The holiday anniversary campaign to bring back customers

Some customers just don't buy regularly.

One group are the holiday shoppers. They buy during the holiday season and then disappear. Some might come back the next holiday season, only to disappear again.

This sort of customers benefits from a reminder email once a year at the start of the holiday season. Sort of similar to an anniversary email but more specialized.

In the email mention any product changes this year to help catch them up. It's likely they ignored other marketing messages from your store.

A small ordering incentive with a deadline could push them to order now instead of delaying further.

Using the customer cohorts in Repeat Customer Insights you'll want to drill-down into the cohort membership for each November and December. Once there, find customers who last ordered in November or December.

These are the customers who are ordering only once a year at the holidays.

(You can also use the export option if you're familiar with spreadsheets. All of this data is included in the export for you to work with.)

The more often holiday shoppers come back, the more likely they are to stick around outside the holidays. Holiday anniversary campaigns can be great little campaigns that run without much work.

Directive: Bring back last year's holiday shoppers.

Eric Davis