With Christmas just two months away, it’s high time to start planning your Christmas emailings, if you want them to be a success.
Nearly 8 out of 10 French people buy their presents in advance, so it’s the right time to start raising awareness among potential buyers of your products.
1/ Set up a Christmas calendar and stick to it:
November, December and January: a busy quarter…
At the beginning of November, you’ll start receiving promotions on Christmas products. These first mailings are not intended to sell directly. They may be a preview of the new products that will be all the rage in December, and which may soon be out of stock. Or a selection of products to suit different buyer profiles.
Mid- to late-November: It’s high time to propose more concrete offers, as emailings pile up in mailboxes. Now is the time to offer your best discounts, promo codes…
One week before Christmas: There are always last-minute buyers. In this context, it’s a good idea to offer gift packs that can correspond to several different types of person (father, brother, uncle…). This makes it easier for your prospects to find what they’re looking for, and keeps them happy. To encourage them to make a purchase, think of attractive offers, such as free delivery or delivery within 24 hours. In the latter case, make sure you can deliver on your commitment, because if you don’t, it could have a serious impact on your image. Finally, don’t hesitate to communicate the notion of a deadline.
Late December to early January : Now’s the time to thank your buyers and wish them well. There’s no question of selling or showing off; this e-mail will be disinterested and directed at the customer. Take good care of your customers, because never forget that a customer costs on average 3 times less to follow up and pamper than a prospect to convert into a customer.
After the excitement of this period, the sales are already on their way, so take stock of your stock and thank your Christmas shoppers by offering them discount coupons or privileged access to the pre-sales.
Remember to analyze your statistics in order to identify readers’ interests in your e-mailings, so that you can be more effective in future mailings (should you highlight: prices, new products, discounts…)?
2/ Personalize your emailing:
Of course, your emailing files must allow for this. To implement it effectively, you need to work on your list management throughout the year.
If you haven’t done this upstream, you can propose a competition or an offer such as: “1 completed form = 20% discount…” to obtain this information.
This makes it easy to adapt the offer based on information such as age, family situation, purchase history, customer actions, etc. Thanks to the statistics generated by the MDworks emailing platform, you can also target customers according to their centers of interest and offer them a pre-selection of suitable products.
The freshness of your databases has a direct influence on your deliverability, so start by cleaning up your databases as soon as you return to work.
3/ Graphic content :
Prospects who are looking for their Christmas purchase are easier to convert thanks to the Christmas atmosphere. It’s therefore essential to immerse them in the magic of the festive season by offering them festive designs in Christmas colors. Our platform offers a number of templates that can meet this need, or inspire you to create your own.
However, it’s imperative that web users recognize your company. Your challenge for the festive season is therefore to create designs that respect your graphic charter, while adapting it to this period. Be careful, however, not to overload your emailing with too many visual elements: it must be well thought-out and structured to guide the eye and therefore the attention of your customers to the offers you are proposing.
As we’ve pointed out in previous publications, prospects now open their emails on mobile devices, whether tablet or mobile, so it’s imperative to use responsive to create your emails! As a reminder, nearly 58% of messages are read on mobile, which reinforces the idea of simplification, and 56% of emails are re-read on a different screen from the one used for the first reading.
4/ Concerning emailing content:
The first thing to do is to set an objective for each campaign, for example:
– Increase your average shopping basket.
– Increase traffic to your site’s sales pages.
– Highlight a promotion…
Once the text has been properly highlighted, it will take on a life of its own. To help you achieve your objectives, there are a number of tricks you can apply to your emailing:
1/Callto action : Particular attention must be paid to the call to action, both in terms of its place within the emailing and its design.
Place your CTA in the first third of your emailing so that the web user doesn’t have to scroll down the page.
You can adapt your CTA to the Christmas atmosphere. Be careful, however, to keep it in harmony with the rest of your design.
To ensure it has a strong impact, remember to work on its size, color and surrounding space. Don’t let it get lost in all the other information.
2/Demonstration video: Demonstration videos reassure prospects by showing them the product they want to buy. This makes it easier for them to take action. It’s worth noting that 90% of users recognize that seeing a product video is useful in the purchasing decision process. And 64% of visitors are more likely to buy a product on an e-commerce site after watching a video (Popcorn Vidéo agency study). Take advantage of its strong viral potential, too, to acquire new prospects more quickly.
3/Promotional codes: They will help you stand out from the competition and attract prospects to your site.
Promotional codes can be the trigger for the purchase of a product that the prospect has already been able to identify.
5/Determine the object:
The object is the first element that will make or break your prospect’s acceptance of your message. The Christmas period bathes prospects in a magical universe where imagination and creativity are the order of the day, so don’t hesitate to offer items that are out of the ordinary!
A few tips to capture the reader’s attention this holiday season:
. Clearly state the reader’s interest in opening your email.
For example: “Find gifts for the whole family!” which means saving time and making searching easier.
. Accentuate the urgency of the moment/work on the countdown to Christmas:
“It’s almost Christmas, don’t wait to find that special someone!”
. Highlight the enchantment of the holidays:
Capitalize on the values of sharing, conviviality or authenticity… Win your prospect’s attention through the emotion it induces.
” Add a touch of enchantment to your Christmas tree “
” Make the end of the year unforgettable with XXX “
. Use icons within your object:
By including a snowman, Christmas trees or a gift box. These emoticons attract the eye of the Internet user and bring a certain closeness. Beware, however, of their legibility when displayed in inboxes.
6/Analyze to understand
During the holiday season, pay particular attention to analyzing your statistics. You need to understand them to see if your email campaign objectives have been met. Identifying your strengths and weaknesses also enables you to be more realistic and adjust the set-up of your next campaigns. An emailing platform like MDWorks provides you with advanced analysis tools to precisely analyze the results of your emailing campaigns.
