This year, retailers everywhere will approach the holidays with an increased reliance on email marketing and ecommerce. But it’s not just that marketers will send more emails than ever this year; people will engage with your messages at never-before-seen rates too.
If you’re looking for some fresh, new email marketing elements to experiment with for increased holiday engagement, you’ve come to the right place. Because this blog explores three exciting email tactics you can start testing now!
Holiday promotions definitely help you drive new sales, subscriptions, and website traffic, but to tap into the true business potential of your email marketing strategy you can’t leave your loyal customers out in the cold. After all, you already know how to reach them and how to motivate them to buy—so give your VIPs the gift of rewards and special events like this Grove Collaborative email does.
Obviously, a GIF is going to be the first thing that catches any buyer’s eye with this interaction. But the smart, value- driven messaging supporting this visual-fueled content is our favorite piece of the (pumpkin) pie. Rewarding loyal customers with their own holiday before the holidays is a fun, interactive way to escape the all- too-common sales push this time of year—and for Grove Collaborate—an optimal way to inspire new purchases and increased engagement as well.
By rewarding their most loyal subscribers and customers with a celebration-worthy personalized experience, we also love the brand’s way-above-benchmark results. In fact, this campaign resulted in the brand’s best click engagement booster the quarter it was sent—as well as one of its highest revenue-generating emails ever.
What This Means for You: Don’t wait; get ahead of your peak holiday marketing period and target your best, most loyal customers with a special incentive ahead of everyone else. You’ll be surprised to see how stress-free Q4 can be if you don’t have to meet sales goals by selling your brand to every buyer first.
Just like last year, the pandemic will make 2021’s holiday marketing initiatives a little more complicated than usual. With economic uncertainty, shipping delays, and in-store traffic approaching a standstill, this year’s messages need to be every bit as quarantine-friendly as last year’s campaigns. And that means giving your shoppers a variety of ways to browse and buy—exemplified perfectly by this Signet Jewelers experience.
Incentivizing surprise discounts and sales promotions that allow customers to shop however, whenever, and whenever they want was our favorite thing about this email. Signet Jewelers’ flash sale campaign gives online buyers everything they need to make a purchase. Weekly best sellers, shop-by-category capabilities, guidelines on safe shopping during the pandemic, and more are personalized touches that really knocked our candy cane-print socks off.
What This Means for You: Use your collected customer data and previous purchase history records to target buyers with a single threshold offer instead of multiple ones. By doing so, you build more straightforward, clear, and—most importantly—effective holiday email experiences. Testing these tactics now can result in increased Average Order Value (AOV) and conversion rates for key promotions and exciting flash sales throughout the holiday season and beyond.
This year, there will be more online holiday shoppers than ever before. But will they be reading your emails for their own benefit, or on behalf of someone else? It can be tough to identify individual consumers’ intent and who’s shopping for whom. So, give your customers the best of both worlds like Fashion Nova did in this featured experience.
Beyond a clever display that accurately summarizes life amidst lockdown via visuals and copy, Fashion Nova’s holiday PJ party-themed message targets a single product category that’s relevant and engaging to self-buyers and gift givers alike. With options to browse pajama categories and complementary products like slippers, this brand turned a potentially sad stay-at-home experience into a special holiday event for its subscribers.
What we love most about this email is that it offers something valuable to every holiday shopper—no matter their motivation or who they’re buying for. By combining thoughtful, stay-at-home holiday messaging with highly relevant product recommendations and dynamic category combinations, Fashion Nova created a convenient shopping experience that gave every recipient great last-minute gift ideas. And after experiencing more click engagement than any other end-of-year email campaign, it’s clear that thousands of new and long-time customers took advantage of their personalized PJ party invitation.
What This Means for You: Cozying up at home will be a theme you’ll see across holiday messages in retail and media in Q4 2021. If you haven’t followed suit, prepare imagery that can support a holiday at home and holiday party look and feel in order to relate to potential customer behaviors.
But these three email marketing elements to experiment with aren’t all—they’re just the start of how working smarter not harder this holiday season can lead to even more success in 2021. For even more fresh, engaging email ideas, download our Work Smarter Not Harder Guide now!