The holiday season is, for many businesses, the most profitable time of year. Holiday email marketing is one of the most effective ways to maximize your profits during November and December. However, you have to remember that most companies are thinking the same way. To get your readers’ attention you need to make sure your emails are relevant and compelling. Let’s look at the 6 top tips to help you get the most out of your holiday email marketing.
- Target distinct holidays. The holiday season in the United States (and, increasingly, in other countries) runs from Halloween (or even earlier) until New Years. However, it’s best not to treat the holidays as a long continuous period. Send out emails that target specific periods and holidays. Depending on your audience you may want to target days/periods such as the end of fall, the beginning of winter, Hanukkah, Kwanza, Winter Solstice, and the 12 Days of Christmas. You can also offer pre-New Year promotions.
- Brand your emails with holiday images. Make your emails more festive and engaging by using images and templates that celebrate the season. When people open your emails, photos and symbols that remind them of the holidays help to remember that it’s the time of year to think about buying gifts and attending parties. Another way to make your emails more seasonal is to use emojis, both in subject lines and in the actual messages. Using emojis such as snowmen, Christmas trees, wintery scenes, and other seasonal symbols, is a subtle way to make your messages timelier.
- Optimize your campaigns for mobile users. More and more online commerce is done on smartphones and tablets. E-commerce is increasingly turning into M-commerce, which refers to online shopping done via mobile. It’s essential to make sure your emails and landing pages are mobile friendly. Keep in mind that people nowadays carry their mobile phones everywhere, including on their holiday shopping sprees. Shoppers often browse in brick and mortar shops and then go online on their phones to see if they can get a better deal for the same items. So it’s extremely important to make it easy for your customers to read your emails and access your website via mobile. Otherwise, you risk losing a lot of sales.
- Leverage Cyber-Monday. While Black Friday is still the biggest shopping day of the year, Cyber Monday is catching up. Holiday email marketing campaigns are critical during this time. Some businesses assume that this is only for online or tech-related industries but it’s much broader than that. You can even cash in on Cyber Monday if your business isn’t primarily online. You can issue special coupons or promotions in your emails. You might include coupon codes in the emails themselves or send readers to your website or social media pages.
- Hold flash sales to create urgency. If your holiday promotions last for a whole month, subscribers can easily procrastinate and put your messages aside. As you probably know, later usually means never once someone leaves your message without clicking on any links. Create urgency by limiting the duration of your sales. If you hold 12, 24 or 48-hour flash sales you can entice people to open your emails and click on your links. For example, use a subject line such as “24 Hours Only: Save 25% on All Footwear!”
- Segment your list. Segmentation is a powerful marketing strategy any time of year but it’s especially important during the busy holiday season. Rather than sending identical messages to everyone, segment your list so people get the information they actually need. To do this requires you to keep track of your subscribers, including their demographics and buying history. As your list grows, it’s helpful to make distinctions and send people highly targeted emails.
These are some ways to use holiday email marketing to help you get more sales during the holidays. Many of these tactics, such as segmentation, flash sales, and mobile-friendliness are good to keep in mind throughout the year. As you send out your holiday-themed emails, remember that you’re competing with many other businesses so it’s crucial to make your messages as relevant and targeted as possible.
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