Holiday Email Marketing Offers Opportunities, Pitfalls

As we enter into another holiday season, you’ll want to spend some time considering ways to fine-tune your email marketing campaigns. There are certainly unique opportunities for a variety of business sectors in this season. There are also some pitfalls that you should be mindful of if you want to maximize the effectiveness of your messages.

Everybody’s Doing It

The holiday season is the time of year when people are receiving the highest number of marketing and advertising messages. More than any other time, ineffective message are going to be lost in the crowd. To make your message stand out in the crowd, you’ll have to do two things:

  1. Offer something very good
  2. Be very specific about it

Just watch your own behavior as the holiday special offers come streaming into your inbox. Messages with generic or vague titles are likely the first to be deleted without being read. Whose got the patience? Try to use your title to encapsulate the full message in as few words as possible. Tell people exactly what you have for them, and the ones who want it will open and read.

The body of the email should be similarly punchy. How often do you ever spend more than 30 seconds reading a marketing email? You would have to be very, very interested in the information or offer you had received. You’re more likely to get a response from your readers if the email itself is short and to the point. If the email has done its job, your readers will follow your links to your more in-depth pages of product details, sales copy, etc.

Timing Is Everything

Before you send your messages, go back through your archives to see what time of day and day of the week your subscribers tend to open their messages the most frequently. While Sunday and Monday afternoon are the days when email marketing messages generally get opened the most, this can vary widely depending on what industry you are in and who your clients are. If you use our Email Marketing software, you can set your campaign to automatically send to each subscriber at the time of day that they initially subscribed to your list. This can be great if you have subscribers in many different time zones, because you can be assured that you’re sending during a time that they are awake and likely to be exposed to incoming messages.

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