Prepping for the holiday season can creep up on you and before you know it, it’s that busy time of year! We’ve got your back with tips posted every week to make the most of the time between now and the end of month.
Before building out your holiday content calendar, it’s important to identify the groups of people that you want to target during the holiday season.
Here are four key segments that you should build:
BFCM Window Shoppers
BFCM browsers navigated through your site during BFCM, but never purchased. They have clearly demonstrated an interest in your holiday offerings, but may just need an extra discount or incentive to sweeten the deal. Stress the urgency or exclusivity of your offer with messaging like “order now to get it by Christmas” or “quick - deals won’t last!”
Segment definition:
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If someone is in or not in a List
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Is in Main List
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What someone has done (or not done)
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Viewed Product is at least X in the last X days/weeks
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What someone has done (or not done)
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Placed Order zero times over all time
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Last Year's Holiday Purchasers
Next, identify those who purchased this time last year, but haven’t bought again recently. This is a good group to target because they are receptive to your sales and, with the right discount, may purchase again.
Segment definition:
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If someone is in or not in a list
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Is in Main List, AND
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What someone has done (or not done)
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Placed Order at least once between dates MM/DD/YYYY and MM/DD/YYYY
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Engaged and VIP Customers
You should also target your engaged and VIP customers. You should always send the bulk of your messaging to engaged subscribers in order to maintain good deliverability. If you use Klaviyo for both email and SMS, make an engaged segment for both channels.
Engaged segment definition:
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Someone is in your Main List
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Someone has opened email at least once in the last X days, OR
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Someone has clicked email at least once in the last X days, OR
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Someone is in your Main List and was added in the last X days
Note: with the release of iOS15, macOS Monterey, iPadOS 15, and WatchOS 8, Apple will change the way that we receive open rate data on your emails, causing inflated open rates. If your campaign analytics show a large number of iOS openers, we suggest adjusting your definition of engagement to include other metrics like clicks, purchases, or site activity. For more information, visit iOS 15: How to Prepare for Apple’s Changes.
VIP segment definition:
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If someone is in or not in a list
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Is in Main List, AND
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What someone has done (or not done)
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Placed Order is at least X in the last X weeks, OR
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What someone has done (or not done)
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Revenue is at least X over all time
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These are your most valuable shoppers who purchase recently, frequently, and at a high monetary value. Target them with bigger ticket items since they’ve already demonstrated that they’re willing to spend a good amount of money with your brand.
This Year’s Product-Specific Shoppers
These customers already purchased this holiday season. This is a good group to send cross-sell promotional emails and special offers that directly relate to their recent purchase. That said, exclude them from more general holiday campaigns, as that content may no longer be relevant to them anymore.
Segment definition:
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If someone is in or not in a list
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Is in Main List, AND
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What someone has done (or not done)
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Placed Order at least once between dates MM/DD/YYYY and MM/DD/YYYY
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Where Collection/Category equal’s Collection Name
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- Learn strategies for how and when to send to these segments in our new Creating a Winter Holiday Marketing Strategy Crash Course.
- Learn how to build these segments in our new Creating a Winter Holiday Marketing Strategy Crash Course or build them along side a Klaviyo expert at our weekly Build It with Klaviyo session.
See you there!