In order to structure effective Christmas campaigns, it is important to assess what type of email to send once you are sure of their deliverability. The key to success in your communication, especially in this abnormal historical time, is to study the behavior of your audience . How have your target's buying habits changed? How and what will your target buy during this holiday of uncertainty and instability? Start from the data and analyze the purchasing habits and behaviors of your database. For example, take advantage of a predictive marketing strategy. Analyze your users' preferences based on past actions or by querying them. Then, target email campaigns based on their interests and offer promotions that may match their preferences, increasing the chance of conversion. By having this data at your fingertips, you will be able to segment your audience and start designing personalized email campaigns . Go beyond the dynamic field “Hello [name]”, consumers are more than accustomed to this type of personalization tool. Instead, focus on content that really interests your audience, that your users can really benefit from. The methods of personalization are endless : go from abandoned cart reminder emails to messages promoting the products that have piqued your contacts' interest the most. See the E-Commerce Photo Editing Service following examples: sephora abandoned cart example example of amazon preferences 3. Boost e-commerce and online shopping, in-store pickup services Given the current mobility restrictions and the opening hours of many stores, a trend this holiday 2020 will undoubtedly be online shopping . Since consumers are more available, they will spend more time than usual on social media, websites, and email inboxes. Benefit from a multi-channel communication strategy and boost your e-commerce to facilitate online purchases. Indeed, data from MailUp studies carried out during the first phase of the pandemic show that the growth of the e-commerce sector at the end of 2020 is expected to reach a total value of 22.7 billion euros with a relative increase of 26% compared to the previous year. This growth rate is certainly higher than in 2019 when product e-commerce recorded +21%. If you have an e-commerce, it is essential not to be caught off guard. Improve the platform as much as possible and provide users with an efficient, simple and positive online shopping experience . Be prepared for the influx of traffic and requests, optimize your inventory management, and establish accurate and timely support communications with transaction and shipment notifications. If you expect a delay, avoid disappointment by letting potential consumers know the arrival times of items from the start. Effective e-commerce can work in your favor during this emergency. Give your audience the most positive and comfortable shopping experience to encourage a return, even after the holidays. To focus on:

The impact of COVID-19 on the 2020 holidays: is it really a crisis Christmas? How to prepare for the 2020 Christmas campaigns In summary Undoubtedly, the Christmas holidays are one of the most profitable yet challenging times for businesses. In an abnormal and critical year like 2020, they have to revise their traditional digital strategies to adapt to current times. Now let's look at some tips for creating effective holiday campaigns despite the COVID-19 emergency. The impact of COVID-19 on the 2020 holidays: is it really a crisis Christmas? The coronavirus pandemic and confinement have radically transformed people's habits, especially when it comes to shopping. This has significantly influenced market trends. One of the main effects has been a “forced” acceleration of the digitization process : people who had never made an online purchase before March had to adapt to technology and the world of e-commerce. From a business perspective, this meant winning over new audiences. On the other hand, however, the advent of COVID-19 has also caused a labor and economic crisis. This may portend a hostile and disastrous scenario during the Christmas holidays which, starting with Black Friday, are the most profitable months of the year in the global market. The data, however, eliminates any reasonable skepticism. The Global Web Index projects a hopeful scenario . Its research shows that 44% of consumers plan to spend (approximately) the same amount as in previous years on Christmas 2020 shopping . In fact, many consumers Image Masking Service don't want to give up normality when it comes to the Christmas holidays. They intend to preserve traditions related to gifts and preparations in response to the negativity of these times, despite some changes in shopping methods. In fact, in its annual holiday forecast, Deloitte predicts that e-commerce sales will grow 25-35% from 14.7% in 2019. This growth is largely due to consumers spending more time online. Additionally, Deloitte research indicates that 70% of consumers do not expect spending to decrease this time of year . Indeed, the orientation and method of purchase will change, but not the expenditure: 75% of users say they want to make purchases for up to 5 people, favoring gifts for family members and the most relatives. How to prepare for the 2020 Christmas campaigns So, despite the difficult situation, consumers seem unwilling to give up gifts and decorations. This gives hope to companies, which had never struggled so much against the unpredictable and the uncontrollable. The predisposition to consumption is always present in consumers. Therefore, don't get caught off guard. Make sure you have all the tools to design crisis-proof campaigns and follow the right strategy to emerge in the “crowded” inboxes of your users.

The crisis has changed consumption habits both in terms of digital purchasing methods and a greater propensity to save and reduce consumption. A simple but effective way to incentivize purchase is to promote discounts and giveaways. Want to increase conversions? Then, communicate your promotions , introduce discount codes for the first online orders, activate free shipping or use refund solutions . Most companies have this type of best practice in place to encourage purchases from customers. Many supermarkets, for example, have adopted this strategy by offering free home deliveries of online purchases for the over 65s. Basically, discounts are a simple yet winning trend when it comes to incentivizing purchases. Plus, discounts and free shipping show your willingness to help your audience by helping them as much as possible during this crisis. 3. Educate your audience about solidarity and support for the sector Another way to encourage purchases is through a communication strategy that capitalizes on the industry's need for support and assistance . This is done in the name of solidarity with all Horeca workers in difficulty. Messages of this type are certainly an effective strategy. In fact, they speak to the hearts of users and tap directly into their sensitivities, generating empathy. A good example is Burger King's solidarity campaign which immediately went viral. The company shocked the internet with the tweet: "Order at McDonald's". Breaking down barriers with competitors , this has encouraged consumers to support all workers in the industry. Their purchase then becomes an Image Masking Service important and precious symbolic gesture. mcdonald's bk campaign order Source: Burger King UK Messages of solidarity and requests for help like this one not only enhance the feelings of consumers by adding importance and social responsibility to the purchase but also help to consolidate the notoriety of your company. It conveys a brand image centered on the common good, rather than on simple profits. You can also design communications to enlist the support of your customers and emphasize solidarity . Prioritize your employees and express how much work and effort is behind your brand . Knowing exactly what you are doing every day to your best service and how many people are involved in this time of crisis can raise awareness among your customers, thus inciting their support for you. Another way to ask for help for your brand, and the industry more generally, is to start charitable initiatives . Companies in this sector, despite the difficulties, have not spared emergency aid and support actions: some have offered to help doctors and nurses with free meals or have made donations; others have offered to cover home expenses for the elderly, and many more have included food and drink on their menus with proceeds going to hospitals. Birra Brera's “A Brera as a friend” initiative is an example of this. During the first confinement, this Milanese craft brewery offered two beers for 5 euros, offering one through a voucher for a friend. The proceeds from these sales were donated to the Italian Red Cross. Speaking of beverages, Nastro Azzurro has launched a crowdfunding initiative called to support Italian bar and pizzeria staff through a symbolic donation of a virtual beer.