As businesses get ready for the festive season, they start preparing their marketing activities and what channels to use. As mentioned in our previous post, email marketing is an effective way to generate customer loyalty through this marketing medium. For this post, we will show you five tips on how to get the most out of email marketing at Christmas.
Make eye-catching subject lines
What’s the first thing that a person sees when they open their email inbox? The subject line. This is usually the deciding factor between whether that person will open your message or ignore it like an unwanted Christmas present. Focus on getting the subject line well crafted, paying attention to making it clear, personalised when needed, creative and as far away from the spam box as possible.
Increase rate and frequency of emails through targeting and segmentation
Despite the personal nature of email compared to mass media channels such as TV, radio and billboards, it is still a form of advertising for companies. Targeting and segmenting customers on whom to send emails are effective methods; however the busy Christmas period is one you can increase the rate and frequency of your emails. A mix of these two methods not only engages the customers most likely to open your emails, but also gets your brand message across through the inbox as well through numerous targeted messages.
Create a sense of urgency – last chance delivery, 2 days left of big sale, etc.
As well as increasing email frequency, the Christmas period is relatively short by nature. People are busy shopping for presents, making plans for Christmas dinner and getting decorations ready for the big day. All this, among other commitments puts time pressures on them. Make the most of this in your Christmas email campaign by communicating urgency to customers. Using words such as “last chance delivery” and “2 days left of sale” can encourage shoppers to decide to purchase from you. Make sure the message is clear, concise and directs users to the right page on your website.
Give special offers for customers
Emailing special offers and discounts on items are a good way to save your customers money and add value. Providing free delivery and shipping on items, discount codes and limited offers are ways to give your customers a reason to shop with you at Christmas. Make sure you communicate this clearly by providing details such as the amount of savings and delivery dates during the festive period. This will save them time and hassle and they will appreciate the convenience.
Keep the campaign fun – it’s Christmas after all!
Don’t be a Scrooge this Christmas by rolling out the same email campaigns during the year. Mix it up by being creative with the content. Use videos, animated gifs, teasers and social interactions as ways to engage, excite and delight your readers. Customers are likely to be bombarded with emails from companies doing the hard sell, so use other methods such as hints and tips for the festive season to give your customers something to ponder, even send out an e-card to thank them for their custom. This will make your customers appreciate your interaction with them.
So that wraps it up for our email holiday tips! (pun intended). Have you got any tips on how to make the most of email marketing at Christmas? Please send your comments below.