A lot of people do their shopping at the
very last minute. However, as an email marketer you cannot afford to
carry out your holiday communication right before the holiday. For
effective holiday marketing to take place, you need to send out your
emails a while before the start of the holiday season. And that’s not
all you should aim for! Read on for some more great tips to improve
Begin promoting your holiday communication well in advance. You can be
assured that your competitors will do the same. A good idea would be to
start sending holiday communication at least a month or two before the
holiday season. For instance, communication for the November-December
season should be sent out latest by the first of November. This is the
ideal way to reach out to those who like to shop in advance, as well as
inform those who plan to shop later, of your presence.
Holiday communication should be sent throughout the holiday season. The
frequency of communication should not be so frequent that it makes a
negative impression on your customers. At the same time it should be
consistent enough to leave a lasting impression and make an impact on
your sales. You can reach out to your customers through various
different catalogue versions. Each email sent by you can describe a
specific product or a special offer.
Plan and promote
Planning and promotion is a big part of holiday email marketing. You
need to decide which products and offers you want to give priority to
and promote them accordingly. Make a plan that lays down what you will
send as per a fixed time frame and follow it. Select a holiday template
of your choice
and begin creating your campaigns.
Fix a schedule
All your special offers should have a specific time frame. Set actual
dates for each offer and mark their beginning and ending dates. Place
these dates in your schedule. It is important that you mark out the
duration of each offer. Based on this schedule you can ensure that you
provide customers with information for each offer with enough time for
them to avail of it.
Segment your list
Frequently segmenting your list will result in effective holiday email
marketing. Analyze the results of your earlier campaigns, observe your
click rate and study previous purchasing behavior. In this way you will
be able to successfully target your customers with the right offers.
Call to action
Place the ‘Call To Action’ in the subject line of your email as well as
in your website or landing page. This lets people immediately discover
the purpose of your email.
Protect your reputation
It is essential that your reputation is protected at all times. This
can be done by working alongside your email service provider and
ensuring that you have a good reputation. You may have the most
creative and impressive looking emails but if you have a bad reputation
you will not get any results. Take steps to prevent issues; test the
deliverability of your email and fix problems as soon as they occur.
Tailor your communication mix
Your communication mix must be tailored according to the type of
industry you are in. If you are in the retail business, you could add
certain elements to your marketing mix, such as reminding your
customers about gift cards, providing them with different gift
alternatives and special offers and informing them about your holiday
If you are in the business to business industry you would need to take
a different approach; sending personalized greeting cards, invitations
to events and making donations are all good options.
If you are a non profit you could use your holiday cards to remind
people of the joy of making donations as a gift. Give them real life
examples of how contributions have changed the lives of those who are
less fortunate. Thank previous donors for their contributions and send
out emails highlighting the accomplishments of the year.
Have you got any more tips to improve your holiday email marketing? Do
share them with us!
In the meantime , check out our new holiday