Holiday Email Call
The holiday shopping season is slightly past the halfway point. The push is on for brands and retailers to get the word out about last-minute merchandise and great sales via email. One question: Are the emails sent out actually getting seen?
While there is no guarantee that a particular email will be clicked on, there are ways of increasing the odds for visibility.
So many emails, so many online retailers, merchants, and so many customers
Winter holidays are when email marketing reaches perhaps its greatest momentum. Customers continue to peruse and purchase from any number of online stores or they brave the elements and venture to their local malls – or both. But with so many emails going to so many existing customers or prospects, it is impossible for some (or many) to not fall through the cracks (or rather, the “Spam” folders). Preventative maintenance is in order. But how?
For better chances of emails of being seen, avoid the following…
Lesley Vox, writing for Orbit Media Studios, lists the following mistakes to avoid when marketing via email. Some, if not most, of these points may seem obvious, but they can be overlooked – particularly at a busy time like the holidays. In fact, this list may be considered New Year’s resolutions of what marketers must steer clear of, now and throughout the year:
- Outdated mailing lists
- Unexpected or “surprise” emails
- Non-relevant emails
- Failure to systemize emails
- Not being transparent with subscribers
- Ignoring preheaders
- Mismatch between subject line and body of email
- Lacking capability for recipient to send feedback
- Too many calls to action within one email
- Not experimenting with different types and styles of describing content
- Failure to test before deploying
How to make holiday emails stand out
Even if the list of what errors to avoid is followed, an email detailing a great deal or special savings still may not be seen. Online customer inboxes are overflowing with emails. As mentioned above, there are no guarantees. There are, however, some pointers to help improve chances for an email getting noticed during the holidays. Here are a few of them, courtesy of Kelly Shelton at Forbes:
- Segmentation of mailing lists – Finding out where customers’ places are in the “conversion funnel” and sending relevant emails to each “stage” have greater potential of getting noticed.
- Catchy subject lines – The holiday season is the perfect time to think up fun and creative subject lines to attract a customer’s attention. Whether witty or warm (or both), the subject line is key.
- Creative content – Marketers should picture the body of an email as if it’s the window display of a store. Viewers should be attracted to the colorful graphics and like reading the engaging text.
- Sweetening the deal via email – This can be accomplished by many methods; from the promotion of holiday-related special offers, to grab-bags or giveaways.
- Urgency – The offers or giveaways listed above might well get more attention (read: click-throughs) if there is a time limit for when customers can act on seeking that special offer.
- Immersive experience – Creating a holiday-related email that seamlessly blends with a brand’s website and social media presence will make customers sit up and take notice.
Guess what? Email campaigns work for any holiday
It is taken for granted that Christmas, Hanukkah, Kwanzaa, and any other winter holiday which entails gift buying is when email is most top-of-mind among marketers. While there is more volume at this time of year, however, the impact of email works well for other holidays. According to recent statistics from Yes Marketing, as reported in Mobile Marketer, days termed as “unconventional holiday themes” boost customer engagement. Dates such as Groundhog Day (February 2), Tax Day (April 15), and National Dog Day (August 26) are great possibilities for email marketing. (That’s right – even Tax Day.) According to the report, in 2018:
- Groundhog Day-themed emails generated 5 times the average conversion rate of 3.8-percent
- Tax Day-themed emails drove a 14.3-percent click-to-open rate, compared to the 9.2-percent national average.
- National Dog Day-themed emails drove a conversion rate of 18.6 percent, more than 4 times the national average.
So, another New Year’s resolution for marketers would be to get a 2019 date planner that includes every conceivable holiday.
The points of what to avoid and what to put in place which are listed above should serve, however, not only for the holiday rush, but for email campaigns throughout the year. In short, marketers must keep their email systems streamlined and up-to-date. Now that’s a New Year’s resolution to follow – for all time.
Can your email marketing use some fine-tuning? Contact EGC today.