How to Engage Your Customers with Holiday Email Marketing in 2020

Holidays are a great way to engage with customers. It is a chance for the company to take a break from its regular routine and do something special for its customers. At the same time, it’s a chance for the customer to have some fun and reflect on the past year. As markets become more digital, customers have more ways to access information and products and it’s important that businesses continue to take advantage of this.

The Importance of Email

Email remains one of the most popular and effective methods of communication. In fact, a whopping 94% of adults in the U.S. use email, and 77% of those actively use it daily (HubSpot Blog, 2020).

With mobile phones becoming more popular and people relying more on their mobile phones for daily tasks, the opportunity to reach customers through their phones has increased. And, because so many people use email on their mobile phones, it means that customer engagement through email on the go is now possible.

Further, 62% of adults use email on their desktop and it’s the most used method of communication there, too (Statista, 2020). So, even if customers are not on your website, they may be on your email list and open to receiving communications from you.

Why Now?

With the world focused on staying at home and working from home, businesses across the globe are now seeking opportunities to engage with customers. A/B testing has shown that when customers receive communications from businesses during a pandemic, they are 60% more likely to buy the product or service in question (Oberlo, 2020).

In the world of digital marketing, there is a term known as “real-time marketing.” What this means is that brands can engage with customers in real-time as soon as they have a new product or service to promote.

If you’re wondering what products and services businesses are promoting during this time, consider monitoring forums such as Twitter during weekday morning hours. You’ll see many brands promoting products and services related to life and health, travel, and leisure, as well as technology and computing. (Tweetdeck, 2020)

Similarly, if you check social media channels during regular hours, you’ll notice that the content is mostly related to daily life, family, and fun. Though these channels were initially built for customers to connect with brands and build relationships, these days, users are more likely to want to engage with content related to their interests.

Digital Marketing Vs. Traditional Marketing

In order to have an effective marketing campaign, you need to understand the differences between digital and traditional marketing. While these strategies both use online platforms to engage with customers, they differ in many ways. (Statista, 2020)

For example, consider email marketing. While you might send out a traditional letter to customers to promote your business, digital marketing allows you to send out a custom email to someone who has expressed an interest in your product or service.

You can also use digital marketing to target consumers who have visited your website or engaged with your brand through other social media platforms. This is known as retargeting and it’s a popular option during the holiday season when people are thinking about gifts for their loved ones. (Aberdeen, 2020).

The Timing

When it comes to the holiday season, the best time to send out an email is right when the person opens the email. This is known as “click-through rate optimization” and it can increase conversion by 5% or more. (HubSpot Blog, 2020).

If you want to take advantage of this window of opportunity, you need to send out the email before the holidays are over. This way, people have time to read the email before the gift-giving season begins and it gives the business some recognition during the holiday season.

Personalized Email

Even if you don’t sell products related to social media, it’s a good idea to integrate the platforms into your marketing strategy. (Retrain, 2020).

Why? It’s simple. People on social media are already familiar with your business. If you want to engage with this audience, you can upload a personalized message to each email.

This approach will not only make your customer feel like you’re taking the time to communicate with them personally, but it will encourage them to continue engaging with your brand. In fact, 79% of adults use social media to obtain information about brands or products they’re interested in and 21% use it to ask questions about brands or products. (Statista, 2020).

Even if you don’t sell products related to social media, it’s a good idea to integrate the platforms into your marketing strategy. Why? It’s simple. People on social media are already familiar with your business. If you want to engage with this audience, you can upload a personalized message to each email.

This approach will not only make your customer feel like you’re taking the time to communicate with them personally, but it will encourage them to continue engaging with your brand. In fact, 79% of adults use social media to obtain information about brands or products they’re interested in and 21% use it to ask questions about brands or products. (Statista, 2020).

Content Marketing

If you’re looking for ways to engage customers without using email, consider content marketing. This involves creating and distributing content such as blogs, articles, case studies, and videos to attract, engage, and delight customers. (HubSpot Blog, 2020).

The best thing about content marketing is that it doesn’t require a huge budget. You can simply hire content creators to produce quality content for your business. At the same time, you can also repurpose content across different platforms to enhance your marketing strategy.

Oberlo Blogger’s Takeaway

To end this blog post, I want to leave you with a takeaway tip. When it comes to engaging with customers through the holiday season, you can use email marketing to send pre-written holiday messages to customers. Alternatively, you can write individualized messages for each customer as part of your marketing strategy.

If you want to take advantage of this important marketing opportunity, then use email marketing to send out your pre-written messages. To improve your conversion rate, you can use A/B testing to see which ones perform better.

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