Tis the season of mistletoe, tinsel, and stockings hung by the fire. But for digital marketers, it’s also shopping season!
The holidays are a crucial period for email marketing, as there are an abundance of opportunities to engage with customers and drive revenue. However, inboxes can also get flooded with promotional messages during this time.
To stand out, maintain customer relationships, and avoid being added to the unsubscribe list, you need to optimise your email marketing campaigns during and after the holiday season. Here’s how.
Plan ahead and build anticipation
Start your holiday email marketing strategy early by announcing upcoming sales or special holiday events weeks in advance. An initial email highlighting “Holiday Sneak Peeks” or “Mark Your Calendars for Exclusive Deals” will make your audience more likely to pay attention when the main offers land in their inbox and will build excitement and anticipation well in advance.
Segment your audience for relevance
One-size-fits-all email campaigns rarely work, especially during the holidays. To ensure your emails appeal to individual recipients, you can segment your target market into smaller audience categories based on past behaviours, purchase history, location, or preferences to deliver personalised content. This increases the likelihood of conversions as it creates a stronger connection and enhances customer loyalty.
Write eye-catching subject lines
Your subject lines can make or break your marketing campaign. During the holiday season, they need to stand out more than ever. Use urgency, exclusivity, and holiday-related language to grab attention, such as:
- “24 Hours Only: 50% Off Holiday Favourites!”
- “Your Exclusive Holiday Gift Inside – Open Now!”
- “Final Hours for Free Shipping on Holiday Orders!”
You should also always keep subject lines concise and can experiment with emojis or personalisation, such as the recipient’s name, for added appeal.
Offer exclusive deals and incentives
Highlighting exclusive deals in another great way to create that desired sense of urgency and exclusivity. Consider:
- Limited-time offers (e.g., “Ends Tonight!”).
- Free shipping promotions.
- Early access to sales for email subscribers.
These incentives drive sales and reward your loyal audience, encouraging continued engagement.
Provide holiday-specific content
Stand out by offering more than just promotions. Share helpful holiday tips, such as gift guides, recipes, or decor ideas, to position your brand as a valuable resource. If you’re a fashion retailer, you can send a “Holiday Party Outfit Guide,” while a tech company could provide “Top Gadgets for Gifting.”
Balance frequency and value
Bombarding subscribers with too many emails can lead to fatigue and unsubscribes. While holiday campaigns often require an increased frequency, you must prioritise quality over quantity. Ensure every email offers value, whether it’s a special discount, helpful gift guide, or exclusive content.
A good practice is to maintain a consistent schedule leading up to the holidays and gradually reduce frequency post-holiday to avoid overwhelming your audience.
Focus on visual appeal
The holidays are a visually driven time, making design a critical component of your email strategy. To capture attention, incorporate festive imagery, bold headlines, and holiday-themed colours. Use GIFs, emojis, or interactive elements to make your emails stand out. Just check they don’t compromise load times!
Incorporate clear and compelling CTAs
Your call to action should be unmissable and compelling and tell your customers what to do next. Use actionable language such as “Shop Now,” “Grab Your Deal,” or “Redeem Your Gift”, and be sure to position CTAs prominently so they stand out from the rest of the email content.
Encourage social sharing
Include social sharing buttons to allow recipients to share your deals with friends and family. This extends your campaign’s reach and capitalises on word-of-mouth marketing during a highly social time of year.
Optimise for mobile users
Estimates reveal that between 50 and 60% of emails are opened on mobile devices, making optimising yours for smaller screens not just a nice-to-have but an essential. Use responsive design, concise text, and clear call-to-action (CTA) buttons to maximise your impact, and always test your emails on multiple devices before hitting send.
Monitor and analyse campaign performance
Real-time data is invaluable during the fast-paced holiday season. Track your email’s open rates, click-through rates, and conversions to identify what’s working and what could be improved. To maximise impact, use A/B testing to refine subject lines, designs, and CTAs across your campaigns.
Plan post-holiday campaigns
Don’t make the mistake of thinking the holiday season ends on December 25! Post-holiday campaigns are an excellent opportunity to continue engagement and drive additional sales.
Now is a great time to send thank-you emails expressing gratitude to customers for their support, promote end-of-year clearance sales to move unsold inventory or advertise New Year’s promotions encouraging customers to “Start the Year Right.”
These campaigns maintain momentum and keep your brand top-of-mind as the new year begins.
Build a foundation for next year
The year moves fast, and it’s an excellent idea to use current insights from your holiday campaigns to inform next year’s strategy. Analyse what worked well, identify areas for improvement, and survey your audience for feedback on their email experience to refine your approach.
Additionally, consider implementing a post-holiday nurture sequence to keep subscribers engaged throughout the year. You can do this by sending monthly emails with valuable content or sneak peeks of upcoming products to encourage loyalty and build anticipation.
Final thoughts
The holiday season is a challenging yet rewarding time for email marketers. But with these tips, you can cut through the clutter, connect with your audience, and set yourself up for success in the coming year.
If email marketing over the festive season makes you feel more Oh No than Ho Ho Ho, don’t stress! Our expert email marketing team can help you engage your audience and drive results now and throughout the year. Give us a jingle, or drop us a line.
