Holiday season is here. If you are planning to attract shoppers to your business using email marketing, then you have to ensure that your campaign stands out from other holiday email offers. So what can you do to ensure that your emails will be clicked and opened before Christmas day? Email marketing experts share 12 tips to increase your sales during the holidays.
1. Be creative and experiment with different subject lines. A/B testing of subject lines until you find which subject line works best for you. There is always time to improve it. For example, test subject lines that include the name of the customer. Individualized emails entice more customers to click. Email marketers should be specific with subject lines to grab the attention of their target audience. Add words like “new”, “now”, “sale”, “free”, and “save” in your subject lines as these words usually generate high open rates.
2. Do not put Cyber Monday in your subject headline as it will decrease your open rate. People are always bombarded with Cyber Monday messages and they think these are spam. Instead, be creative with your subject lines to stand out from the crowd. One last thing to note is to keep your subject lines short. Short subject lines promote higher open rates but longer ones promote higher click through rate.
3. The first two sentences of your email should contain the most important information. Most email services provider put a line or two of text beside the subject line. This is referred as preheader. Therefore, putting a call to action or teaser into the preheader space is an effective way of keeping your subject lines short but still highlights special offers and encourage potential customers to open your emails.
4. Add photos that spark the holiday spirit and do not forget about your copy. People are inspired with photos, so if you are selling a product or service, provide visual that appeals your market to make them click. For instance, if you are selling nighties, then put pictures of those in a holiday theme. Or have a photo of someone opening a gift with the product! Though images can make emails beautiful, do not rely on it completely as many clients strip out images. So your email must be engaging to make recipients enable images. A good way to start is to write a copy first and ask yourself, “Will my recipients be interested if they saw this was a text?” Once you have the copy, put graphics to enhance the email. Also, do not forget to test on different email platforms so you will see how the email goes.
5. Do not forget to put a call to action. Tell your recipients what you want them to do. If you are selling something, then put a direct link to that product. On the other hand, if you are not selling or promoting anything just put link to your website with a CTA like “Click Here for More Information” to encourage clicks to your site.
6. Tell your customers about the delivery deadlines. Be sure your emails provide clear instructions to ensure gifts arrive on time. You can fabricate a sense of urgency with reminders to buy now instead of waiting until shipping costs go up any higher and guaranteed delivery is unavailable. This is the information that customers consider very important so try putting it to your subject line and body.
7. Make customers feel that you are giving them something they cannot resist. It could be free shipping or buy one get one free. Make your holiday offer a holiday gift to them.
8. Apply limited time offers. A good strategy is to offer something that has deadline. Offer a deal to targeted customers, that needs to be redeemed by a specific date. Then send a follow-up email one or two days before it expires. When you are planning a promotion, give your loyal customers an advance notice. Announce your offer one or two weeks in advance, and then send a reminder the week of offer.
9. Your email should be mobile-friendly as well. Many people use their mobile devices to check emails. So if you are not properly optimizing your emails for mobile viewing, then you run the risk of losing customers.
10. Segment your mailing lists so you can send targeted emails to people based on interest, purchase history, and how often they have engage with your previous emails. More targeted emails will encourage customers to open your emails. For examples, if you sell wines, then send a holiday promotions to customers who have purchased wines in the past.
11. Timing is everything. A study shows that most American open holiday content emails on weekends. So create automated emails scheduled on Saturdays and Sundays. Just remember that overall engagement with holiday emails begin to decline after the second week of December. Therefore, concentrate on your email marketing earlier in the month while customers are still paying attention.
If you send emails during the week, then it would be perfect to send around lunch time or after work since that is when most people check their emails. People are usually busy during the holidays and even more during days and evenings. If they receive your emails during busy hours, then they will quickly close and forget everything they saw. Sending emails during the morning will give you better chance of grabbing their attention.
12. Create a consistent experience from the moment your recipients open the email. Ensure your messaging is consistent from your website to your email marketing campaigns, and other channels.