While 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 get ready for a festive campaign.
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. E-commerce companies need to get rid of inactive, out-of-date or non-existing email addresses every three months.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 names of subscribers are in your system, use them. Include the recipient’s name in the subject line. Statistics prove that the open rate of emails with a personalized subject line is 26% higher.
Check and double-check
Make sure that your email is displayed correctly for all providers and mobile devices. Go over the text to be certain that it is free of errors. Check the links. Carry out an A/B test of the subject line. Don’t forget to use SendPulse AI technology, as it will determine the best day and time to send emails.
1. Launch email campaign early
According to Statista poll, 55% of respondents start a rush for Christmas presents in November, while 23% start shopping in early December. 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. Marketing specialists leveraged a sense of urgency making every offer valid for just 24 hours. Such an email excites the subscribers and affects their interest in pleasurable expectation of the next promotion.
3. Be creative with email copywriting
True Citrus sent a minimalist Christmas email. There is nothing extra, only 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 designed by Pull&Bear is number one on the subscriber’s wish list.
5. Share Christmas tips and ideas
Animoto, a platform for creating video, shares ideas on what holiday videos can be created. This email is truly Christmas themed. The email’s content is divided into blocks, with each being accompanied by a jolly illustration. The main CTA is a visual accent. Additional CTAs are represented as text, the color of which is aligned with the central picture.
6. Inspiration to create a festive atmosphere
If you have 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. These photos inspire and encourage a 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 create 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. Look at 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 usefulness. 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.
If you sell 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. Leave selling behind
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 the marketer inside you and say a few kind words.
In the example below, Ralph Lauren sends warm wishes to subscribers. The email is complemented by the vivid photography of the smiling fashion icon with his dog. By doing this, the brand shows its human side.
This Christmas email from Michael Kors is designed as a neutral GIF, plus warm wishes. Such an approach encourages a friendly attitude from clients and strengthens a positive perception of the brand.
10. Don’t forget 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 buy for the current season and the next.