Holiday Guide Part #2: Focusing on the New Customer Experience

October 20, 2016
Mary Kathleen Sullivan
Mary Kathleen Sullivan

October 20, 2016

During the holiday rush most shoppers are busy, overloaded and rushed to find the perfect gift for everyone on their list. During this time, it’s more important than ever to capture new customers, get them engaged and keep the engaged well beyond the holiday season.

Learning More About Your New Customer

A good starting point to retaining your new customers is gathering their email and other useful data during their first site visit, as well as within any consecutive message that you send shortly after sign up. Take this time to further introduce your brand by leveraging all the benefits of a welcome message, or a welcome message series. Use click data from your initial emails, and if possible from your website, to help build out a more complete customer profile. This allows you to send personalized messages within the first few weeks, helping to keep your new customer both engaged and excited about future communications from your brand.

Don’t be afraid to add a little holiday inspiration to your welcome message.  As the first message received, your recipient will appreciate the seasonal cheer to brighten up their inbox. Often times a welcome message will go weeks or even months without any TLC. After the holidays, make sure you both monitor and update your welcome message to tailor to your customer as needed throughout the year.

Connect with Apps

Featuring your app is another great way to get your new customers engaged and interacting on their mobile devices. Take advantage of this timing and opportunity to showcase your app within your email welcome message. 

Use in-app notifications to communicate special holiday offers instead of competing with your customers overcrowded email inbox. Is your app enabled to serve up delivery alerts, coupons, or inventory status on their favorite products? Promote these valuable and time saving features within your first email communication as well.

Whichever way you chose to focus on retaining new customers, make sure your communication is thoughtful, showcases your brand, and promotes the spirit of gift giving. Be sure to check out our other bogs in this series, Creating Dazzling Content" and “How to Create an Omni-Channel Shopping Experience.

 We’re here to help you make your holiday marketing memorable so your customers come back to shop, year after year after!


A holiday styled welcome email from Pottery Barngolden-rule-2-post

Tags: Cross Channel Marketing, Digital Marketing, Digital Strategy, 2016 Holiday

Sr. Marketing Strategist, Shaw/Scott (New Jersey) Mary Kathleen is a true champion in digital marketing. She is well recognized for her ability to generate incremental revenue, particularly when it comes to customer relationships. With over a dozen years of email marketing experience, she is a specialist in lifecycle marketing, advanced segmentation, and personalized campaign development. She is an energizing force, engaging clients through opportunities in emerging technologies, strategic enhancements, and data-driven decision-making. Mary Kathleen has worked with leading brands including L.L. Bean, Staples, Under Armour, Capella University, American Family Insurance, MetLife, Columbia Sportswear, Modcloth and lululemon. Before Shaw/Scott, she served as a Senior Strategic Consultant with Oracle Responsys.

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