Holiday Email Marketing Know How
‘Tis a sad day to admit when it’s no longer PSL season (Pumpkin Spice Latte) at Starbucks. Fear not though, as your business approaches the holidays. Instead, prepare your taste buds for a Peppermint Mocha (extra peppermint to feel uber wintery) and take advantage of this occasion, email marketing style.
First step: GET YOUR DUCKS IN A ROW.
Ask yourselves these questions:
- What are your goals for the end of the year?
- What value can you offer your customer base during this season?
- What seasonal strategies or holiday promotions could you implement to meet your objectives and serve your customers’ needs?
It is important to first be aware of your objectives and then understand who you can target to achieve those goals.
Will your audience be an existing customer, a new customer, or both? Next, develop a strategy on when and how often you want to reach out to this audience and how email can create valuable touch points.
If your goals don’t translate directly into a viable email campaign, consider creative ways to engage your customer base that may be supported by action-driving email. Some ideas could include hosting a holiday event, contest, or promoting new things happening in the New Year for your company.
Second step: READY… AIM… FIRE!
Once you’ve developed your campaign concept, start compiling a draft of what you want your customer base to know and how they can reach you. Keep it simple and to the point. Email marketing is most effective when it’s brief, informative, and creatively designed. Secondly, use your email program (we love Emma) to create an audience group specific to this campaign. For example, if your campaign is geared toward prospects (rather than existing clients) hitting “SEND ALL” wouldn’t target the particular group you want to reach.
Third step: SUBJECTS… THEY AREN’T JUST FOR SCHOOL.
There are creative ways in which you can effectively target your audience to open your e-blast. I always compare an email subject as if it were a title of a book.
Chances are, if a title of a book read “Book” or “This Is A Good Book,” you probably wouldn’t open it— right? Your subject line is the same thing, it’s the title of your email.
Make it count. Don’t be afraid to take as much time as you need to create something compelling and worthy to read.
Fourth step: SIGNED, SEALED, DELIVERED.
Before sending your e-blast, be sure to get an extra pair of eyes on your content. The testing phase for email marketing is one of the most important steps in building your campaign. Ensure that no matter where your audience is, or what device they’re viewing your email on, they can read it… and take action. Check your email on multiple devices and platforms. Is your email mobile friendly? Do your images display on all platforms? It’s worth the extra effort to confirm your email is viewed the way you intended.
Once testing is complete, schedule a sending date and time the e-blast(s). If you don’t already know, take time to research what day of the week and time tends to work best for your audience group – this ensures your campaign achieves the highest possible open rate. Once you’ve established a time, you’re set to sit back, observe your analytics and enjoy your holiday peppermint mocha!