The average person receives over 100 emails per day. That’s a lot of people you’re competing against if you’re sending emails.
Granted, email marketing is easier for getting the message out about your business than other forms of marketing.
Take for instance, paid search ads. Very few people know the ins and outs of the algorithms Google and other top search engines use to determine the ads people see. Same goes for social media platforms such as Facebook.
But with email marketing, all it takes is a captivating subject line and hit the send button.
However, in light of the fact that nearly everybody is bombarded with emails every day, it’s becoming more challenging to get your subscribers to open your campaigns, much less take action (click a link, download a coupon, review a purchase, etc.).
So how can you maximize your chances of having your emails opened, read and engaged with, especially during the holidays when competition is fiercest?
For starters, follow these 3 rules for email marketing success, which apply any time of year.
The takeaway from the linked article above is this:
- Personalize your emails
- Segment your list as much as possible
- Automate every step of the customer and potential customer lifecycle
Another key element of sending emails, especially during the holiday season, is relevancy.
Examples of holiday email marketing relevancy
To provide a real-life example of these email marketing elements, let’s pretend you’re a boutique clothing store owner.
Unless you live in Miami or other warm area, chances are your subscribers are not going to find much value in an email informational newsletter about the history of the bikini. Certainly not if it’s freezing out. However, you may have luck offering a steep promo on a bikini winter clearance sale.
Better yet, segment the email to your customers who already have a purchase history of bikinis and beachwear. (This assumes you have the ability to link your ecommerce backend with your email service provider, thus having the ability to segment according to customer purchase history.)
Let’s continue with the boutique store example. Can you think of an example of an email that your customers and potential customers (maybe you have subscribers on your list who opted in to your email list to receive a discount code but have yet to make a purchase) would find value in this time of year?
Perhaps you know that the majority of your subscribers are female, and an article on “how to dress fashionably in layers even when it’s below zero” will appeal to your subscribers. At the conclusion of the article (on your blog) you can include a promotional code. Within the email, you can offer a brief summary of the article and mention there’s a special code in the blog post.
Now let’s use another example. If you’re a restaurant owner, perhaps the same old 10% coupon code to your subscribers isn’t converting well. Maybe your subscribers would instead respond better to informational content. Say, for instance, a week or two before Thanksgiving, you can send an email that focuses on easy do-it-yourself recipes for the holiday.
And suppose you’re a coffee shop owner. Holiday-centric emails can include announcements about seasonal specials (pumpkin spice latte) and holiday promotions.
In short, the best holiday emails contain relevant, timely content. They also include personalization elements (as simple as addressing the subscriber by first name in the subject line or the body of the email). In addition, the best email marketers segment lists based on several factors (purchase history is just one of several ways to segment).
Did you know you can integrate email marketing with your point of sale system? Contact us today for a demonstration.