It is never to early to prepare for Christmas, especially if you are an elf – they prepare all year long. So we thought we could help out by sharing our tips for maximising the effectiveness of your Christmas campaign, and help you stand out amongst all the other Christmas mail.
1. The first step is to prepare.
It’s the Christmas season and everyone gets busy, every year, so plan to plan well in advance. After spending all year building rapport with customers and sending great email campaigns, the last thing you want to do is hurriedly put together a last minute Christmas email. This is where it counts! Send something they’ll remember all of next year and keep them coming back for more. So here are our top pointers:
a. Think about who your target audience is.
WHAT are you offering?
WHY you are offering it?
HOW often you will email people?
Will you set up a fun series of Christmas emails, or send just the one super Christmas email?
b. Keep in mind the relevancy of the campaign to the recipients. Those Christmas garden galoshes may be superb, but if you are sending them to someone who would rather hear about your garden cricket set, you have lost a major opportunity to both appeal to your customers and sell them something. And with everyone struggling to be heard at Christmas, relevancy is more important than ever! Mail that is tailored to your recipients and personalised will grab their attention over the emails that are bland and generic. So think about how you can tailor your Christmas campaigns to your recipients.
2. When you lure them in, where are they going to go?
a. If you are on Pinterest and if it’s relevant to your brand, why not make a Christmas board full of gift ideas, with each product image linking back to your website to drive traffic. Just look at all the Christmas posts on Pinterest! Then once your board is full of pretty pictures, click here to read about how to integrate it into your email campaign.
b. You are getting your seasonal campaigns designed, and the Christmas rush is looming - but before you send that campaign and drive all that traffic to your site, check what you are doing online first. If you have an eCommerce site then you’ll love these insights we heard from Google and the Australian Centre for Retail Studies at a NZRA online retailers seminar this month.
3. The first thing someone sees is your subject line.
a. If you have done all that planning, and gone to all the effort of making a beautiful Christmas email, but people don’t open it because of the subject line, then it doesn’t matter how great your email is, or how many cute elves are singing in it – getting your subject line right is #1. For more info read this post on creating effective subject lines – and this post on using special characters in your subject line to help you stand out.
b. Make sure your subject line is intriguing, catchy and stands out amongst the rest. Some key things to think about are whether or not personalisation is relevant or suitable. Also you don’t want your email getting picked up by spam filters, so avoid using words like “sale” and “free” too much.
3. Once you have got into their inbox….
a. A creative, well designed email with a Christmas theme that is interactive and fun is great for this time of year. Also, sending your clients an email to thank them for their loyalty over the past year is a great way to encourage loyalty in the coming year and make your clients feel appreciated. So make it a goal of yours this year to have the smartest and most memorable Christmas message of all!
b. If you would like any ideas, our creative team has loads! Get in touch with us now