It's that time of year again. With the holiday season quickly approaching, the nights begin to drag, the temperature plummets, and marketers work hard to come up with a winning strategy to draw customers into their sales funnels.
The winter period is an extremely busy time for online marketers as companies step up efforts to reach buyers before Christmas.
(Picture: Clicky blog)
In the US, the five busiest days of the calendar year for email marketers are between Thanksgiving and mid-December. It's a hectic schedule. Hence, it is important to have a plan in place that will allow you to get the most out of your email marketing efforts.
Although marketing has developed rapidly in the 21st century, Email Marketing Has proven time and time again that optimizing the sales funnel doesn't go anywhere.
(Picture: Software consulting)
Despite the rise of increasingly advanced technologies, only social media marketing is ranked higher in the minds of marketers in terms of campaign effectiveness.
This means your email marketing should be fully tweaked at the start of the holiday season. However, if you feel that you are not ready to go into battle with your competitors to get your voice heard and increase sales in the turbulent festive market, then don't worry. Below is a compilation of seven key tips to improve your campaigns for the upcoming competitive landscape:
Customize your subject lines for festive frivolity
If you can rest assured during the holiday season, your marketing emails will have plenty of company in the inboxes of recipients.
It is imperative that you exercise Creativity with your email subject lines and use some seasonal triggers to help you stand out from your inbox. Whether your creative focus is on festive puns, thematic keywords, or just a little bit of alliteration, these subtle improvements to your visibility can help you stand out from the crowd and build more engagement.
One of the most effective ways to stand out is to include some themed emojis in your subject line. This can be a great, attention grabbing technique that can be found difficult for your business at any other time of the year. However, since this is a time of festive cheer, you should target your customers.
Additionally, emojis have been shown to be effective when it comes to email open rates Mailjet It was found that 63% of UK email subscribers were more likely to open emails with an emoji in the subject line.
Over, Enchant created a compilation of eye-catching seasonal emoji-based email campaigns. As we can see, the cheerful demeanor is complemented by the emojis in a way that adds color and frivolity to a recipient's inbox.
Use audience segmentation wisely
Sending targeted and personalized festive emails can result in significantly higher engagement rates than generic bulk emails. Segmenting contacts is by far the most effective way to tailor your messages to your customers' specific interests and buying habits.
There are many ways that segmentation can be done. One of the most effective options is to categorize the audience Interests based on the types of products they bought or the sections of your website they browsed.
It is also possible to divide your subscribers into segments year-round and more seasonal buyer groups. Customers who are more active during the holiday season and less active all year round need different approaches to their loyal customers on a day-to-day basis – especially when it comes to shipping frequency and tracking.
Segment your subscribers into those who look for usage more often Coupons can help you develop campaigns tailored to your cheaper customers. This segment can be particularly useful to avoid being offered discounted products to loyal customers who are likely willing to buy at full price.
Above, Sendinblue shows how Airbnb has segmented audiences based on their browsing habits to offer locations they may be more interested in.
There are numerous tools available to give you insights and the ability to effectively segment your subscribers Google Analytics and Kissmetrics among the market leaders.
Set up exclusive vacation offers
It's worth creating vacation deals alongside festive themes so that buyers can immerse themselves in the vacation spirit. Most of the year, your emails will look the same. So this is really an opportunity to come up with new layouts and create eye-catching offers.
Switch your approach and create some vacation-themed quotes and templates to match. According to OptinMonsterOne customer, Cloudways, saw a 120% increase in free trial signups by creating a vacation marketing campaign that came with a suitable offer.
Vacation-themed offers help develop a natural sense of urgency in your subscribers. The natural time constraints on creating a campaign for a specific holiday or festive time give customers a clear understanding of how long to respond to their interest.
Make sure you optimize for mobile devices
Did you know that? TechCrunch recently announced that Cyber Monday sales exceeded nearly $ 8 billion? Significantly, $ 2.2 billion came from smartphone sales.
With that in mind, it's important to create email marketing campaigns that take into account that users are browsing on their smartphones. If your emails aren't cell phone-friendly during the holiday season, your business risks losing a significant portion of its market.
To make sure your email campaigns can be viewed by readers Wherever you want to access your inbox, it's important to incorporate an appealing design that can be adapted to all screen sizes. Responsive design is based on media queries to make your e-mails mobile-friendly. Media queries can crop the design of your email and hide text on mobile devices, while scaling images to fit different screen sizes among many other useful applications.
Always test your email
No matter what campaign you create, there is Always time for A / B tests. As a marketer, it's important to find out which products and services are best suited to drive more conversions for subscribers.
There is never an inconvenient time to test your products before the winter festival. Even if you are in the middle of June, it can be helpful to run some campaigns early to see what will generate more interest. This can give you a believable idea of what your subscribers are looking for and where conversions are most likely to happen.
Split testing and A / B testing can help you identify potential bugs and shortcomings before the busy season, so you have plenty of time to act ahead of time.
Once again, Google Analytics can be a great way to measure the performance of your test campaigns. The platform offers comprehensive insights into where your visitors come from and how ready they are to react to their interest through a conversion. Platforms like Finteza can be useful for getting visualizations of the quality of incoming traffic.
The tool automatically detects the quality of the traffic, e.g. B. "Clean up traffic", "Spam", "Cookie manipulation" and more.
Attract customers with seasonal freebies
Everyone loves a giveaway, especially during the festive season. Christmas in particular is a Good time to build brand loyalty with freebies and free goods.
While some freebies may meet skepticism among customers at various other times of the year, holidays given away by champions like Christmas can really work wonders to create a more receptive audience to offers.
Additionally, given the number of competitors you are battling to keep your customers interested, a free giveaway, competition, or giveaway can do wonders to drive more traffic to your website. With an enticing array of deals and calls-to-action in sight, brands brave enough to give away valuable products or services for free could see significant profits.
Create an intuitive email schedule
To get the most out of the lucrative Christmas season, it's important that you plan your email marketing campaigns in advance and don't leave anything to chance.
Since the advent of Covid-19, the digital marketing landscape has grown rapidly as companies try to adapt to a brand new world of Remote work and self-isolation. Some retailers may be trying to get into the chaos of festive email campaigns early on. However, it is best to develop an email schedule that you trust.
It is important to resist the temptation to bombard customers with email as it can lead to fatigue with your campaign, while sending too early risks causing subscribers to ignore your content.
Use your analyzes accordingly and Schedule emails to be aired at what you believe is the most opportune time for your specific audience. With the right mix of engaging content, the appeal of offers, and a proven formula, you're likely to win your subscribers' attention and trust.
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