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Start Your Engines – 2015 Holiday Email

Have you started planning your holiday marketing campaigns? The National Retail Federation is forecasting that this year’s online sales will increase by between 6 and 8 percent, to as much as $105 billion. During the holidays, buyers are bombarded with messages, so get started in planning your strategies for the hectic holiday season. Here are some tips to help you plan and end the year with a bang!

Plan Your Campaign Milestones

There are several significant holiday dates for bargain hunters: Black Friday, Cyber Monday, Hanukkah, Christmas Eve and Christmas Day. According to the National Retail Federation, the average consumer says that 46 percent of their shopping this holiday season (both browsing and buying) will be conducted online. That’s a big group of people looking for the best deals.



Black Friday, November 25 — since 2005, the day after Thanksgiving in the United States has been the busiest shopping day of the year. Capture that shopping fever with targeted messages during the week of Thanksgiving, and remember that holiday discounts will increase in-store traffic.




Tradesy’s holiday email is an elegant example of a Black Friday campaign offering 10% off the entire site. It has clear and straightforward message, a simple yet compelling design and a reminder to hurry up. We like Tradesy’s email campaign because it announces the sale clearly, has a focused call-to-action and an elegant black design that naturally reminds us of the holiday.

Cyber Monday, November 28 is the Monday immediately following Black Friday, and was created by companies to entice people to shop online. Offer your subscribers great follow-up deals to support Black Friday purchases and create online traffic.




Desigual’s Cyber Monday email has a contrasting black and red color scheme, highlighting the important details of the email campaign that offers 25% off the whole clothing collection. Also, it gives a clear call-to-action followed by an intriguing note, which tells us that there’s something more to anticipate and leaves us curious and excited. Note that the bottom of the email provides all the necessary information, covering customer support, delivery and free returns. No questions are left unanswered — it is time to shop!

After Cyber Monday, create a campaign leading up to the Christmas holiday. Some examples of great campaigns are the 12 days of Christmas countdowns, a list of favorite things, the top ten products and products targeted at demographics (him, her, children, different age groups, geek, gardener, etc.).




Microsoft offers sweet treats to its customers in the ‘12 Days of Deals’ campaign. It has a nice Christmas design and a call-to-action that invites customers to get a new offer every day. Microsoft does not tell people what they will be offering, so it leaves room for imagination and expectations. We like that is simple and has the surprise element that urges customers to return for further offers.

Hanukkah starts December 20 and lasts for eight days. If you have a segment of your audience celebrating Hanukkah, then offer eight days of deals prior to the holiday.

Promoting last-minute deals for the shopper who waits until Christmas Eve is a great way to build some in-store purchases. Offer items that are potential stocking stuffers and great deals for the procrastinator. Where possible, integrate offers with an SMS campaign to drive last-minute purchases.

Don’t forget about the post-holiday shopper. Many people return gifts or use gift cards to shop for deals the day after Christmas or at the start of the New Year.

The Takeaways

Remember that the holidays are busy time for marketers and subscribers, too. Gain the subscribers’ attention with simple and clear messages pointing out the discounts and other benefits they can receive when visiting your store. Make your call-to-action bold and simple to get those visitors rolling in.

To help with planning, you can use our Email Campaign Planning Tool to create a compelling email campaign and generate holiday sales. Using a deliberate step-by-step plan will set you apart from the competition. Don’t forget that we are always here to help! If you need help, contact our team of holiday helpers to get started.

Happy Holidays!

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