Email Marketing Tips To Boost Holiday Sales
If you’re struggling for ideas on how to improve your email marketing engagement as we approach the New Year, the Click Studio team has a few ideas on how to get your audience's attention during the busiest shopping season of the year. Don’t underestimate the impact of a well designed email that knows what consumers want!
• Seasonal campaigns
• Abandoned cart emails
• Holiday data analysis
• Segmented emails
• Workflow emails
Pro’s Of Seasonal Campaigns
Particularly when it comes to Christmas, email marketing becomes an even more powerful tool for digital marketing. As long as your email is planned ahead with content that makes sense for your demographic, there’s almost no doubt you will positively impact your e-commerce sales. Let's go over some of the ways that email marketing can draw busy shoppers to your online store.
Abandoned Cart Emails
We’ve all been guilty of adding things to our cart only to completely forget later on, in fact an average of 69% of online carts are abandoned by users.That’s why it’s so important to set up abandoned cart emails to improve and maintain your conversion rates during this busy period. At a staggering 45%, nearly half of abandoned cart emails are opened with a 21% click-through rate. On top of that, half of the users who clicked these emails went on to make purchases from the same website. So if you haven’t already, you’re doing your business a disservice by forgetting to include a pre scheduled email that lets shoppers know they still have incomplete purchases waiting.
But this might not be a simple fix if there’s cause-specific cart abandonment taking place. This means you’ll need to thoroughly evaluate your checkout process alongside its efficiency and usability. Shipping related issues make up 60% of abandoned carts, so that’s a good place to start. Especially during the holiday season, people want their transactions to proceed seamlessly and with speed. If your shipping rate doesn’t match your products, location or demographics shopping habits, you’re going to find yourself with a lot of disappointed consumers looking for similar products elsewhere. Meaning an abandoned cart email is probably going to do nothing more than remind them of a negative shopping experience with your business. It’s also worth noting that 42.3% of shoppers delete emails not optimised for smartphone use, another reason mobile-first design should be a priority!
Holiday Data Analysis
If you need more reasons to start scheduling your seasonal email campaign, here’s some of the most important holiday email statistics for this year - and why you shouldn’t waste any more time drafting your next Christmas newsletter.
- segmented email campaigns have brought a 760% increase in email revenue for e-commerce
- users purchasing products via email tend to spend 138% more than people that get email offers
- 68% of shoppers said they pay more attention to emails from companies during Christmas time
- emails with personalised subject lines can increase open rates by 26%
These are some pretty big numbers that could translate into conversion, so if you were thinking of brushing over an EDM campaign this year this should convince you otherwise.
Make It Personal
I think everyone see’s generic copy and paste text in the subject header and deletes the email not even knowing what the contents could have to say. This is why first impressions are so important as mentioned earlier, open rates can increase just through a personalised subject line. If you put the time into personalising the contents of the email itself, you’ll find engagement will follow suit, meaning more actual sales for your business and a loyal customer base that’ll be there through the new year. So take some time to delve into your analytics and reflect on what your customer base appeared to take interest in and why. It’s also worth investing in improving your emails UX design and aesthetic value. Nobody wants to see the same old cookie-cutter Christmas email with outdated puns every other sentence, especially one they can only open properly on their desktop computer.
Promotional Workflow Emails
Take advantage of all the holiday buzz and incorporate this into your email marketing strategy! Use back-links to optimise your social media channels and email campaigns by incentivising your customers with giveaways or sale promotions that are rewarded to them after subscribing to your newsletter. Blending social media with your email marketing is one of the most effective strategies to boost engagement and growth over the holiday season, with 63% of consumers stating they’re likely to share links promoting a holiday contest or giveaway. Don’t forget to use Facebook, LinkedIn and Twitter sign up functions to share your email newsletter across multiple platforms.to share links promoting a holiday contest or giveaway. Don’t forget to use Facebook, LinkedIn and Twitter sign up functions to share your email newsletter across multiple platforms. Marketing platforms like our favourite, HubSpot can get you going with simple email marketing automation, too.
Wraping Up
So let’s go over what we’ve learnt about email marketing for the holiday season and how your business can benefit from seasonal marketing campaigns.
- Cart abandonment emails have a huge impact on improving conversion rates
- One of the biggest cause-specific reasons for abandoned carts is shipping issues
- Make your customers feel special with personalised email templates for campaigns
- Don’t limit your email campaigns to Christmas and think of all the global holidays
- When possible, automate your marketing with emails that keep you in touch
If you need help creating your perfect email marketing campaign, check in with our digital agency Melbourne team to find out how easy this can be - book a consultation now to prepare for the year ahead!
