Father's Day is one of the biggest holidays for e-commerce retailers, with Americans spending $15.3 billion in 2018. Because of this, it's vital to have an e-commerce marketing strategy in place so that you can reach interested buyers.

It's time to start thinking about what promotions you will offer, and aligning those promotions with relevant audiences. To ensure the best use of your marketing dollars, you should segment your customers into lists that can align to your promotions.

Below, we'll walk you through how advanced retailers are using segmentation to re-market to past customers around Father's Day, as well as prospecting for new customers who are like your past holiday shoppers.

Segment Creation


Here's a list of segments that we'll create to reach the right audiences:

  • 2018 Father's Day Purchasers
  • Cart Abandoners

One good place to start is to create a list of all customers who purchased around last year's Father's Day.  These customers can be used to create Facebook lookalike audiences, or Google Ads similar lists, to reach brand new customers that are similar to those customers who previously bought from you last year. Additionally, if you can re-market to last year's purchasers, you have an opportunity to have them buy something from you again as opposed to going with one of your competitors.

2018 Father's Day Purchasers

For this particular group, we'll create a segment of customers who made a purchase about a month before last year's Father's Day.

How we accomplish this in DataQ:

Cart Abandoners

This segment represents customers who have added items to their shopping cart but have not made a purchase. DataQ can supplement a pixel-based cart abandonment strategy by reaching those customers that have logged in to your cart, but did not convert. As soon as that customer makes a purchase, they are automatically pulled out of the cart abandonment segment, meaning you aren't wasting marketing dollars showing ads to a customer who has already completed a desirable action during your campaigns.

How we accomplish this in DataQ:

Now that we've identified whom to target let's go over how to activate them in your marketing channels.

Marketing Channels

DataQ allows you to activate your segments in your marketing channels such as Facebook Ads, Google Ads, and supported e-mail marketing platforms. Additionally, DataQ provides insights for your segments that help you strategize. For example, the marketability section in the dashboard points out whether or not your list meets the audience size requirements for select marketing channels.

Pro-tip: The minimum audience list sizes vary for each channel, so you'll want to make sure the segment that you are building meets the requirements of the channel you're looking to activate. Google Ads wants a minimum list of 1,000 customers while Facebook Ads wants a minimum of 100. If you're a smaller business or are working with a smaller segment, Facebook Ads and e-mail may be a good marketing mix.

Click Add Sync to Data Destination, choose your connected marketing platform and follow the on-screen instructions.

Creating the right segments is just one piece of the puzzle when it comes to your campaigns' success. In this next section, we'll go over how to schedule your campaigns to ensure that your ads display to the right audience at the right time. Additionally, we'll provide some examples of how you should approach your creative and messaging.

Father's Day Strategy

In this competitive landscape, part of beating your competition requires knowing when to run campaigns, which makes having a campaign schedule vital.

Example of a Father's Day campaign schedule

May 30th

Kick-off Father's Day promotions with product combos and top-selling items as the focal points. Highlight products that tie into the holiday and provide gift ideas. For example, advertise products that can be used for DIY projects. By pairing your promotional products with projects, you can guide customers on their gift buying journey.

Here are a few ideas for DIY projects:

  • Man cave ideas.
  • Ultimate grill set.
  • Tailgating essentials.
Segment and ad examples

June 3rd

Invite your 2018 Father's Day purchasers to an early access sale or promotion. If you're running a Father's Day sale, offer them a unique coupon code. If not, consider offering them something else such as free shipping. Early access promotions are a great way to reinforce your customer relationship and boost customer lifetime value.

Segment and email examples

Pro-tip:  Create a lookalike audience for Facebook and a similar list for Google Ads based on people who purchased last year, to target new prospects with non-exclusive promotions. Lookalike audiences and similar lists are great ways to reach new people who are likely to be interested in your business because they're similar to your existing customers.

How to build a Facebook Lookalike Audience

June 5th

Remind all non-purchasers of your original intro promos (from May 3oth).

Make the offers limited to create urgency. Also, include gift bundles (e.g., a power drill and accessories) to help indecisive customers, and boost your Average Order Value.

Segment and ad examples

June 6th

The Father's Day countdown begins! Target all of non-purchasers with reminders of your original offer. Make sure that your creative highlights the days left before the holiday hits.

Segments to target

June 8th

Send another reminder to all non-purchasers with a bonus offer of free 2-day shipping (if you can) to ensure that they receive their gifts before Father's Day weekend.

Segment and email examples

June 9th

Continue to target non-purchasers who haven't purchased. Deliver your reminders in different forms to make sure you cover all bases (ads + emails) and start to include items that are easy to ship or email like a downloadable gift card.

Segment and product examples

June 10th

Remind 2018 Father's Day Purchasers that have not purchased of their exclusive offer. Add a layer of personalization (if you can) to sweeten the deal and make their lives easier.

Segment and email examples

June 11th

Start highlighting your gift card and throw in an offer for personalization (if you can) or discount for multiple cards. As Father's Day approaches, you'll want to make sure that you can both fulfill your customer orders and make things easy for your last minute shoppers. So by highlighting the gift card and personalization, you can help them send something thoughtful to their loved one directly from your store.

Moreover, focusing on their experience will reinforce the customer relationship and boost customer lifetime value.

June 12th

Now it's time to aggressively target your cart abandoners. Send a special incentive - like a coupon - to all customers that have added items to their carts but have yet to check-out.

Segment and email examples

June 13th - 15th

Start doing last chance reminders to everyone with a continued focus on gift cards and items that can ship quickly. Your date may vary depending on how quickly you can get items out for delivery.

June 16th

Send a thoughtful message to everyone that purchased a Father's Day gift wishing them a Happy Father's Day.

Conclusion

With such a competitive landscape, the earlier you can start planning the better.

DataQ is here to help you run successful campaigns. You can access all features with a FREE two-week trial which should provide ample time to:

  • Connect your shopping cart.
  • Build and analyze segments worth pursuing.
  • Strategize what channels would be most beneficial for your audience sizes.
  • Run your Father's Day campaigns.