Email Marketing During the Holidays

     

Published: September 21, 2015

With most of the country baking in a heatwave, it can seem a bit ridiculous to think about holiday sales. However, we are down to our last 100 or so days until Christmas, so it’s time to start planning your end-of-year strategies. Even if you are not in the retail industry, we can all leverage the season to give our businesses a boost.

1. Give Regulars a Preview

Whether you are trying to drive sales to a brick-and-mortar, boost your online sales, or offering a discount on your services for the holidays, give your regular customers and subscribers a peek at what is coming. If you are preparing for the Christmas season, you can send your previews as early as mid-October to early November. For other holidays, up to two weeks in advance is plenty of notice.

2. Give New Customers an Incentive

Starting around the same time you send out the preview to your regular customers, give all your new customers and new signups an incentive to make a purchase or to stick around. When you send a welcome email, include a coupon that is tailored to the upcoming holiday.

According to a 2013 report, emails with coupons have a better open rate and generate up to 48% more sales that other promotional message. Whether it is a percent off an overall purchase or a discount on a specific item, your new readers will be happy to be singled out for this promotion. This works for every type of business, too. Accountants can offer holiday specials, too.

3. Consider a Holiday Gift Guide

If you are in the retail business, come up with your top selling items and create a gift guide for different segments of your list. It’s very important to segment here because you don’t want to send a guide for selecting the best toys for your grandkids to an audience of teenagers.

As you create your guide, consider pairing together items that would go well together, or putting together a list of items for under $10 or under $25 to make quick shopping easy. And don’t forget to toss in a coupon, too!

4. Non-Retail Ideas

Not every business sees a surge in sales around holidays—many do not even expect to. You can still leverage the holiday atmosphere using content that is geared toward the holidays. Here are just a few things to think about including in your holiday emails:

  • Holiday Survival Guide. Whether it’s serious advice for dealing with stress, or a fun piece about limiting eggnog consumption in the face of temptation, finding a way to offer advice that’s somewhat related to your business will be helpful for your customers.

  • Holiday Event. If your business does not naturally fit in with the holidays, try bringing the holidays to your business. Host a breakfast with Santa if you have a physical location, or offer a fun download if you don’t. It can be as simple as a printable coloring page for kids, or a collection of holiday recipes from around your office.

  • A Simple Thank-You. Sometimes, it doesn’t have to be an offer at all. A simple holiday-themed email to let your customers know you appreciate their business will keep them feeling festive.

It’s Not Too Early to Plan

It may only be September, but it is not too early to start planning your holiday email marketing strategy for 2015. If you’re not sure where to get started, give us a call. We can help!


Categories: Email Marketing
Tags: Holiday
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