Is it too early to hear Christmas bells? Not if you’re planning a holiday email marketing campaign. We were discussing this very thing at a recent client meeting. The holiday shopping season will be here before you know it, and now’s the time to get ready. Here are a few ways to get those bells ringing bright and clear this holiday season.
Make a plan — How will you use or change your email marketing this holiday season? Do you want to promote specific products or simply extend holiday greetings to customers? Write down your goals and where you want to 
drive your email traffic. What graphics do you plan to use and when? Mapping out the basics will make for a smoother holiday launch.
Use responsive design – Not only should your email be eye-catching and easy to read, but it should accommodate users on all devices. You’ll want your customers to have the best experience possible.
Be knowledgeable about your customers’ shopping habits – What products and promotions did they click on last year? What were your top sellers? On what days did you see the most interaction with your email? What subject lines produced the most “opens” or click-throughs?
Be clever & helpful – Consider grouping your merchandise into gift-giving categories: gifts for kids, gifts for him/her, gifts for teens, gifts under $100. Sponsor contests to drive engagement on your social media pages. Use mobile apps, video, Pinterest and don’t forget the calls to action.
Calendar your “sends” – As you know, the frequency of retailer emails jumps between now and the end of the year. Note your schedule on a calendar. Will you send one email a day? Two a day? On what days? Be sure to accommodate Black Friday (Nov. 23) and Cyber Monday (Nov. 26). Other hot online shopping days are Green Monday, Cyber Week and Free Shipping Day.
Consider opt-ins – If you’re planning to really step up your emails for the holiday season, consider asking your consumers to opt-in for holiday specials or sign up for Black Friday deals. They’ll be more engaged and less likely to unsubscribe from your list because they’re feeling overwhelmed with email.
Don’t forget the metrics – Watch your open rates, opt-outs and click-through rates. Depending on your provider, you can also track social media interactions with your emails.
Plan your holiday campaign correctly and you’ll be hearing those bells jingling long past the holiday season. Contact HRB if you need help.