON during November & December, including:
1) Accessories
2) Subscriptions
3) Warranties
4) Complementary Items
5) Gift Cards
Getting a customer to buy TWICE during the holidays is a better goal than getting customers to buy once at very little margin.
So set a goal to get the customer to buy EARLY in the holiday season with a strong email & SMS campaign plan & offer strategy.
And try to sell them again in-holiday season.
This strategy is way more effective & more advanced than “send more emails.”
And that’s just strategy #1.
74% of customers are one-and-done buyers.
80% of those buyers are gained at a discount.
64% of those 1x buyers buy during the holidays only.
So in order to make REAL MONEY over the year and to end the year, you need to get each holiday buyer to buy at least twice.
Yes, you hear that correctly: buy TWICE during the holiday season.
Getting a customer to buy 2x increase their LTV by 600%.
So instead of getting a shopper to buy once during the holidays and then trying to win them back in January, get them to buy twice now.
And, it’s actually possible when you think about it.
Let’s start with the holiday buyer mentality:
According to Salsify, more than half (61%) of shoppers, particularly millennials (73%) and Gen Z (68%), are inclined to purchase items for themselves while engaging in holiday shopping.
We call this the “Treat Yourself” phenomenon.
So natively, on your list right now, you have a customer willing to buy a gift for themselves AND for someone else.
That’s two purchases.
Now, from a goal POV, let’s say you get a customer to buy gifts EARLY in the holiday season (let’s say October)…
You can upsell / cross-sell a TON during November & December, including:
1) Accessories
2) Subscriptions
3) Warranties
4) Complementary Items
5) Gift Cards
Getting a customer to buy TWICE during the holidays is a better goal than getting customers to buy once at very little margin.
So set a goal to get the customer to buy EARLY in the holiday season with a strong email & SMS campaign plan & offer strategy.
And try to sell them again in-holiday season.
This strategy is way more effective & more advanced than “send more emails.”
And that’s just strategy #1.
Goal #2 – Sell More Gift Cards.
Want to know an easy way to get twice as many purchases this season?
Gift cards.
They’re easy to buy, easy to gift and highly profitable.
Best of all: the redemption rate isn’t always 100%.
I’ve run BOGO email & SMS offers on gift cards as a cash injection for the business.
Customers bought HUNDREDS of gift cards but only 80% redeemed them!
Literally free money.
And customers who usually bought products also bought gift cards.
That’s two purchases right there. And they can only use gift cards by your business, so it’s a controlled offer!
There’s very little downside to gift cards.
Start marketing it on all Q4 campaigns – using my calendar – and track how they do.
Gift cards.
They’re easy to buy, easy to gift and highly profitable.
Best of all: the redemption rate isn’t always 100%.
I’ve run BOGO email & SMS offers on gift cards as a cash injection for the business.
Customers bought HUNDREDS of gift cards but only 80% redeemed them!
Literally free money.
And customers who usually bought products also bought gift cards.
That’s two purchases right there. And they can only use gift cards by your business, so it’s a controlled offer!
There’s very little downside to gift cards.
Start marketing it on all Q4 campaigns – using my calendar – and track how they do.
Goal #3 – Focus Campaigns on Fulfillment
When it comes to holiday campaigns, always ask yourself:
Can I fulfill on that?
If I run a campaign for 12 Days of Gifting, can I get the customer an order in time for the holidays?
If I run a cashback offer, will they get their rebate in time for the holidays?
Work backwards from fulfillment.
During the holidays, 85% of buyers need the reassurance that they’ll get their orders in time for the holidays.
And if they don’t know, they don’t buy.
Base all your campaign planning around your capability of fulfilling.
If you can’t fulfill, you may disappoint even your most loyal customers.
Fulfillment expectations are everything during the holidays.
Mark your shipping & delivery cutoff dates in STONE and work your campaigns around that date.
I’ll dive into this in my Q4 calendar here.
—–
If you focus on these three MACRO goals, your Q4 campaign planning will go a lot smoother.
You’ll get holiday shoppers to buy 2x, get more profits with gift cards and surprise & delight holiday customers with on-time orders!
Can I fulfill on that?
If I run a campaign for 12 Days of Gifting, can I get the customer an order in time for the holidays?
If I run a cashback offer, will they get their rebate in time for the holidays?
Work backwards from fulfillment.
During the holidays, 85% of buyers need the reassurance that they’ll get their orders in time for the holidays.
And if they don’t know, they don’t buy.
Base all your campaign planning around your capability of fulfilling.
If you can’t fulfill, you may disappoint even your most loyal customers.
Fulfillment expectations are everything during the holidays.
Mark your shipping & delivery cutoff dates in STONE and work your campaigns around that date.
I’ll dive into this in my Q4 calendar here.
—–
If you focus on these three MACRO goals, your Q4 campaign planning will go a lot smoother.
You’ll get holiday shoppers to buy 2x, get more profits with gift cards and surprise & delight holiday customers with on-time orders!
Click here if you want to implement more 10-figure email & SMS strategies of the top brands in minutes, not month.
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