Next week kicks off the holiday email-sending bonanza and the one item on every email marketer’s wish list is a holly, jolly response rate to his or her campaigns. Battling the competition will be more difficult as everyone sends more and more messages. What’s the secret to rising above the noise of the inbox over the next month?
These seven holiday email marketing tips will help you avoid an avalanche of holiday woes and ensure your marketing is merry and bright.
1. Ditch reporting? You’re getting coal.
It’s a busy time for all of us. But this is no time to ignore your metrics. If your subscribers aren’t reacting well to your holiday emails, you may have to do a switcheroo. You should be tracking your metrics like NORAD tracks Santa in December.
2. Stay off the naughty list by using responsive design.
A hefty chunk of mobile commerce sales comes during the holidays. According to Adobe’s Digital Index report, 26.2 percent of 2013’s holiday season mobile commerce sales came on Black Friday, and Cyber Monday contributed 18.3 percent. Not only must you use responsive design to make sure your emails render across all screen sizes, it’s important your load time is short and sweet so potential customers don’t get fed up and leave.
3. Don’t be a Grinch: Remember your loyal customers
Make it a point to make your loyal customers feel special during the holidays. Start with an email marketing that expresses your thanks for their business. Include a reminder about their point balance, a VIP-only sale or discount, an exclusive gift-with-purchase, or special holiday products or services only available to loyalty program members.
Here’s a customer-only exclusive email from Petco sent with the subject line “Extended one day! Reveal your exclusive savings!”