5 Tips for Creating a Christmas Email Marketing Strategy

Your customers love your products, and with all that goes on during the holidays, you want your store to be the first thing on their minds. Read on to find some holiday email marketing ideas that will help you develop a strong festive season email marketing strategy to get your customers into your store to shop.

Why do you need an email marketing strategy for the holidays?

A festive email marketing strategy can help you get organised for the Christmas shopping season. It enables you to decide what to send your customers (flash sales, coupons, online workshops, etc.) and when.

If you need more incentive, we know that people who buy products through email offers spend 138 percent more than those who do not get such offers. Here’s how to get started with your own holiday email marketing strategy.

Creating your Christmas email marketing strategy

It’s important to set objectives. Do you want customers to visit your online store? Maybe you want your customers to use a promotion or engage with your brand. All are valid goals. You just have to decide what makes the most sense for you. From there you need to choose which kind of business email holiday greetings you want to send to help you reach that goal.

Let’s say you want customers to come to your online store to buy their holiday gifts. With that goal in mind, your holiday email should include a coupon that your customers can use only online. You can also make it timely by making the coupon valid for a short period, so your customers have more incentive to purchase items soon.

Using audience segmentation

Don’t be scared by the word “segmentation”. It sounds more complicated than it is. Audience segmentation simply means sending Christmas emails to clients based on their similarities.

For instance, let’s say your customer directory tells you that twenty customers haven’t visited your online store in six months. Another 200 customers have visited in the last three months, and 300 in the last month. You could segment these customers by sending the lapsed groups a holiday themed email discount code to remind them to come back, and the regulars a happy holiday wishes email with a discount code to express your gratitude for their loyal business.

Scheduling your festive season email

Your customers are just as busy as you are during the most wonderful time of the year, so they need reminders to buy from you. A good way to approach scheduling festive season emails is to focus on just four emails you want to send in this order:

  • Two to three weeks before your event: Send a Christmas email introducing your online event (it could also be an online workshop, promotion, etc.). In this email, highlight incentives for them to come in: Is there a sale? Is there a promotion? Will they receive a free gift with purchase?
  • One week before your event: With so much going on during the festive season, your customers need a second email to be reminded that your event will have gifts that will ease their holiday shopping pains.
  • One day before your event: Your third festive email is to ensure that the event is marked on their calendar. If you’re offering a promotion or a percentage off a particular product, showcase this fact.
  • Day of your event: The day-of-event email is the final reminder. Remember to emphasise that this event will have sales that will not happen again.

Designing your festive email

Whether you want to send a discount code, advertise a flash sale, or get people to sign up for an online event or workshop, you need your festive email design to be as engaging as possible.

After you know what type of content you want to highlight, you can easily produce a festive season email design by choosing the colour, background, and font type. Many programmes, like Microsoft Word and Adobe Stock, have handy templates you can use and will walk you through how to make a festive email template. Even just changing up your company’s logo to reflect the season is a great way to make your readers pause and take notice.

Testing and optimising your email

In your email platform, you can analyse your data to see how many customers are opening your festive email (open rate) and how many are clicking your email to come to your site (clickthrough rate). This is your baseline data upon which you can build your email testing and optimising to drive and track sales.

With the right Christmas email marketing ideas and strategy, you can schedule your winning email ahead of time, helping you and your customers throughout the festive season.

Remember email marketing is regulated by the Australian Government in accordance with the Spam Act of 2003 regulations. Check to see where you are sending your email and refer to experts in the field for information on how to stay compliant.