Holidays are right around the corner. Being not so far away, it is essential to change your email marketing campaign strategy to boost in this merry season. This is perhaps one of the best times of the years to change your marketing strategies and expect a huge increase in sales. To make a mark on the market and get ahead of the competition, you have to make sure it will be the best email marketing campaign of the year. The best way for this is to prepare in advance but how and in what manner let’s see:
1. Preparing in advance is the key:
It is never too late until even the last hour for preparations. But, this may not exactly apply in the field of marketing. Preparation is the secret to successful marketing. There is a lot involved that needs to be done. Products need to be made available in large numbers, the marketing has to be done correctly for sales to boost and most importantly, customer satisfaction. You do not want to spoil anyone’s holidays and at the same time make the most of this time and focus on business and profits. This opportune timing doesn’t come back again and again.
Many business do not prepare in advance and only about 20% of the business start preparing at least 3 months in advance. It is these businesses that reap the benefits and not the unprepared ones.
2. Focusing on customer and not the sales alone:
Customer satisfaction should be the first thing to check and take care of in such a high-sales season. If even a few customers are unhappy, you could damage your marketing campaign badly, as negative word of mouth travels a lot faster than the positive. The holidays are busy for everyone and people won’t appreciate being contacted or flooded by calls and other promotional strategies repetitively. This festive season is about gifting so focus your sales efforts accordingly.
3. Interactivity and visual appeal:
Elements like holiday-themed GIFs, cinemagraphs, will get anyone’s attention for sure. Be as innovative as possible as this season calls for flashy pop-ups and visuals. Having the same look for your website and emails shows website is not ready for the festive season. People are bound to move to other sites thinking no offers or festive special offers are available. It has to incorporate the theme using visual tools. And of course, make sure you test everything out before sending out any mails.
4. Segment and rule:
Segmentation is a great technique to get the better conversion and open rates. Unless you target your audience based on their data some newsletters and offer emails can be off-putting. Focusing your efforts towards segmentation and leveraging the data for this use is one of the best things you can do to your email marketing. If you’ve been doing it regularly this won’t be an issue otherwise segmentation is a good way to target users for better suiting email offers and other outreach reasons.
Personalization in this time of the year is the best thing you could do to your email marketing. By making the receivers feel as if the email was written especially for them makes it much more special. We’ve covered how to do this on our previous blog as well. Content delivered to them in emails based on what they like and dislike and from your company can be a big boon for your marketing strategies. Update your offers based on the data and same applies to trigger emails.
Emails have to be mobile friendly because open rates fall drastically if this is not the case. Since more and more of emails and internet is accessed using mobiles, it is only safe to follow suit. Use as much personalization and segmentation as possible but only after making emails mobile friendly. Use these tips to make your emails as mobile friendly as possible:
Using a single column layout
Having a minimalistic design
Make sure there are user-friendly navigation and CTAs as people don’t want to go find looking for these in the mail.
Using compact images with a proper alternate text
7. Real-time content:
Real-time content delivery has never been as easy as it is today. Using tools for urgency for limited time discounts and offers and so on. Real-time content can let customers view latest prices, changes and offers in real time and creates a better shopping experience especially at this time of the year.
8. Go social:
This time in the holidays, people are only looking for holiday gifting options. There are many customers that are looking only to buy gifts. You can interfere here by reminding them about your products at any level of their shopping. Social media marketing combined with email marketing can be a great tool at this time of the year in holidays. Use proper outcome analysis before using any trends or any experiments.
9. Incorporate Machine Learning:
Targeting emails and delivering content through personalization can be automated to a great extent using machine learning. By learning the customer’s behaviour on your site, a machine learning tool can greatly help in highly targeted email marketing
10. Appropriate fallback:
Yes, interactivity and visual overhaul according to the season are a great way for customer interaction on the website. But what about the devices that can’t load such tools? Make sure you have a proper fallback experience for clients that are using such devices for your email marketing and social media marketing campaigns.
11. Use shopping campaigns:
If for some reason you’re not using Google Shopping, go ahead and treat yourself the service in this season. Shopping recommendations help people be decisive about what they might be looking for. People often directly buy from the Google shopping adverts and these shopping campaigns prove very successful for the company, especially if you’re selling physical products.