With the holiday season right around the corner, it’s a great time to take advantage of some targeting with your email marketing campaigns. Even if you’re so lazy that you simply write “Happy Holidays!” in the signature, it would behoove you to make some effort to bring your customers into the “spending” mind frame that the holiday season always denotes.
With that said, here are some simple and not-so simple adjustments, additions and marketing strategies you can add to your email marketing campaigns this holiday season to capture a little bit of that holiday magic…right in your wallet.
1. Use Holiday Language. Did you see how clever our h2 subtitle was? Okay, maybe it is too cutesy for what you are doing, but don’t be afraid to throw in some “tasty savings” or “stuffed with deals” type language for Thanksgiving sales. Go as far or as subtle as you want, but remember: most people enjoy the holidays and are put in a better mood by people who are enjoying them too!
2. Offer Big Discounts. You already know how much people love to spend during the holidays, but they love to save even more. Use a big deal to get them onto the site and then offer package deals or side items to even out your profits. Remember, the point here is to get the emails open, the click-thrus up and not only give them a deal, but raise your brand or website’s awareness. Even if you break even on a deal, the fact that the customer will remember you in the future and possibly open more emails or buy more products makes the initial investment worth it. Chalk it up to cost of acquisition.
3. Early Bird Specials. Every year we see Target, Walmart and Toys R Us competing with each other on opening hours. Now, we’re to the point where Black Friday sales start on Thanksgiving or even before. The bottom line is that there are no more limitations. Your “Pre-Pre Black Friday Blowout” could be a great way to get traffic to your site. Having an opt-in will allow only those who want to received early bird specials, to receive them, leaving the core of your list unbothered and thus, unsubscribes down.
4. Get Creative. Holidays are all about reindeer games and having fun, so play along with your list. Have a holiday trivia contest where the first ten people to answer correctly on your site get 10% off or a free gift. Keep the games light, airy, holiday-themed and reward incentive. You want people to play along and have fun, but you also don’t want to pester them and have them hit the unsubscribe.
5. Real Time Emails. A great email marketing campaign that is underused is the hourly deals. While this won’t really work year-round, it’s perfect for Black Friday and Cyber Monday because people are constantly checking in for updates on emails. You can either have an opt-in (which would compartmentalize and further qualify your list) or have real-time content that you can update in the body of the email as soon as the customer opens it.