Holiday Email Marketing – 5 Tips To Help You Win

By  //  November 20, 2021

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Holidays – it’s a fun-filled season that provides great opportunities for sale. According to the National Retail Federation, holiday sales this year will grow by 8.5% to 10.5%, and it usually makes around 20%-30% of an organization’s annual sales. This makes the Holiday season one of the busiest times of the year for email marketing, be it an email marketing agency like us or any organization with an in-house team.

Black Friday and Cyber Monday are among the major sales drivers when the purchase intent runs high. You just need to resonate with it in order to make good sales, and emails come in handy in the process. Email is a personalized, cost-effective, and non-intimidating outreach tool that can help you make your holiday season better, and today, we have curated a list of five tips that can boost your last-minute preparations. Let’s begin!

#1 Use Dynamic Segmentation Over Regular Segmentation

Most email marketers use segmentation as one of the basic components of their email marketing strategies, but it is necessary to upscale the basic concept behind doing so. This applies especially during the Holiday season due to the fact that the customers are likely to make more purchases in terms of total money spent and even in terms of a variety of products. 

If you keep segmenting them according to their purchase history for the rest of the year, you may lose on the potential revenue from the Holiday season. You may also want to use the previous year’s data for the concerned subscriber to make your promotional messages more relevant. 

See the example below; Airbnb has given holiday featured promotional discounts and has mentioned places tailored to specific audiences.

  

#2 Personalize For Purchase Intent

Another basic email marketing tactic is to personalize your emails, and generally, the focus of personalization is the user, i.e., subscriber. However, it would be helpful if you try personalizing your emails for purchase intent as it helps the subscriber make the purchase over convincing them that they should consider making a purchase.

Again, this is based on the fact that customers are themselves willing to spend money, and they do not need to be convinced to do so.

Personalizing content for purchase intent helps cut down the analytical portion of the buyer journey, and it also increases your odds of making an instant sale.

In the Black Friday email below, customers are alerted about the product they had been previously viewing, along with a personalized recommendation. The “Reveal New” button encourages customers to make a new purchase.

#3 Curate Subject Lines To Address Pain Points

Email subject line optimization generally revolves around personalization, creating hype, and providing the reader with a reason to click through it. When it’s about the  Holiday season, you may start your sales pitch right from your subject line. It is in your best interest to address the deal breakers, the pain points that generally prevent a customer from completing their purchases.

This can be as simple as providing ‘Free Shipping’ or even allowing the customer to pay in installments. These aren’t out-of-the-box tactics when it comes to sales but using them in the subject line requires you to have a proper awareness regarding the leaks in your sales funnel. You can use a combination of the below words to achieve your targets:

Sales-driven: free shipping, savings, hot deal, promotion, discount.

Timeliness: exclusive, limited-time, order now, last-time, today-only, get ready.

Holiday: good cheer, season’s greetings, deals of the holiday

Words of gratitude: thank you, appreciation, love, gratitude for your support.

Another best strategy is to personalize your subject lines. Personalized subject lines increase open rates by 26%.

See how Half Moon Yoga Studio uses emojis to win the hearts of its audience.

#4 Pay Extra Focus On Your Promotional Email Automations

It is necessary that you tweak your promotional email automation workflows prior to the Holiday season. One of the elements that you must include is agility, as you want to reach out to your website users almost instantly and nudge them at shorter intervals. 

Here, the regular time period between the two messages needs to be shortened, and providing them with exclusive discount offers too needs to be timed earlier than the regular period. Also, you may want to tweak your promotional emails to include upselling, cross-selling, cart abandonment, and personalized offers in a cascading flow to improve your sales prospects.

#5 Streamline Your Sales Strategy And Email Strategy From Ground Up Basis

Last but not least, your email marketing efforts should not be made with the last-minute approach. It may be the case, but still, you need to develop your email marketing tactics in such a way that your sales strategy is at its core. This helps you do away with the irrelevant messages that simply lower your relevancy to the subscribers.

Here’s how you should focus your emails on sales exclusively:

  1. Showcase special deals and offers, including free shipping and those for early birds. Do not go overboard, but make sure they have the information they need.
  2. Use holidays-oriented email copy, CTA copy, rich multimedia, and overall design language.
  3. Incentivize purchases. Make it a point to convey to the subscriber that making a purchase is going to benefit them.
  4. Send reminders and follow-ups regarding deliveries, deadlines, behavior-based actions, etc. 

Here’s how J CREW uses early bird offers to get the best deals for their customers:

Wrap Up

The holiday season brings with it golden opportunities to win our target audience and make booming sales. With these five tips, you will be able to give your email marketing efforts the much-needed push on the strategic level. 

Author: Kevin George is Head of Marketing at Email Uplers, one of the fastest growing full service email marketing agency that specializes in crafting professional email templates, PSD to HTML email conversion and free HTML email templates in addition to providing email automation, campaign management, and data integration & migration services. He loves gadgets, bikes, jazz and eats and breathes email marketing. He enjoys sharing his insights and thoughts on email marketing best practices on his blog.