The holiday season is officially upon us. Now is the time to finalize your holiday email marketing plan and set it into motion. To help you make the most of this all-important season we’ve put together 5 tips to help your campaigns make magic for your bottom line as you come to year’s end.
1. Who’s Who in Your Audience
It is especially important to segment your audience during your holiday email marketing blitz. According to Nielsen, 72% of women and 68% of men have shopped online in the past 30 days, but women lead in all of the purchase categories except for music, auctions and computer hardware.
Customers who have been dormant all year come out of the woodwork to look for that special gift. Businesses may be looking for employee gifts or tokens of appreciation for their clients. Spend some time breaking your list down into segments that make sense for your demographic and create emails tailored to those segments.
2. Keep it Simple
It can be tempting to overload your email with all of the special offers and promotions you are running for the holiday season. Instead of overwhelming your recipients with too many options consider focusing the email around one main offer with two or three secondary offers. After a couple of sends with one offer, analyze your open and click through rates to determine if the main offer should remain in the spotlight or if a secondary offer should take center stage instead.
3. Be Fashionably Late
When the holiday season hits, email inboxes become flooded with holiday promotions. A recent study by Experian revealed that email volume increases over 20% as the holiday season draws nearer. With the onslaught of emails, how can yours stand out? Many email marketers schedule their sends for before 9 a.m. Avoid the busiest times to send by sending your email later in the day.
4. Spread the Word
Last year Facebook surpassed Google as the most visited site on Christmas Eve, Christmas Day, and New Years Day. Don’t underestimate the importance of spreading your holiday marketing promotions across your social networks. Post your emails to your social networks by creating landing pages of your promotional emails and posting the links across your networks.
5. Don’t Miss the Big Dates
The holiday season boasts some especially important dates for marketers. Plan now for how you will reach your customers before and on these high traffic shopping days.
Thanksgiving Day – November 24
Black Friday – November 25
Cyber Monday – November 28
Saint Nicholas Day – December 6
Last Saturday before Christmas Eve – December 17
Hanukkah starts December 20
Super Saturday – December 24
Boxing Day/The Day After Christmas – December 26
Now is the time to adjust your holiday email marketing plan. Marketing magic is just around the corner when you use the tips above in your email blasts. Happy holidays!