We know that all the best Christmas gifts contain something personal. The same rule applies to email marketing. In our previous Christmas Warm-Up article about Organizing Your Christmas Decorations and Subscribers Lists, we told you that segmentation and targeting are essential for crafting successful email campaigns. This week we offer some ideas on how to make every subscriber feel special by adding value to your email content.
Know each member of your reindeer family!
Christmas email marketing is not only about sales. Don’t forget to say a genuine thank you and send greetings to your customers, employees and business partners. Tell your VIP clients that you value their trust and offer them a special discount, early access to your big sale or a sneak peek of the new collection. Emotions and gratitude can add a human touch to your business, increase customer loyalty and strengthen their emotional ties with your company or organization.
If you want to address your subscribers personally, first you have to clearly understand who you are talking to. It will help you produce perfectly tailored email content and develop your products and services in the right direction. This week’s Christmas Warm-Up surprise will help you tell the right words in the right voice – find it under the article!
Get in one sleigh with your subscribers!
When communicating with your subscribers, ask yourself – why should they look forward to receiving your emails? One of the reasons is this – you can make their life easier during the chaotic Christmas preparation period. If you understand this and get in your subscribers’ shoes, you will be able to craft offers that nobody could resist!
Some email content tips that will be truly useful to your subscribers:
- Gift ideas. Make gift suggestions based on your subscribers’ interests or wishlists that they created on your website. Gift guides are a great solution and can be tailored to customer’s gender, age, family status or other available information.
- Ways to save money. Baymard research institute reports that 61% of customers leave their virtual shopping carts because the end costs (e.g., delivery, taxes, and administration fees) are too high. Consider offering cheaper or free delivery to increase sales. If you can’t give it to everyone, then offer it to your VIP subscribers.
- Practical advice. Inspire your subscribers – send recipes, gift wrapping advice, Christmas song lyrics, costume ideas for holiday theme parties, etc. Include elements that connect to your business – e.g., self-made decorations with some components that can be purchased at your store.
- Create Wishlists based on what your customers were searching or buying and send targeted email campaigns suggesting to “buy what’s left on your wishlist.” Remind your subscribers what they had picked for themselves or for their relatives.
- Last minute offers. Provide comfort to those subscribers who leave gift shopping to the last minute – send them a friendly reminder with gift ideas that are easy to buy in short time. Create an email campaign for people who were shopping late last year as well and send them a timely reminder. Create another email campaign for those who didn’t open your first special offer.
Subject line – the shop window of your email
To stand out in your subscriber’s inbox, your subject line has to be a true click magnet. Your email body content may be incredibly beautiful and valuable, but only 10% of people will actually see it – those that feel compelled by your subject line.
Coming up with a masterful subject line is even harder than baking perfect gingerbread cookies – there is no perfect recipe. Mailigen subject line advisor can be a great help when you are trying to comply with the best email marketing practices. Also, spending a little extra time conducting an A/B split test on the subject line will be worth it.
Here are some tips for creating appealing subject lines that generate more opens. Find more advice for writing a successful email subject line in our Holiday Email Marketing Checklist.
Add icons or emoji. Highlighting your subject line with a festive symbol (e.g. Christmas tree, snowflake or star) can significantly increase your open rate. The more unusual the symbol, the higher its potential to attract attention. Emojis can add a splash of color and fun to your email content and subject line. However, there is no room for emojis in matter-of-fact business emails, and it is not advisable to use them too often.
- We wish you lots of ♥
- What will you put under the 🎄 ?
Use name or personal information. According to a research made by “Experian Marketing Services” emails with a personalized subject line have a 29% higher open rate.
- Judy, see delicious and simple Christmas recipes!
Engage your subscriber by asking a question in the subject line:
- Frank, have you found all the Christmas gifts already?
It is very effective to personalize the subject line according to other specific information, like geographic location:
- List of best Christmas events in CALGARY
Let your imagination fly and create a curious subject line! For example, a puzzling question or a mysterious reference can tempt people to open the email.
- It all ends on December 24…
- Which 3 presents would you bring to a deserted island?
Be a creative Santa Claus!
Before Christmas, your customers’ inboxes will be just as crowded as shops and mailboxes, therefore, sending a traditional discount is unlikely to bring you mind-blowing results. We believe that email marketing success comes from experimenting with new approaches and learning from your mistakes. Test, learn and create increasingly better email campaigns using A/B testing tools for email subject line, email body and sending time.
Why not use a unique and compelling way to showcase your special offer? Organize a Christmas quiz or competition! Include a teaser or mystery in your email campaign that will make your subscribers click through to reveal it! You can even set up a holiday event to meet your subscribers face to face. Events like this offer an attractive way to engage your subscribers, and they also help you find out valuable information about your target audience.
Our Christmas Warm-Up surprise #2 will help you follow email content best practices when talking to your audience. Fill in this handy Buyer Persona Work Sheet, create one or more customer profiles and consult it every time you are talking to your subscribers!