Preparing Your Email Marketing Strategy for the Holidays, Part 3
At a minimum, start emailing your list on Thanksgiving to take advantage of the official kickoff to the holiday season. Black Friday and Cyber Monday are key shopping days. In 2011, 29 percent of brands sent two or more emails on Cyber Monday! It's the peak day of the season for email volume.
Stores are crowded on Black Friday. This email from Sports Authority focuses on easy in-store pickup. It encourages people to shop online, but to pick up their orders at their local store to save on shipping and handling. There's a big convenience emphasis on "Skip the lines". The email's subject line read: "Black Friday Pre-Sale! - In Store Only - Skip The Lines and Pick Up On 11/26!"
Be sure to communicate the date and time of the last chance consumers have to purchase in order to receive their shipment before Christmas. The email's subject line should call attention to this last order date. Give enough time for people to take advantage. An email from skin care products retailer philosophy read: "free expedited shipping ($16.95 value) - last chance for holiday delivery!" All subject lines from the company use lower case to stand out in the inbox. I love the added value included with free and fast shipping.
It's a good idea to send one last email early on your last shipping day that makes sure your subscribers knows about your shipping cutoff date.
But you need not be done yet! Do you offer e-gift cards? If so, this is another promotional opportunity to capture sales from last-minute shoppers. Send an email promoting the availability of e-gift cards as the perfect holiday gift for the family member you can't decide what to buy for. Remember, you must do everything you can to capitalize on the holiday shopping season.