The holiday season is a magical time of joy and… inboxes are overflowing like a Thanksgiving feast. For retailers, it’s the busiest and most profitable time of the year, but also a pressure cooker of competition and expectations. Done right, your holiday email marketing can be a beautiful symphony of jingle bells. Done badly? Well, let’s just say it’s a “jingle fail” that your customers won’t soon forget.
Start with a plan (even Santa has a list)
Before you hit “send,” take a step back. Think about your goals: Are you trying to increase sales, promote a holiday event, or spread the vibe of your brand? Once you know your “why,” build your campaign around it, aligning your messaging, tone, and visuals with your ultimate goal.
Take the time to define your strategy. Start by creating a calendar that outlines key dates for sending emails. Don’t bombard your audience– no one likes receiving spam, even during the most indulgent time of the year.
Make subject lines sing
After planning comes the art of creating subject lines: the first impression of your email. Most holiday emails create a sense of urgency or scarcity to drive action. Flip the script by focusing on what customers gain by moving away from the frenzy. Keep it short and festive. Avoid boring or vague lines like “Holiday Sale.” Yawn.
Good examples:
“🎄Ho, Ho, WHOA! 50% off ends tonight! » “Your holiday wish list? We checked it twice! »
To learn more about creating effective newsletters, check our previous article on the subject. Now let’s focus on the best practices for creating remarkable holiday email content in 2024!
Testing visual hierarchies for fast scanners
Your subject line worked and your subscribers opened the email. Now comes the tricky part: keep their attention. Most email design advice emphasizes aesthetics, but few focus on how readers visually process information. Use heatmap tools to identify where your audience’s eyes go first in your email and rearrange elements accordingly.
Most readers follow a predictable pattern, often called the Z pattern, when analyzing content. This means that they typically read left to right at the top, move diagonally down to the left, then finish by scanning horizontally down again.
Test alternative layouts for mobile users, like placing CTAs at the top instead of at the bottom, where scroll fatigue can set in.
Gamify your emails
Who doesn’t like to have a little fun during the holidays? Add interactive and gamified elements to your emails to increase engagement.
Ideas:
A scratch shed (revealed in one click). A promotion that turns the wheel. A “Find the Snowflake” scavenger hunt with a hidden link in your email.
Source: Email uplers
These features break the monotony of endless sales emails and keep recipients engaged for longer. Just make sure your gamification elements work properly on all devices.
Don’t be the Grinch who confused Christmas
Your email should be a pleasure to go through. If people have to look for the “Buy Now” button or can’t understand your sale, they’ll send it away faster than Santa down a chimney.
Keep it clean: Use visuals that are festive but not overwhelming.
Make it clickable: Big, bold buttons like “Shop Deals Now” or “Get Your Gifts” guide shoppers like Santa’s sleigh through the fog.
Integrate User Generated Content (UGC)
During the holidays, your customers are likely posting photos and stories about their purchases or gifts. Take advantage of this by encouraging them to share their experiences.
How:
Include a CTA like “Show us how you celebrate!” Tag us with #MyHolidayMoment for a chance to be featured. Highlight UGC in your emails to create a community feel. For example: “Here’s how our customers use [Your Product] this holiday season.
This not only promotes engagement but also builds trust with potential customers.
Segment for emotional messages
Not all holiday shoppers are in the same emotional state. Some love the season, while others dread it. Create audience segments based on past behavior or engagement and tailor your tone accordingly.
For Holiday Lovers: “Bring the magic home with these festive favorites!” » For the less enthusiastic: “Simplify your holiday to-do list with these quick picks.”
Recognizing your audience’s mindset creates a deeper connection and makes your emails more empathetic.
Spread joy, not spam
And finally, the holidays are a time of joy, not spam complaints. Follow all email marketing regulations and remember that your audience’s privacy is non-negotiable.
Do:
Obtain consent before sending emails. Provide a clear, easy-to-find unsubscribe option. Be honest about how you use customer data.
Don’t do it: Bombard your list with daily emails that scream, “I desperately need a sale!” Your audience will thank you and stay subscribed.
Jingle all the way
Holiday email marketing, when done right, can turn holiday cheer into sales and brand loyalty. But be careful: one wrong step and your emails could land in the dreaded trash, faster than Santa’s sleigh on turbo.
Remember, it’s not just about the sales (although those are great too). It’s about making sure your brand is part of the joy of the season. Done right, your emails can resonate to your audience’s hearts and inboxes without hitting a sour note. After all, satisfied customers are the greatest gift! 🎁
