Have you ever wanted to be like a Santa —not only making presents and wrapping them up, but also delivering them seamlessly and surprising the recipient with the perfect gift? Email is the way to do it. And you’re about to learn how. You’re also about to get a gift from the Email Santa at GetResponse – a special guide with more holiday campaign inspiration, holiday wish templates and some cool graphics!
Previously in this series, we discussed design — how to prepare your gift and wrap it up properly.
Now, it’s time to match your email gift with the right recipient on your gift list.
Letters to Santa…
Each year, every child writes a letter to Santa about what they would like to get. Santa reads them and delivers the right gift according to each child’s wish.
How about you? Are you delivering your emails like Santa?
Before you hit the send button, there are steps to take, and one of them is to know what your subscribers would like to receive. Use data they give you about their preferences to make sure they get exactly what they are looking for.
Where to get the data? A sign-up form is a great tool, and if you use it right from day one, you’ll get data that can help you with every email campaign. Email address and first name are not enough! Ask about gender, location, delivery preferences, etc. Find out more about how to build your subscriber database.
But the sign-up form isn’t the only useful tool. Think about using ad hoc surveys to collect more subscriber data.
If you’ve never asked your subscribers for their preferences, don’t worry. All is not lost! Look in your analytics panel to find purchase history and information on what subscribers like by evaluating opens and clicks. GetResponse Email Analytics is a comprehensive tool — a great source of behavioral data — so why not make good use of it?
Load your emails into the right sleigh.
Collecting the data is not the end of the process of seamless delivery. Make sure that your subscribers are in the right segment by using our advanced segmentation tool.
Creating new segments for the Christmas email campaign is important, but it’s even more important to evaluate the data you collect during the whole year, even if your subscriber preferences have not changed.
So take your time and make sure everyone is on a relevant list.
Let them know who sent the gift.
Every Christmas present has a nametag, and so should each email. We covered some tips about engaging subject lines in the first post of this blog series. But another tip worth mentioning is to let your subscriber know that you want to communicate precisely to him or her by using personalization.
But remember, if you use the first name in a subject line, keep using it all the way through! Otherwise it doesn’t matter whether you use it at all.
Make sure your gift looks stunning!
We mentioned the importance of using Inbox Preview in our previous post. But if you missed it, click here to read it!
Remember that your recipients may go away for the holidays and probably won’t be checking their email on their home computer. So it’s important to optimize your designs for every web-based, desktop and mobile email program. You never know where your emails will be opened.
And to highlight the importance of this practice, here are some numbers:
- 88% of subscribers open their email on a mobile device.
- 63% of Americans and 41% of Europeans either close or delete an email that’s not optimized for mobile.
- Of all mobile openers, only 2.39% opened the email on both a desktop and mobile device.
Plenty of email marketers don’t care about this! The good news is that you don’t need to be one of them…
Is all this hassle worth it?
Christmas is one of the hottest times of the year for marketing and sales, (as I’m sure you already know.) However, don’t forget that this is also the time to build and strengthen relationships with your subscribers.
If you do it the right way, and take good care of customer relations during the Christmas season, your recipients will be happy the entire next year!
Stay tuned, as we put the finishing touches on the final blog post in this Christmas series. In it, you’ll learn how to maintain the relationships and sales you worked for during your holiday email marketing programs!
Want more tips?
If you need more email marketing inspiration for your holiday promotions, download our guide with 17 Christmas campaign tips, a whole lot of examples PLUS Christmas wish templates for 12 industries and a package of customizable holiday graphics! All completely free! (well, in exchange for a tweet or a Facebook share, but we think it’s a fair price!)
Click below to download and enjoy.