Think ‘gift list’ to maximise your Christmas marketing ROI

Who are you buying gifts for this Christmas? Will you be sending the same thing to everyone? Will every gift be of the same value?

Most likely not.

Now transfer that thinking to how you spend your marketing budget at Christmas. It isn’t a one size fits all approach as, like your Christmas gift list, your customers have the same level of variation too – they will respond differently to different messages, channels and offers; they are not all of the same value –nor will they ever be.

Many of our clients have a high dependency on sales through the Christmas season and therefore save up most of their spend to push Christmas harder. Making sure it’s targeted and tailored increases the return.

Here’s some sage advice shared by Angela Hall of The Insight House:

1. Firstly, make your communications timely at a customer level – let them know what they want to know, when they need to know it.

2. Understand each customer and what makes then shop with you. Only send them communications that are relevant and match what you know.

3. Prioritise who you communicate with by potential growth and likelihood to even respond.

You can easily achieve all three of these aims by delving into the insights hidden in your customer data, says Angela.

All that’s required is a bit of know-how. She adds: “So go on, put TIH at the top of your Christmas list and we’ll help to transform your Christmas ROI.”

See insighthouse.co.uk for more information.