When planning for holiday campaigns, it’s important to start early and test often. What works for one brand won’t always work for the next. With the help of Postie’s customer success and data science teams, this home decoration company found the secret to their success was baked into a multi-touch approach.
The Goal
Test multiple campaigns to drive additional purchases from CRM segments without sacrificing overall performance for key tentpole initiatives.
TENTPOLE:
Black Friday / Cyber Monday
IN A NUTSHELL:
Combine CRM clustering and lookalike audiences, sending a few campaigns during September and October to build awareness (and purchase amounts) leading into the holiday season.
WHY IT WORKS:
Postie’s data science allows you to find the right audiences for purchases leading up to the holidays. By targeting high and frequent spenders at the same time, through all of Q4, you’re priming them for larger purchases when the holiday season actually arrives. It’s a surefire way to grow your revenue and gain repeat purchases in Q4.
EXPERT TIP:
Start early, test often! Run pre-tentpole campaigns to test different data sets and then double down on the best-performing ones during your final push.
KEY TAKEAWAY:
October was more targeted to a smaller group, and saw very high results across the board. Upon proving out the repeat mailer worked, it was done again in November, still wielding out-of-this world results across the board.
