7 tips for advertising during the holidays

and use your marketing budget really Clever

At Clever Strategy, we see it time and time again: companies that invest heavily but achieve little result. It doesn't have to be that way. We help you not only get your campaigns in order, but to make a real impact. With hyper-personalized strategies, the smart use of data and technology, and an approach fully focused on growth. No noise, no waste – just results. These are our 7 tips to take your holiday marketing to the next level.

1. Make smart use of the holidays

Not all holidays are equally relevant to every organization. It's smart to focus on moments that really connect with your target audience and offering. Whether it's Black Friday, Sinterklaas, or Christmas, focus on what your customer needs. Analyze search behavior and previous results to determine where the biggest opportunities lie. The holidays can be an opportunity to connect with your target audience, but that only works if you know where to focus. Need help with this? We are happy to help you ensure that you are visible at the right time. Important dates?

Singles Day (November 11): Score with exclusive daily deals.
Black Friday (Nov. 24): Prepare for consumers who plan their purchasing decisions weeks in advance.
Christmas (December 24-26): Inspire customers early with targeted campaigns.

2. Keep an eye on your budget with a solid plan

Competition is fierce during the holiday season, which means advertising costs go up. Make sure you have a clear plan and know where you want to focus your efforts. Consider campaigns that generate conversions, such as retargeting, rather than purely visibility. It's smart to set up your budget flexibly so you can adjust it if the results require it.

3. Retarget with relevance

Visitors often view multiple options before deciding to make a purchase. Retargeting allows you to reach these potential customers again and increase the likelihood of conversion. This could include showing them products they have previously viewed or exclusive offers that create a sense of urgency.

4. Invest in eye-catching visuals

Visual content a crucial role during the holiday season. Campaigns with strong images, festive colors, and interactive elements are more likely to stand out in consumers' crowded timelines. Think of videos, carousel posts, or user-generated content authentically represents your brand. Consistency in appearance and message is essential.

5. Make emails a joy to read

A good email campaign goes beyond just a nice offer. Use the power of personalization, interaction, and attractive visuals to stand out in the inbox. Consider interactive advent calendars or exclusive discount codes that immediately activate your target audience.

6. Advent calendar: a surprise every day

An advent calendar is a fun way to create engagement. Give your target audience a reason to come back every day, whether it's a discount code, a giveaway, or free shipping. Plan these promotions carefully and make sure they align with your brand and target audience.

7. Measure, learn, and improve

After the holidays, the real work begins. Analyze your campaigns and see what worked well—and what could be improved. Use these insights to refine your strategy for next year. It's not just about short-term success, but also about learning and growing in the long term. Be sure to look at the results from previous years as well.

Ready to take your holiday marketing to the next level?

We believe that the key lies in working smart: combining data, (smart) technology, a strategic approach, and smart media buying to get the most out of your marketing budget. Together, we create sustainable growth. Contact us and discover how we can help you.

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How do you ensure that your emails arrive at the right time?

Too many emails? Annoying. Too few? Forgotten. Finding the perfect balance between contact moments is crucial in email marketing. It starts with a smart plan: how often and with what message do you approach your customers? We call this a communication frequency plan (also known as a "cadence plan"). Add to that a preference center where customers can indicate what they want to receive, and you have the ideal basis for a strategy that makes customers happy and strengthens loyalty.

Do you already have advanced technology such as Bloomreach Engagement? Then this is easy to implement. Do you work with other tools? No problem, we will show you what is possible and how you can take steps forward, regardless of your current software.

What is a communication frequency plan?

A communication frequency plan (cadence plan) is a schedule that determines how often you contact your customers via email. It helps you to:

Avoiding overcommunication: Nobody wants to receive emails that feel like spam every day.
Staying relevant: Regular contact without irritation keeps your brand top-of-mind.

Instead of just sending emails, you follow a strategy tailored to your customers' needs. For example, you can give customers who have just made a purchase a short break before approaching them again. Customers who have been inactive for a while can be reactivated with a specific campaign.

What is a preferences center?

A preference center is a tool that allows you to give customers control over the frequency and content of your emails. Customers can use it to indicate:

How often they want to receive messages (e.g., weekly, monthly).
What types of messages they want to receive (for example, only offers, or also product news).

The advantage?

Your communication always matches their preferences.
Less chance of cancellations.
Greater engagement because customers receive valuable and desired information.

Important: a preferences center does not automatically mean fewer emails. Customers can also indicate that they want to receive more relevant messages.

How does this work with Bloomreach (and other tools)?

With advanced platforms such as Bloomreach Engagement, you can easily set up and automate both a communication frequency plan and a preference center. For example, you can:

Collecting customer preferences: Bloomreach combines data from previous interactions with preferences that have been entered.
Content : Dynamic content ensures that every customer receives exactly what is relevant to them.
Optimize frequencies: Use data to learn which frequency works best for specific customer groups.

Don't have Bloomreach?

Many standard email tools do not offer advanced options for dynamic personalization or integrated preference centers. But that doesn't mean you can't take steps to improve! Clever Strategy you with solutions that fit your current technology. Think of manual segmentations or simple automations to take you a step further.

The results: higher loyalty, more conversion

With a strategy that strikes the right balance between frequency and relevance, you will achieve tangible results:

Greater engagement: Customers appreciate the personal approach.
Greater efficiency: Less waste of your marketing budget on irrelevant communication.
Long-term loyalty: By building trust with relevant messages.

Frequently asked questions

1. How do I set up a communication frequency plan?

Start with data: analyze your current sending frequency, open rates, and unsubscribes. Then test different frequencies to see what works.

2. Is a preference center mandatory?

No, but it is a powerful tool for giving customers more control and increasing your relevance.

3. Can I still benefit from this strategy without Bloomreach?

Yes! Although Bloomreach offers advanced features, you can also take steps with other tools, such as manual segmentations and basic automations. Clever Strategy you make the most of the possibilities within your current system.

We are happy to help you further

Are your email campaigns lagging behind in results despite these tips? Or can we help you with the implementation? At Clever Strategy, we help you optimize your email frequency and make a maximum impact.

Let's take your email marketing to the next level together. Send an email to Ibe, or contact us directly.

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Advertising during Black Friday and the holidays