Here are 6 tips to keep in mind as you prepare for the holiday season.
1. Get targeted
Consumers receive a lot of emails during the busy holiday months. This is especially true during the weeks leading up to big shopping days at the end of November.
Last year, Constant Contact customers sent 1.3 billion emails in the week leading up to Cyber Monday.
One of the best ways to stand out in a crowded inbox is to personalize the messages you send out. Rather than sending the same offer or information to your entire email list, look for opportunities to target your emails to the different groups of people on your email list.
Here are a few ideas to consider:
2. Focus on mobile
53 percent of consumers who shopped online last holiday season did so on a smartphone or tablet. Combine this with the fact that more than half of all emails are now opened on a mobile device, and it’s clear that mobile needs to be at the center of your holiday marketing plans.
One of the best ways to get your holiday emails mobile-ready is to choose a mobile responsive email template.
In addition to the template you choose, make sure you’re keeping your message as focused as possible this holiday season. The most effective holiday emails will include your branding, 1-3 images, less than 20 lines of text, and one strong action for readers to take.
3. Add a coupon
Coupons are a proven way to increase revenue and improve engagement in the emails you send out. A 2014 Experian report found that emails that include coupons see a lift in unique opens, unique clicks, and revenue generated per email.
If you’re a Constant Contact customer, you can easily add a coupon to any email you send out and track how many people claimed and redeemed your coupon, either in-store or online.
4. Invest in your subject line
Your subject line is one of the most important lines of your entire email. It’s the first thing people see when your email lands in their inbox, and for a lot of people it will have the biggest impact on whether they click to open.
For fashion retailer, No Rest for Bridget, investing time in choosing the right subject line has given more opens when promoting specials during the holidays and throughout the year.
Online manager, Kolbie Richardson explains:
“We test out different subject lines to see what gets us the best results. It’s crazy, just little tweaks like that can definitely deliver different results, so we’re constantly experimenting with different things. We’ve found that ambiguous subject lines work well. Our last email subject line was ‘Say Yes To This Dress!’ Things like that pique curiosity and work well because people want to click to see what we’re talking about.”
5. Incorporate social media
Bringing your email marketing and social media marketing together is proven to help boost business results throughout the year.
In fact, small businesses that use multiple channels, like social media, in conjunction with email report: more customer engagement (73 percent), more new customers (57 percent), more website traffic (54 percent), more revenue (40 percent), and more referrals (39 percent).
Bringing your email and social media marketing together can have an even bigger impact during the holiday season.
Take a social network like Pinterest for example. 38 million Pinterest users have saved holiday pins. The number of holiday pins on Pinterest increased 50 percent from 2013 to 2014.
If you’re on Pinterest, you can use emails to drive traffic to your boards with gift ideas for the holiday season. If you have an e-commerce business, make sure to set up the Pinterest “Buy Button” so that people can shop online.
6. Automate your messages
As things get busy during the holiday season, it’s easy to let marketing tasks get pushed off to the side. One of the best ways to avoid this setback is to create automated emails to send to your list.
With a tool like Constant Contact’s Autoresponder feature, you can create a series of automated emails that will be sent to a select group of subscribers over a scheduled period of time.
Put your holiday email marketing strategy into actionWhile you may not be ready to start designing emails or writing subject lines, you should start thinking about how email will fit into your holiday marketing plans.
Ryan Pinkham | Oct 2, 2015