{"id":105983,"date":"2023-11-09T12:14:34","date_gmt":"2023-11-09T20:14:34","guid":{"rendered":"https:\/\/thegood.com\/?post_type=insights&p=105983"},"modified":"2025-05-14T15:09:25","modified_gmt":"2025-05-14T22:09:25","slug":"holiday-email-marketing","status":"publish","type":"insights","link":"https:\/\/thegood.com\/insights\/holiday-email-marketing\/","title":{"rendered":"5 Ways to Improve Sales from Your Holiday Email Marketing Campaign"},"content":{"rendered":"\n

Clients often ask for our thoughts on how to improve sales from their email marketing strategy.<\/p>\n\n\n\n

While we focus on the on-site experience and don\u2019t run optimization programs specifically for email marketing, we\u2019ve collected plenty of learnings on the topic after 15+ years optimizing the digital experience for ecommerce and product marketing teams.<\/p>\n\n\n\n

We recently answered the question \u201chow do I improve sales from email?\u201d for a client, and I thought our audience might like to know the answer. Here\u2019s a summary to get you started.<\/p>\n\n\n\n

1. Analyze last year\u2019s holiday email marketing campaign<\/h2>\n\n\n\n

Before diving into the nitty-gritty of this year\u2019s holiday email campaign, analyze the previous year\u2019s Black Friday & Cyber Monday<\/a> campaigns. This can help inform the upcoming holiday season sales.<\/p>\n\n\n\n

Looking at YOY sessions and ecommerce data highlights trends and identifies what days have the highest potential for conversions. In this client\u2019s case, we saw the day before Cyber Monday had the highest revenue and conversion rate, indicating an opportunity to remind users of the sales end date and create a sense of urgency.<\/p>\n\n\n\n

Understanding your peak conversion days can help you focus your marketing efforts on the most fruitful periods.<\/p>\n\n\n\n

2. Review landing page performance and optimize emails accordingly<\/h2>\n\n\n\n

Analytics also provides insight into what landing pages<\/a> perform best. For this client, we saw users who landed on the homepage or a category page rather than directly on a product page converted the most often. This indicates that users needed more information about the company and other products it offers before being ready to decide on and purchase a product.<\/p>\n\n\n\n

We can’t assume that just because someone is on your email subscribers list, they’re a devoted brand loyalist. Instead of linking to individual products in your email, try linking them to the main category page to encourage exploration. Shoppers can utilize the information you already have on your site to make product decisions rather than relying on the content you can fit in the email.<\/p>\n\n\n\n

Holiday shoppers want to learn more about the brand and compare products. They don\u2019t necessarily want to make a decision about a product in the email and navigate directly to the product page.<\/p>\n\n\n\n