Time it right
At this time of year, our inboxes are bombarded with emails from companies eager to grab our attention and our wallet. To make your email stand out, it’s key to time it right.
Firstly, you need to advise recipients that you are holding a sale, with the hope of ‘planting the seed’ in their head. Sending out a teaser campaign a few days ahead could pique interest, especially if it hints at some amazing Boxing Day Sale offers. Do some research to determine when most of your emails are opened and schedule your message as appropriate. You should be able to clearly see the optimum day and time to send your communication.
Come Boxing Day itself, most consumers tend to log on early, keen to snag that deal. Therefore a quick, clear message sent in the morning could encourage them to visit your site over a rival’s.
Divide and conquer
Segmenting your market is a vitally important component of successful email campaign; recipients prefer the personal touch and a blanket communication (which won’t necessarily be relevant to the majority of your database), could prompt them to unsubscribe.
That’s why it’s useful to implement customer relationship management (CRM) solutions; these enable easy segmentation of your list, allowing you to send targeted communications that are of value to the recipient, which are more likely to be clicked open.
Offer exclusive deals to email subscribers
Why do consumers subscribe to emails and newsletters? Because they are looking for rewards, naturally. They want offers, deals and discounts, especially over the Christmas period.
A sure-fire way to get them to your website is to provide some exclusive, email-only offers. No doubt they’ll then forward these offers to their friends – perhaps you could encourage them to via the promise of additional discounts – thereby extending your reach further and potentially netting you some more sales.
Offer exclusive deals to email subscribers
Why do consumers subscribe to emails and newsletters? Because they are looking for rewards, naturally. They want offers, deals and discounts, especially over the Christmas period.
A sure-fire way to get them to your website is to provide some exclusive, email-only offers. No doubt they’ll then forward these offers to their friends – perhaps you could encourage them to via the promise of additional discounts – thereby extending your reach further and potentially netting you some more sales.
Add some sparkle, but get to the point
As mentioned above, your recipients will receive a plethora of emails over this period, all promising the same outstanding discounts. For your email to attract attention, it’s worth using a nice template that catches the eye.
Don’t load it with content, though; your readers won’t want to plough through reams of text just to get to your offers. Some of the most effective Boxing Day Sales emails have simply presented the word ‘Sale’ alongside the percentage discounts, all linked through to specific pages on your website. Consumers are looking for convenience, so make it easy for them to arrive at precisely the right page if you want to encourage them to spend.
Remember to give your email a subject that gets noticed, too. It’s probably best to get straight to the point with a no-nonsense: ‘Check out our half price sale’, etc.
It would be arrogant to suggest that the success of your Boxing Day Sale relies entirely on your email marketing efforts. However, adopting some of the tips above could certainly enhance your campaign and give you a competitive edge that leads consumers to your site.