Twelve tips for Holiday messaging.

1. Look at your recent holiday campaign. Now is the time to review the results & the approach taken. Ask tough questions & decide how to improve it.

Black Friday is where most merchants make most of their money. Don't leave anything on the table. The best way to make sure you're buttoned up for Black Friday is to make sure you're using all of the tools at your disposal to increase conversion rate and average order value. Personalization, SMS, price testing, upsell and cross-sell, etc. Now is the right time to square away your tool stack before Black Friday.

Derric Haynie, Chief Ecommerce Technologist,

2. It's also a great time to ask questions of your customers. Getting product reviews will help shape your inventory or order plans & add to your customer's preferences. Carefully construct a survey that will update customer preference & product feedback. Then use the results in your next email campaign.

3. A flash sale can burn out your audience so hold something back with an exclusivity offer. For example, show some items in your Black Friday offer as unavailable until Cyber Monday.

With so many offers out there for the holiday season, it can be hard and costly to be seen. Avoid the temptation to resurface the same old inventory at lower prices.

Vinny O'Brien, Shopify and BigCommerce expert,

4. If you have not done so already, make sure you are collecting data from your customer at POS and by that, we mean both online and offline. Coupons and special offers that are specific only to the Holiday season should be considered today and incorporated into the Holiday plan. Once they have opted in to your email communications, you can keep them up-to-date on new deals or offers especially on the countdown to the Holiday season.

5. An email series is a great way to automatically remind customers on a schedule. The Advent calendar and Post office deadlines are popular scheduling guides as they are a credible source for delivery times.

6. Use Quantitive data. Messaging that reflects subscriber purchase is proven to resonate better and result in repeat buys.

There are plenty of businesses that are already actively planning for Christmas & this is the best time to let them know you're ready to help them. Talking to them about Christmas in November is going to be too late, they're planning for February by then.

Damien Mulley, Digital Marketing Strategy,

For example use RFM to identify your best shoppers. The RFM score has three parts. Recency -how recently did the customer purchase? Frequency -how often do they purchase? And Monetary Value -how much do they spend? With RFM score, use the segmentation tool to send a reward message to high-scoring customers & incentives to the low.

7. It can be a schoolboy mistake to assume the endgame of your Holiday season marketing is a specific event like Christmas Day.

It is important to try something unique and different. Something more than a blanket discount. For example, one of our clients only discounts their black products.

Paul Savage, e-commerce jobs at

8. The Holiday season is one time you can lower prices without losing brand integrity but make the deal real. It should be clear that the offer is valid for the day in question and that it reverts right after.

9. As we progress through the season, the time to ship becomes more pressing. For example, highlight products eligible for 24 hour shipping and consider using SMS for some subscribers.

10. Make sure your Marketing platform has the capacity to handle your offer. Your email campaign queueing up behind that of your competitor will cost you in terms of first to inbox and sales.

11. This year it's all about the shipping. With container ports backed up both in Europe and the US, merchants are revising shipping dates. Some are setting Nov 30 as the last order date for Christmas, just days away!

12. A picture is worth a thousand words, use image collections like Burst from Shopify.

Typical Win-Back campaigns take an approach of being short and sweet & often focus on just urging users to interact with a message to be moved back to the engaged group. Targeting this disengaged audience in the months leading up to BFCM, you can be much more specific; Tell these customers that you don’t want them to miss out on exclusive, email only offers coming later in the year.

Chase Diamond, co-founder of email marketing agency, Boundless Labs

PSAdd a Holiday countdown timer to your Shopify store banner with one line of code.