A recap of the expert-led master class: Sales and marketing strategies for the holiday season

The holiday season, as we all know, is a period that often defines annual revenue, sets the tone for the upcoming year, and allows you to strengthen customer relationships. Whether you're an experienced marketer or small business owner, learning to navigate the unique challenges and opportunities of holiday season is essential. We sat down with a panel of experts from sales and marketing who delved into strategies that can help maximize the impact of your marketing and boost your business's revenue.

So if you don't know where to start or need help, you won't want to miss this discussion! Tune in and let's crush the holiday season together!

If you aren't a video person, read along to know what we discussed:

Major shifts in consumer behavior and strategies to engage them

For businesses targeting a US audience, election season is an unpredictable factor. As elections unfold, you can expect shifts in national sentiments, which could influence economic confidence, spending habits, and overall willingness to shop during key periods like early November. And because of this, you need to analyze consumer sentiments closely and then adjust your campaigns accordingly.

Unlike previous years, Thanksgiving and Black Friday fall later in November, narrowing the shopping window. So take more time to build momentum and engage customers with pre-holiday deals without clashing with the election-related noise. However, scheduling adjustments are essential to optimize this period effectively.

Economic uncertainty continues to loom over consumers, affecting their spending behaviors. However, studies show that this doesn't lead to a complete halt in spending. Instead, consumers opt for smaller, lower-priced luxuries instead of high-ticket items. This shift highlights opportunities for you in bundling products/services, promoting smaller value-adds, and offering upsells that appeal to the "treat yourself" mindset. For example, if a customer is purchasing a gift, a well-placed "treat yourself" recommendation for an additional item could effectively enhance their experience and increase your average order value.

Effective marketing channels for the holiday season

Email marketing has been proven to be a veritable digital marketing workhorse thanks to its reliability and effectiveness. However, you should know that inboxes will be overwhelmed during the holiday season, so personalized content, targeted promotions, and strategic timing can help you stand out from the rest. And SMS will complement email even more this holiday season by enabling you to deliver time-sensitive or exclusive offers directly to customers. Since the pandemic, there has been a rise in the collection of mobile numbers and SMS opt-ins that has positioned SMS as a high-impact channel.

One of the challenges brands face is deciding how to balance consistent communication with event-driven promotions. While event-specific messages are essential during holidays, consistent messaging is equally important for brand identity and customer relationships. Here's how you can navigate this:

• Avoid SMS campaigns during high-noise periods if they're not already part of your strategy. Focus on building and refining SMS efforts in less competitive periods, such as the new year.

• Consider segmenting your audience based on purchase behavior, past engagement, or loyalty status. This helps you deliver the right message to the right audience to enhance conversions and maximize ROI.

Moreover, if you have a mobile app, push notifications are an often underused but effective channel. You can expect an uptick in mobile push notifications for flash sales, limited-time offers, and announcements of limited stock. However, the key to success with push notifications lies in pre-planning.

Turning holiday traffic into conversions and collaborating with the marketing team from a sales perspective

Agility enables sales teams to meet customers where they are and address their specific needs and pain points rather than applying a one-size-fits-all solution. This targeted approach ensures that potential customers feel understood and valued and makes them more likely to convert.

When it comes to the relationship between marketing and sales, there's historically been a “Tom and Jerry” dynamic—i.e., one that oscillates between harmonious collaboration and friction. However, aligning these teams towards common goals can create powerful synergy that drives results. Marketing's role extends beyond brand awareness and lead generation toward empowering sales with the insights needed to tailor strategies.

Some key ways in which marketing supports sales include:

• Preparing leads through tailored campaigns and messaging so that the sales team can engage with prospects who are already informed and interested.

• Leveraging data to equip the sales team with valuable information about customer behavior, preferences, and pain points.

• Ensuring the messaging across all channels remains consistent in order to reinforce the brand's value proposition at every touchpoint.

For example, Zoho exemplifies strong sales-marketing synergy through its localized events strategy. These events are a joint effort between marketing and sales and target areas with a high concentration of customers. The primary goal is lead generation, but these events also attract existing customers and provide a unique opportunity for deeper engagement.

This synergy helps sales teams at these events address questions from both existing customers and prospects, which reinforces relationships and uncovers upsell opportunities. Sales teams can also gather real-time feedback and tailor their pitches more effectively.

But most of the time, both departments have competing priorities and face their own challenges. To overcome them, both teams need to have regular check-ins and collaborative planning sessions, establish shared KPIs that reflect the success of both departments, and embrace agility.

Resonating with holiday sentiments in messaging while also promoting business

Crafting effective holiday messaging is both an art and a science. While incorporating holiday themes can be impactful, it doesn't have to be at the core of every campaign. Brands with diverse audiences should strike a balance between festive cheer and inclusivity.

By its very nature, the holiday season is fueled by emotions like nostalgia, happiness, and generosity, all of which can make audiences more receptive. By weaving these themes into your messaging, you can inspire action and create a welcoming atmosphere. Words like “celebrate,” “joy,” and “gather” resonate with the holiday spirit and can enhance your campaigns without being over-the-top.

It's crucial that your holiday-themed elements complement, rather than overshadow, your primary message. Mixing subtle holiday puns or celebratory phrases can add charm, but maintaining your core brand voice ensures consistency. This balance helps build trust and keeps your brand recognizable by reinforcing authenticity while engaging with holiday themes.

Closing more deals during the holidays

The holiday season presents both opportunities and unique challenges for sales teams aiming to convert leads from marketing campaigns into finalized deals. Here's strategic advice for sales teams to optimize their performance during this pivotal time.

Be flexible

Sales teams should be aware of behavior shifts and tailor their approach to align with customers' financial realities. Providing adaptable subscription plans (e.g., monthly, semi-annual, or annual options) is an effective way to meet diverse budgetary needs. This flexibility reassures potential buyers who may be hesitant to commit to long-term contracts.

Build confidence

Building confidence is crucial, especially when people are being selective about their spending. Including additional support for onboarding in price plans can make a significant impact that leads to longer-term agreements in the future.

Be solution-oriented

While being mindful of budget constraints, sales teams should focus on how their products or services solve specific problems. Shifting the conversation from just the cost to the potential benefits and outcomes can make the decision to buy more compelling.

Evaluating post-holiday sales performance

Be cautious when analyzing data from the holiday season, as certain anomalies may skew results. For example, concessions you make in order to close deals at the end of a quarter or fiscal year—such as budget utilization to avoid losing funds—can temporarily inflate numbers. These end-of-year surges, while beneficial, may not be sustainable indicators when it comes to planning future campaigns. It's essential to distinguish between short-term anomalies and consistent, replicable patterns. Understanding which factors were unique to this holiday period versus those that can be systematically repeated is key for realistic, strategic planning for the following year.

The holiday season provides a snapshot of potential spending trends for the upcoming year. While immediate circumstances—like year-end budget pushes—can cause deviations, the overall spending behavior observed during the season often signals broader economic sentiments. Post-holiday trends can offer early insights into consumer and business spending as the new year begins. This period is particularly telling as the effects of seasonal marketing subside, and allows for clearer analysis of customer engagement and retention.

You need to assess how effectively your holiday campaigns have converted leads into actual sales, as this is a direct measure of the success of both your marketing and sales efforts. Compare the costs associated with acquiring new customers during the holiday season against standard periods to determine the cost-effectiveness of seasonal campaigns. Did time-sensitive promotions or year-end spending pushes accelerate the sales cycle during the holiday period? Identify if the average value of closed deals was higher or lower during the season.

This can help gauge whether promotions or bundled offers influenced purchasing behavior. Examine the retention rate of new customers after the holiday season and determine if there were any opportunities for upselling to derive insights into the long-term value gained from holiday campaigns.

And pay attention to late-year patterns and early new-year data to refine your strategies. As external factors (e.g., economic shifts or upcoming elections) influence spending behaviors, it's wise to keep an eye on broader trends for a comprehensive strategy. Use the findings to inform discussions with both the marketing team and leadership to fine-tune strategies. Having an open internal dialogue about what worked, what didn't, and why certain metrics played out as they did is crucial for continuous improvement.

Common challenges and overcoming them

Website stability

During peak shopping days, like Black Friday, high traffic can overwhelm ecommerce platforms. Brands using systems like Shopify, Magento, or WooCommerce may experience slow load times or even site crashes if their infrastructure isn't robust enough. Conduct thorough load testing well in advance to assess your website's ability to handle traffic surges. Ensure hosting services and network capacities are scalable to avoid performance bottlenecks. A backup plan—such as a queuing system to manage high traffic—can also be helpful.

Meeting demand

You may struggle with having enough inventory to meet surges in demand, especially for holiday-exclusive or limited-time products. Selling out prematurely can lead to missed opportunities. Prepare inventory forecasts based on past sales data and market trends. Communicate clearly to customers about limited inventory to create a sense of urgency while also managing their expectations. If an item sells out, have backup offers ready to keep customers engaged and interested in other products.

A successful marketing campaign that drives high demand can also strain operations and lead to delays in fulfillment and shipping, which in turn tarnishes customer trust. To avoid this, collaborate closely between marketing and operations teams and synchronize efforts. Make sure fulfillment centers and logistics partners are ready for increases in volume and communicate clear shipping timelines to customers. Offer updates and transparency if delays occur.

Being reactive

Conversely, some campaigns may fail to generate the level of interest you expect and lead to lower sales. To mitigate this, implement tiered offers and flash sales to boost urgency. Dynamic discount strategies, such as step-up or step-down pricing, can help entice hesitant customers. Reinforce your value proposition through strong messaging that highlights limited-time deals, exclusive bundles, and deadlines.

Meeting consumer expectations

While consumers are often willing to spend more during the holidays, economic factors and shifting priorities may still force them to be price-conscious and value-seeking. Ensure that your promotions align with consumer expectations by offering the best prices of the year. Bundle products creatively to add perceived value without significantly cutting into profit margins. Optimize product presentation and site merchandising to make deals more appealing and straightforward.

Giving consumers a push

Sometimes, shoppers need more of a push to make their purchases, especially when they're weighing multiple offers or waiting for better deals. Use proven strategies like limited-time offers, countdown timers, and reminders for cart abandonment to create a sense of urgency. Highlight popular products and indicate when they're low in stock to motivate quicker decisions. Offer flash sales and “deal of the day” promotions to drive momentum.

Top tips to maximize the holiday season

Think beyond the holidays

While businesses often invest lots of resources into holiday campaigns to attract new customers, post-holiday strategies are equally vital. Focus on nurturing new customers after the holiday season to encourage repeat purchases and build long-term relationships. Use SMS to send personalized texts or upsell items that complement previous purchases. Maintaining communication and emphasizing customer lifetime value can ensure these seasonal shoppers become loyal, year-round customers.

Keep communicating

First impressions matter, especially in seasonal campaigns where communication sets the tone for future interactions. Build a communication strategy that extends beyond the holiday rush.

Optimize and segment your data

The effectiveness of your holiday campaigns depends on the quality of your customer data. Conduct email and SMS list hygiene before the holiday season. Segment your contacts by engagement level, purchase behavior, and recency to tailor your outreach. This ensures that your most engaged customers receive the best offers, while prospects and inactive contacts receive appropriately targeted messaging. Post-holiday, leverage this data to plan re-engagement campaigns that focus on content marketing that shifts from discounts to informative and engaging content as consumers recover from holiday spending.

Navigating the holiday season in mental health marketing

The holiday season can evoke a whirlwind of emotions—joy, stress, nostalgia, and sometimes profound sadness. For those in the metal health niche, this time presents both challenges and opportunities in marketing and sales.

Creating content that addresses the emotional complexities of the season can be immensely beneficial. Consider developing resources such as blog posts, social media tips, or even webinars that focus on coping strategies for holiday stress. Content ideas could include:

• Practical tips on handling family dynamics, financial pressures, and emotional triggers

• Simple mindfulness or relaxation techniques that people can practice during hectic family gatherings

• Reminding the audience that it's okay to seek help and that their feelings are valid, especially during times that can heighten anxiety or grief.

By positioning your brand as a source of support rather than just a seller, you build trust and foster a deeper connection with your audience. When it comes to promoting your products or services, it's important to balance marketing messages with a tone of compassion. Keep in mind that your audience consists of individuals facing their own unique challenges, so tailor your approach accordingly. You should be able to:

• Acknowledge the stress many face during the holidays in your advertising. Use phrases that resonate with their experience, such as "We're here for you this season" or "Finding peace amid the chaos."

• Host workshops or webinars that guide participants through managing holiday stress or addressing loss during the holidays—perhaps at a nominal fee—to provide valuable insights while also generating revenue.

• Tie your holiday promotions to a charitable cause. For instance, a percentage of sales could go to a mental health charity, which not only enhances your brand image but also aligns with the value of compassion and support.

• Foster a sense of community. Encourage your audience to share their experiences through social media. By creating a space, you're offering support and resources that are directly relevant to your community's needs.

Tips for small sales teams: Thinking big and personalizing your approach

In our masterclass, Joel talks about the importance of not letting team size limit the ambitions of any organization. Instead of viewing it as small, you should be able to consider it an agile team that can implement systems and strategies effectively. Always remember that thinking big and staying connected with your customers can transform your small team into a big force in the market.

As your team grows, foundational tools like a customer relationship management (CRM) system or project management software are essential to avoid chaos. But keep in mind that switching from spreadsheets and notes can cause stress and confusion among team members, especially if they're used to the old way of doing things. Another factor is a team's varying levels of tech-savviness, which can impact tool adoption.

Nikki also emphasizes the importance of adding a personal touch to sales activities, even with automation. Email templates can boost efficiency, but they should allow personalization. So encourage your sales team to adapt their templates and reflect their unique voices. This ensures that customers feel they're interacting with real people. While automation is time-saving, balance it so that team members can add their own warmth and preserve the small-team feel as you scale.

Balanced content strategies for holiday ecommerce

When it comes to ecommerce during the holiday season, it's relatively easy to fall into the trap of relentless promotions. Nikki suggests a more thoughtful content strategy to enhance your brand's appeal while driving sales. Integrate helpful content into your promotional efforts by doing the following:

Highlight the value you offer

Instead of bombarding customers with constant sales pitches, think about how your content can serve them. For example, if you sell apparel, create guides on how to assemble the perfect holiday outfit. If your brand focuses on home goods, share tips on holiday entertaining or decoration ideas. This approach not only highlights your products, but also offers practical help that makes customers feel supported rather than pressured to buy.

Inform and guide shoppers

It can be overwhelming for shoppers to face numerous choices. Create content that helps ease their decision-making process. Craft informative content that answers common questions about your products or showcases real-life applications. Include a section for FAQs or quick tips to help customers understand why they might want a specific item and thereby make their purchase decisions easier.

Additionally, you can provide product comparisons. For example, if you sell electronics, consider comparing the latest gadgets to highlight their features and benefits. This type of content not only informs but also positions your brand as a trusted resource.

Show your face

Consider featuring messages from your brand's founder or team that share their journey and establish the values behind your brand. This approach fosters a sense of connection and builds trust.

Turn the spotlight on customers

Involve your customers in the conversation by sharing their stories and testimonials. Highlight how they've used your products during the holidays, and invite them to share their experiences on social media and other channels. This can further enhance your brand's genuineness and relatability.

Negative feedback and sensitivity in holiday email marketing

Negative feedback is inevitable, regardless of your marketing strategy, Nikki says. Both positive and negative responses help signal how well your message is resonating with your audience. Embracing feedback enables you to refine your approach and understand your customers' needs more effectively.

In email marketing, testing different messages is crucial, because what works for one brand may not work for another. Thus, understanding your audience's reactions helps you improve.

You should be prepared to adjust your strategy based on the feedback you receive—both the good and the bad. Regularly reviewing metrics, such as open rates and click-through rates, can provide insights into how your audience is engaging with your content.

Also, when it comes to your content or messaging, there's no one-size-fits-all approach. Your strategy should depend on your brand identity and audience demographics. Here are some considerations:

• While some brands may opt to send out messages for every holiday in an attempt to be inclusive, some might find this approach disingenuous—especially if it doesn't align with their brand voice. Assess whether sending messages for multiple holidays will resonate with your audience or come off as forced.

• Corporate brands that suddenly adopt a personal tone during the holidays might come off as insincere. In contrast, smaller or founder-led brands can share more authentic holiday messages that resonate with their audience's emotions and experiences.

In our masterclass, Karen highlights that one of the main targets of negative feedback is email frequency. If recipients feel overwhelmed by generic messages, they're more likely to disengage. To prevent this, do the following:

• Understand where your customers are in their relationship with your brand. Tailor your messaging based on whether they're new customers, long-term supporters, or those who may need re-engagement.

• Use advanced personalization features in your email platform. For example, referring items left in a customer's cart in a promotional email can make the message feel more relevant and targeted.

• Incorporate helpful content that aligns with the season instead of only sending promotional emails. Share tips, gift guides, or stories that engage your audience without overwhelming them with "buy now" messages.

The importance of opt-ins in holiday marketing strategies

When it comes to holiday email marketing, opt-ins are not just a legal requirement; they're also a crucial aspect of building a healthy email marketing list. Karen emphasizes that in regions like the US and Europe, brands must ensure they're only sending marketing emails to individuals who have opted in. This fundamental practice maintains compliance with regulations and fosters trust with your audience.

Legal requirements aside, brands can benefit from allowing subscribers to choose whether they want to receive holiday-related communications, Nikki says, as this signals their respect for the preferences of customers who might find holiday messaging triggering for various reasons.

Both Nikki and Karen advise against making it too easy for customers to opt out during the holiday season. While it's important to respect your subscriber's preferences, you also want to ensure that your marketing efforts are effective, especially during a critical sales period. Keep the following points in mind:

• Even if some customers don't want holiday-themed messages, they should still receive relevant offers. Stripping holiday-specific language from your communications can help maintain engagement without triggering discomfort.

• Track those who choose to opt out of holiday communications and follow up with them in January to reassess their preferences.

• Monitor the outcomes of your opt-in processes and overall email performance. Pay attention to engagement metrics, open rates, and unsubscribe rates, as this data can inform your strategies moving forward and help you refine your approach for future campaigns.

Streamline your business with Bigin and Zoho Campaigns

Zoho Campaigns is an email and SMS marketing software tool that enables businesses to create, send, and manage email campaigns. It offers features like customizable templates, automation workflows, audience segmentation, and analytics for performance tracking. You can design visually appealing emails, target specific groups, and analyze engagement metrics to improve their marketing strategies. Try a 14-day free trial of Zoho Campaigns (no credit-card needed).

Bign by Zoho CRM is a lightweight CRM tool designed for small businesses. It focuses on simplifying sales and other business processes with features like pipeline management, contact management, and task automation. Bigin helps teams track deals, manage customer interactions, and gain insights into team and sales performance—all while being user-friendly and affordably priced. Start a 15-day free trial of Bigin (no credit-card needed).

Bigin by Zoho CRM integrates natively with Zoho Campaigns to streamline your sales and marketing processes! Marketing teams can send targeted email and SMS campaigns to leads tracked in Bigin to ensure relevant messaging based on where prospects are in the sales funnel, as well as manage contact information and customer interactions across both platforms, which minimizes the need for data entry and improves accuracy. Finally, Zoho's analytics features provide comprehensive insights into both marketing and sales so businesses can define more cohesive strategies that align both business functions effectively.