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15 Tips for Successful Holiday Marketing Campaigns

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The Holiday Marketing Campaign Rush Has Started

The days from Black Friday through Christmas pull in 50-100% more ecommerce revenue compared to shopping days throughout the rest of the year.

Now you know it’s not too early to plan your holiday marketing campaign.

However, creating an effective holiday email marketing campaign is no easy feat. Carrying out research, aligning content with design and running necessary tests – it all takes time. And you don’t want to just pull off a holiday email campaign. You want to beat your competitors to it.

You want to reach the inbox at the right time. You want to send out beautiful Christmas newsletters. This post outlines 15 steps that will turn your marketing pursuits into a series of successful holiday marketing campaigns.

October: The perfect time to launch your holiday email campaign!

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October?

40 percent of shoppers start their holiday research before Halloween.

It sounds crazy, doesn’t it?

Actually, it’s not surprising if you think about it. With the rise of online shopping, it’s easier than ever to start holiday shopping in advance.

Businesses haven’t failed to notice this trend, either – and they have started sending out holiday email marketing campaigns. You don’t want your subscribers to delete your email after they’ve read several holiday email campaigns. Your subscribers will love receiving limited time pre-holiday deals… but not being bombarded with them. Be the first one. By the way, those emails give you a chance to test out campaign ideas.

October is the time to carry out thorough analysis. The best way to predict future behavior? Look at past behavior.

Looking at data you gathered in previous years will be more than helpful with creating a holiday email marketing campaign. You will clearly see what worked out well and what didn’t.

Step #1: Create campaign goals

Ask the following questions:

  • Where did the traffic come from?
  • What led to conversions last year?
  • How did email traffic and conversions compare to other campaigns? (SEO, paid search)
  • Which holiday emails received the highest conversions? What was the reason behind it?
  • What days did holiday emails receive the highest open and conversion rates?

Additionally, there’s one more question you should ask:

  • How can I use current trends in my holiday marketing campaigns?

Once this step is complete, it’s time for…

Step #2: Content plan development

As you know, content is king.

Therefore, you should allocate time to create the content plan and have it ready a few weeks before each holiday. This gives you enough time for content review, improvement and email list segmentation.

You should know what type of content your subscribers enjoy based on their purchase history. However, you can go the extra mile by sending them a survey asking what type of product offers they’d like to receive in a holiday email campaign. In doing so, you’ll be in the loop and you’ll strengthen the relationship you have with your customers. Don’t forget to send appropriate follow up emails afterwards.

Step #3: Re-engage your customers

Create a customer re-engagement email series. Then, start sending promotional emails. Pick appropriate layouts, such as a special Halloween newsletter.

Step #4: Keep your list clean

Some customers won’t engage back. Keep your email list clean and remove hard bounces. This is extremely important as spam filters have no mercy.

Step #5: Send out product recommendations

Seems complicated? These are driven by the user’s purchase history.

Step #6: Go for email automation

Marketing_Automation

Wouldn’t it be great if someone else could do all the work for you, whilst you reap the rewards?

Thought so.

Therefore, marketing automation is your best bet for a holiday marketing campaign.

It will save you tons of time and effort. All you need to do is to set up email sequences and activate them. Then, they will function automatically and independently. You won’t need to send newsletters manually; yet all of your contacts will receive the right message at the right time. If you want to be set up for success, learn more about marketing automation.

Step #7: Segment your customer list

Contact-Segmentation

Do you understand your subscribers’ needs?

You wouldn’t want to receive a bike deal in your inbox if you have absolutely no interest in bikes. If you see such a message, you will probably delete it. And if you keep on receiving bike deals, you will most likely unsubscribe from the newsletter.

That’s also how your customers will react. You don’t want this to happen. As mentioned, spam filters are ruthless.

That’s why list segmentation is so important. With contact segmentation, you can create lists based on shared identifying traits, such as location, purchase history or gender. This allows you to send newsletters to the people most likely to find them interesting.

Additionally, you can also segment your contacts based on their interactions with your newsletters. This means that you can create contact lists based on whether a contact has opened or not opened a certain newsletter; clicked within a newsletter or not; or has clicked in previous newsletters, but not on anything recently. This feature is a revenue driver.

List segmentation is a feature with Newsletter2Go.

Step #8: Remember the power of mobile

mobile
76 percent of Black Friday emails and 63 percent of Cyber Monday emails were opened on a mobile device.

That’s a powerful number.

Question is: how do you tap into this market?

First of all, you should understand two things: shopping via mobile devices has seen a steady increase in popularity – and this trend doesn’t appear to be slowing down anytime soon.

Luckily, not everyone has grasped that yet.

Some companies still fail to send responsive email newsletters. These layouts ensure that email campaigns are beautifully displayed on every device.

Imagine you click on an interesting-looking email, only to discover that you can’t see the content displayed properly. Would you be keen to spend time maneuvering your way around the message? Especially if there were other deals in your inbox? Probably not.

So before you send out a holiday marketing campaign, make sure that you go for responsive layouts, fully optimized for mobile. The stakes are high.

According to Mobile Marketing Association,

This year mobile promotions are expected to have an impact on 87% of all holiday purchases.

Newsletter2Go offers free responsive templates. We’ve even got a Halloween newsletter template, too.

free-templates

Once you’ve started sending out campaigns, be sure to make use of reporting tools. There, you will see for yourself how many customers have opened your emails on mobile devices and what email client your subscribers used.

Drive more sales this holiday: Email marketing in November

november

With Black Friday and Cyber Monday around the corner, it’s time to put the final touches to your content plan.
Moreover, you should let your subscribers know about shipping deadlines.

Step #9: Revise content plan

This should be easy as you worked on it in October. Now’s the time to make any final additions or changes.

Step #10: Place your products strategically

Promoting your products throughout the November holiday sales will help to drive revenue.

Step #11: Offer unique deals

Surprise your subscribers by giving them more than traditional stores would offer. Who wouldn’t want a week long sale instead of a one-off Black Friday deal? Give them a chance to buy more. Even if you implement this strategy, some customers won’t open your emails in time. Give them a chance and offer a special discount.

Step #12: Send out holiday products on time

Clearly communicate your order-by dates.

December: Tis the season for email marketing

december

Christmas is always special. Holiday marketing campaigns should be too!

December is the time to pamper your customers. Treat them like your extended family. You could offer family deals, or send out sneak previews of sales or coupons.

You can also inject a bit of seasonal fun. Making your newsletters interactive will help them stand out. First of all, use a special Christmas newsletter. Use video, sliders, GIFs and countdown effects to take your newsletters to the next level. Don’t forget to send a personalized Christmas greeting afterwards.

Make sure that those who missed the boat will receive special discounts as well

Step #13: Utilize Fear of Missing Out

Create Christmas newsletters with an underlying Fear of Missing Out message.

Step #14: Go for interactive emails

They will definitely enhance customer engagement.

Step #15: Send personalized holiday greetings

Remember, email marketing across the holidays is all about treating the consumer to something special. Greeting the reader by name is a simple yet effective way to make your email feel like a personal gift.

Good luck with your holiday marketing campaigns!

Want more tips and tricks for holiday marketing? Check out our free Christmas Email Marketing whitepaper:

About the author

Stefania Goldman
Communications Manager

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