While being excited about the holiday fuss of the Christmas season, people are prone to purchase more and look for big deals and prompts. Statistics show that 68% of users are more likely to open emails from retailers during the holidays. And you don’t have to offer free shipping to get their attention.
We bring you 10 inspirational ideas for holiday emails along with tips on how to create a Christmas email series in Automation 360.
How to prepare for your Christmas email campaign
Analyze past campaigns
Take a close look at your previous email campaigns for Christmas. Analyze which tactics did great and which came up short. Consider this data while creating your email for this holiday season.
Clean your mailing list
Cleaning your mailing list is a regular procedure. Ecommerce companies need to get rid of inactive, out-of-date or non-existing email addresses every three months. This is a must before any period of high shopping activity. By keeping only active subscribers on your list, you’ll prevent your sender’s reputation from being damaged that, in turn, leads to reduced deliverability. Bounce rate is no joke!
Segment your subscribers
According to statistics, segmented emails show a 760% increase in revenue compared to non-segmented. Start easy: divide your subscribers into active and less active. Send a discount to those who open every email you send and a reactivation campaign to those who are less engaged.
Personalize the subject line
If you know your subscribers’ names, don’t hesitate to use them in the subject line. Statistics prove that personalized subject lines boost the open rate of emails by 50%.
Check and double-check
Make sure your email is properly displayed for all providers as well as mobile devices. Proofread the text to avoid any errors. Check the links. Carry out an A/B test for the best subject line and other elements of your Christmas email.
How to create a Christmas email series in Automation 360
Let’s look at a use case of SendPulse Automation 360. With its help, we’ll create an automated series of Christmas emails that will start once a mass campaign gets opened and will stop in case of a purchase from the email.
Define the start and stop events
The start event works as follows: you launch a mass email campaign and those of your subscribers who open it, will receive an automated Christmas flow. You can use a contact webhook option for this.
The contact webhook is used to
- start an automated series of emails;
- set the event that will stop the series;
- count the conversion rate of your email campaign.
As you can see in the image below, the flow will start once the contact webhook is triggered, in our case — when the mass email campaign gets opened. The series will stop as soon as the predefined event occurs. We’ll use the “Purchase” event for our email campaign.
Create a series of three emails
Your Christmas flow can consist of the following emails:
Mass email with the Christmas sale preview
Craft an email with a sneak peek on your upcoming Christmas sale and send it to the whole database. Since 24% of users start their Christmas shopping in early December, send this email within the indicated timespan. Everyone who opens it will receive the next email of the series.
Email No.1. Christmas sale
Schedule this message two days after the mass one. Tell your subscribers what is on sale and how they will benefit after ordering from you, be it a special offer or complementary holiday wrapping.
Email No.2. Gift guide
Provide your subscribers with some inspiration in case they have trouble choosing the Christmas presents. Break your gift ideas into categories, such as under $10 gifts, gifts for moms etc.
Email No.3. Discount
Schedule the email a few days prior to Christmas so that your subscribers can have enough time to receive the ordered items.
Here’s how such Christmas series can look in the Automation 360 editor:
Indicate the sending time, compose a subject line and choose the template for each email. After you add all necessary emails to the series, drag the “Goal” block and connect it with the last email of the automated flow. Those of your contacts who don’t make the purchase, will be automatically moved to another mailing list. You’ll be able to use it for another email series.
And now let’s have a look at the list of ideas you could rely on while creating your Christmas email campaign.
1. Launch email campaign early
According to Statista poll, 55% of respondents start a rush for Christmas presents in November. So why not launch a pre-Christmas email campaign for those who don’t want to search high and low for perfect presents at the last minute?
Topshop begins its Christmas campaign early. The company uses typographic hierarchy to highlight that its prices are cut in half. There is a contrasting white call to action, on a bright background. Animated stars and snowflakes supplement the design and closely echo the CTA button.
2. Run a gift marathon
Cosmetics brand Clinique plunges its subscribers into a festive atmosphere to the full. The company initiates a 12-day email series with a pleasant bonus for each day of the Christmas calendar. Company’s marketing experts leveraged a sense of urgency making every offer valid for just 24 hours. Such email excites the subscribers and boosts their anticipation of the next promotion.
3. Be creative with email copywriting
True Citrus sent a minimalist Christmas email. There is nothing extra, just a catchy GIF. The company made a bet on the text that is a wordplay. The email states “Let it Sale! Let it Sale! Let it Sale!” instead of the original song lyrics “Let It Snow! Let It Snow! Let It Snow!”
4. Unveil a new collection
If there is a new product ready to be launched, wait until the holidays. Make a big deal out of it and create a dedicated email campaign. Remember that consumers feel inspired to purchase. Maybe a sweater with a gingerbread man designed by Pull&Bear is number one on the subscriber’s wish list.
5. Share Christmas tips and ideas
Animoto, a platform for creating videos, shares ideas on what to fill the holiday videos with and how to use them. This email is truly Christmas themed. The email’s content is divided into blocks, each being accompanied by a jolly illustration. The main CTA is a visual accent. Additional CTAs are represented as text, the color of which resonates with the central picture.
6. Inspire festive atmosphere
If you sell products that can be useful during the holidays, promote them. Anthropologie provides subscribers with decorating ideas for the home and Christmas tree. This email if full of warm, cozy and atmospheric photos which inspire and bring in the Christmas mood.
7. Offer a Christmas party look
Whether a noisy evening party or a family gathering, an outfit is one of the things that helps to set the mood. Make the most of it and create different looks that will please your audience and be suitable for both an office party and a celebration among close friends, like in the example from Lipsy.
8. Provide your customers with gift ideas
The purpose of Christmas emails, as with any other type of email, is not only to sell or promote, but also to bring value. What can be more useful for a confused customer than a gift guide? Anthropologie beckons with beautiful GIFs and an invitation to shop the gift guide that is divided into categories for the subscriber’s convenience.
In case you market food products, don’t despair. Food can also be a welcome and unexpected gift. For example, Di Bruno Bros. offers a list of edible gifts. Just a look at these photos starts your mouth watering.
9. Think outside the sales
Christmas Eve is the best time to thank and congratulate your subscribers. There is no need to sell and promote. It’s best to turn off your inner marketer and say just a few kind words.
In the example below, Ralph Lauren simply sends some warm holiday wishes to subscribers. The email is complemented by the vivid photography of the smiling fashion icon with his dog. So cozy and homey — the feelings associated with Christmas holidays.
10. Remember about a post-Christmas campaign
Don’t even think about closing your email campaign at the end of December. So what if the Christmas trees are already dressed? So what if the Christmas presents are already under the tree? Statistics show that 54% of customers continue their shopping activities after the holidays to take advantage of discounts and shop for the current and ongoing festive season.
Get inspired by these ideas, provide subscribers with festive mood in your Christmas email campaigns, and send them with SendPulse.
In our gallery, Santa’s little helpers aka SendPulse team have prepared free Christmas email templates for you! Good luck and Merry Christmas :)