Pearl Strategy and Innovation Design Inc. recently attended a webinar hosted by Zoho on holiday email campaigns and here are some tips to enhance your email marketing or content game during the holiday season.
Steps
- Evaluate your contact engagement
- Test your contacts to understand if they are interested in your content.
- Send a pre-holiday campaign email to gauge their interest or engagement rate.
- Remove disengaged contacts from your contact list
- Run the pre-holiday campaign again
- Send another pre-holiday campaign to the remaining contacts to confirm their interest or to check the engagement.
- Categorize your contacts in segments to send focused content.
- The segment could be based on purchasing behaviour, customer type – loyal, one-time, or last minute and other demographics.
- Understand taste and preference
- Focus the content on the right segment based on their taste and preferences.
- Introduce localization in your content to evoke an emotional connection.
- Campaign launch timing
- Launch at least two weeks before the event. For example, Christmas or New Year campaigns should be launched 2 weeks prior with better offers.
- Create a sense of urgency – offer more discount now than later to initiate immediate purchase.
- Consider sending after hours to have the best chance for engagement amid the busy holiday season.
Tips for Content
- Content should reflect the flavour of the season and brand colours. Example – Holiday themed template or offers.
- Focus on quick content and a clear message.
- Create an intriguing subject line to generate curiosity and design an eye-catchy template.
- Optimize the content for mobile users.
- Embrace urgency – discount now rather than later.
- Deliverability – avoid spam words. example- Free, discount, cash etc. The image should be clear and links should be working
- Call for action – The interactive portion of your email should be easily accessible.
Conclusion: Mastering your last-minute holiday email campaign requires a strategic and well-thought-out approach.
If you want insights, strategy or innovation connect with us at pearl-strategy.ca or Susan Weaver at 416-908-2446.
Source: Zoho, December 2023
