4 Ways to Make Your Holiday Email Marketing Campaign Even Better
What do you think of when you’re preparing for the holiday season? Your Grandma’s delicious turkey and stuffing? The first fluffy white snowflakes of the season? What gifts to get for your nieces and nephews?
What about all those sales and promotional emails that fill your inbox at this time of the year, competing for your attention (and your money)?
As the leaves are changing color outside, we at Michael’s Wilder are thinking about ways that you can step up your email marketing game to stand out in the crowd this holiday season.
An email marketing campaign can elevate your small or local business’s holiday season marketing efforts. Getting your email marketing to produce better results is a matter of strategy with several factors, and while we can’t tell you exactly what will work for your brand in this moment without working with you directly, we can share some of our favorite email marketing tips. Without further ado, here are 4 ways you can up your email marketing game.
1. Write Better Copy
The key here is in what we’re not saying. We’re not saying write more copy. When it comes to a marketing email campaign, less is more. Make your point quickly, and include a good call to action (CTA). Why? Because, more than ever, your customers will receive your email on a mobile platform. If they have to scroll to get to the point, the link, or the CTA, more often than not, they’ll give up. Marketing emails today should be short and to the point.
Start with a value proposition, follow with a CTA, and remember to build your emails for mobile.
2. Design Your Email Marketing Campaign with Mobile in Mind
Speaking of mobile, beyond the copy, the design of your email should be built for the mobile side first. Responsiveness is the marketing lingo we use to describe this. It should respond according to the device it is opened on. It’s off-putting to have to pinch and zoom just to read a marketing email. The fewer barriers you put up between your email and your customer, the better. Email shouldn’t be interruptive; it should be exciting.
3. Explore Other Avenues
What we’ve all come to know as email marketing has bled into other formats. We’re starting to see the evidence of text message marketing and DM/inbox marketing on social media take the place of last year’s email. A few years ago, it wasn’t uncommon to use email to catch up with family and friends to see how the kids are doing, share pictures, make plans, and all those kinds of things that we now mainly do over text. In this age of instantaneous communication, people prefer brief, in-the-moment messaging. They want to know EXACTLY the minute the sale begins so, if they’re quick, they can capitalize on it.
The good news is, you may already have the tools for direct message marketing as most email engines such as Mail Chimp, HubSpot, and Pronto already include SMS abilities within their platform. You can mass market the way you would for email without having to use a completely different service.
4. Get Help
We’ll leave you with one “bonus” tip, and it’s something that we’re always coming back to: You don’t have to do this alone. As a small or local business, it can often seem like you’ll never be able to keep up with the Fortune 500s (and their marketing teams that are bigger than your entire business). That’s where marketing agencies come in. You get big business capabilities, strategy, and thinking tailored for your small business needs. We play the heavy. We’ve got the strategy and wilder thinking to take your email marketing campaign (or any marketing project you can think up) to the next level.
So, this holiday season, we’re encouraging you to get yourself the gift that will take your business to the next level. It’s time to unwrap a little “Wilder Thinking.”