The Importance of a Last Minute Holiday Email Blast

2016 is drawing to a close this week and along with it your last opportunity for a sales promotion.  With attention now turned to Q1 of 2017, it’s time for one last holiday email blast to clear off your shelves and start fresh for the New Year!  

Typically, brands offer steep discounts the week leading into New Year’s Eve.  The goal is to give customers a taste of what their product line has to offer and to also get rid of inventory on the shelves and, in turn, claim that revenue for 2016.   

Why are they so important?

Well, for starters email marketing has a 3800% return on investment!  To put that into perspective, for every $1 you spend towards email marketing, you can expect a $38 return.  As you can see, email is an extremely effective way of engaging your customer base.  

That said, creating a meaningful campaign takes some work.  We live in an attention economy so every detail matters, from the subject line to the graphics you choose to include.

As online retailers closing out their holiday season, you can expect many to increase the amount of email blasts they send out to further entice shoppers toward their brand.  Get ready...

Create Buzz!

The job of any eBlast is to create buzz around an item, service, or information that can make your customer’s life easier.  These can come in the form of a company newsletter about changes or advances you’re making in your business, a new sale, new products, or a piece of content marketing that you’d like to feature from your company’s blog.  

The main goal for any eCommerce store should be to keep your brand at the top of your customers mind, an important step in retaining your shoppers.  

Time is money for everyone and with the increase in email traffic it is critical not to overwhelm your audience.  Keep your copy to 3-4 sentences and let images do the rest!  

Services

This is often a matter of personal preference, but we recommend platforms like Mailchimp, Constant Contact, or Campaign Monitor.  Choose a service that is easy for you to use so that you can plug and play and have your platform automize the rest.   

Last Minute Tips

It is crucial to adhere to the regulations within the CAN-SPAM Act which include, labeling the message as an advertisement, including an unsubscribe button, and excluding deceptive subject lines.  

It’s also great to include a way to get in touch with a representative at your company in the footer of your email.  It gives the message a more human element and lets your customer know that if they have a question about anything stated above, they have someone on your team they can reach out to.  Trust us, this goes a long way!

Conclusion

Ensure your eBast campaigns don’t come across as spam and always include an unsubscribe line, per CAN-SPAM regulations.  A/B test subject lines and content whenever you can so you can optimize future campaigns for the best results.  Remember, a successful campaign will produce an open rate of 22% or above so strive for that metric and if you aren’t meeting it, reevaluate your content.  Good luck!  

Any other reasons you’re using an eBlast this holiday season?  Let us know below!


 

Sources

http://www.poln.co/blog/2016/10/13/what-is-an-email-blast-and-how-does-it-work