Editor’s Notice: That is “Half 2” of a two-part sequence on electronic mail advertising for the upcoming vacation promoting season. “Half 1: Preparation” we printed earlier.
In “E-mail Advertising for the Holidays, Half 1: Preparation,” I addressed ways in which ecommerce retailers can plan early for the vacation season. On this article, I’ll have a look at methods to assist enhance gross sales and conversions throughout these key weeks.
Take a look at Completely different Topic Strains
Have a look at the e-mail topic traces from retailers throughout this time of 12 months. The bulk will stress provides, reminiscent of “Take 30% off any order as we speak!” These topic traces may be efficient. However as an alternative, strive utilizing topic traces to get individuals to open an electronic mail. Shoppers love “high ten” kind lists. So reap the benefits of that and create an electronic mail that isn’t simply begging for a sale, however actually making an attempt to assist a shopper. This technique typical does effectively through viral advertising and sharing on social websites. Listed here are concepts.
- “One of the best 5 presents you haven’t considered.”
- “25 presents underneath $25.”
- “Ten reward concepts for each persona.”
- “5 reward Concepts for the person who has the whole lot.”
This technique doesn’t must revolve particularly round presents; it may be content-driven as effectively, reminiscent of the next.
- “5 concepts to make your holidays memorable.”
- “10 methods to make this the most effective vacation season ever.”
- “5 no-fail vacation social gathering recipes.”
That includes top-rated presents from the earlier season can also be a great way to introduce new concepts to your prospects, reminiscent of this House Depot electronic mail.
House Depot.
Be Aggressive
In the course of the vacation rush, generally the retailer that wins merely stays in entrance of the buyer. Improve your electronic mail frequency and quantity through the holidays. This enhance in frequency and quantity ought to mirror your gross sales distribution. For instance, if gross sales from November and December are 30 p.c greater than some other month, ship a minimum of 30 p.c extra emails throughout this time. In case your segmentation technique has been to not ship emails to unresponsive subscribers, ensure that to contact them a minimum of a number of occasions through the season to re-spark curiosity.
Presents and messaging also needs to be tailor-made to the kind of buyer you’re contacting. For unresponsive prospects, take into account a “win-back” technique; take into account growing the provides or incentives for these people. For loyal, repeat prospects, take into account reward concepts and a straightforward buying expertise.
Emphasize Cellular
Assume each electronic mail you ship this vacation season will likely be considered on cell units. Use all the greatest practices about designing emails for cell — see “Good, Unhealthy E-mail Design for Ecommerce Retailers,” my earlier article. Ensure that the order paths and touchdown pages from the e-mail are additionally optimized for cell and place consumers as far down the buying path as attainable.
Bear in mind the Supply
In the course of the vacation season, individuals are buying presents for others; oftentimes they don’t have the precise reward in thoughts. It is a good alternative for retailers to showcase merchandise. Patrons are motivated by provides and gross sales this time of 12 months. Ensure that these provides and gross sales are compelling. Listed here are promotional concepts to contemplate:
- Free transport;
- Share Off;
- Greenback worth Off;
- Free reward;
- Purchase one, get one half off;
- Strive one thing new.
For this vacation season, strive one thing new. Strive sending emails at totally different occasions. For instance, for those who usually ship at 10:00 a.m. on Tuesdays, strive 7:00 p.m. on Saturdays. Utterly revamp or change your electronic mail template. Typically a brand new, unproven thought seems to be essentially the most profitable.
Monitor Your Opponents
Subscribe to your whole opponents’ electronic mail packages, now. Savvy electronic mail entrepreneurs will generally suppress domains of their opponents. So ensure that to subscribe with a generic electronic mail tackle like a Gmail or Yahoo!. Take into account the emails you obtain could also be totally different than what others will obtain due to your lack of buy historical past with the competitor. Nevertheless it ought to nonetheless offer you an thought of the sort and frequency of opponents’ emails.
Bear in mind Loyal Prospects
In the course of the holidays, take time to thank loyal prospects for his or her enterprise, or supply a particular vacation greeting. These messages may be casual. You can embody photos of the individuals behind the scenes, for a extra actual and personalised really feel.
L. L. Bean