You already know the Christmas period is a lucrative time, but are you sure you’re making as much as you could be? You’ve got the website locked down and your campaigns finalised, but without effective email marketing, you could be missing out on a significant chunk of revenue. Luckily, it’s not too late to bring your emails up to speed.
Here are a few essential things you need to have covered:
Last year, £5.18bn of Christmas sales were made via mobile devices alone. And when you consider that responsive emails get 15% higher click-through rates than non-responsive ones, their significance becomes clear. If they aren’t uniquely optimised for smartphones, tablets and desktops, you’re in trouble.
Profiling and segmentation
Shoppers’ behaviour changes during this period, so you need to understand why and segment your emails accordingly. Using insights from previous years, you can determine what levels of personalisation will work best. Things to look at include typical basket values and whether they buy from you all year round or just at Christmas.
Abandoned basket contingencies
More baskets are abandoned over Christmas that at any other point in the year, so you need a clear strategy in place to handle it. Following up by email is absolutely essential, but you should also plan how you’ll entice them back. Discounts and other perks work well, but timing is everything.
Email effectiveness audit
This list has been in no way an exhaustive rundown of everything you need to consider. The best way of finding out how ready you are for Christmas is by getting an Email 360° audit. We'll evaluate your marketing, transactional and customer service emails for relevance, compatibility and creativity. Then we'll give you a full report of what needs to be done.
Learn more about Email 360°
Around 25% of your annual sales will soon be pouring in, so don’t lose them to your competitors. From Black Friday and Cyber Monday to the weeks before Christmas and the January Sales, your emails are the key to unlocking the most sales. Don’t underestimate them!