With Christmas only a month away, now is the perfect time to start thinking about your festive email marketing campaign. Christmas is a great time to target all areas of your customer base. It’s the one time of year where people are actively looking for things to spend their money on, and customers are eager to take advantage of any special offers, promotions or money saving opportunities that you may have. But, with so many companies running Christmas email marketing campaigns, how can you make yours stand out in your customers’ busy inboxes? Here are some ideas:
Get Your Timing Right
Your Christmas emails should be sent at a time when your customers are most likely to read it, and most likely to make a purchase. Traditionally, the busiest online Christmas shopping day is the 1st December (so-called ‘Cyber Monday’). However, on that day (and on the days leading up to it), your customers are likely to be inundated with emails showcasing Christmas gift ideas. In order to get your company in the forefront of your customers’ minds, send them a ‘preview’ email a few weeks before the busy shopping time, like Yankee Candle have done:
You can then send them ‘reminder’ emails as the Christmas shopping season approaches. Yankee Candle have also given their customers the opportunity to pre-order their Christmas collection. This is a great way to boost sales a little further before the busiest time of year, and helps the customers feel like they haven’t missed out.
Use Time-Limited Offers
Even if you have a fantastic Christmas promotion, the chances are that it isn’t the only one that your customer has seen. In the run up to Christmas, all companies are eager to showcase their best Christmas gifts and special offers, leaving customers ‘umming and ahing’ over what to buy. So how can you secure the sale? A time-limited offer, like this one, can give customers a push in the right direction:
By offering this product as a special price for only one week, their customers may decide to take the plunge and make a purchase (otherwise they risk having to spend more money closer to Christmas). However, this strategy could backfire – if a customer misses out on a time-limited offer, they may decide not to purchase from you at all. Reduce the chance of this happening by running a few different offers in the run up to Christmas.
Make it Personal
Although it’s been said many times before, Christmas is a time where it’s most pertinent – personalisation is a great way to make your emails stand out in a busy inbox. Customers like marketing campaigns that speak to them and that are relevant to them. You could do something as simple as including your customer’s name in the subject line, like in this email from Shoe Zone:
Or you could suggest possible gift ideas based on what your customer has bought before. Either way, it could give you the edge over other email marketing campaigns during the festive season.
Christmas is a great time of year for email marketers. Get your timing right, offer some interesting promotions and keep things personal, and your could see a significant boost in sales.
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