Did you know that in 2023, more than 50 percent of all holiday sales from Black Friday through Christmas came directly from email marketing? This statistic is a testament to the power of email marketing. As the holiday season approaches, it’s time to gear up and set yourself up for email marketing success. For online retailers and small business owners, the holiday season can be overwhelming. It’s a unique time when email marketing strategies differ greatly from any other time of the year.
Start by reviewing this year’s performance; which campaigns were successful? Which campaigns had lower open rates or actions? Use these insights to establish clear goals and the steps needed to achieve them. Get all your assets – content and creative - ready to go. Standing out is crucial. This is the time to push boundaries and differentiate your brand. Adopt the mindset that boldness and creativity can help your brand rise above all the commotion.
The most successful brands build excitement around their holiday offers. Start hyping up your deals now to engage your audience. You can try offering limited-time products as they are a unique concept. In this, you offer something only available in a scarce time window and let that scarcity drive action.
Using the same branding during the holiday season as you do year-round can be a missed opportunity to connect with your audience. Just as brick-and-mortar stores decorate for the holidays, e-commerce brands should refresh their creativity to capture that festive spirit. Consider sprucing up your email headers with holiday-themed elements and adding seasonal touches to your designs. These small adjustments may seem minor, but they go a long way in getting your audience into the holiday mindset.
Make sure that you do not repeat your content failing to make your campaigns feel special and unique. It’s essential to avoid sending the same message repeatedly. If you struggle with writing fresh content, reuse content and emails that have performed well for you throughout the year.
One of the biggest mistakes to make is holding back on email frequency. With inboxes overflowing, your email could easily get lost. Step out of your comfort zone and increase your sending frequency.
Use your highest-performing subject lines to grab attention. Revisit subject lines that previously led to high open rates and consider incorporating fun elements like emojis to make your emails stand out.
If you are not segmenting your contact list, you may be missing some important opportunities. You shouldn’t always send the same message to everyone. Relevancy is essential. Ensure your messages are customized to your client’s needs. Connecting your content to each customer’s situation goes a long way and requires minimal extra effort.
For your existing purchasers and loyal customers, consider offering something special this holiday season. It reminds them that they are appreciated. You can offer them a special that is only available to a specific group and has a countdown to add urgency.
Consistency is key - - your email marketing should seamlessly align with your SMS, social media, and website during the holidays. This creates a holistic and unified experience, ensuring customers engage with your brand with clarity and confidence.
Don’t let Dec. 25 be the end of your celebration. Immediately start a pre-New Year campaign where the cutoff is Jan. 1. And even though a lot of people want to decrease their spending after Jan. 1, don’t forget those who received gift cards and cash as presents.
Struggling with your holiday marketing or email promotions? It’s not too late to call me at 610-405-0633 or email [email protected]
About Maria Novak Dugan
Maria L. Novak Dugan is president of Marketing Solutions & Business Development, a firm serving Pennsylvania, Delaware, and Maryland, offering creative marketing services and goal implementation for small businesses. She has more than 30 years’ experience in the Marketing & Sales Industry ... 13 of those as the sole sales representative for a Pennsylvania payroll company growing their client base by over 500%. Maria Novak Dugan is also the former Managing Director of the Delaware Chapter of eWomenNetwork. Creating, developing, and conducting this division of a national organization strengthened her knowledge of networking, event planning, fundraising, and small-business development. For more information, contact Maria at 610-405-0633 or [email protected] or visit www.Maria-L-Novak.com
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