During the holiday season, many companies kick their email marketing efforts into overdrive, seeking to capitalize on the frenzy of end-of-the-year shopping.
This is certainly a season in which email marketing can get results—but it’s not the volume of emails you send that matters. What matters is your strategy. In this post, we’ll offer five best practices for sending holiday season emails that truly move the sales needle.
Make Things Easy for Your Customers
First and foremost, make sure that your marketing emails make the sales process easier—not harder. If your email simply functions as another cumbersome step on the consumer’s journey, it’s only going to aggravate, not entice.
Your emails should provide a clear incentive to buy one of your products or services. This means including a high-quality, appealing image, if at all possible. It means listing benefits the consumer can expect—speaking directly to their pain points and your value proposition. (Always ask: what’s in it for them?) Include links to your products and services, rendering it as easy as possible for your readers to click through and complete their purchase.
Don’t Forget Content!
Your emails should always be selling your products, your services, and your brand—yet it is also important to educate and inform. Build trust, and show your authority.
There are different ways to do this, of course. You can send out holiday shopping guides, include videos for product demos, or repurpose blog content that you think will offer value to your readers. The important thing is to make your emails more than just sales pitches. Give away some free value even to those who don’t purchase from you right away.
During the holiday season, promos, sales, and discounts are everywhere—and if you want to remain competitive, it’s important that you sweeten the deal for your customers, however you can. Coupon codes are great for ensuring your emails are read, not flat-out discarded.
Target Your Emails
It’s always important to match your emails to your audience. Segmenting your contact list and sending emails to different groups—those who have bought products before, hot leads, different demographic groups—allows you to be precise in your messaging and specific in your value proposition.
Consider Your Timing
We said before that you don’t necessarily want to barrage your audience with one email after another. As such, it’s important to get your timing right, as you’ll have limited opportunities to engage your readers. Waiting too late into the season risks that your recipients are burned out on the holidays, while emailing too early might mean your emails get discarded by buyers not yet ready to consider the shopping season.
This article originally appeared in The Red Ink.