Hurry, there isn’t much time left to squeeze in those extra holiday sales. And if you’re looking for that last-minute push to bolster your end-of-year profits, there is no better option than email marketing.
Unlike most other forms of marketing, there is very little financial risk in email. You could spend a fortune trying to acquire some last-minute shoppers via paid search or social media only to impact your profit margins. Or you could send an email to people who already know and trust you and are happy to spend money with you.
A well-timed email to your active subscribers could set you up for a happy and prosperous new year, but at this late stage in the game, you must get the message right.
This means:
- Careful List Segmentation: Segmenting your lists and sending carefully selected offers based on previous engagements will give you a much better opportunity to make a last-minute sale than a more general (spray and pray) email. Whenever possible, try to offer a complementary product to a previous purchase. For example: if someone has purchased a camera, he or she may also be interested in a tripod, bag or other related accessory.
- Highlighting Shipping Options: Expedited shipping is never more important than in the run-up to the holidays (you might even be able to charge more for it). Highlight last shipping dates in your subject line, in your email copy and on your website (and make sure you can deliver on your promises).
- Promoting Digital Products: While you might have left it a little late to sell physical products and services, there is still plenty of time to sell digital downloads (great for all those tablet computers and other mobile devices that find themselves under the tree at this time of year) and gift cards.
- Premium Pricing: Now is not the time to start discounting. When people have left their holiday shopping this late, bargain hunting is not an option.
- An Obvious Call-to-Action (CTA): When people are in a hurry, they haven’t got time to work out what you are trying to sell. Make your CTAs big and bold and (very important) mobile friendly.
- Acting Now: There is no time to waste. Thankfully, email is so quick and efficient, if you have stock to sell, there is no reason why you couldn’t set up and send an email in the next couple of hours.
Consider this your last call for email marketing success this holiday season. Let’s hit those lists one more time and get ready to celebrate.
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