‘Tis the season…for email marketing!
As you’ve undoubtedly noticed, it is peak season for all marketers. With only a few shopping days left until Christmas, marketers are preparing to hit send on remaining holiday messages, hoping to catch the eyes (and wallets) of last minute shoppers. There is a limit however... At some point around December 24th consumers begin to put down their phones and tune out their emails. Their shopping is done and it’s time for family, friends, food, and of course gifts! As a marketer you need to mindful of this time. Respect your subscriber; knowing when to hit send is just as important as knowing when not to.
How to Respect Your Email Subscribers during the Holidays:
- Stick to Your Schedule
It’s easy to get carried away and over-send to your subscribers. Too frequent messaging can lead to subscriber fatigue resulting in lower engagement, or worse, unsubscribes. In order for your holiday email marketing efforts to work, stick to the marketing calendar you created earlier in the year. Don’t keep sending the same message over and over again.
- Remember Your Customers are More Than Just a Wallet
Help your customers create a stress-free holiday by sending tips and how-to articles that can relieve some of the craziness. Make sure the articles are connected to your brand. For example, a food retailer could offer recipes and tips to create the perfect holiday meal. A financial institution could write an article that offers money saving tips on holiday shopping.
- Take a Rest Day
Do yourself and your subscribers a favour and take Christmas Day off. Many shops are closed and many consumers’ minds are elsewhere. Your message and efforts may well be for nothing. Additionally, your subscribers will appreciate opening their email inbox find it empty of promos.
- Be Culturally Sensitive
Some of your subscribers may not celebrate Christmas. It’s important that you be as culturally sensitive as possible to ensure that you don’t offend or alienate any of your subscribers. Imagery of snowmen, snowflakes, and gifts are great to use. However, you may want to hold off on any religious themed imagery.
- Come Out of the Gates Swinging on Boxing Day
Boxing Day is the year’s biggest shopping day for many Canadians. Last year saw a big increase in post-Christmas holiday shopping. Euclid and other shopper analytics firms found foot traffic on December 26th and 27 was up 3.7% from 2013. In fact, December 26th had the highest foot traffic of the 2014 holiday season.
“eMarketer estimates that digital retail sales will rise by 13.9% during November and December this year, reaching $79.40 billion, while total retail sales increase 5.6% during the same period to $885.70 billion.”
The secret to success is to be patient and strategic with your email campaigns. Rather than rushing to rehash old emails and barraging all your subscribers, take a step back and segment your lists, refine your tactics, and plan out your timing. If you do, it’ll benefit both your customers and your business.