5 Tips on Reaching Your Email Subscribers During the Holidays
Dare I say it- Christmas is just over 2 months away, GULP. With everything else on your plate, have you thought about your holiday email marketing plan yet? We’re here to help you get started, with these 5 tips on reaching your best customers through email marketing and turning them into happy shoppers.
Segment, segment, segment. Your subscribers are going to be inundated with email marketing campaigns over the next few months, don’t let irrelevant material cause them to unsubscribe from your mailings. Use different lists for subscriber preferences, past buying history and any other demographics you may have collected in the sign up phase. Bonus points: build and segment different buyer personas to increase your click through rate by 16%!
If you are increasing your sending, do so responsibly. If you usually send only once per week and now want to send every day to capture those holiday consumers, you are about to have some very unhappy subscribers! Start building slowly, and make sure you have a clear reason for increasing your sending- such as a special “12 days of Christmas” promotion with a new item on sale or discount every day.
Beware of subscriber burnout. Along with increasing your sending can come the dreaded subscriber burnout with the risk of unsubscribes, complaints or being sent to the junk folder (which may be the worst outcome of all with the rise of intuitive inboxes!). Make sure you content is relevant and different. Every. Single. Day. No one wants to see the exact same email show up in his or her inbox week after week like a cafeteria lunch menu. Need help creating content? Check out some of these tips.
Follow best practices. ISPs are notoriously stricter around the holidays, so don’t give them a reason to flag your email as junk and lose that precious inbox placement you have been working all year to achieve. Only send to subscribers who have opted in to your receive your emails, stay away from large postcard-like images with zero text which are a red flag for spam, and don’t be deceitful in your messaging. Run every email campaign through a fine-tooth comb to check for bad links, spelling or grammar mistakes that could also be red flags.
Mobilize! With 16% of holiday transactions expected to happen on mobile devices this year and 48% of emails being opened on mobile devices, now is the time to make sure your email marketing campaigns are mobile-friendly to capture this growing audience. mailPlants can help! With our suite of mobile products you can rest assured your email campaigns will be optimized for all devices. And you can get back to more important things- like battling for the last parking spot at the mall: