3 Holiday Email Strategies To Drive Sales

Dec 21, 2018

With Black Friday and Cyber Monday over and Christmas coming up in less than a week, time is running out to take advantage of the holiday season.

As consumers shop for holiday deals and last-minute gift ideas for their friends and loved ones, brands (both online and offline) will continue fighting for their customer’s attention (and wallets).

If you’ve run out of ideas to drive sales during this holiday season further, don’t fret! We’ve got some quick and easy tips for you to implement.

1. Curate, easy-to-access deals for last minute shoppers

Fun fact, 40% of shoppers would have waited until the last ten days before Christmas to do their holiday shopping.

These people tend to be stressed out, looking for that one-stop store that eases all their gift hunting needs in a single visit and removes their stress.

Your job is to make this as easy as possible for them. Consider categorizing your products by easy-to-understand gift bundles and create a simple email to send out to your email lists:

Redmart and Lazada do a pretty good job at this in this sample email. Notice they also include a discount code to sweeten the deal and attract new customers to shop with them.

Bonus tip: if you offer any form of digital products like e-books, subscriptions or digital gift vouchers, showcase these products in the days leading up to Christmas (i.e now!) When it’s too late to get gifts delivered in time for Christmas, instant delivery products would help you gain some extra holiday sales and help some stressed-out gift hunters.

2. Personalised order confirmation emails

For shoppers who do purchase something from you at this stage, ensure that your post-purchase email sequences in place with a personalized order confirmation email.

This welcome email marks the start of your customer’s post-purchase customer journey with you and is a prime opportunity for you to continue exposing your brand to them, show related products they’ll be interested in or invite them to follow you on social media to keep building a longer-term relationship with your customer.

Even better, order confirmation emails boast one of the highest open rates compared to other marketing channels (boasting open rates between 50 to 60 percent!).

Why?

For those who regularly purchase online, you know the feeling after you hit checkout: The satisfaction of the purchase is replaced by into questions and unease.

“Did my payment go through securely?”

“Was my order received and confirmed?”

“If I navigate away from the order confirmation page, will I have a copy of the order details waiting for me in my email?”

Your customer heads to their email and anxiously hits Refresh, waiting for this email to hit their inbox. Sometimes, they expect this email to be delivered in seconds after their purchase.

Why not capitalize on this opportunity to throw in some personalized product suggestions and related items they’ll also like? Furniture retailer Crate and Barrel does this exceptionally well, adding in associated products and social media follow buttons at the bottom of their email for customers to engage with.

Source: ReallyGoodEmails

Even if you don’t have the rest of your tracking email sequence set up at this stage, optimizing your order confirmation emails opens up a critical after-sales contact point to build a long-term relationship with your customer.

Additionally, high open rates ensure another personalized and high-performing channel to expose your brand, and other marketing offers on hand.

3. Abandoned cart nurturing emails

Did you know between 47 to 72 percent of consumers experience checkout friction while shopping on mobile and abandon the purchasing process? On top of that, unacceptable shipping costs and options available rank among the top reasons for customers to not complete their purchase.

How many sales are you leaving on the table, especially in the days leading up to Christmas? It’s worth taking the time to resolve this issue and get as many abandoned cart shoppers to convert as soon as possible. Your goal here is to bring cart-abandoners back to your site, answer questions to ease their doubt and uncertainty and eventually convert.

A fantastic yet straightforward way to do this is through abandoned cart emails.

In a previous article, we shared a key reason for cart abandonment: insufficient delivery options offered during checkout and the lack of communication of delivery times.

With the festive period drawing nearer, time is of the essence.

Even if you successfully reignited your customer’s interest to purchase the items they left behind, they would be concerned about shipping times and costs.

Abandoned cart emails strategically communicate your shipping offers and delivery time cut-offs prominently (free and expedited shipping options take priority here).

With time ticking before Christmas, communicating delivery time to your customers can make a difference between a sale and a lost customer.

Keep these elements in mind while you create your cart abandonment emails:

  • Attention-grabbing subject line

  • Relevant header text

  • Description and attractive product photos

  • Shipping information (when available)

Tip: You can also ‘sweeten the deal’ by offering expedited shipping (same or next-day delivery) or a discount on the items in these emails if you do offer these options. Otherwise, consider directing them to an item that delivers instantaneously like digital products or subscriptions.

That way, even if you can’t deliver their items in time, you’ll still gain a potential lead and subscriber to nurture over the long run.

Armed with the appropriate abandoned cart emails and a suitable means to entice them back to purchase, you’ll convert potential lost revenue to sales during the last few days before Christmas and the rest of the holiday season.

Wrapping it up:

With just days before Christmas and the end of the end-of-year holiday season, you should have already rolled out the majority of your sales and marketing efforts. However, there are still further opportunities to look at to further boost your shop’s sales.

Explicitly target last-minute shoppers with curated deals and optimize your order confirmation emails; a key entry point (and marketing channel) to gain a long-term customer relationship. Strategically target customers and leads that abandoned their carts.

With these in place, you ensure that you are as thorough as possible in your end-of-year campaigns while also setting up for a long-term relationship with your customers.


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