Dos and Don’ts of Holiday Email Marketing

The holiday season is upon us. Christmas trees are proudly on display in windows, there is a crisp smell in the winter air, and every store you walk into has those nostalgic, festive classics on repeat. It’s my favorite time of the year.

It’s also a time of year when marketers like to send out holiday emails with pun-filled subject lines. You know the ones I mean.

Do they work, though? It’s often difficult to tell, and the answer depends on a number of factors. If you want to give your emails a better chance of success, here are some important dos and don’ts to take on board.

DO…

Define objectives. Holiday-themed emails need an objective just like any other business email. Whether you’re seeking clicks, sign-ups, downloads or purchases, you should make sure your email is crafted to do just that. This will ensure you’re not sending a holiday email just for the sake of it.
Be creative. There is an uptick in the number of emails sent during the Christmas holidays, and you can bet that most of them will follow a certain theme… With so many Christmas emails fighting for attention, it’s more essential than ever to get creative to make yourself heard. Think of an enticing subject line, a creative deal or a time-sensitive discount.
Incorporate social media. During the holidays, people tend to check their email less than they usually do. Social media access, however, remains more constant. In order to capture your audience’s attention during the holiday season, ensure your offer is available across all of your channels, including social media.

DON’T…

Forget about other holidays. With so many emails going around over Christmas, Thanksgiving and Halloween, they can be the hardest times of year to be heard. Make sure you don’t forget about the smaller, less-celebrated holidays. Get creative with one of these holidays and your email is more likely to be read.
Fail to follow up. After planning, crafting, and segmenting an amazing holiday email, it is essential to follow up on those who converted or showed interest. Follow-up plans are proven to improve conversion rates. Make sure you have one in place.
Overdo it and spam your audience. It’s easy to get carried away during holiday period, especially when it comes to pun-filled subject lines and sales messages. Remember to remain true to your best practices when communicating with your audience, regardless of the time of year.

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