The fall and winter holiday season is exciting for small businesses to connect with their customers and boost sales. It’s essential to have a solid marketing strategy to make the most of this opportunity. Email marketing is a fantastic tool to build strong customer relationships ahead of time and drive sales when the time comes if approached with care and consideration.
At Fisher Green Creative, we understand that you want to create an effective and engaging holiday email marketing campaign without being too pushy or spammy. That’s why we’ve put together a list of expert tips to help you craft targeted and personalized messages, stand out with attention-grabbing subject lines, and streamline your efforts with automation.
Here are five tips to try to connect with your customers on a deeper level and make this holiday season a success for your small business:
Start brainstorming ideas and message themes now so you can create a cohesive strategy that resonates with your audience. For instance, a clothing store can plan for holiday promotions such as “12 Days of Christmas” or “New Year, New Wardrobe” to keep their customers engaged.
Pro tip: Waiting until the last minute to start planning your holiday email campaigns can lead to rushed messaging and uncoordinated promotions that may not be effective.
Segment Your List
Not all of your customers are the same. According to a report by Campaign Monitor, segmented email campaigns have an open rate that is 14.32% higher than non-segmented campaigns. Segment your email list based on factors like past purchase behavior, demographics, and interests. For example, a pet store can segment its list into dog owners and cat owners and offer specific promotions for each group.
Pro tip: Sending personalized emails to your subscribers can help increase engagement and prevent unsubscribes.
Write Compelling Subject Lines
Use a clear and concise subject line that entices your subscribers to open the email and learn more. Emails with personalized subject lines have a 26% higher open rate than those without personalization. For instance, a bakery can use a subject line like “Rudolph, Get Your Holiday Treats Before They’re Gone!” to encourage customers to visit their store.
Pro tip: Using honest and accurate subject lines can lead to trust and engagement from your subscribers.
Curate Your Content
70% of consumers prefer to receive promotional content through email, compared to other channels like social media or direct mail. Mix it up and offer value to your subscribers by sharing helpful tips, holiday gift guides, and other engaging content that aligns with their interests. For example, a home décor store can share holiday decorating tips and DIY projects.
Pro tip: Sending valuable and informative email content can help keep your audience engaged and subscribed rather than bombarding them with constant sales pitches, which may cause them to lose interest and unsubscribe.
Test and Iterate
According to Mailchimp, sending multiple versions of an email campaign and testing their performance can increase open rates by up to 49%. Try different subject lines, messaging, and offers to see what resonates and adjust accordingly. For instance, a bookstore can test different subject lines like “Get a Head Start on Your Holiday Reading” and “Cozy Up with Our Winter Book Recommendations” to see what performs better.
Pro tip: Keep an open mind and remember that what works for one person may not work for everyone. Test and refine your approach to find what resonates best with your unique audience.
By following the above tips and leveraging email marketing, you can make the most of the holiday season and drive sales for your business. So start planning, writing, and curating your content now to ensure a successful holiday marketing campaign. With these strategies in mind, you can make the most of the holiday season and set your business up for success in the year ahead.
We’re here to support you on your journey toward reaching your goals. Need help with all things holiday marketing? Contact us today to learn how the experts at Fisher Green Creative can help grow your small business.
Jenny Green, Co-Owner of Fisher Green Creative, specializes in digital strategy development, social media marketing, and SEO for small businesses. Away from helping clients or studying the latest marketing trends, Jenny volunteers her time coaching youth soccer, enjoys a cold craft IPA, and works to save the elephants. Connect with Jenny on LinkedIn or email.