The holiday season should be a jolly time of the year as it can be the most profitable quarter of the year. Research says that 1-in-3 Americans purchase based on impulse during the holiday season.
If you’re an innovative marketer, the holiday season is the best time to lure new leads and improve conversion rates. You can either encourage existing customers to purchase or think about new strategies and ideas to convert subscribers into paying customers.
Avoiding Email Marketing Mistakes
Nonetheless, email marketing can do more damage during this time than good as it's something like walking on thin ice. One wrong step and you will find yourself in the spam folder! It's time to discover what works best and what doesn't, so you can effectively learn how to avoid email marketing mistakes.
Take a look at the features that you must consider for having a successful and profitable holiday season.
Mistake #1 - Poor Planning
As Benjamin Franklin has once said, “If you fail to plan, you are planning to fail.” It’s never too early to plan for the holiday email campaign series. As the holidays are fast approaching, you should gather some thoughts on how you want the series to run. For example, Halloween is coming, so you should look for the best templates that stand with your brand values.
By starting early, you are giving yourself an ample amount of time to take care of any last-minute changes or plugin mistakes.
If you send out a campaign that hasn’t been adequately planned, you are making a critical mistake that can cost you several subscribers.
Mistake #2 - Irrelevant Content
The majority of people in your email list are big fans of the holiday season. Therefore, you should nurture their interests. By sending out campaigns with relevant information, you are encouraging higher conversion rates.
When it comes to writing content, you should take into consideration the following:
- Visual appeal: High-resolution images, GIFs, and Memes work better than ever. Furthermore, you should avoid photos that have watermarks as it looks unprofessional.
- Short and straightforward: As most of the subscribers will read the campaign on their mobile devices, the drive should be easy to read.
- Sales: This is the most appropriate time of the year to introduce sales language in your content.
A vast majority of businesses will add new products and services during the holiday season. So, if you’re thinking of the perfect time to introduce the new adventure, this is the most suitable period of the year.
Mistake #3 - Not Including a Countdown
Have you found the best countdown feature, and you don’t know when to use it? Worry no longer, you're here to learn how to avoid email marketing mistakes like this one. The holiday season is when you should use it the most. This strategy is being wildly in use in any industry. By giving the recipients a clear deadline, you are encouraging them to hurry up to purchase to get the products wished for the holidays.
If you want to stay ahead of the competitors, you can add urgency in the CTA buttons such as:
- “Purchase Now”
- “Shop Immediately”
- “Don’t Miss Out.”
Such action will apply pressure on the subscribers. No worries, a little pressure does not harm. Many companies use force on the customers for Black Friday. Hence, conversion rates can increase by up to 400%.
Mistake #4 - Emailing with No Alt-Text
This is a mistake not only during the holiday season but also every time you send a campaign. If you want to find out about the most common mistakes in email marketing, you should take a look at this article.
If you’re sending out an email with nothing but a single image with a hyperlink, you risk being flagged as spam and unsubscribe. The reason for this is because some people have blocked images. Without alt-text, the campaign will not display correctly. Take a look below:
As you can see, the message is hidden, and the content seems like chaos. Furthermore, you also risk looking unprofessional and slacking. However, much effort you are putting in the campaign, it will go down the drain.
Mistake #5 - Poor Segmentation
Segmentation is crucial at all times, and if done incorrectly it can spoil all your work. For example, studies show that those over 50-years old believe that emails in general do not appeal to them. Thus, it ends up lowering your chances of conversions and open rates - and therefore learning how to use it effectively is very important to understand how to avoid email marketing mistakes.
You should consider dividing your mailing list into different segments to show relevant information, products, and services to those interested. This can be an overwhelming action to take by yourself in a hurry. So, if you don’t give yourself time to do it properly, you can do more damage than good.
The list can be in different sections such as:
- Loyal customers
- Subscribers that have not made a purchase
- Demographics such as location and age
- High total transaction customers
By sending them targeted messages to each of those customers in the segments, you will encourage higher conversion rates. One-size-fits-all campaigns are not desirable in the holiday season.
But how can you avoid email marketing mistakes at times such as these?
Take a look at the following examples:
1. Brand Excitement
You can notice the number of colors used to create the campaign. The combination of colors is pleasant to the eyes. Furthermore, bright and high-quality images will put the recipients in the festive touch. Without a doubt, the neutral aesthetic complements the brand’s image.
Additionally, you should take a look at the creative subject line. The capital letters emphasize the excitement of Black Friday and the offers it brings.
2. Smart Word Choice
Everyone knows that it’s Black Friday. So, your subscribers will be sent hundreds of these emails daily. As you can see from above, the company does a great job of putting a spin on the words Black Friday. In addition to this, it also makes the recipients believe that they’re taking advantage of the sales presented.
The CTA button is also from an excellent word-choice. It makes the subscribers think that they have a wide selection of products to browse from. Hence, they will easily find what they’re searching for by following the CTA button.
Conclusion on Avoiding Email marketing mistakes
The effects of email marketing cannot be ignored during the holiday season. During this period, you are encouraging high-converting traffic. Additionally, it also gives you the perfect time to transform subscribers into paying customers. Therefore, it's highly essential to follow these guidelines and learn how to avoid email marketing mistakes - they can be very costly.
Furthermore, it’s essential to start planning from early to give yourself sufficient time to solve the problems that come up. Without proper planning, you risk making mistakes that can be damaging to the brand’s reputation.