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Best Practices for Email Marketing on Holidays

Category: Email Marketing

Written by: Tony Adragna

Posted on: September 3, 2018

America loves holidays. Whether it’s Labor Day, Christmas, Independence Day, or the multitude of other holidays that are celebrated, holidays are typically a cheerful time. They’re a time to get together with family, have some time off work, and possibly run across a sale at a favorite store.

As a business, you should have a plan in place to reach out to your audience during some of the most popular holidays.

Holiday Email Marketing Tips

Know the Holidays

This one is obvious, but it has to be mentioned. Your business should be aware of when holidays are that your audience observes. In America, the most important holiday season spans through November and the end of December, with Thanksgiving, Christmas, and New Years all happening within that span of time.

Other popular holidays include:

  • Memorial Day
  • Labor Day
  • Independence Day
  • Mother’s Day
  • Father’s Day
  • Valentine’s Day
  • St. Patrick’s Day
  • Easter
  • Halloween

Depending on your audience, there might be other important days that you want to highlight as ‘holidays,’ like the first day of spring.

Send Early

If you’re running an email promotion for a holiday, start letting your audience know about it early. If you send your first email about the promotion on the day of the holiday, it might get lost in the shuffle. Instead, start promoting early and send reminders to your audience leading up to the holiday.

be-personableBe Personable

Try to avoid vanilla emails that don’t add much value to your subscribers’ inboxes. When they open up your email, it should be personable and add value to them. Otherwise, your subscribers may be less apt to open future campaigns from your business.

Have a Plan in Place

One of the worst things you can do is to remember a holiday is near, throw together a quick, sloppy campaign, and send it to your audience. If you truly want to use holidays as a chance to send marketing campaigns, then they should be properly planned and strategized. Treat the campaigns just as you would any other campaign.

Subject Lines Matter

This isn’t a unique concept to email marketing, but subject lines still matter when it comes to your holiday email marketing. Items like seasonal emojis or holiday themes in your subject lines can help entice your audience to click into your email.

Utilize Past Data

Look at your data from past holiday email campaigns and use that data to your advantage. Did an emoji in your subject line help email open rates? Use one again! Did a text-only email help drive clicks to your site? These are obviously just arbitrary examples, but utilize the data that you’ve been given to help drive opens and clicks from your email campaigns.

Email marketing is a viable way to reach your audience and bring value to their inboxes.

Unfortunately, a lot of marketers make major mistakes when it comes to email marketing. Be sure you’re avoiding the common mistakes by clicking below.

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