Global online holiday spending is expected to exceed USD 910 Billion by 2021. 46% of shoppers began their Holiday shopping before that date.
You must create effective email marketing campaigns to appeal to all of your customers and prospects in order to make the most out of peak season’s purchase intent.
These Holiday email marketing tips will help you stay ahead of your competition.
- Use your email to help users solve their problems
Customers expect quick returns, easy shipping, attractive discounts and gift wrapping during the holiday season. Emails are a great way to let your customers know you have it all. Remind them how your products and services will make their lives easier. To create urgency and get immediate conversions, you can add a countdown to your countdown timer.
- Segment the lists using advanced parameters
The Holiday season is a different time for consumers shopping than the rest of the year. This is because people may be shopping for friends and family as well as themselves.
These are just a few of the parameters that you should consider, in addition to the more basic ones such as gender, geographic location, and demographics.
- Shopping preferences
- Average order value
- Browsing behavior
- Buy frequency
- Shopping behavior
- Cart abandonment behavior
Different tools can be used to support the segmentation strategy.
Six segmentation options are available to maximize conversions during the Holidays.
- Get new leads before the Holidays
Subscribers who are acquired before the Holiday season are more inclined to buy from you. Target them individually.
- Target Holiday shoppers early
Launch an early-bird deal to encourage users to shop pre-Black Friday
- Make a gift guide
Your gift guide emails can be organized by personas such as Gifts to mom, Gifts to the outdoorsmen, Gifts to the fashionista, and so on. Keep track of browsing data for different types of gifts and the people your customers plan to buy them. You can segment the people based on this data.
- Last-minute shoppers are your best bet
You can keep track of the purchase history and pinpoint the segment that shops the last day. This list can be targeted and encouraged to complete their shopping earlier.
- Make a survey before the holidays
To better understand your subscribers, plan a pre-holiday questionnaire. This tactic will allow you to segment your subscribers and target them with relevant offers.
- Last chance shipping
You can segment people based on their location at fulfillment centers and offer last-chance shipping. Make sure they purchase on time to ensure that they get their Holiday gift as soon as possible.
- Make sure to use attractive visuals and video content
Video content is growing in popularity thanks to TikTok and Instagram. This has a huge impact on all marketing channels. Emails are not an exception. GIFs and short videos can be used to promote your offers or the large range of products in your store. Interactivity and gamification can be used to increase subscriber engagement, and to encourage subscribers to take action.
This Christmas email from Email Uplers features an unusual idea to wish subscribers.
Holidays are more than just about making money. You can send fun emails to reinforce holiday spirit. You can also send them emails to wish users well without any promotion.
- Keep an eye on your email frequency
You are sending too many emails to your subscribers during the holiday season. You must be careful about how many emails they are getting and what you send them. If necessary, you can stop the automation workflows. It is best not to automatically resend emails to non-openers. Apple’s Mail Privacy Protection feature has been launched. The open rate may not be correctly tracked and can cause excessive communications.
- Redesign your email automation workflows by adding relevant content
The email manager will find it easy to run the automated email campaigns. To provide relevant content, you can update the automation emails during the Holiday season. To give subscribers a special welcome offer, you can create it during the Holiday season. You can offer additional discounts in cart abandonment emails to increase cart recovery rates and drive higher conversions. Holidays offer a great opportunity for you to revive dormant leads. Inform them about any new features that you launched during peak season. Incentivize them with attractive offers they won’t refuse.
- Deliver consistent experiences across all marketing channels
It’s a smart idea to request the user’s phone number and email. For important notifications or cart abandonment notifications, you can also send them a SMS message. To ensure that users don’t miss important notifications, eCommerce marketers can send them back-in stock emails or text messages.
- Follow these accessibility principles to the T
A holiday email campaign that is successful will be easy to use and reach every subscriber. Use visuals sparingly and concise text. Flashing animations at between 2 and 55 Hz is a no-no. Choose the right color contrast to make all of the holiday elements stand out. Consider the visual limitations when choosing font size and font colors. To make it easier for subscribers who use assistive technology to understand the meaning of the images, add appropriate al-text. This will be helpful for subscribers who have had their images disabled by default.
- Monitor email deliverability rate regularly
Email delivery becomes a problem during holidays when the volume of emails sent is high. Consider setting up an additional domain, especially for the Holiday season. You should clean your email lists before the Holidays. Also, monitor the deliverability rate of every Holiday email you send. You should review your email strategy if you notice an increase in bounce rates, spam complaints, and unsubscribes.
In the past, people used to send generic messages via email blasts even during holidays. These days are gone and subscribers expect personalized messages that address their specific needs.
These tips will help you create holiday emails that are more effective.
Scoop.it Blog: Holiday Email Marketing Tips to Stand out in the Competition
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