With Black Friday behind us and Christmas ahead of us, we’re right in the middle of the holiday shopping season. If you’re a consumer, you’ve probably noticed your inbox is constantly being bombarded with special holiday offers from your favorite companies. If you run a business, you’re probably one of those companies feverishly sending out offers to drum up holiday sales.
Make no mistake. Now is a great time for email marketing. But if you don’t approach holiday marketing correctly, you could miss out on some big opportunities.
That’s why I’ve come up with this list of holiday email marketing mistakes to avoid. Feel free to add to this list by leaving a comment.
- Emailing way too often—It’s only natural to increase the frequency of your emails during the holiday season. After all, this is when customers are most interested in making purchases, and for many companies, the holiday season can make or break their entire year. While there’s nothing wrong with ramping up your email campaign during the holidays, you have to be careful not to overdo it. Remember, other companies are increasing the number of emails they send too, so consumers’ inboxes are exploding. Sending too many emails could cause the subscriber to unsubscribe rather than buy.
- Sending multiple messages in a single email—We get it. You offer a lot of great products and services. That doesn’t mean you need to detail all of them in a single email. Trying to send multiple messages in a single email confuses the reader, and it causes all of the key messages to get drowned out. Keep it as simple as possible, and separate your messages across multiple emails.
- Not getting to the point—Remember earlier when I said your readers’ inboxes are exploding with holiday offers from other companies? This means they have even less time than normal to read your email. So, don’t waste time in your email. Get straight to the point. Place your most important offer above the fold so that your readers see it as soon as they open your email. Keep it short and simple.
- Not playing up the holiday theme—It sounds like common sense, but when you’re launching a holiday email marketing campaign, you need to play up the holiday theme. This means emphasizing that your offers are “holiday offers” or “Christmas offers.” It also means changing the design of your messages to get readers in the holiday spirit. Ignoring this will make your emails seem like all the other ones you send throughout the year. Now is the time of the year for them to be special.
- Treating the subject line as an afterthought—I’ll say it one more time: Your readers are getting more emails than they can handle right now. They won’t read every single marketing message they receive. That’s why you need to focus on crafting irresistible subject lines that beg to be clicked. Check out these tips for writing effective email marketing subject lines.
Which holiday email marketing mistakes would you add to this list? Share your thoughts in the replies.