3 Last-Minute Holiday Email Marketing Tips
From now until January, retailers and marketers find themselves in the most lucrative time of the year. As consumers shop for holiday deals online and in store brands will be fighting to stand out amongst the crowd of competitors. During this busy time of year, email marketing remains one of the most tried and true ways to reach consumers. In fact, according to a recent Yesmail report, 83 percent of marketers sent holiday-specific emails in 2014, up 32 percent from 2013.
With inboxes (and more importantly attention) reaching capacity, one might assume that this channel has been oversaturated. However, despite the influx of promotional marketing emails during the holidays, consumers are still engaging at a consistent rate. Holiday emails in 2014 received an average open rate of 14.2 percent, which remained steady both quarter-over-quarter and year-over-year. In other words, consumers are paying attention to marketing emails during this time of year and brands need to enhance their creative execution to capitalize on these customers ripe to purchase.
Here are three ways email marketers can catch the attention of shoppers as we approach the final stretch towards the holidays:
1. Countdown Timers
Many shoppers wait until the last possible minute to make holiday purchases. Marketers can reach these procrastinators by creating a sense of urgency within email content. If shoppers feel they need to make an immediate decision as they may miss out on a deal or an item will sell out, they’ll be more likely to convert.
One way to create this sense of urgency is with countdown timers. By alerting customers of a specific number of days, hours or minutes left to receive a deal, they’ll be more likely to pay attention and make a final decision before the clock runs out. The functionality is simple and advanced enough to count down in real time as consumers read the email to provide a personalized experience and motivate them to act fast. For last minute shoppers, a sense of urgency is often just what they need to make a final decision and to add in a fun twist highlight the countdown timer with something that is relevant to your brand or the holiday season.
Kyle Henderick is the senior director of client services at Yes Marketing, where he is responsible for helping major clients implement new programs, processes, and data-driven strategies to create campaigns that truly drive revenue. With a passion for technology implementation and a background in database, email, web, and social media marketing, Kyle turns his real-world experience into executable tactics to help clients see an incremental lift in revenue, subscriber engagement and customer retention.