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Video Transcript
0:04: Hi there, I’m Jake Pasini, VP of Client Strategy and Analytics at Listrak.
0:08: Listrak is a Yottaa partner with many shared clients. Today I’ll be sharing some of our tips for capturing and holding consumer attention this holiday season. Listrak is an industry leading cross channel retail marketing platform that specializes in personalization, automation and identity resolution.
0:25: We work with over 1000 retailers and brands across a diverse portfolio of verticals and have been automating and personalizing e-mail, SMS and push notifications for over 2 decades. So we know a thing or two about how to conquer Black Friday and Cyber Monday. Let’s dig in.
0:41: First, it’s critical to coordinate your own channel strategies throughout the holiday season. This should include automated campaigns that stretch across your customer journey, from new subscriber acquisition through post purchase retention with multiple touch points within.
0:56: Your messaging should start early in the season, ideally right after Halloween, and should be more frequent than your cadence throughout the rest of the year. Much more frequent. There are only 27 days between Thanksgiving and Christmas this year, so it’s crucial to start your holiday messaging as soon as possible and to ensure those cross channel campaigns are reaching as many consumers as possible.
1:16: Prioritize acquisition efforts now to gather as many e-mail, SMS and push subscribers as you can as you trigger your automations and send your broadcast promotional messages during the holidays. Ensure that everything is personalized. Consumers have come to expect personalized experiences from their favorite brands at this point, so put all the first and zero party data you have to good use.
1:39: But think beyond strategies like just injecting first name and additionally, you should leverage AI rooted in their engagement, purchase, and custom data to define your audiences and lead your content. Load up your creatives with AI powered product recommendations and dynamic content blocks to deliver 1 to one campaigns per contact at scale. Everyone is unique and so should be every e-mail, SMS and push.
2:03: Finally, get to testing. If you haven’t started yet, you want your strategies firing on all cylinders ahead of Black Friday and Cyber Monday, so prioritize testing alongside other initiatives now. Identify top performing incentives for acquisition, e-mail subject lines that get the most clicks, the SMS send times that earn the highest conversion rate, and many more. This year’s proven to be a bit challenging for retailers and brands, but marketers can and will cut through the clutter and capture consumer attention by taking special care of their cross channel marketing campaigns, prioritizing personalization and testing.
2:38: Yottaa is a Listrak site performance partner, so if you’re desiring to supercharge your site performance to make sure everything you get out of your traffic you can drive to the website, please reach out to Yottaa on the cross channel marketing side. Listrak’s Holiday Playbook and 2024 Research Center is available now, which is chock full of additional tips and tricks to make for a successful holiday season. So be sure to check it out as you finalize your plans.
