Tips and Tricks for a successful online beauty holiday campaign

When we talk about holidays, the first thought that comes to mind is joy, happiness, friendship, gifts and a lot of quality time spent with family. In reality, holidays are more than that, they involve closeness and true feelings.

You may ask, what does it have to do with a digital marketing campaign, especially when we talk about online beauty? Well, today we are going to talk about how to have the best approach as an online beauty business when you create your holiday campaign.

A few tips on how to have the best holiday campaign as a beauty business:

Considering the fact that many people find themselves in the position of customers in the holiday season, you may, in fact, consider creating a great strategy so that you can attract potential customers. Keep in mind that lots of people buy beauty products in this season, so you have to make the best out of your campaign.

  1. Define your audience

Even if you already targeted and identified your audience, you should really consider collecting detailed insights about your customers. Learn about their preferred channels of information consumption; do they prefer to access content on their PC or mobile device? These insights can be used to make more accurate marketing decisions for holiday promotions.

Hint: If you don’t have one already, think about creating a customer data platform, where all aspects of audience and segmentation will not require a whole team to work on. Maybe plans for 2022?

  1.  Keep track of your last holiday marketing campaigns and the results 

Auditing the performance of previous holiday advertising might help you understand your target audience’s behavior. You can have a deeper understanding of prior trends and how they impacted the growth of your organization. Always knowing what your customers enjoy more, even if it’s a make-up palette or a perfume, can change a lot of your final results.

Hint: To make your work a lot easier, make good use of all the resources that help you track your campaigns. For example, you can use Google Analytics to track your website, being the most common and easy to understand tool you can use. 

  1. Don’t forget to personalize your website to a more holiday-friendly style 

Even if your website might be already what people look for when they shop for Christmas presents, giving it a proper customization by adding your new Christmas collection, or even adding personalized greetings, festive pop-ups and banners. 

You may also keep in mind that the holiday season represents almost 30% of the annual sales for businesses, so this is the perfect time to give your website a cute make-over.

Hint: Make sure you start planning your customization early so that you can be right on track when the festive season starts. Discussing how you would like your website to look and searching for inspiration can make your job a lot easier. And also, don’t forget to pay attention to the trends.

  1.  Give early access to VIP/loyal customers

Considering your online beauty business has already got some loyal customers that enjoy buying from your company rather than shopping elsewhere, make sure you pay proper attention to sending them the information first.

Our recommendation is personalizing your email marketing strategy so that it’s festive and closer to the holiday spirit. Send them early-bird discounts, information of your new collection, so that they can feel special and make good use of the discounts for purchasing gifts.

Hint: As mentioned above, a great strategy is to give access to most of your holiday goodies to your loyal customers a little earlier than to the rest of your customers. This tactic can attract customers to make purchases before the holiday season starts. 

  1. Make good use of you Social Media Channels

A lot of users actually buy stuff just from seeing ads/banners that catch their attention on social media. With the proper approach, your sales may increase just from posting on social media. 

The best ways to increase them is by posting holiday giveaways or collaborating with a beauty influencer that has early access to your holiday collection. Also, using the right hashtags can increase your reach especially if you use festive ones. Don’t be shy, launch your campaign on Instagram, Facebook, Twitter, Tik Tok and everywhere you feel comfortable.

Hint: What seems to work the best on social media is starting trends. If you consider creating a unique hashtag, a photo contest or even a giveaway for your holiday campaign, pay attention to how your target audience reacts and make sure you work on making it enjoyable.

  1. Pay attention to your mobile marketing strategy

Over 61% of the web traffic is made from mobile phones. That should be enough to encourage you to optimize your apps and websites for a better experience. Pay attention so that every information is up to date, that your apps are working properly and embrace the festive period. Also, as a great marketing strategy, you can introduce amazing deals that are only available on the mobile app.

Hint: A great tactic that seems to work great for improving the mobile marketing strategy is A/B testing. If you never tried using this split testing strategy, consider getting your eyes on this type of testing so that you can get the best out of website optimization.

  1. Consider trying video marketing to promote your campaign

Even if it’s your first time trying video marketing, we may tell you that it is the best way to communicate with your potential customers and share your holiday message to them. Keep in mind that this is your best occasion in promoting not just your holiday products, but your brand overall. 

Video campaigns have shown an increase in order value and studies have shown that customers have placed orders just from seeing marketing videos on Facebook (for example). So take the opportunity to increase your engagement rate by including holiday-specific messages in your videos.

Hint: If you try video marketing this holiday season, make sure you are creative. Our only hint on this is to embrace the holiday theme and pay attention to the video resolution. High-resolution videos catch customers eyes easier, so try incorporating quality, even if you chose to promote products or wish a cheerful holiday season to all your potential or current customers. 

  1. Think about partnerships with influencers/other businesses

Besides promoting your beauty products as usual, the holiday season may be the perfect time for partnerships. Even though the last steps brought you amazing results, this one may be the cherry on top of your campaign. 

Pay attention to the trends going around and understand people’s likes and needs. For example, in 2020 Colourpop Cosmetics collaborated with Disney, which brought both companies amazing conversion rates all over the internet.  

And as we mentioned before, besides beauty influencers, you can try collaborating with other influencers that may bring joy for your target audience. As long as the message embraces the holiday season, it’s worth trying.

Hint: How about making a list with the people you would like to collaborate with? As silly as it seems, having lists and basically a goal that you wanna reach. A lot of influencers and businesses are open to collabs especially this season, so why don’t you contact them via mail or phone if possible to create a common goal/promote each other or create ideas for future products.

  1. Boost your conversion rate with free/reduced products

What can be better when you shop for your loved ones than receiving a free product with your purchase? But what if you find your favorite product at a lower price? People pay a lot of attention to these aspects, especially when buying a lot of gifts. 

Holiday season is a lot about happiness and joy, so why not embrace this feeling with your customers? This will increase your conversion rate substantially.

Hint: Keep in mind that a free gift can bring a lot of happiness, especially when you don’t know about it. Make your strategy so that you include a gift for almost every purchase. For example, if a customer spends more than 50$, add a free make-up sample that’s a limited Christmas edition, that, for sure it’s going to boost your conversion rate, without offering stuff that is way too expensive.

  1.  Extend your holiday campaign deals for late-birds

It’s important to give other shoppers the opportunity to benefit from your limited-edition products and amazing price deals. We all know the struggle of being a late shopper and missing out on the good stuff. 

So why not give a chance to your potential customers? By expanding your holiday campaign, you can build a stronger brand loyalty and relationship with your customers. And also, there are a lot of late shoppers and this will for sure increase brand awareness.

Hint: Try making the best out of the extended holiday campaign. How? Make sure you use your marketing channels wisely to promote your late-bird extended campaign by using email marketing and social media. Basically, keep applying the last steps so that your holiday campaign works the best before it ends.

Conclusions

One of the ideal times to invest in an emotional relationship with your target audience is over the holidays. That’s the main reason why you should pay a lot of attention to details. 

For getting the best out of your campaign, you should offer the best customised experience for your consumers, make your campaign easy to share and enjoy and offer special attention to create the best deals and sales that can make both your business and your customers satisfied. 

What else do we recommend?

  • Empathize with your audience
  • Embrace the spirit
  • Get out of your comfort zone
  • Try everything out before implementing
  • Work with passion
  • Quality not quantity
  • Optimization is the key for success
  • Enjoy! 🙂

You can also try offline marketing if you find it suitable for your campaign! (TV, radio marketing)

On a serious note, you should really see what is working throughout the year so that you can do your best on the holiday campaign, especially for a beauty business, because it might be one of the most important periods for your business growth on every plan. 

What do you think? Let us know in the comments or share this article with your friends if you like it.

You could also check the following:

https://www.launchmetrics.com/resources/blog/top-beauty-collaborations

https://www.bigcommerce.com/blog/holiday-marketing-campaigns/#1-err-on-the-side-of-simplicity

https://www.revechat.com/blog/holiday-marketing-campaigns-examples/

https://vwo.com/ab-testing/

What’s the benefit of the Customer Data Platform for your digital business?

A Customer Data Platform (CDP) can link all applications for both transactional and analytical purposes. If you’re wondering why your business should consider using a CDP, you’re in the right place! In this article, we will go over the customer data platform and discuss detailed its benefits. 

Before we start, let`s find out what is Customer Data Platform and why is so important for your business.

Customer Data Platform – An Overview

CDPs are used to organize and integrate consumer data into a single database. These tools provide marketing teams with the relevant insights they need to run campaigns. A CDP can gather data from online and offline outlets, such as websites, mobile apps, and email channels, to provide a comprehensive view of your customer. After recovering this information, a CDP will assist companies in predicting the best next step with a specific customer. It allows companies to learn what steps have to take to attract specific customers. Customer service teams may also use a CDP to tailor their support to each client. Email software, data warehouse software, and other data storage systems may integrate.

Now, as we already know what is CDP, let`s find out all the benefits that it brings to your business. 

All Data in One Place

Is it the data from the first, second, or third party? The answer is – all of them and all in one place. Companies also fail to combine and use all of the data they collect. Since data streams are coming from many sources, it is impossible to get a complete image if the information is not structured.

Now, many brands can collect data from all possible touchpoints, both online and offline, in one location. This integration allows them to understand their customers better and achieve their mission of being customer-centric.

Customer 360-Degree View

A 360-degree view of the customer allows businesses to recognise every stage of the customer journey, as well as goods and transactions. It assists the company in better understanding its customers and their behaviour. As a result, having a complete image of the customer allows sales, marketing, and support departments to strategically sell the enterprise’s goods to the right customers at the right time.

This 360-degree perspective is one of the reasons businesses has grown so quickly. With a greater understanding of their (potential) clients, the company can sell their goods more effectively and dramatically increase figures such as the conversion rate. All of these advantages contribute to the main focus of any business: increase sales. A higher level of satisfaction contributes to increased loyalty and a better work environment.

Long-term learnings and campaign optimization

The use of a customer data portal enables insight into the success of individual initiatives. Marketers will see the effectiveness and outcome of the campaign they want to analyze by introducing a consumer data framework. Marketers may enhance their efforts to promote a product or service in the future by having a thorough understanding of the product or service.

CDP does not only have insights for resolving immediate issues such as excessive promotional spending for the targeted audience. In the long run, marketers and businesses can benefit from using consumer data management platforms. Every time a campaign can be changed favourably by using the customer data management tool, the company can learn and improve its efforts for the next time. The budget has been saved, and conversion rates will rise in the future.

Identifying new audiences

Having all of your information in one location makes it easier to segment your clients and audiences, as well as apply simple and advanced analytics. Even though the customer data management tool does not perform segmentation, it can be of great assistance. Marketers must continue to set the requirements for the segmentation of multiple target groups using software that sits on top of the web.

When working with all of the data, they can discover new audience segments such as online spenders, loyal customers, or discount shoppers. Marketers may then further segment each of these segments based on factors such as gender, age, place, and target similar demographics. Since the parts are smaller, the targeting and messages may be more precise.

Increased Profitability

CDPs, when used correctly, can result in a company’s ultimate goal: an increase in sales. The enterprise will build a full view of the consumer by integrating data from all sources. As a result, the possibility of well-targeted marketing to the right people with the right message could increase brand awareness and customer engagement. Because of this, conversion rates are higher.

Cost-cutting measures

Since the data is primarily persistent in the customer data management platform rather than the app, you can reduce costs. A central view also saves analysts a lot of time when it comes to data collection and cleansing.

Observation

Having all of your data in one location makes it easier to comply with GDPR and E-Privacy. It allows the organization to anonymize your contacts. Furthermore, since these activities can be completed with a single source, customer data management systems help data portability and data insight requests. Achieving these tasks in broken data stores will be nearly impossible.

Significantly reduce vendor lock-in

Crystalloids construct the customer data framework by loosely coupling the applications. Your data’s persistence is mainly in the knowledge supply. Since the migration is smooth, switching apps is easy. It’s no surprise, given that the data is permanent in the CDP.

Provide a Better Experience for Your Customers

You are not only increasing profits and earnings for your business by gaining insight into your prospective audience. You are also improving the customers’ purchasing experience. Let’s face it: customers receive plenty of emails (as well as print advertisements in the mail) every day. The majority of these advertisements would be discarded. People do not want to be bombarded with advertisements that are neither interesting nor important to them.

More Information About Your Clients

Data, on the other hand, will provide you with a wealth of knowledge about who your audience is and what types of advertising and marketing messages they are interested in. Customer satisfaction surveys and focus groups may be used to gather this information. When your customers see that you care for their experience with your brand, they will be more loyal and likely to do business with you again.

 Increases Opportunities for Cross-Selling and Up-Selling

Data-driven marketing can provide insights to help you pass prospective customers through the sales funnel more quickly and cost-effectively. Furthermore, data will help you identify previously unnoticed opportunities for cross-selling in the sales funnel. After purchase, data will provide you with feedback and ideas for keeping users satisfied post-purchase. This post-sale partnership will result in loyal customers who make additional purchases in the future. The friendly buyer’s journey experience provided by data-driven marketing can also influence converting the clients to be more likely to upgrade or be upsold.

So, are you ready for a Customer Data Platform? Get in touch with us, our services include cloud and on-premise solutions. Get the above benefits and much more.

The Lucky Wheel – how to collect 4x emails with interactive campaigns

We had interaction campaigns for a long time. Probably 10 years now, since they were added just after email campaigns, that we started with.

With Interaction campaigns, you can show static messages, run dynamic popups based on site variables or even collect user input information with embedded forms. Although we supported running custom Javascript within those templates, things were quite limited.

Now it’s the next level, where interaction campaigns can have lots of custom Javascript. And the first one will be the Lucky Wheel, a dynamic collector of emails, with incredible results in our tests.

How it works. Lucky Wheel in action.

How Lucky Wheel works

Quick snapshot of configuration section for the lucky wheel.

Colors available, text and labels are configurable. And you can always come to use for help.

Click here for a full configuration article

March product update

We’ve been working in the last month on the following:

  • User Tags – you can easily add and now remove tags from users
  • Interaction campaigns – we’re sure they work on any website and our editor correctly deals with css
  • Countdown Timer – Generate Urgency by having an animated GIF added to your emails
  • Leave Intent – A new smart trigger (different from Exit Trigger) that can be used when clients try to leave your website for real.
  • Invoice Feedback – A feedback survey link is inserted into our outgoing invoices automatically. Please take 2 minutes to complete.
  • Newsletters – We’ve prioritised newsletter sending before recurring campaigns and created more parallel workers to send those.

GDPR meaning for e‑commerce businesses

The EU’s General Data Protection Regulation (GDPR) comes into effect 25 May 2018.

But what does this mean for e-commerce businesses, being known the fact the online shopping is using the most tools that might interfere with the rules.

What is GDPR?

GDPR is a new Regulation with European Union, that will force all companies that are based in or who do business inside the EU, to comply with strict new rules regarding the collection, storage and use of customer data.

All forms of customer data: photos, social media posts, IP addresses, bank details and any identifying numbers such as NI or SSNs are equally important. All all this data, regardless of origin should be opt-in only, stored securely and used only with the customer’s permission.

However, the GDPR rules are not set in stone. They have asked for a “reasonable” level of security to be provided, leaving a grey area as to if social media data should be treated the same as bank credentials. One thing is clear, users must give clear opt-in consent for their data to be stored and used in any way.

Pre filled consent checkboxes (for example in email subscription forms) and consent hidden in long T&C’s will be a thing of the past.

GDPR distinguishes three profiles when it comes to handling data:

  1. The Data Subject: The customer, user, employee, site visitor – anyone providing identifying personal data.
  2. The Data Controller: The businesses offering services or goods who control this data. They are responsible for the safe storage and use of the data, and need to state how and why the data is used.
  3. The Data Processor: Usually they are service providers, like ERP systems, Vibetrace, Ecommerce platforms, UPS and any internal teams employed to do similar work, such as an internal accounts team.

How will this affect e-commerce businesses?

The GDPR applies to all databases, marketing, sales, HR, accounting; Any way data is stored or processed, will fall under the new regulation.

Read more about these findings GDPR statement

Clear consent for marketing activities

As mentioned above, data subjects (customers/employees/users) must actively opt into marketing activities. Pre-filled checkboxes or consent below the fold or hidden inside TOS won’t work any more. Whilst this has been best practice from many marketers, what may impact some is the  “Use of data for 3rd parties” checkbox, of which now must list the third parties that may have access to their data specifically.

All of the above will impact the marketing industry, especially when it comes to personalisation, profiling and any marketing activities that involve big data processing.

The right to be forgotten

It must be easy for customers to not only edit their data and remove consent to marketing activities but also to delete their information entirely from a system. Whilst many companies offer account deletion, it can be an extended process nowadays.

The process to remove data must be easily found, well documented and advertised for those looking to remove their personal data.

Immediate breach response

As of May next year, both controllers and processors of customer data will need to abide by the GDPR. For larger companies, a Data Protection Officer must be appointed, whose first responsibility is to report data breaches and misconduct to the ICO. Online businesses must have a stringent procedure to follow when a data breach is detected and report to both the ICO and data subjects within 72 hours.

Increased fines for non-compliance, breaches, and misuse

The transition may be easier for e-commerce companies operating in the cloud. Large entities will have the resources to commit to becoming fully compliant, and begun work on a solution when the regulation was announced over a year ago. Businesses that rely on in-house servers or custom-built software will need to hire a team to audit and test their security for weaknesses and put in place processes to protect the data from input to deletion.

How Vibetrace deals with GDPR will be presented into a dedicated page.

 

Ask customers to whitelist your email and add to contact list

With all this email spam around us, is good to ask your customers to whitelist you as an email sender. Some systems mistakenly send emails into spam, so your users won’t benefit from that email.

Below is what we recommend to do to whitelist our email sender (hello vibetrace com)

Continue reading “Ask customers to whitelist your email and add to contact list”

Best Marketing Calendar 2018 – UK, US and Australia

It’s never to late to know what you’re working on during 2018. Like any other year planning your marketing campaigns based on a calendar is the best way to convert like crazy.

So here it is, an infographic for the 3 countries with mostly English speaking population: US, UK and Australia.

Continue reading “Best Marketing Calendar 2018 – UK, US and Australia”

A/B test multiple email providers. Unique Feature!

What are you using to send emails? Is it your own server, or you pay one of the biggest providers?

If you use one of the most common email marketing services, they probably have built their own ESP or use a most common one (like one of those below).

 

There are many that allow to integrate through API’s or use a simple SMTP connection. Just to remember a few:

Continue reading “A/B test multiple email providers. Unique Feature!”