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How To Make The Most Of Your Christmas Newsletters & Emails In 2013

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In This Christmas Guide We Uncover The Most Effective Strategies That You Can Put To Use In Your Email Program. How To Increase Email Volume Without Losing Subscribers? What'S The Best Inspiration For Christmas Newsletters Design? Should You Stop Your Promotional Emails On December 25th, Or Continue Into January?

Text of How To Make The Most Of Your Christmas Newsletters & Emails In 2013

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  • 2How to make the most of your Christmas newsletters?Christmas season is a time of the year when companies scale up the volume of their newsletters and maximize sales. Only in 2012, online retailers increased number of sent emails by 19% in comparison to 2011.

    In practice, this means that each company sent an average of 210 promotional emails during the holiday season! Making your newsletters stand out in the holiday inbox clutter might be quite a challenge, especially knowing that your competitors are probably already thinking about their special offers for Cyber Monday, Thanksgiving or Free Shipping Day.

    In this Christmas guide we uncover the most effective strategies that you can put to use in \RXUHPDLOSURJUDP+RZWRLQFUHDVHHPDLOYROXPHZLWKRXWORVLQJVXEVFULEHUV":KDWVWKHbest inspiration for Christmas newsletters design? Should you stop your promotional emails on December 25th, or continue into January?

    GetResponse 2013 Christmas Guide will provide you with practical answers to all these questions.

  • 3Christmas Email Marketing Recipes 2013:KDWVWKHPRVWLPSRUWDQWIDFWRULQDQHIIHFWLYH&KULVWPDVFDPSDLJQVRWKHUWKDQDFRPSHOOLQJRIIHUWKDWVRIYDOXHWR\RXUFXVWRPHUV"

    It is timing.,I\RXJHWWKHWLPLQJULJKW\RXUKROLGD\VHDVRQVDOHVFDQHDVLO\RXWSHUIRUPZKDW\RXYHDOUHDG\earned in the year.

    %XWLI\RXPLVFDOFXODWH\RXUFRPSHWLWRUVZRQWKHVLWDWHWRFODLP\RXUFXVWRPHUVDQGWKHLUORQJaccumulated holiday savings.

    Businesses spend months preparing for this special time of the year, to be ready to act when the time is right. All departments work together to grab as much of the Christmas revenue pie as possible.

    ,VLWZRUWKDOOWKHKDVVOH"*LYHQWKHFXUUHQWVSHQGLQJIRUHFDVWVDQGHYHULQFUHDVLQJGULYHWRFRQVXPHPRUHLWVVDIHWRVD\WKHJDPHLVZRUWKLW

    +RZWRJHWWKHWLPLQJULJKW"/HWVORRNDWWKHHOHPHQWVWRDGMXVWGXULQJSUHKROLGD\SUHSDUDWLRQ

  • 4Pre-Holiday Preparation Time

    1. Objectives and strategiesBefore you prepare and roll out your Christmas campaign, start by planning what you want to achieve and how to DFKLHYHLW)LUVWJXUHRXWZKHUH\RXDUHQRZZKHUH\RXZDQWWREHKRZWRJHWWKHUHDQGZKHQ\RXOONQRZ\RXYHreached your goals.

  • 57KHPDMRUKROLGD\VLQWRIRFXVRQDUH

    10/14/2013 Thanksgiving (Canada)

    10/31/2013 Halloween

    11/03/2013 Daylight Saving Time Ends

    11/11/2013 Veterans Day

    11/27/2013 12/05/2013 Hanukkah

    11/28/2013 Thanksgiving (USA)

    11/29/2013 Black Friday

    12/02/2013 Cyber Monday

    12/09/2013 Green Monday

    12/21/2013 First Day of Winter

    12/25/2013 Christmas Day

    12/26/2013 Boxing Day

    12/31/2013 New Years Eve

    01/01/2014 New Years Day

  • 6,QWHUQDODQGH[WHUQDODXGLWAnother important element in preparing Christmas holiday campaigns is to examine your current and past email marketing practices.

    Take a look at old reports to identify the strong and weak elements of previous campaigns. Think WKURXJKWKHREMHFWLYHV\RXKDGLQPLQGDQGLGHQWLI\JDSVEHWZHHQWKHLQWHQGHGDQGWKHGHOLYHUHGresults. 0DNHQRWHRIJRRGDFWLRQVDQGWDFWLFV, as well as those that need improvement.

    7DNHDORRNDWWKHDFWLYLWLHVRI\RXUFRPSHWLWRUVWRR

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  • 8to their audience. Done right, you should quickly see new customers searching your site and signing up to your newsletter.

    To learn more, download our free JXLGH21 Ways To Build Your List.

    5HYLHZWUDQVDFWLRQDODQGDXWRPDWHGPHVVDJHVTake a look at standardized emails, VXFKDVVXEVFULSWLRQFRQUPDWLRQVproduct purchase summaries, or cart abandonment alerts. See if they could use a fresh design, fresh copy and whether they display well on mobile devices.

    Are they in line with your other communications? Do they reinforce your value to customers? Make VXUHWKHIURPDGGUHVVHVIRRWHUVand hyperlinks in automated emails DUHXSWRGDWHDQGPDWFK\RXUQRQWULJJHUHGHPDLOV,IWKHUHVDWLPH\RXGRQWZDQWWRULVNFRQIXVLQJ\RXUcustomers, surely the holiday season is it!

    Learn how to set up Automated Messages and Autoresponders with GetResponse!

    5HYLHZWKHERG\RI\RXUHPDLOVHaving analyzed automated messages, take a look at promotional emails that persuade subscribers to make a holiday purchase. Compare planned emails to those you and your competitors have sent in the past to see if you FDQJHQHUDWHPRUHVDOHVE\LPSURYLQJWKHVHHOHPHQWV

    )URPDQG5HSO\7R$GGUHVV 3UHKHDGHU &RS\DQG)RQWV &7$V%XWWRQDQG7H[W ,PDJHV $OW7H[W )RRWHU 5HVSRQVLYH(PDLO'HVLJQ 8QVXEVFULEH/LQNDQG3DJH /DQGLQJ3DJHV

    3ODQDEDFNXSVWUDWHJ\7KHUHVDVD\LQJLI\RXIDLOWRSODQ\RXSODQWRIDLO7KLVis especially true in email marketing. Part of preparing a successful strategy and carrying out an effective campaign is preparing a contingency plan. If your LQGXVWU\FKDQJHVUDGLFDOO\RYHUQLJKWRUDPDMRUSURGXFWbecome obsolete, be ready to UROORXW3ODQ% and JHQHUDWHVDOHVWRFRYHUWKHFRVWVRIWKHSUHKROLGD\season.

  • 98. Test%HIRUHUROOLQJRXWPDMRUFDPSDLJQVRUDGMXVWLQJH[LVWLQJDXWRPDWHGPHVVDJHVDOZD\VWHVWWKHP0DNHVXUHWKHUHVQRJDSEHWZHHQ\RXULQWHQWLRQVDQGKRZ\RXUWDUJHWDXGLHQFHZLOOLQWHUSUHW\RXUemails. In particular, keep in mind that many emails will be read on mobile devices rather than desktop computers.

    $WWKLVSRLQW\RXYHDQDO\]HGWKHHOHPHQWVRI\RXUHPDLOPDUNHWLQJFDPSDLJQVLGHQWLHGUHOHYDQWKROLGD\VWRIRFXVRQVHWREMHFWLYHVDQGFKRVHQDSSURSULDWHVWUDWHJLHVWRPHHW\RXUJRDOV,I\RXUHFRQGHQWWKDW\RXUFRPPXQLFDWLRQSODQZLOOGHOLYHUWKHH[SHFWHGUHVXOWVLWVWLPHWRUROORXWWKHholiday promotional campaigns.

    Exactly when should you roll out your Christmas campaigns? .HHSUHDGLQJ

    Christmas Arrives Early!

    1. OctoberThe law of supply and demand FOHDUO\VWDWHVZKHUHWKHUHVdemand, there will be a supply. For holiday shopping, this means many businesses start promoting seasonal RIIHUVHDUO\DVKHDGVWDUWHUVEHJLQto search shopping aisles. To avoid LQVWRUHWUDIFMDPVRUSUREOHPVwith gift deliveries, many consumers begin their Christmas shopping in late October before the shopping madness of late November begins.

    :KLOHZDUPLQJXSDQGUHHQJDJLQJyour customers in October, add a

    OLWWOHKROLGD\PRRGWR\RXURIIHUV,WVQRWXQFRPPRQWRnotice companies selling Christmas dcor and providing gift ideas in July. Although they call it Christmas in July, true holiday shopping begins in November.

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    Once Halloween is over, most businesses start to promote &KULVWPDVFDWDORJXHV, JLIWLGHDV, EHVWVHOOLQJSURGXFWV, KROLGD\RXWWV, IUHHshipping, JLIWFDUGV, KROLGD\DSSV, and VXSSRUWIRUDIDYRULWHFKDULW\.

    Regardless of your promotional angle, make sure your FXVWRPHUVDUHZDUPHGXSDQGSUHSDUHGWRUHFHLYHDQincreased quantity of promotional emails.

    7KDQNVJLYLQJ'D\DQG%ODFN)ULGD\DUHWKHUVWPDMRUKROLGD\VPRVWPDUNHWHUVIRFXVRQ,WVZLGHO\UHJDUGHGas the beginning of the holiday shopping season, so take the opportunity to build expectation and desire in your customers. If you decide to participate in these events, keep your communication consistent, focus on providing YDOXHWRFXVWRPHUVDQGUHLQIRUFHWKHEHQHWV

  • 'HFHPEHUAfter Thanksgiving weekend comes Cyber Monday. The term originated in 2005 to persuade customers to shop online. If you DUHQWVHQGLQJSURPRWLRQDOHPDLOVRQWKLVGD\your competitors probably are. Prepare an offer focused on this day of the year, so competitors GRQWJHWDKHDGRI\RX

    Once Cyber Monday is over, the countdown to Christmas begins the most important part of the holiday season and the time for your offer to really shine. In your Christmas SURPRWLRQFRQVLGHULQFOXGLQJDRQHGD\offer, a series of HPDLOVZLWKGLIIHUHQWGLVFRXQWV, VZHHSVWDNHV, or PHVVDJHVIRFXVLQJRQVKLSSLQJGHDGOLQHVDQGWLPHUXQQLQJRXW. Think through how each idea goes with your strategy and choose DSSURSULDWHO\WRPHHW\RXUREMHFWLYHV

    -DQXDU\-XVWEHFDXVH&KULVWPDVLVRYHUWKDWGRHVQWnecessarily mean the holiday shopping spirit is RYHU*LIWJLYLQJWLPHPD\EHRYHUEXWLWVQRWuncommon to see people looking for presents IRUWKHPVHOYHVGHVSLWHEHLQJOOHGZLWKChristmas goodies. So sell your inventory and clear those shelves while FRQVXPHUVDUHVWLOOLQDVSHQGLQJPRRG.

    Inspiration for Your Christmas Campaigns1RZWKDW\RXYHFRPSOHWHG\RXUFKHFNOLVWDQGWLPHOLQHIRUWKLV\HDUVKROLGD\FDPSDLJQVKHUHDUHRXUWRSLQVSLUDWLRQDOLGHDVIRUSURPRWLRQDOFRQWHQW7KLV\HDUZHUHGHOLYHULQJPRUHWKDQMXVWWKHVWDQGDUGLGHDVVRSD\DWWHQWLRQDQGPDNHWKLV\HDUVKROLGD\FDPSDLJQVVSHFLDO

    $VNDERXWSUHIHUHQFHV'RQWZHDVFXVWRPHUVZDQWWRJHWRIIHUVrelated to our interests? Make sure your content, offers, bundles and special deals are WDLORUHGSHUIHFWO\IRU\RXUVXEVFULEHUVQHHGV

    Just send a newsletter or autoresponder sequence that will return information about what your subscribers are looking for as a gift this year.

    5HPHPEHUDXWRUHVSRQGHUVDQGFOLFNWKUXGDWDDUH\RXUEHVWIULHQGV

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    7KH'D\VRI&KULVWPDVAdapt the old English Christmas carol The Twelve Days of Christmas for a holiday campaign that delivers a series of gifts of increasing value or a series of offers that build FXPXODWLYHO\MXVWOLNHWKHVRQJ

    Thanks to GetResponse Autoresponders 2.0 you can easily set up such a campaign by creating each message LQDGYDQFHDQGVFKHGXOLQJLWIRUDXWRPDWLFRQGD\delivery.

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    %ODFNRXWF\EHUKXQWLet your subscribers help you decide which products would be most popular for Black Friday and Cyber Monday special deals.

    6HWXSDWKUHHGD\DXWRUHVSRQGHUF\FOHZLWKFDWHJRULHVRUproduct offers that your subscribers can vote for. Analyze click rates and prepare perfectly tailored special deals that ZLOOEHVROGRXWLQVHFRQGV

    +ROLGD\FKDULW\HIIRUWVThere are places all around the world where holiday gifts are scarce. Show your human face and offer to share part of the income with charitable organizations to make an XQIRUJHWWDEOHLPSUHVVLRQ in poor parts of the world.Inform subscribers about this in a separate newsletter or in a banner inside your holiday promotion emails.

    3RVW&KULVWPDV'HDOVOffer your subscribers related products, upgrades, additional GHDOVRUDGGRQVIRUWKHSURGXFWVthey bought during holiday campaigns.

    *LIWFDUGVDUHSRSXODUQRZDGD\V, so make sure recipients know how to use them. ,Q\RXUSRVWKROLGD\HPDLOXVHDCTA, banner or image to deliver the details to your subscribers. You never know a subscriber may have received a gift card that can be redeemed for your products or services.

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    This way you can sell out your remaining holiday bundles and make customers happy with low prices and information about how to claim what they are eligible for.

    6XPPDU\Whether you offer groceries, electronics, or interactive services, make the most out of your KROLGD\FDPSDLJQVWKLV\HDU+HUHVRXUPDLQrecommendation for all of you marketers out WKHUHDVNDQGJLYH

    Play with your offers and holiday bundles, and let the customer decide what they would like to get as a 2013 Special.$ORQJZLWKWKHDERYHLQVSLUDWLRQKHUHVRXUZLVKIRU\RXPD\WKLV\HDUVKROLGD\FDPSDLJQbe fun and rewarding.

    2K\HVDQGGRQWIRUJHWDERXWPRELOHRSWLPL]DWLRQ(YHQ6DQWDKDVDVPDUWSKRQHQRZGRHVQWKH"

    Look Book

    6QRZDNHVUHGEDFNJURXQGVUHGEXWWRQVRU6DQWD&ODXVZKDWV\RXUUHFLSHIRUChristmas newsletters?

    Christmas is the time of the year when FXVWRPHUVH[SHULHQFHDQHPDLORRG

    %HORZDUHH[DPSOHVRIVWDQGRXWnewsletters that raise the bar for holiday email offers.

    Picture 1 Skys HD Christmas newsletter

  • 13

    Picture 2 Starbucks Christmas gifts newsletter

    Picture 3 Christmas apparel deals

    Picture 4 Mattels Cyber Monday DealsPicture 5 Targets Black Friday newsletter

  • 14

    Picture 6 Lillian Vernons Christmas Newsletter

    Picture 7 Barnes & Nobles Christmas deals

    Picture 8 JCP Christmas wishes

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    Picture 9 Backcountrys Christmas dealsPicture 10 NBC family Christmas wishes

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    ConclusionIn this Christmas Guide we aimed at introducing VRPHLQVSLUDWLRQIRUWKLV\HDUV&KULVWPDVVKRSping campaigns.

    *RZLWKFODVVLFVQRZDNHVGHOLYHURIIHUVLQKLJKGHQLWLRQOLNH6N\FRXQWGRZQWKHGHDOVlike Starbucks, turn off the lights like Target in their Black Friday newsletter, speak to the ZKROHQDWLRQOLNH-&3VKRZDSDUW\6DQWDOLNHBack Country, or send holiday wishes from your entire team like NBC.

    You name it.Be creative this year. Make sure your newsletters stand out. Deliver deals and wishes that are perfectly tailored to subscriber expectations. We wish you great return on investment, increased sales and Merry Christmas!

    Mack GorskiEducation ExpertGetResponse Email Marketingwww.getresponse.com

    HPDLO PDFLHMJRUVNL#JHWUHVSRQVHFRP

    0LFKDHO/HV]F]\QVNL

    Education ExpertGetResponse Email Marketingwww.getresponse.com

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    Authors

    0DF2VVRZVNL

    Director of EducationGetResponse Email Marketingwww.getresponse.com

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