With the holiday season kicking off, if executed effectively, these tips can help you to successfully deliver holiday email campaigns in the right way.
1. Study past year’s marketing implementation strategies.
Look at the results from last year’s campaign and determine what worked and what didn’t. What did the results tell you? Were there any roadblocks that you may have run into? Use these insights to leverage your holiday marketing campaign
2. Have a plan but make sure everyone's on board
One of the most challenging things about marketing, is that everyone has an opinion. It is important to get everyone on the same page and involved with the brainstorming phase. You want people to be on board with the plan.
3. Maintain a quality list
During the holiday season you will notice the increased amounts of emails that you receive daily. How can you be sure that you are making it into the inbox and that your consumers are engaged? One way to do this is to make sure the quality of your list is there. Quality over quantity is a must in email marketing. It is more effective to engage consumers who are interested in your company than those who will mark you as junk mail.
4. Offer an incentive:
Give them a reason to go to your website. Offer them some kind of deal or discount.
“70% off is the new 50% off”. Consumers are getting smarter and refuse to pay full price. An incentive is a great way to motivate them to go to your website or to make a purchase.
5. Compliment email marketing with direct marketing
Email marketing works even better when it is paired with direct marketing. Using both to compliment each other will help your company to build the buzz and the excitement. According to Experia
n, 40 percent of all marketers will integrate email in their cross-channel holiday campaigns.
6. Use power words
Here are 5 power words that you can use to incite your customers to take action.
3. You or Your
4. Best Sellers
7. Re-engage Customers
Showcase new products, introduce new promotions, and re-engage customers that you haven’t made contact with in awhile.
8. Make campaign mobile-user friendly
Do not be surprised if you find that 50% of your customers open your email list with their phones. This would make sense because nearly one in every five e-commerce sales was made on a mobile device last year. Consumers will respond better if your layout is mobile-friendly.
9. Leverage email to drive online sales and social engagement
As you have probably witnessed, traditional marketing is decreasing while digital marketing is actively increasing. The same trend has been seen in shopping.
According to the IBM Digital Analytics Benchmark, more consumers shopped online than on Black Friday in 2013 with online receipts rising 20.6%. During the holidays, consumers are aware of the best deals that are offered and share those deals with their friends. Try and get into their conversations. By integrating your email with social media, it allows you to spread the reach of your emails and your brand message.
10. Increase seasonal subscribers
Take notice in who consistently engages over the holidays. Analyze what their purchasing habits are, their activities, and what their hobbies are. Try and interact with them in response to their activity to keep them engaged in your deals and offers.
11. Test holiday email campaigns
Analyze your companies email engagement during the holidays and notice if your unsubscribe rate increases. If they are increasing, then your campaign is not being received well and probably have a high bounce rate for a lot of your contacts.
To test out different ideas, you can create two different email campaigns and send them out to segmented groups. This will give you more of an idea of what has worked and what hasn’t so that you can incorporate that information into future marketing strategizing.