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You’re thinking correctly if you’re placing your holiday sales hopes on email. The National Retail Federation reports that in 2018, online retail sales topped $218 billion, an increase of 11.3% over the previous year. Despite the fact that the relaxation of pandemic restrictions may increase foot traffic to retailers, emails are still a powerful tool for boosting online income.
In what ways will you use email to promote your business during the Christmas season? Since this year’s inflation rate is the highest it’s been in 41 years, it’s more important than ever to maximise the likelihood that your campaigns will reach your target audience’s inboxes and be successful than ever.
I’ve compiled a list of five things you can do to get your email client ready for the holiday shopping season.
Step 1: Increasing the frequency of your outgoing messages.
While some companies may continue to send emails throughout the year, others may stop. While others are always present in clients’ inboxes, others just make an appearance during a special promotion. If this describes you, you may wish to increase your sending frequency in preparation for the holidays. Your email delivery rate may be affected by both the frequency with which you send messages and the total quantity of messages you send.
Providers of email boxes may view rapid increases in traffic as suspicious because it may be the result of spam attacks. Start building your email list with useful, informative content months before the holidays roll around. Keep a regular cadence and ramp up gradually before Black Friday to prevent having your messages marked as spam.
Step 2: Make sure your connections are legit.
Email deliverability is directly impacted by the quality of your email list. A number of studies demonstrate that annual losses in email databases average around 22%. Here at ZeroBounce, we discovered that the epidemic had rendered 30% of our email data invalid over the course of the previous year.
If you care about making it into the inbox, you should get rid of old email addresses, especially before a major campaign. Bounces and spam complaints can land your emails in the spam folder if you ignore this warning. Because to his excessive bounce rates, one of our customers had his email access terminated. The email service provider refused to reactivate the account until our client provided proof that the company email list was accurate.
Do a quick check to make sure your list is up-to-date and accurate before the holidays roll around; the last thing you need is to be unable to send emails. Your site’s bounce rate shouldn’t go up to more than 2%.
Step 3: Compile information about when recipients are most likely to be online and when they are most likely to receive messages.
You’ll be much ahead of the competition if you have a compelling offer and distribute it to a sizable email list. However, remembering subscription patterns from before can help your marketing sparkle. This way, you may send out email campaigns at optimal times.
I was wondering, what are the best days to send Christmas emails? According to the most recent Oracle data, the five best shopping days are Black Friday, Cyber Monday, Small Business Saturday, and Cyber Sunday.
Oracle’s market researchers recommend scheduling advertisements for Thursdays to affect consumer behaviour over the weekend. According to the data, Monday through Thursday have 54% greater click-to-open rates than Fridays.
Step 4: Make sure your emails render properly on mobile devices.
More than 42 percent of Black Friday e-commerce sales in 2021 were made on mobile devices, according to a survey by Adobe. Always be sure to check how your email looks on mobile devices. However, it might have a significant impact on your earnings throughout the holiday season.
You may test out several facets of your email campaign and spot any mistakes with the help of an email testing tool. Campaign organisers would do well to monitor how messages appear in various email clients (Gmail, Outlook, etc.).
As an added precaution, you may want to have your emails spell-checked and double-check that all the links lead to content that is useful to the recipients.
Step 5: Acquire credible recommendations
The latter two months of the year are when most companies send the most emails. Using numerous customer testimonials is one method to prevent content repetition.
Gather social evidence, such as rave customer reviews, compelling case studies, insightful remarks, and noteworthy awards, before launching your Christmas email campaign. The way in which consumers view your goods is significantly impacted by independent confirmation. It can sometimes be the deciding factor for a customer who is on the fence.
Here are a few last pointers to help ensure the success of your holiday email marketing campaign:
Maintaining an email marketing strategy throughout the holidays can induce anxiety. Many entrepreneurs and marketers feel overwhelmed since it’s not as easy as setting up automated emails.
Beginning ahead of time may help relieve some of the pressure. Set your approach and plan in stone weeks before you send out your first email. It is also helpful to make a checklist. Everything from establishing your offers to making sure you have the necessary tools should be included in your team’s to-do list.
If you take the time to properly prepare, you may enjoy the holiday season with peace of mind and confidence in the success of your business.
