2020 has definitely been a crazy year here in Colorado Springs and all over the world. It’s hard to believe that it’s coming to a close and that the holiday season is only two months away!
To many the holiday season is a time to spend with family and friends while enjoying some good food, but for businesses it’s an opportunity to maximize on sales and build new clientele.
As companies begin their holiday promotions and inboxes become full, don’t get left behind by failing to prepare ahead of time. Be sure to start your email marketing strategy ahead of time and stand out in your customers inbox.
With so many companies sending out promotional emails, how do you stand out? Here are 4 ways to prep for the holiday season here in Colorado Springs and stand out against other businesses with your email marketing strategy.
4 ways to prepare your email marketing strategies for the holiday season
Create A Strategy & Start Early
Before we dive into the email designing process, a promotional strategy needs to be set in place.
Before you can really start to prepare your email templates, colors, graphics and more you need to find out what your promotions are for each holiday, have backup promotions lined up just in case something falls through and have your promo codes picked out and set to start working once the marketing campaign is live.
The amount of businesses that wait until the last minute to put together a holiday email marketing plan is astounding and it can damage their success.
Each year, holiday shoppers start tackling their gift list earlier and earlier. In fact, in Q4 many businesses start seeing their traffic and sales steadily increase from October to mid-November. Followed by huge peaks of traffic and sales on black Friday and Cyber Monday, but there are many consumers who’ve already planned out what they wanted prior to these dates if they haven’t already bought it.
Completing all of these items ahead of time will give you a leg up on the competition and will help your email marketing team begin their email marketing campaign strategy ASAP.
As we stated previously, during the holiday season every company your customers have given their emails to are sending out emails. So, it’s important that you stand out among other companies and competitors.
One way you can do this is by using visuals! Did you know that people process visuals 6,000 times faster than text? In fact, using videos and pictures is a great way to increase your click-through rate, especially when you personalize them for a specific audience.
I know you’ve heard it before, it’s incredibly important to personalize your email for it to connect with your customer. However, in today’s world this goes beyond the “Dear, (customer name)” personalization technique that everyone is used to.
Use analytics and segmentation to define your audience. If you’ve been doing this all year long, you’re ahead of the game as you can see what your audience likes are, where they live, what they’ve bought, among many other things. If you’re just starting now, take the time this month to set up those tracking tools so that you can be prepared for the holiday season. By segmenting your audience, you increase your opportunities for a sale by showing your customers the products they’re most interested in and would want to purchase.
By reviewing your customers purchase history, browsing history, interests, and more you can send out emails to the right audience at the right time.
Personalization helps take the assumption out of the game. Before, marketing was always a guessing game, and although it still can be, personalization can take some of that guess work out.
Every year the amount of mobile users increases, so it’s no surprise that many people use their mobile phones and/or tablets to access their email.
As this number continues to rise, planning your email campaigns to take mobile viewing into consideration is critical.
Make sure the email template you choose is responsive to mobile devices and that your call to action (CTA) button is prominently in view.
People using their mobile devices are usually on the go, be sure to make your email concise as most people aren’t spending time reading a lengthy email from their mobile device.
Lastly, although your email may be perfect, the landing page can make or break a sale. Be sure that your landing page is mobile friendly, easy to navigate for a quick conversion and most important that it matches up to what the CTA promised.
Adapt Email Marketing Campaigns
Lastly, look at your current email marketing campaigns. Do these need to be tweaked for the holidays?
For example, as the holidays near, more and more people price shop and put things into a cart that they don’t immediately buy. How will this influx of abandoned carts impact your strategy? Perhaps you need to send out two abandoned cart emails instead of one or switch up how early or late they receive that email.
Another campaign you may want to look at is your welcome campaign. You can provide value to your customers by gearing this toward holiday promotions, gifts for the season, sales and more! This can also start your segmentation journey by finding out what your customers likes and dislikes are.
Start Your Email Marketing Strategy in Colorado Springs
If you haven’t already started thinking and planning out your holiday marketing strategy, the time to do so is now.
The earlier your customers are aware of you, your products and your promotions and can start being driven to your site, the better.
As many shoppers, especially during the holidays shop various websites months ahead of the holidays, it’s important for them to keep you top of mind.
Don’t wait until the last minute to get your email marketing strategy set in place, try incorporating some of these ideas into your next email marketing campaign.
Have questions about any of these tips or ready to get started but need some help? Our team at Mountain Air Marketing loves working with businesses to get them ready for the holiday season, contact us today!