There are a few characteristics which have come to define the holiday marketing season:
- It’s increasingly spread out because of online shopping and online advertising
- There is a flurry of last-minute sales and campaigns
- Mobile is becoming much more important
- Have a mobile-friendly email design optimized for easy reading
- Make sure to include large call-to-action buttons in your emails
- Make necessary mobile improvements to your website so it is ready for on-the-go browsing
- In addition to your holiday email campaigns, have email templates ready for:
Any last minute promotions or sends
Any customer service issues which come up
A “we are sorry” email for shipping delays or any other issues
Before the holiday season begins, make sure to clean your email lists. Also develop a plan for how you would handle getting your mail server blacklisted
Pre-Thanksgiving
- Make sure to capitalize on pre-Black Friday sales
- Black Friday and Cyber Monday are the biggest days during this time frame
- You can always start Black Friday earlier in the online space
- Capitalize on Amex Small Business Saturday (Saturday after Thanksgiving) if you are a small business
- Mobile is especially important during this time. Make sure your email is responsive and that you have a strong landing page experience
- Tailor the message of campaigns to “gifts you didn’t receive” along with redeeming gift cards
- Focus on New Year’s resolutions, staying active and healthy.
This article was originally published by DigiShopGirl