November is coming to an end, which means the Christmas decorations are coming out and you’re getting ready to grab the hot chocolate and sing Deck the Halls.
Not so fast! Before you start hittin’ that eggnog, you might want to get your email strategy in order in time for the festivities.
Christmas is a very important time for ecommerce businesses, with sales from this period representing nearly a quarter of annual ecommerce sales, and overall online sales are expected to increase 10 percent this year as well! With those numbers, it’s pretty clear that online holiday marketing is a must.
To get your end of the year emails ready to be sent out, we have put together 6 content ideas that you can integrate into your Christmas email newsletter.
1. Put your sales promotions and offers front and center
Christmas is the ideal time to send out special offers and promotions because shoppers are buying things not just for themselves, but also for their friends and family.
That’s why it’s important to communicate those special offers in all of your seasonal emails. You want to get as many eyes on them as possible.
Create promotions that encourage buying multiple items
When sending out promotional discounts and sale offers, you should also create promotions to increase the average cart size. This will increase ROI exponentially from the increased traffic and conversions that you get from your other promotions because each conversion is worth more!
But, how exactly do you do this? There are a few ways you can increase the size of your average cart this holiday season:
- Highlight complementary products together
- Offer discounted bundles
- Give customers free shipping on orders that exceed a certain value
When offering free shipping on certain sized orders, make sure you look at your historic data and set the baseline value well above your normal average cart value (e.g. if your normal average cart value is $40, give free shipping for orders over $75).
You can also stick to the traditional promotions (discount codes, product category sales, etc.) if that’s more your speed. Just make sure you’re not being outdone by your competitors, as customers will be looking for deals over the holidays.
2. Remove the fear of late deliveries
When shopping online for Christmas gifts, one of the biggest customer fears is not receiving their purchase in time for the actual holiday.
Offering details about shipping time estimates and guaranteed delivery dates can go a long way in making customers more comfortable about buying from your store. In fact, 83% of shoppers said they expect to see a guaranteed delivery date from retailers.
So, be your customers’ Christmas savior this year! Make their lives easier by reassuring them that their carefully curated gifts will make it under the tree in time for Christmas and they will be sure to reward you for it.
3. Give your customers some gift ideas
During the holiday season, it can be challenging to effectively segment your list in the best way. That’s because subscribers are also looking at making purchases for their friends and family — not just themselves.
I don’t know about you, but I’m pretty sure that receiving a promotional email for men’s hoodies is not going to help me find my girlfriend the right gift (even though that email is totally relevant for me!).
Instead of trying to fit a square peg through a round hole, you can dedicate space in your newsletter to educate subscribers on the “perfect gift” based on the person receiving the gift (friend, child, girlfriend/boyfriend, etc.).
With all of the craziness that comes with the holidays, your gift advice will provide a welcome dose of assistance to your customers.
4. Reward your subscribers with free resources
Brands are always offering something special during the holiday season. Usually, it’s putting certain items on sale, giving a special coupon code, or even doing a site-wide sale.
If you want to stand out from the crowd, you’re going to have to beat their generosity. Give your customers a real gift that they can enjoy, for example:
- An eBook or other gated content related to your niche
- A downloadable activity/game (coloring book, origami instructions, etc.)
- Company swag
The nice thing about this type of gift is that it’s very engaging for subscribers, and it doesn’t cost you much either. When offering content, just be sure to only use content that reflects your brand and provides real value to your customers.
5. Turn up the heat during the holidays
If you want to get the most out of the holiday shopping season, you need to turn up the marketing pressure in your emails by increasing the frequency as Christmas approaches. This will make sure you get your message to all of the shoppers before they start their looking for gifts — even if they wait until the last minute.
How to increase marketing pressure?
In addition to increasing the frequency of your email campaigns with the holidays, you also need to create a sense of urgency to encourage shoppers to buy. You can do this a few different ways:
- Use copy that gives your readers FOMO
- Insert a countdown to Christmas in your emails
- Make your promotions time sensitive
To get the most benefit from these, you should use them in conjunction with each other.
6. Reinforce your client relationships
Driving sales is usually the focus for marketers during the holiday shopping season. After all, it’s the most lucrative time of year for most retailers.
To set yourself apart from your competitors, take the time to send some emails that are focused solely on your relationships with customers:
- Send your customers well wishes for a happy new year
- Restate your brand’s mission and update customers on anything new with your business
- Thank your customers for their loyalty
Taking the time to connect with your customers on a more personal and genuine level instead of focusing on sales can do wonders for your customer relationships for the coming year.
Now that you have a better idea of what to do for your Christmas newsletter, you can go back to being excited about the upcoming holidays without worrying about marketing strategy!
Do you have other ideas on what content to include in holiday newsletters? Let us know in the comments below or on social media. 🙂
If you want more content like this, subscribe to our newsletter below and follow us on Twitter!