All I Want for Christmas is a High Email Conversion Rate

Email is one of the most used holiday channels worldwide, start planning your holiday email campaign now for robust results. Posted on Thursday, October 12 in Breaking Through the ClutterBuilding Your BrandIncreasing SalesMaking Your Marketing WorkReaching The Right Audience.

All I want for Christmas is email conversion

The holidays seem months away but don’t relax too much. Now is the time to start planning your holiday campaigns. According to the National Retail Federation, 20 - 40% of annual sales for small and medium sized businesses take place in November and December. If you want your share of these dollars, the time to invest in mapping out a strong holiday plan is now.

So, where should you start?

 

Email is still a preferred channel

Email, followed by your website and social media are traditionally the most used holiday channels. Don’t be surprised. Email is often overshadowed by social and mobile, which are the buzzwords of the day. Yet, email is more powerful than you might imagine. For example, among Millennials—the poster children for social media—82% cite email as the most preferred channel for interaction with retailers. On top of this, it is extremely cost efficient with an ROI of almost 4,300% (DMA)

 

Stuff their inboxes with holiday cheer

Email campaigns are most successful when integrated ahead of time with your company goals and resources. You know your brand better than anyone. Planning ahead gives you time to speak to each customer or prospect with a customized message that highlights the attributes of your brand they resonate with them.

Let’s get that holiday email campaign working by following these steps:

 

Survey customers in the fall: This gives you great ideas for content when the weeks get crazy. Not to mention some insights on what challenges and opportunities are right in front of you.

 

Be mindful of sales, deals, and promotions: Don’t give away your hard earned profits for lack of planning. Plan ahead and create offers now so you are not harried in the busy part of the holiday season. Play with key words, like Save, Last Chance, Introducing, and Must Have.

 

Know where to send your message: Start aggressively collecting email addresses now!

 

Make your list and check it twice: Then clean up names, duplicates, and delete or set aside unsubscribes and bounces. Why? More than 20% of email registrations contain typos, syntax, domain and other errors.

 

Segment, segment, segment: Even if you don't have the savviest tools to do so. There are different ways in which you can divide your list: customer behavior, demographics, past purchases, or location.

 

Tailor your message: Now that you’ve nailed down your segments, it’s time to speak to your audiences (plural). This will increase your conversion rate. Segmented email campaigns drive 13% more opens than non-segmented campaigns.

 

Give them what they want: You asked for their email address - now send relevant information. Personalize and send related products, news, or know how on topics that are significant to that customer or group of customers.

 

Don’t let your spirit scare them away: Be careful not to use clichés and holiday puns, rise above the white noise. Today’s customers are savy and will tune out an over the top pitch.

 

Brim with holiday cheer: Make sure your automatic responses have the same holiday flavor as your brand exudes both online and in store.

 

Be friendly: Make sure your holiday emails are mobile friendly. Remember, more than 55% of mobile consumers want to purchase within an hour and 83% want to purchase within a day.

Make the registers ring: Make sure emails are navigable from email to sale. Of the consumers who have signed up for emails from a brand over the past six months, 84% report making a purchase based on what they received.

 

We can help

Don’t worry. We can help you find new customers, speak to your existing base, and deliver you message to the right people, at the right time on, the right platform. We’re here to make sure your business has a great holiday season.

Sources:

Mail Chimp Resources, Aug 2015

Exact Target 2014 Mobile Behavior Report

Google Mobile Path to Purchase, November 2013)

Garcia, Krista. “Retail Email Marketing: Benchmarks and Trends in the US” eMarketer 24 Sep 2015

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