Christmas: a period marked by gifts, cheesy family jokes, lazy afternoons in front of festive films and everything yummy or, for retailer marketers, the time to get down to some serious business. Whether consumers are shopping for presents, food, trimmings or party outfits, they want more and they’re spending more. This is the busiest time of year for retailers all over the UK but to make the most of the consumer mania, your business needs to take action.
Many Christmas advertisements and marketing campaigns are already in full swing but as we’re still in November, there’s still plenty of time for an email marketing campaign. Email marketing is a quick and effective method to directly target your Christmas-eager audience with personal, fun and converting concepts. So, here are 5 ideas that will help you get in with the festive marketing frenzy and boost your Christmas sales:
1. Send a Christmas E-card
In the run up to Christmas, marketing emails are swarming consumer inboxes thick and fast. Masses of businesses get on the bandwagon every year and they start early, upping their game as the time approaches. Yet, a nice way to stand out from the rest is to send your customers a Christmas e-card. Simply personalise to their name, thank them for their custom and wish them a Merry Christmas. You’re spreading the festive cheer, making your customers feel valued and most importantly, reminding them of your brand.
2. Offer a Discount
Although discounts are one of the most widely used tactics in the email marketing stable, they are also one of the most effective. Your existing or potential customers may have no intention of buying from you but offer them a deal and it’s a different story. How do we know this works? Because we’re all guilty of giving in to a tempting percentage off. A discount offer pops up in our inbox and all of a sudden we’re telling ourselves: “oh yes, I could do with one of those actually”. Discounts are the power behind impulse buys and your chance to drastically increase your sales.
Boost your campaign even further by incorporating some personalised remarketing – show items that consumers have previously viewed but not purchased. Plus, promote the discount as a gift – it’s your way of saying thank you for their custom.
3. Offer Free Delivery
Christmas shopping in town: a stampede of people on a mission to grab those last minute gifts, queues that run the length of shops and the annual manoeuvre between trolleys so overloaded with food that it won’t be finished off until next summer. For many people, it’s all part of the festive fun but for others, it’s to the internet that they go.
An increasing number of people are turning to online shopping at Christmas, to avoid the frantic rush and save time. Boost their online custom and encourage more of your customers to change their shopping habits by offering free delivery. Add a time limit to create that feeling of urgency and introduce it a while before and then again much nearer to Christmas, to cater for those last minute shoppers.
4. Create a Christmas Competition
Gamification is hot in the marketing world and introducing the concept into your Christmas email marketing helps you to tap into the festive fun of the period. Set up a one-off competition where your customers can win discounts or prizes, create an online Christmas-themed game or simply ask your audience to like your social media page to be entered into a draw. The opportunities are out there so use your imagination to get more email opens and drive further action from consumers.
5. Offer a Christmas Gift Guide
Although consumers are free to browse what you have to offer instore, online or both, many still like the idea of snuggling up on the sofa and having a good old flick through a Christmas gift guide. Send emails that offer your customers a FREE guide that they can either download or have posted, to offer them an alternative way to shop. The guide is also your opportunity to place gift ideas centre stage, exposing your customers to products that they may not have actively looked for.
The Christmas period offers great opportunities for your email marketing but just remember, you’re not the only business in the game. Take the time to be imaginative, creative and give your customers what they want to make the most of the shopping swell and get that extra sparkle of sales from your business.