How to make a successful holiday mailing
Want to get serious about email marketing and not lose out on your share of holiday conversions? In our article we will talk about how to get the maximum benefit, making holiday mailings and what methods for this exist.
Photo Chad Sparkes (Flickr)
• Study the audience
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Collect all the data about subscribers and customers and think about what to offer and how to present it. Shopping history, time zone and devices that open the list, will help you navigate.
• Think over a series of letters
Newsletter for the holiday usually consists of 2-3-4 letters. This may be the announcement of the week, the day and actually on the day of the action.
• Insert a clear CTA
Position the call to action button to make it stand out. You can create a letter with a single CTA for the whole sale or with photos of several products and CTA near each of them. Using the second option, it is advisable not to overdo it with the amount of CTA - it will be easy for the buyer to lose their number.
• Take care of responsive layout.
According to a study by Deloitte , over the past year, the number of Russians making purchases from a smartphone has increased by 10%. This is a trend not only in Russia, but also in Western countries, so do not even doubt the need for letters with an adaptive design. And do not forget about the mobile version of the site.
1. Gift Guide
The most common question before the holidays is "What to donate?". Almost 1.5 million results for “gift ideas”. Send emails with such ideas for a particular holiday. This will increase your sales, help to gain credibility and trust among subscribers.
Before offering a discount or a gift, pay attention to the promotions that are most preferred by buyers :
After analyzing the chart, we can conclude that buyers are most expecting a percentage discount or a sale from sellers, so offer them this!
2. Discount with a limited period of validity
Give subscribers a percentage discount on the entire product. Encourage them to purchase, limiting the duration of the action and the quantity of goods.
3. Free shipping
58% of shoppers drop their baskets after they see the cost of delivery . They want to buy goods, but this requires an additional incentive. This incentive can be free shipping. A good solution would be to set a minimum order amount or limit the free shipping time.
4. Clearance
25% of shoppers start shopping from mid-December . 38% buy gifts at the last moment in order to save more money.
To succeed with all your customers, arrange early and late sales. You can offer special discounts a week before Black Friday, and for those who missed the pre-Christmas sales, offer to visit the January.
5. Special offers for subscribers
Do not forget that everyone wants to feel special. Provide your subscribers with this feeling by providing an additional discount on the code they see after opening an email. For more motivation to buy, use the time meter until the discount expires.
6. Contests
You can prepare contests for April Fool's Day (for the funniest joke or video joke), Children's Day (for the best children's drawing), for Family Day (for the best family photo) or for March 8, as Panasonic did. They organized a photo contest for women, where they had to post a photo that shows that women are not the weaker sex.
7. Calendar reminder
People have a habit of making reminders on the calendar. Make the announcement of the upcoming days of sales in the form of a calendar, so that important dates are easy to remember.
Mud Pie uses this technique to inform buyers about deadlines for several types of delivery in order to receive presents on Christmas time.
To facilitate the planning of holiday email campaigns, use the free templates from SendPulse.
In the meantime, you are planning mailings, we are already preparing useful segmentation material for you. High you festive conversions!
Photo Chad Sparkes (Flickr)
What to consider when compiling holiday mailings:
• Study the audience
')
Collect all the data about subscribers and customers and think about what to offer and how to present it. Shopping history, time zone and devices that open the list, will help you navigate.
• Think over a series of letters
Newsletter for the holiday usually consists of 2-3-4 letters. This may be the announcement of the week, the day and actually on the day of the action.
• Insert a clear CTA
Position the call to action button to make it stand out. You can create a letter with a single CTA for the whole sale or with photos of several products and CTA near each of them. Using the second option, it is advisable not to overdo it with the amount of CTA - it will be easy for the buyer to lose their number.
• Take care of responsive layout.
According to a study by Deloitte , over the past year, the number of Russians making purchases from a smartphone has increased by 10%. This is a trend not only in Russia, but also in Western countries, so do not even doubt the need for letters with an adaptive design. And do not forget about the mobile version of the site.
What tricks to use
1. Gift Guide
The most common question before the holidays is "What to donate?". Almost 1.5 million results for “gift ideas”. Send emails with such ideas for a particular holiday. This will increase your sales, help to gain credibility and trust among subscribers.
Before offering a discount or a gift, pay attention to the promotions that are most preferred by buyers :
After analyzing the chart, we can conclude that buyers are most expecting a percentage discount or a sale from sellers, so offer them this!
2. Discount with a limited period of validity
Give subscribers a percentage discount on the entire product. Encourage them to purchase, limiting the duration of the action and the quantity of goods.
3. Free shipping
58% of shoppers drop their baskets after they see the cost of delivery . They want to buy goods, but this requires an additional incentive. This incentive can be free shipping. A good solution would be to set a minimum order amount or limit the free shipping time.
4. Clearance
25% of shoppers start shopping from mid-December . 38% buy gifts at the last moment in order to save more money.
To succeed with all your customers, arrange early and late sales. You can offer special discounts a week before Black Friday, and for those who missed the pre-Christmas sales, offer to visit the January.
5. Special offers for subscribers
Do not forget that everyone wants to feel special. Provide your subscribers with this feeling by providing an additional discount on the code they see after opening an email. For more motivation to buy, use the time meter until the discount expires.
6. Contests
You can prepare contests for April Fool's Day (for the funniest joke or video joke), Children's Day (for the best children's drawing), for Family Day (for the best family photo) or for March 8, as Panasonic did. They organized a photo contest for women, where they had to post a photo that shows that women are not the weaker sex.
7. Calendar reminder
People have a habit of making reminders on the calendar. Make the announcement of the upcoming days of sales in the form of a calendar, so that important dates are easy to remember.
Mud Pie uses this technique to inform buyers about deadlines for several types of delivery in order to receive presents on Christmas time.
To facilitate the planning of holiday email campaigns, use the free templates from SendPulse.
In the meantime, you are planning mailings, we are already preparing useful segmentation material for you. High you festive conversions!
Source: https://habr.com/ru/post/317744/
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