Just yesterday, I was enjoying the fall weather while hanging orange Halloween lights. But, in the back of my mind I was thinking (and maybe even a little singing), it’s the most wonderful time of the year.
The holidays seem to be rushed more and more each year. In stores, Halloween items are on display in August, Thanksgiving (if at all) is wrapped up by Halloween, and the gift-giving season starts November 1. Heck, Santa Claus even arrives in Harold Square during the annual Macy’s Thanksgiving Day Parade before I’ve even had the chance to savor my first bite of turkey, stuffing, mashed potatoes and pumpkin pie.
The holiday shopping season is just weeks away from its (un)official launch on Black Friday, the day after Thanksgiving. That means today (not tomorrow) is the time to begin planning. If you hope to have a successful holiday e-mail campaign, now is the time to start promoting because, you can bet, your competitors are doing the same.
I know what you’re thinking: Times are tough, sales are down, and customers are tightening those purse strings, so how will e-mail marketing help? The good news is, since the holidays are here, recession or not, consumers will be shopping – albeit on a smaller budget. So, give them every reason to do their spending with you this holiday, no matter the dollar amount. Make up for this past year’s struggles with a great holiday season e-mail campaign.
With some basic strategies, even the busiest store owner can make time for e-mail marketing, and you’ll be sure to entice some purchases you may have lost:
1. Get started now – Have I said that already? Your competitors aren’t wasting any time getting started with their holiday promotions, so why should you? Most businesses that benefit from the November/December season start sending their holiday e-mails November 1. Starting then gives you the chance to sell to the early shoppers and build awareness with the ones who will buy later.
2. Getting started now requires laying out a detailed plan of promotions/offers and incentives. A small percentage off orders isn’t going to cut it with all the competition during the holidays. Try to appease the large and small budget shopper. For example, reward them; the more they spend, the more they save.
3. E-mail template – Be sure to update the look of your e-mail to reflect the holidays. No need to drastically change everything to green and red, but a splash of holiday cheer will put your customers in the holiday shopping spirit. (If you work with an e-mail marketing firm like Solid Cactus, you may want to discuss implementing a holiday-themed template design.)
4. Subject Line – As always, don’t forget the subject line is the most important aspect of your campaign. If you aren’t enticing the recipient to open your e-mail, you aren’t getting the sale. Simply state the benefit they’ll receive from opening your e-mail, for example, “New Holiday Arrivals + $15 Off Orders,” as opposed to “Shop Today for Your Holidays Gifts.” The more straightforward and to the point, the better the chance they’ll open– and make a purchase.
So you’ve got a plan in place, you know you want to market, and you know when, but what else? Here are some ideas to incorporate into your holiday promotions:
• Remind customers about gift cards – You can also offer a discount or an added bonus to those who purchase gift cards from you.
• Give customers gift ideas – Everyone is trying to figure out what to buy for their friends and family. Help your customers by highlighting secret gems that would be great for everyone on their shopping list.
• Offer a range of promotions – Don’t just offer one promotion for the holidays. Offer a range that speaks to different customers. For one person, free shipping might get them to buy from you, for another, incremental discounts might work better (spend $100, get 15% off, spend $200, get 20% off, etc).
• Sell to their wallets with free shipping offers – Shoppers can save time by avoiding the hustle and bustle of holiday traffic and lines by shopping online; however, many brave the crowds in order to save money on shipping. Offering free shipping can go a long way to capture more sales.
• Match prices – Price matching is an effective method to let customers know you value their business and subsequently, you as a merchant remain competitive.
• Openly advertise your shipping dates- Remind customers of the deadline orders must be placed by for guaranteed holiday delivery. This keeps expectations intact, and it’s a great way to swoop those last minute customers who are in need of a gift — and fast!
Finally, a comprehensive holiday marketing strategy will leverage all of the nearing holidays, right on through New Year’s and will respond to the season as it unfolds. Offer value and incentive that will have your customers go from opening e-mail to their loved ones opening neatly-wrapped gifts.
By Michelle Johnson
michellej@ebizinsider.com
