'Tis the season for holiday email! With brands increasing their sophistication and send volume annually, we were delighted to contribute to Email Monks recent Holiday Email Success Guide.
See month-by-month tips to take you from October through January from Karen and the other experts. We still have a ways to go, so don't miss it!
Wishing you all the wonders of the season and the Happiest of Holidays from all of us here at Synchronicity Marketing.
If yours is a retail or e-tail business revving up your holiday email marketing engines, this advice is not
for you (but good luck and Godspeed!)
If on the other hand you’re in the same camp as non-retailers - your email messages running the risk of being stampeded by the crushing annual blow of “buy now” retail promotional messages to consumer inboxes from September through December - read on.
Although some non-retail sectors (travel and hospitality among them) experience an uptick during the holiday season, most can’t count on the lion’s share of their annual revenues to cascade in during Q4. Still, that doesn’t mean we don’t have sales and marketing goals to reach; goals that email carries a lot of weight for.
So how do you break from the retail holiday marketing pack during the busy season and what (if anything holiday-related) type of email should you send?
photo credit: doug_wertman
If yours is a services business, B-to-B firm or solo-entrepreneurship, this time of year it can certainly seem like all the marketing focus is on retailers. Yet just because retail eclipses other industries during the holidays doesn’t mean non-retailers can’t take a few lessons from retail marketers and employ similar strategies in their own communications, especially email.
In the spirit of the season, here are three email marketing lessons non-retail businesses can swipe and deploy from holiday retail marketers. Here’s hoping they enlighten your email for 2011!
Vary frequency and cadence seasonally
Retailers live and die by the holiday gift giving season (hence the term “black Friday” for the day after Thanksgiving, traditionally the biggest shopping day of the year on which many retail businesses that haven’t yet made an annual profit will go from “being in the red” to “being in the black”). Even before the days of e-commerce, holiday messaging was much more frequent than advertising done at other times of the year. This increase is easy to see in the email marketing frequency of retailers, which goes from monthly or weekly to as often as weekly or daily during November and December.
It may not be at holiday time, but chances are there is a period or there are seasons when it makes sense to increase your