Christmas is well and truly just around the corner. Take a look at our 12 Christmas email marketing top tips to help you build and send fetching, festive email campaigns.
Take the time to view and analyse past email marketing campaigns to see what worked well and what didn’t. Once you have acquired this knowledge you can plan your future festive campaigns to give them the best chance of getting good engagement rates.
Spend a bit of time researching what’s hot and what’s not in your industry and check out the competition to see what they have up their sleeves. Try and incorporate these trends into your email marketing to show that you are also on trend.
Set A Goal
Whether it’s to get 20% more opens or 30 more clicks than last year, it’s good to set a goal as it gives you something to work towards. This way you can also aim towards improving results and statistics which always goes down well!
The old saying ‘failing to plan is planning to fail’ is something to abide by here. Without having a plan of action for your email marketing it’s bound to not do as well as it could. Take a bit of time to sit down and think about individual emails and overall email campaigns. Look out for key dates and content that can be included to target specific audience members.
Punchy Subject Lines
As potentially the most important part of an email, your subject line needs to be powerful and punchy to encourage the recipient to read on. The best subject lines create excitement, urgency and curiosity. This can be done using personalisation or even emojis! Just be sure to keep them short and snappy.
Probably one of the most important elements of an email – the content. Create engaging content by including clear images, gifs and easy to ready text.
The festive period is a busy time, people are out and about on the move so you want to be able to target them whenever and wherever they are. Do this by ensuring your emails are optimised for mobile. Up to 75% of emails are opened on mobiles or tablets so it’s crucial that you make them compatible with mobile viewing!
Call to actions are essential, they catch the readers eye and give them direction/instruction. Whether this be ‘BUY NOW’, ‘SEE MORE’ or ‘SHOP’ make sure they are direct enough to encourage recipients to click through to your website.
Before any campaign is sent it’s imperative to carry out the necessary tests and checks. This includes making sure your email looks correct across multiple platforms, any spelling mistakes, images load properly, link errors, plus split and multivariate testing. For peace of mind, it’s always handy to have someone else take a glance as a fresh pair of eyes may notice things you haven’t spotted!
Some of your subscribers will be previous customers and you will have details of their last purchases. Use this to your advantage and tailor emails using dynamic content to include products relevant to recipients. This way you will have a much better chance of engaging them and potentially making another purchase.
Automation is crucial for email marketing these days. It allows you to set up multiple workflows for customer journeys including welcome programmes, nurture programmes, basket abandonment programmes, loyalty scheme programmes and many more!
Find out more about our visual marketing automation system, Maxautomation.
Once an email campaign has been sent don’t just forget about it! Use this time to review and analyse how the campaign did. Without tracking and analysing results how will you know if they have been a success or not? Take the time after each campaign to look at delivery rates, open rates, click through rates and conversion rates.