Why You Should Get Your Holiday Email Marketing Strategy Together TODAY (and How to Do It)

Talking about the holiday season during the height of summer seems a little pre-emptive, doesn’t it. Thanksgiving and Christmas are months out yet–as in half a year away–and the vast majority of people are still enjoying the heat and sunshine. 

Still, businesses should already know that the holiday season is one of the most crucial–if not the most crucial–periods for them. After all, most stores, either online, brick-or-mortar, or both, earn a good chunk of their revenue during the most wonderful time of the year. 

One of the keys to maximizing the opportunities that the holiday shopping season provides is to develop an email marketing strategy–and yes, you need to put one together now if you want to get ahead. 

First, let’s look at the numbers

Not convinced? Here are a few statistics that demonstrate why you should be putting together a holiday email marketing strategy starting from July (or earlier!):

• Email marketing drives a good chunk of traffic during Cyber Week, at 17%. That’s just behind Partners and Affiliates at 18% and Paid Search at 28%, according to a study conducted by Adobe.
• More and more shoppers are going online to make holiday purchases, and they prefer using mobile devices to do so. According to Contentsquare, mobile made up 77% of all traffic during peak, as well as 65% of all buying sessions. 
• According to the National Retail Federation, 40% of people start their holiday shopping before they start putting their jack-o’-lanterns out for Halloween. 
• In terms of planning their holiday shopping, though, most people start doing that around June or July (!!). 
• One of the biggest reasons why people are starting their holiday browsing and shopping in November or earlier has to do with inflation concerns. According to the National Retail Foundation, 60% of consumers want to spread out their gift shopping budget, hence the early bird mentality. 

And now, the “why”

1. Get a Head Start on Your Competition

Picture this: the holiday season arrives, and your competitors are scrambling to put together their marketing campaigns at the last minute. But not you! By planning your holiday email marketing strategy early, you’ll be ahead of the game.

This gives you a significant advantage in the crowded marketplace. While others are rushing, you can fine-tune your messages, create captivating content, and build a strong connection with your audience.

2. Build Anticipation and Excitement

Remember the feeling of anticipation when you were a kid, waiting for Santa to bring you presents? Well, the same concept applies to marketing. When you start your holiday email campaigns early, you can build anticipation and excitement among your subscribers.

Craft creative teasers about upcoming promotions or exclusive deals. People love feeling like they’re part of something special, and your early emails will make them eagerly anticipate what’s coming next!

3. Gather Valuable Customer Insights

The early bird catches the worm, right? By planning your holiday email marketing strategy in advance, you get more time to collect valuable customer insights.

Send out surveys or analyze past holiday campaign data to understand your audience better. What products or services are they most interested in during the holiday season? What offers have resonated the most in the past? Armed with this knowledge, you can create targeted and personalized emails that truly speak to your customers’ desires and preferences.

4. Stress Less and Focus on Execution

Let’s face it; the holiday season can be a hectic time for everyone. From personal commitments to year-end business tasks, there’s a lot on your plate.

By planning your email marketing strategy early, you can reduce the stress during the holiday rush. Once the season is in full swing, you’ll have the majority of your emails scheduled and ready to go. This means you can focus on executing other aspects of your marketing plan, attending to customers, and ensuring a smooth operation.

5. Increase Conversions and Sales

At the end of the day, what matters most for your business during the holiday season is the bottom line: increased conversions and sales. By preparing your email marketing strategy early, you can optimize your campaigns for higher success rates.

Craft compelling subject lines that stand out in crowded inboxes. Create engaging content that resonates with your audience’s emotions. Implement clear and enticing calls-to-action that drive customers to take the desired actions. All these factors combined can lead to a boost in conversions and a merrier holiday season for your business.

The Dos and Don’ts of Putting Together a Holiday Email Marketing Strategy

Start Early and Plan Ahead

Just as Santa starts preparing for Christmas months in advance, you should begin crafting your holiday email marketing strategy well before the festivities kick in. Waiting until the last minute can lead to rushed decisions, lackluster content, and missed opportunities. Set up a timeline and brainstorm ideas for your holiday campaigns early on, so you have ample time for designing, testing, and optimizing your emails. 

We don’t mean sending out holiday-themed emails right this second, though! You can, instead, send out promotional emails that highlight excellent gift ideas, which will encourage people to add them to their wish lists or even put them in their carts. 

Don’t Overwhelm with Sales Pitches

Remember, the holiday season is about more than just sales. While the goal of your email marketing is to boost revenue, bombarding your subscribers with constant sales pitches can lead to unsubscribes and a tarnished brand image.

Instead, focus on providing value to your audience. Offer helpful tips, share heartwarming stories, and incorporate festive elements to create a sense of joy and excitement.

Do Personalize Your Emails

The spirit of the holidays is all about making personal connections, and your email marketing should reflect that. Utilize the data you have on your subscribers to segment your email lists and deliver personalized content. Address your subscribers by their names and tailor the email content to their interests and preferences. Personalized emails are more likely to catch the reader’s attention and foster a sense of loyalty towards your brand.

Don’t Neglect Mobile Optimization

In today’s fast-paced world, people check their emails on various devices, with mobile devices being the most common. Neglecting mobile optimization in your holiday email marketing can be a grave mistake.

Ensure that your emails are responsive and display correctly on different screen sizes. A seamless mobile experience will make it easier for your subscribers to engage with your content and take action, whether it’s making a purchase or clicking on a link.

Do Offer Exclusive Deals and Promotions

During the holiday season, consumers are on the lookout for special deals and discounts. Stand out from the crowd by offering exclusive holiday promotions to your email subscribers. Provide early access to sales, limited-time offers, or unique bundles. This sense of exclusivity will incentivize your subscribers to stay engaged and take advantage of the fantastic deals you have to offer.

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Interested in a professionally crafted email marketing campaign for the holiday season? Contact us today!