4 Ways to Enhance Your Christmas Email Marketing

31/10/2017 | Share:

With Christmas just around the corner, consumer brands across the UK are beginning to ramp up their marketing activities to capture the attention of festive shoppers. The UK’s Christmas sales are expected to exceed £88.5 billion (Real Business) this year, presenting both an exciting opportunity and a challenge for ecommerce businesses. Consumers will have a wide array of choices, and in such a crowded marketplace, it’s essential to differentiate your brand and grab their attention.

One of the most effective ways to do this is through targeted Christmas email marketing. Email marketing continues to be a powerful tool, but with the holiday season quickly approaching, you’ll need to step up your game to stand out from the competition. In this blog, we’ll walk you through four ways to improve your Christmas email marketing campaigns and ensure your business shines in the festive season.

1. Find Out What Your Customers Want to See from a Christmas Marketing Email

To create Christmas email subject lines and content that truly resonate with your audience, you need to know exactly what they want to see. It’s vital to tap into your customer base and understand their holiday shopping behaviours, as well as the type of messages they respond to.

Start by reviewing last year’s Christmas email campaigns. Take a look at the subject lines, the offers you promoted, and how they performed. Did certain Christmas email subject lines result in higher open rates or product sales? Identify which messages didn’t yield the expected results and use that insight to refine your strategy.

For example, if last year’s email had subject lines like “Last Minute Christmas Gifts – Save Big!”. You could test the impact of “Beat the Holiday Rush – Shop Our Christmas Sale” or “Get Your Christmas Gifts with Free Shipping” to see if it generates even more interest.

In addition to reviewing past campaigns, it’s also helpful to conduct a survey or ask customers directly what kind of offers or promotions they’re looking for this holiday season. A short poll asking if they prefer discounts, exclusive holiday gift guides, or free shipping options can give you valuable insights into what your audience is hoping to see in their inbox.

Timing is just as important as content when it comes to email marketing. If you have access to open-rate data, check when your customers are most likely to read your emails. It may be that your audience tends to open Christmas emails in the evening or on weekends. If you send your emails too early in the morning when your customers are less engaged, you could miss out on valuable opportunities. Understanding when to send your emails can make a big difference, especially during the busy holiday shopping season.

2. Create Irresistible Christmas Subject Lines

During the Christmas season, shoppers’ inboxes are inundated with promotional emails from brands offering everything from Christmas gifts to holiday sales. With so many competing messages, the first thing you need to do is grab the attention of your customers by crafting eye-catching Christmas email subject lines that will make them want to open your emails.

To cut through the noise of the holiday rush, your subject lines need to create a balance of interest and curiosity. A subject line like “Merry Christmas! Celebrate with Huge Savings on Christmas Deals” can instantly create a festive tone while hinting at exciting offers. Similarly, a subject line like “Santa Claus Has a Surprise for You – Open to Find Out” can spark curiosity and encourage recipients to click.

Adding some Christmas cheer and a bit of fun to your email titles can make your emails stand out. Try incorporating Christmas song lyrics, references to holiday traditions, or cheesy cracker jokes that immediately convey the spirit of Christmas. For example, “Have a Holly Jolly Christmas with Our Festive Offers” or “Jingle Bells Rock – Get Your Christmas Gifts Today” could be fun ways to engage your audience.

Another great strategy is to include specific offers or discounts directly in the subject line. For instance, “Christmas Sale – 20% Off Your Christmas Gift Items” or “Free Shipping on Christmas Gifts – Limited Time Offer” will immediately grab the attention of shoppers looking for deals. Using subject lines with actionable words like “Shop Now for Christmas Deals” or “Stocking Stuffers for Everyone – Save Big Today” can encourage immediate clicks.

It’s essential to experiment with different approaches to see what resonates best with your audience. Try A/B testing different subject lines to measure which ones drive higher open rates and more conversions like “Happy Holidays Sale: Save 25% on Christmas Gifts” versus “Last Minute Christmas Deals – Free Shipping on All Orders”

3. Don’t Make Your Emails Too Long

While Christmas is a time for generosity and celebration, it’s also a time when consumers are busy and overwhelmed with tasks like holiday shopping, wrapping gifts, and preparing for festive meals. This means you have only a short window of time to capture their attention and make your offer known.

When creating Christmas marketing emails, it’s important to keep the message short and sweet. The quicker the consumer can see what you’re selling, what it costs, and how to act, the better. A cluttered or overly long email might get ignored or deleted.

For instance, if you’re running a Christmas sale or offering a Christmas gift guide, don’t bury the information in paragraphs of festive greetings. Instead, focus on showcasing your top offers and best Christmas gift ideas in an easy-to-read format. Make sure the first few lines highlight the key selling points: “Christmas Sale: Up to 30% Off Christmas Gifts & Free Shipping” or “Holiday Sale – Beat the Holiday Rush with These Stocking Stuffers.”

Add a clear call to action, such as “Shop Our Christmas Deals” or “Find the Perfect Christmas Gift Today” so your customers know exactly what to do next. This will increase the chances of converting a visitor into a sale.

Also, avoid overloading your emails with too many images or seasonal animations. While they can be fun and engaging, they should not overwhelm the email’s main message. Keeping the email clean, simple, and to the point will ensure customers don’t lose focus on your offer.

4. Make Sure Your Emails Are Mobile-Friendly

With mobile shopping on the rise, ensuring that your Christmas marketing emails are mobile-optimised is a must. A large percentage of consumers now open and read emails on their smartphones, with reports showing that 53% of all emails are opened on mobile devices (litmus.com).

If your emails are not mobile-friendly, you risk frustrating potential customers and losing valuable conversions. A mobile-friendly email design ensures that your Christmas email looks just as good on a smartphone as it does on a desktop computer.

Here are a few tips to make sure your emails are mobile-optimised:

• Use a responsive email design: This will ensure your content adjusts to fit any screen size, whether it’s a phone, tablet, or desktop.
• Make fonts readable: Use large fonts that are easy to read on smaller screens, especially for critical information like your Christmas sales or special offers.
• Create large, clickable buttons: Your call to action, such as “Shop Christmas Gifts Now” or “Explore Christmas Deals”, should be large enough to click on mobile screens.
• Keep the layout simple: On mobile devices, simplicity is key. Stick to a one-column layout and limit the number of images to avoid slow load times.

By making sure your emails are mobile-friendly, you’ll ensure that your festive offers reach your customers wherever they are, whether they’re at home on their desktop or shopping while on the go.

Conclusion: Delivering Christmas Cheer

Christmas is a time of joy and celebration, and your Christmas email marketing should reflect that. By creating irresistible subject lines, understanding what your customers want, and ensuring your emails are mobile-optimised, you can create an effective email marketing campaign that stands out amidst the holiday rush.

Keep your messages clear, concise, and relevant to the holiday season. Whether it’s promoting a Christmas sale, offering free shipping, or sharing a Christmas gift guide, your emails should provide value while creating a sense of excitement and urgency.

In this busy and competitive season, don’t forget to wish your customers a Merry Christmas and Happy Holidays, and show them you’re ready to help them find the perfect gift. The more thoughtful and customer-focused your emails are, the more likely you are to convert visitors into loyal customers.

So, get ready to spread some holiday magic and make this festive season your best one yet with effective and engaging Christmas email marketing campaigns.