Yes, it’s time for another email marketing campaign but don’t you worry – with a little help from the team at Spring Into Sales this one doesn’t have to be a waste of time.
In fact, your email Christmas marketing campaign is not only going to send your Christmas sales up through the roof, it’s also going to stop your prospects from being tempted to press that nasty Unsubscribe button!
So, if you haven’t started planning your Christmas email campaign for this year or if you are feeling discouraged by previous year’s results, let us show you how your Email marketing for Christmas sales will once and for all deliver more sales than you can probably cope with.
Time spent on failed campaigns is time wasted
Did you know that last year, Australian consumers spent approximately $8 billion on Christmas gifts? That’s right, and that figure was in fact, an increase of $100 million on 2012 numbers.
Not only that.
The Commonwealth Bank forecast that 2013 spending on festive vacations ($4.3 billion) and entertaining friends and family at home ($2.2 billion) were to continue increasing by around $600 million each year-on-year.
Despite access to more bricks and mortar stores, those living in capital cities appear to be more likely to do their Christmas shopping online.
Was your business experience last Christmas not as positive as these numbers would have you expect?
Did you get the feeling that you invested far too much effort on your email marketing for Christmas sales to notice barely any improvement on your standard sales rate?
You are not alone.
Engaging with your audiences via email marketing is an art not mastered by everyone. There are plenty of articles showing you how to write brilliant email marketing campaigns out there but the crux of the matter is that you need to be able to connect with your customers.
Establishing Emotional connections brings result
You need to establish an emotional connection that delivers a result and that, as your own experience proves, is not that easy.
Some say there’s a formula to writing emails that establish that emotional connection.
But the thing is, there’s nothing as simple as that. The digital world is constantly evolving and so are our clients, that’s why keeping a flexible approach to email marketing is has proven to work for us. Having said that, we have developed a methodology that keeps customers attentive and responsive. These are some of the core elements of our email marketing strategy which, are sure to work for you too:
- Do your homework – before you start typing those magic words, make sure you understand who your customers are, what they want and why they want it.Craft seductive subject lines – be witty, be personable and stay away from tricks that look and sound too spammy (you know what I mean, things like capitalised words, misleading promises, the word Free or dollar signs).
- Keep your layout simple – your email should look neat and professional and it should be easy to navigate.
- Minimise your copy – it’s easy to get carried away when putting into words the passion you feel for your products. Don’t. Use short paragraphs and apply economy of language to get your message across. If you need to expand, include a link to a page with detailed information.
- Don’t forget the very important Call to action – after all, the purpose of sending an email to your customers is to get them to do something right? Tell them what it is you want them to do and tell them clearly.
- Apply a comprehensive data analysis of your email campaign – it will help you understand your customers’ preferences and their next moves better.
Find out more about how we’ve helped hundreds of small businesses turn their email campaigns around here.
It’s Christmas time – you are allowed to be a little persistent
In the best possible sense of the word of course.
No, we are not suggesting you become blatantly annoying by asking for a sale time and time again.
What we are suggesting here, and it has proven to work for us and our customers year in year out, is that you increase the frequency of your communications while remaining engaging, personable and very tactful.
For instance, if you ordinarily email your customers every three to four weeks, you step up your game towards mid-late November by increasing your frequency to about once per week. Then, during the week before Christmas you start communicating every 2nd day.
Not in our books.
In fact, all our customers who have applied this methodology have seen:
- The same level of engagement as during the rest of the year (if not better)
- An upsurge in sales,
- No unsubscribes.
Another suggestion you might want to consider is to make the most of significant shopping dates as we approached Christmas.
What is a “significant shopping date”?
I know many of you would say that any day is a significant shopping day! But I like to refer to days like Cyber Monday or Black Friday as significant shopping dates because customers look forward to the significant discounts offered then by retailers.
Australia has applied this “festive” day designed initially to encourage American shoppers to buy online turning the first Monday in December into a frenzy of discounts and sales.
Make the most of it.
- By planning your offers carefully,
- Considering free shipping to encourage sales,
- Ensuring you can handle mobile traffic and orders,
- Sending an email marketing campaign that clearly states the benefits customers will get by taking advantage of your pre-Christmas one-day sale.