Setting Up Your Email Marketing for the Holidays

‘Tis the most profitable time of the year for most businesses. Whether you serve consumers or you target other businesses, this is the season of the sale.

One of the best ways to make a sale this time of year is through email. For every $1 you spend on email, you could make $38 in return, according to research by dbsdata. The problem is, you’re not the only company showing up in your consumer’s inbox. Your competitors are there alongside you fighting for the sale. So, what can you do to set your email marketing up for holiday success? Here are three tips.  

Go Beyond the Sale

Sure, you’re holding some fun sales to celebrate the holidays. The challenge is, so are your competitors. You need to give your buyers a reason to choose you over the competition. One way to do that is by thinking beyond the simple transaction and answering concerns your customers will have before they ask the question.

In your emails, be sure to include helpful information for your reader. For example, shipping deadlines are a common concern during the rush of the holiday season. Include those timelines instead of forcing your buyers to guess or go hunt for them.

Another example of what to include is your returns policy. When people are gift-giving, they want to make it easy for the recipient to return something if they don’t like it, it’s the wrong size, or it’s just not needed. Don’t make them guess about your policy. Clarify it in the emails.

Make It Fun

This is a joyful time of year. People are excited, but they’re also overwhelmed. The more enjoyable you can make your emails, the more your buyer will become emotionally engaged with your messaging. Keep it fun, lighthearted, and helpful.

A few ways to incorporate fun in the mad rush of the season is to design your emails in a way that inspire a sense of festivity. Add snowfall to match the Canadian weather. Incorporate holiday humor wherever appropriate. Don’t just push product. Provide an experience for your reader.

Optimize for Mobile Devices

Adestra found that emails displayed incorrectly on mobile devices cause 70% of readers to delete them within three seconds. 15% of those users will even unsubscribe first.

Optimize your emails to ensure that the images display correctly on each device. When you are displaying images, add alt text. If your buyer is in a place with a poor connection, she’ll still know an image is meant to be there and can get context as to what the image should be.

Also, avoid filling your emails with too much text. Dense amounts of verbiage can feel like a chore to read.

Ready to Hit Send?

Before you start sending your emails to the masses, make sure they’re something that people will benefit from opening. If you can include helpful, fun tips, you’ll make it so that people want to open your emails, helping you sell more this holiday season.


By Andrew Patricio

November 05, 2018