Top Five Post-Holiday Tactics - Part 2

As I stated yesterday in part 1 of the holiday wrap-up, marketers should not consider the holidays over 12/25. This quieter period post-Christmas is the perfect time to message promotions that will get subscribers shopping with you again. Following are five ways (with examples) to keep the holiday momentum going through January:

1. "Get what you really wanted"

Take advantage of the fact that your subscribers are also likely fans of your products and that they may begin searching for deals during their extended weekend, especially if they were dissatisfied with their holiday haul.

• 12/26: Lands' End pushed subscribers to get what they really wanted in this email's subject line (Subject line: "SALE: Get up to 50% off what you really wanted for Christmas + Free Shipping")
• 12/26: Apple promoted all their top-selling products to disappointed subscribers that didn't get their favorite Apple product this year (Subject line: "Wasn't under the tree? Get it now from the Apple Store.").
• 12/28: Macy's combined an after-Christmas sale with the get-what-you-really-want messaging (Subject line: "Women's clearance: SAVE 50-75% + AN EXTRA 15%!").

2. Gift card redemption 

Contrary to popular belief, you really do want your gift card recipients to redeem their lot as they often spend above the gift card value. Gift card recipients are also a ripe crowd for new subscribers and for cultivating loyal brand followers (just be sure to opt them in to your email marketing program!).

• 12/25: REI started their clearance sale on Christmas and has a great preheader (Redeem Your REI Gift Card) and  a nice trio footer around returns (timely!), gift card redemption and personalization around why I should visit my local store to learn how to use my new gifts (in email it had my store location in Durham) (Subject line: "REI Holiday Clearance: Save Up to 50% Now").
• 12/27: JCPenney also placed the gift card redemption call to action in their preheader (Subject line: "Our Biggest After Christmas Sale!").
• 12/28: American Meadows dedicated a portion of their after Christmas sale email to details on how to redeem gift certificates (Subject line: "Final Days to Save with Low Flat Rate Shipping. ").

3. After Christmas Clearance Sales

Both a great way to get rid of excess holiday inventory and a great way to capture those consumers looking for deals after a wallet-depleting holiday.

• 12/24: Lands' End started early (perhaps to get last-minute holiday shoppers in the door as well) pushing its Winter Sale (Subject line: "SALE: up to 50% off + Free Shipping. Online & in store.").
• 12/25: New York & Company started promoting it's clearance sale online on Christmas (Subject line: "Merry Christmas! Time to start shopping!") and then followed up the next day (12/26) pushing the sale online and in-store (Subject line: "Up to 70% off...the Sale you DON'T want to miss!").
• 12/28: Home Depot is one of the first retailers I've seen post-holiday utilizing free shipping as a part of their sale (Subject line: "End of Year Savings including 10% Off Appliances + More!").
• 12/29: Cooking.com continued the Christmas theme for their post-holiday clearance sale (Subject line: "Take Advantage of Year-End Savings - Over 300 Items on Sale").
• 12/30: Lamps Plus publicized "5 great ways to save" in their clearance email focusing on deals in-store and at their outlets as well as online (Subject line: "Amazing Clearance Center Deals Up To 70% Off!").

4. Spotlight on New Year's

New Year's provides ample room for potential sales - and not just for clothing retailers either. Focusing on New Year's resolutions could really open the field wide open in terms of messaging.

• 12/20: Nordstrom showed off New Year's Eve fashion long before any other retailer I follow (Subject line: "Dazzling Dresses from $148 | Last Chance for Free Shipping (Details Inside)").
• 12/26: Bluefly hits it out of the park with this engaging and entertaining New Year's themed email (Subject line: "Countdown to Midnight: Perfect Party Styles for Every Celebration + Free Upgrade to 2-Day Shipping").
• 12/28: CostCo focused on New Year's resolutions in their email 5 days prior to the start of 2010 (Subject line: "Fitness & Savings For Your 2010 New Year's Resolutions!").

5. Upselling & Cross-selling

Post-holiday (and really, after any purchase) is also an opportunity to push accessories and upgrades for gift items. Personalized triggered campaigns are the best route, but a generic message based on popular gifts could work for a bulk mailing to get gift recipients shopping.

• 12/29: Lillian Vernon provides complimentary item suggestions based on categories of gifts (Subject line: "Forget the Gift Add-ons? Save 15% on Items to Compliment Your New 'Toys'"). Hat tip to Chad White of the Retail Email Blog on the Lillian Vernon example.

Also, don't forget to push your value propositions around no-hassle returns, no restocking fees, and any and all guarantees post-holiday as you are likely gaining a number of new subscribers from great holiday gifts from your brand that need to be introduced to the many reasons to shop with you. 

Have any blazing hot post-holiday examples or promotion ideas? Share them in the comments below!

Kelly Lorenz
Email Marketing Strategist at Bronto
@KNLorenz