The 2020 holiday season is here, and the presence of a global pandemic is going to make it the most unique holiday season in recent memory. For B2C marketers, much of the uniqueness is tied to the fact shoppers will be living online this year, instead of pounding the pavement and visiting brick-and-mortar storefronts. So, to help you and your brand better connect with consumers during this decidedly digital shopping period, Zeta would like to present 5 email marketing tips for the holidays.
Use these 5 email marketing tips to stand out in overcrowded inboxes, connect with customers, and convey a healthy dose of holiday cheer in these challenging times.
Create a sense of nostalgia
Consumers want to feel a sense of normalcy this holiday season, and promoting seasonal products from the past is a great way to catch their eye. Moreover, it’s a great way to build rapport and retain customers (especially considering 25% of consumers say personalized campaigns will sway them to make a purchase this season).
Revisit your previous holiday campaigns for insights you can use to make your email marketing that much more effective this season. See which customers opened your emails, shopped with your brand, and who your most loyal patrons were. You can use these and other insights to create segmented audiences that can be targeted with personalized, nostalgia-triggering messaging.
Tap into holiday gift guides
While some holiday shoppers are great at finding the perfect gift for everyone on their list, others need a little push in the right direction. Delivering well-curated gift guides directly to a customers’ inbox helps eliminate the stress of endless searching (and may even help them find something for themselves). Be sure to include ideas from multiple product categories so that there’s something for everyone.
Bring the best prices
Shoppers will be the most price sensitive they’ve been since 2009. That means they’ll be hunting (and hunting hard) for the best deals. As a matter of fact, McKinsey reported that 48% of consumers’ motivation to buy from one retailer over another during the holiday season will be tied to price. To be effective, a promotion must be relevant and useful to the individual shopper, so make sure you segment your email recipients into lookalike audiences, so you can customize the email creative accordingly.
Create a personal connection
To connect with your customers on a personal level, you need to know their likes, dislikes, passions, etc. As long as you’re using the right platform, tapping your customer data to obtain those highly personalized insights should be easy. Ideally, you should use a platform that leverages AI to drive personalized email content to each of your customers—from items previously viewed to items they’ve previously purchased.
Acknowledge the current reality
It’s important to remember that not everyone will be feeling very “merry” this holiday season. The dire circumstances created by the COVID-19 pandemic (recession, lockdown, illness, etc.) are forcing many people to focus on far more important priorities than “gift shopping.” Therefore, make sure at least a portion of your email messaging acknowledges (in a tasteful way) the current realities people are facing.
Want more email marketing tips for the holidays?
If you found the above tips valuable and would like more email marketing tips for the holidays, read more about our Email Deliverability Best Practices for the 2020 Holiday Season.