Holiday Promotions for Your Email Marketing Program
More and more consumers are doing their shopping online and your email marketing program may be more relevant than ever. According to Time, last year shoppers took to stores and e-commerce sites to do their holiday shopping as early as September. By the end of December, shoppers spent some $46.5 billion, up 10 percent from 2012. It's estimated that nearly 30 percent of this year's holiday shopping will be done on smartphones and tablets.
One thing that will get you on Santa's naughty list is targeting customers who have already disengaged. Many marketers are tempted to send their holiday email promotions to customers who haven't engaged with their brand in quite some time. They assume that sending the campaigns to more people will result in more people seeing the offers, but this isn't necessarily true. The addresses you've been suppressing throughout the year due to inactivity may include spam traps, and sending to spam traps and inactive addresses can lead to deliverability issues. With September through December being such an important period for holiday e-commerce, don't dig so deep into the data file, or you may end up with coal.
All the same rules for best practices for any of your email marketing campaigns apply, but here are some thoughts about your holiday campaigns:
1. Think about your product or service and decide what would be compelling enough to get people to act.
2. Announce your offer two weeks to three weeks out.
3. Send a reminder the week of the offer.
4. Send thank-you emails the week after the campaign to those who purchased.
5. Make it mobile friendly. More holiday shoppers than ever will be using their mobile devices to shop. Be aware that some people will be using smartphones and others will be using tablets; optimize your campaigns for both.