The Holiday Season furnishes the best chance to win over the shoppers and boost your business growth. Your customers are looking for the best deals and what’s better than using personalized email communications to promote your offers? So, to make things easier for you and help you draw the customer’s attention, we are here with actionable email marketing tips for better holiday campaigns.
For ease of understanding, we have divided the tips into five distinct sections. Let’s start with the first one, the content of your holiday emails.
1. Email content
Create exclusive content according to the audience’s interests and preferences.
Video content is getting more popular with the growing user base on Instagram, TikTok, and YouTube. Try to incorporate short videos and visual content in your Holiday emails.
An important thing to keep in mind is that people are buying for family and friends too, during the Holiday season. So, you must pay more attention to the browsing history rather than their past purchases.
Send valuable content according to your target market and industry. For example: If you are in the travel industry, ask yourself whether it is an attractive deal to inspire wanderlust in the readers.
Address the customer’s pain points during the Holiday season and let them know how your product makes life easier for them. In addition to easy returns and free shipping, mention in the emails that you offer gift wrapping. It is an important aspect that would make the customer buy from you.
Use the power of user-generated content and include images from social media that reinforce brand credibility.
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2. Design and Development
Driving higher ROI through email is a lot about reaching maximum people. And that’s possible by creating accessible emails. Use concise copy and subtle visuals that are well-received by all subscribers, irrespective of any visual or cognitive limitations. Add relevant Alt-text to explain what the visuals are about. Avoid using flashy animations with a flashing rate between 2 and 55 Hz. As most users prefer Dark Mode on their device, create Dark Mode compatible emails that render well across all devices, irrespective of the user interface setting. Always use Litmus or Email on Acid to test your emails before sending them. If you spot any rendering issues in any email client or device, look for a workaround or provide a suitable fallback.
If you have a sizable number of users accessing emails using Gmail, you can send AMP emails to create interactive emails that work as microsites. Such emails help in boosting subscriber engagement while bringing more conversions. Just make sure that your ESP supports AMP technology.
Use red, blue, and white colors and visual elements that exude Holiday vibes.
Set up a new subdomain for the Holiday season. As send volumes reach a sky-high number during these days, it is advisable to create a new subdomain for Holiday email campaigns. It will keep your existing domains away from the radar of ESPs and ISPs.
It goes without saying that you must monitor all the metrics related to your campaigns and keep optimizing the next emails accordingly. Clean the lists before starting your Holiday email marketing.
4. The X-factor
Think out-of-the-box and come up with unique email designs that cut through the noise in the subscriber’s inbox. Most marketers use the same automation campaigns even during the Holiday season. It would be great to revamp the automation strategy and include exclusive Holiday-related offers in your welcome emails, cart abandonment emails, and re-engagement emails.
The holiday season is an excellent opportunity to revive dormant leads. Share offers, content, or updates that they cannot say “No” to.
5. What to avoid?
Unless you are sending personalized emails with dynamic content, avoid sending emails to everyone on the list. Email fatigue is likely to get more pronounced during the Holiday season. So, you must time your campaigns and adjust the content according to the subscriber’s needs. Of course, you want to get maximum attention during this peak season but do not resend your campaigns to non-openers automatically. The reason is that your open rate might not be accurately recorded because of Apple’s MPP. And sending too many unwanted emails can frustrate your subscribers and lead to spam complaints or unsubscribing.
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10 experts share actionable pointers on holiday email marketing to help you cut through the noise (Infographic)
Every year the competition in the inbox keeps getting more and more intense during the Holiday season. Following these tips will surely help you beat the bottleneck and emerge out as a winner.
For more tips and expert insights, visit our infographic: 10 experts share actionable insights for Holiday email marketing to cut through the noise.
This infographic is provided by Kevin George. Kevin is the marketing head at Email Uplers, one of the fastest-growing custom email design and coding companies specializing in crafting professional email templates, PSD to HTML email conversion, and free responsive HTML email templates. He enjoys sharing his thoughts on email marketing best practices on his blog.