8 Ideas for Effective Holiday Marketing Emails….After Being Inundated with Black Friday Messages

I got 150+ emails in less than 3 days about Black Friday shopping! And then another stack came in over the weekend about Cyber Monday. The messaging is that every single business has the absolute best deals right now; my life will be incomplete if I don’t take advantage of each one of them.

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Photo by rawpixel on Unsplash

There were so many that they blurred into each other, intent lost. After scanning many of them, I put together a list of 8 tactics that can make your emails stand out from the pack:

  1. Subject line: A deadline can help improve open rates: “Today Only.” “Ends tonight.”   Followed by “Sale extended” and “Almost Over.”
  2. Offer: If you have the capability, send each individual a targeted message based on previous activity or purchases. If you cannot do this, craft an offer by a group with similar characteristics (ie. demographics, age on file, previous activity).
  3. Keep it simple. State a clear offer in the subject line, make the response button stand out, and the email layout easy to navigate.
  4. Sending 4 of the same emails with the same subject line is a cheap tactic. Change it up!
  5. Emojis in the subject line must be the “in” tactic this year to get people to notice the emails. Many, many emojis. I would test whether this improves click-thru rates.
  6. Early specific promotions can also work. For example, Cyber Monday offers started on Sunday to boost sales.
  7. Double check your load times on several browsers. If your content take too long to load, it is likely they will be deleted or ignored.
  8. Free, it still works. Free shipping, free bonus gift, free download, freebies. All those can bump responses, in your email.

While it may be too late to incorporate these ideas into this holiday season promotions, we should all continue testing in 2019. I am such a huge proponent of testing; here is another post  I wrote with testing ideas.

The journey continues.

Cindy

7 More Email Testing Ideas

Testing should be an integral part of your marketing campaigns, especially email efforts. Many of today’s platforms make it easy to set up and monitor your results.

To create a test, you set up an A/B split of your list before your email goes out.  Most email platforms make it simple to do this, if you are a novice.  An A/B split means that 2 lists will get the same effort with a single difference in the marketing effort.

Why do this? One change can get a 1%, 5%, 10% improvement over the control effort. The more you learn about your audience, the more you can improve your response rates and customer engagement.

Regular followers and my clients know this is a fundamental tenet of mine. I have written about basic testing ideas before and spoke about this topic at the AAMP conference last month.

Here are 7 new ideas for you to test:

  1. The day of the week emails go out. Weekend emails can work for some industries, including IT.
  2. Separate out the personal email addresses from business email addresses. Send to the assumed personal domains (ie. Google, Comcast, AOL, etc) in the evening or on weekends.
  3. Different offer or premium
  4. Responsive design vs. static design
  5. Copy heavy vs. light copy with same design
  6. Same copy with a lot of white space vs. design-centric piece (vs. text only, if you have large enough list for A/BC split)
  7. If you have multiple email platforms available to you, test sending the same message at the same time on both platforms. Do you see a difference in emails delivered and opened?

You can even send out an A/B test email to a portion of your list, then roll out the winning email to the rest of your file. Key is to test just ONE element to be able to accurately gauge your response rates.

The journey continues.

Cindy