Prepared or not, the holidays are closer than you think. And that means it’s period for email marketers to start planning one of their biggest email campaigns of the year.
To help you prep for all the holiday madness to come, the team in Uplers asked a group of experienced email experts and market insiders to share their information on Holiday Email Marketing Tips plus Trends for 2020.
Take a look at their advice for vacation email trends below, and get inspired to tackle your company’s holiday campaign with style.
The Top 8 Vacation Email Marketing Tips of 2020
1 . Start planning way before you think you need to.
Planning well in advance goes a long way, giving you sufficient time to ensure your email really stands out.
“Do get started on your own holiday email marketing strategy plus planning early, ” advises Christopher Donald, the Chief executive of Operations & Managing Partner at InboxArmy. “Create planning, creative, production, and deployment calendars to better perform your campaigns. Don’t wait until the last minute to decide what to do. ”
2 . Concentrate on the customer, not an aggressive product sales agenda.
Marketers send more emails than normal during the holiday season, but you need to remember that there’s a real person at the other end of the email communication. The holidays are a busy, hectic time for everybody (not just marketers! ) and they probably won’t appreciate getting their inbox flooded with hard-sell emails. Respect their time, and adopt the helpful, customer-centric approach.
Kara Trivunovic, VP/GM Client Services, Global Industry Evangelist from Epsilon, believes you need to learn what the customer expects from you during the holidays rather than traveling your agenda of promoting.
It’s the holiday season, in the end, so you can’t just pen down some sales-oriented copy and call it a day. Make use of your subscribers’ emotions, and focus the copy on the way you can help them spread pleasure through the gifts they can buy from you. Even a simple vacation greeting can go a long way in building trust with your customers.
For instance, take a look at this email from Kennebunk-based yoga and barre studio The Every day Sweat, which expresses appreciation towards consumers and wants recipients’ a happy and safe holiday season:
3. Interactivity and fallback go together.
Visual, interactive elements such as GIFs, cinemagraphs, and gamification will add interest and flair to your holiday text messages this year.
Interactivity in emails is an engagement tactic that will help to drive attention and generate excitement during this holiday season, according to Uplers Director Jaymin Bhuptani.
Innovate content with the help of a drop-down Menu, Accordion, Slider, Flip Effect or maybe gamification in your email. However , along with limited email client compatibility, it is essential that you provide fallback support, says Lauren Gentile, VP Creative, Digital solutions at Epsilon. And indeed, test, test, and check some more before you send out the particular emails.
4. Segment plus rule.
Segmenting your listings to ensure the content appeals to the particular recipient is essential all year long, but it becomes even more important during the holidays, when emotions operate high.
If you’ve been keeping track of information like what your subscribers browse for on your internet site and what they’ve purchased a person, segmenting will not seem like a Herculean task. The better you know your subscribers’ preferences the better you can segment them plus send targeted emails throughout the holidays, which will ultimately result in better, more qualified conversion rate.
“Data is obviously key throughout the year, but when it comes to the holiday season, focusing your efforts on important customer groups could be more fruitful and a better usage of resources, ” explains Tink Taylor, the Founder plus President of Dotmailer.
5. Get personal.
According to Shanon Strahl, Senior Digital Marketing Leader at Shaw + Scott, personalization will play a pivotal part in the success of your e-mail campaign this holiday season.
Powerful content created on the basis of subscribers’ likes and needs is likely to create a great impression of your brand in the minds from the subscriber and also generate a much better ROI for you.
Customize your own offers and deals based on the behavioral data you have available, or if you don’t have any kind of, ask them what they like or even what they would like to see in your holiday emails.
Update the content of your triggered emails. What if someone is signing up to receive your emails around the christmas? You wouldn’t want to send them your regular accepted template, would you? Don’t allow your new subscriber miss out on the vacation fever and holiday-specific campaigns.
6. Take the responsive route (it’s not just an ‘option’ anymore! ).
Imagine a subscriber opens your email on a smartphone or ipad tablet and sees a damaged design. This is certainly not the user experience you are wanting to offer, especially not during the maximum holiday season! What if the customer unsubscribes?
Dennis Dayman, Main Privacy Officer at ReturnPath, is of the opinion that will since 46% emails are now opened on mobile devices, there is no option but to produce a responsive design. If you’ve in no way designed a responsive email before and don’t have a programmer at your disposal, these tips can help you retain it streamlined and simple:
- Single column layout
- Minimalist design
- User friendly navigation and CTA control keys
- Compact images with proper alt-text
7. Get real with real-time content.
The use of real-time content is increasing, powered by the robust technology to support the integration into emails. “Real-time content can let your emails reflect changes within inventory, among other benefits, which is a major concern pertaining to holiday shopping, ” describes Ryan Phelan, Vice President, Marketing Insights at Adestra. “Having more control over the particular message means we can create email a more realistic experience instead of the moment-in-time experience it is now. ”
Adding a dynamic countdown timer is a great method to create urgency in emails, and there’s no better time to use them than the holidays. Use a timer to promote your sales, shipping deadlines, and so forth
Take a look at this countdown timer in Joybird’s email. Does not it create urgency?
8. Split the boundaries of email and go social.
Your subscribers are looking for gifts for loved ones (and maybe even themselves too! ). But as any holiday shopper knows, you need to browse around for the ideal gift. Offer your clients multiple ways to connect and stay in touch, reminding all of them of your product at every stage of the shopping season.
“Combine social media with email marketing and you’re onto a winner! Nevertheless , don’t hijack any trending hashtags without robust previous planning and outcome analysis, ” advises Sam Hurley, Founder, OPTIM-EYEZ .
For instance, this holiday-themed Harpoon Brewery email includes the social buttons, so subscribers can connect with them within the platform of their choice.