The 12 Days Of (Email Marketing) Christmas – Pt.4

Welcome to the last in the series of my 12 days of (email marketing) Christmas! For those of you who have been following parts one, two and three, you should have well over a week’s worth of tips, tricks and advice. But I’ll be rounding out the dozen with a few more gems to take you into the new year.

Hold tight!

On the tenth day of Christmas, my email marketer said to me: “Keep it snappy”

The stresses and excesses of Christmas bring with them a certain growing frenzy as the big day approaches. Your customers don’t have the time or the inclination to sit through barrages of lengthy marketing at this time of year- less is definitely more. Consider your priorities when coming up with messaging – if you can say one phrase to your customers, what do you want that to be? More importantly, what will provide them with most value and take some of the stress out of their life (while increasing your conversions, of course!)

On the eleventh day of Christmas, my email marketer said to me: “Charity starts via email”

There are plenty of worthy causes out there, why not use Christmas as an opportunity to give something back. Different brands manage this in different ways – most recently Google did a great job with its Chrome for a Cause campaign where opening tabs in the Chrome browser would allow the user to then donate toward a charity scheme. Consider what works for you and look at how you can use email to get people involved.

On the twelfth day of Christmas, my email marketer said to me: “An email isn’t just for Christmas”

If you’ve been following all eleven days of our tips so far, your Christmas email strategy should be a lean mean fighting machine, gaining you subscribers, increasing conversions and doing wonders for your reputation. But don’t let this increased momentum dwindle. Build on it in the New Year with follow-up campaigns! Use the information you have on Christmas orders to cross-sell and promote complementary products or after Christmas case. Use it as an opportunity to prove to your new followers that it’s worth staying subscribed for 2011!

Well, that’s it for another year – I hope some of these have been of help to a few of our readers.

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Tink Taylor, Business Development Director, dotMailer, has many years experience in the field of interactive electronic communications. Tink has wide ranging experience in introducing the concept of digital marketing to companies large and small. He is an elected member of the Direct Marketing Association's Email Marketing Council and also a member of the Internet Advertising Bureaus E-communications Council. Tink was a judge for the Email and Virals category at the DMA awards 2008.