With the competition jostling for the customer’s attention, your email marketing needs a carefully thought out strategy during the holiday season. Christmas is a time when you can be heavily rewarded for your efforts, but also lose out if you broadcast emails without a plan. But how do get your emails into the inbox, opened and responded to?

Christmas starts earlier than you think

Well before the 5 stages, however, Christmas lights start to spring up. Not in the real world, but online. As early as September, people begin to search for gifts. Email marketers have an opportunity to get their foot in the door at this moment. You might think that it would be odd, but starting you email campaign as early as August makes you more memorable. This is the best time to send emails that offer gift ideas, or a newsletter instead of a sales mailer.

1.       Preholiday

This is between the 1^st and 25^th of November. Unlike September, when people could be merely looking for gift ideas, this is a purchasing stage. Therefore, your email should be personalised, providing gifts that may be of interest to them.

2.       Black Friday, Cyber Monday

These are relatively new to the South African landscape. However, Black Friday and Cyber Monday are fast catching on. The thought of getting a product for nearly half its price is too much to pass on for most consumers. So if your business is taking part in the deals, an email showcasing your discounted products is a good idea.

3.       Christmas Countdown

From the 1^st to the 24^th of December, the Christmas countdown is a perfect time to ramp up the amount of emails you send you customers. Although regular emails are a good idea, remember to keep them consistent.

4.       Christmas

Even on Christmas day, you’re encouraged to send an email to your customers. This won’t take the form of a sales mailer however. Rather, it should be a seasonal greetings or mailer of gratitude. Therefore, the best kind of email would be a newsletter.

5.       After Christmas

After Christmas, most of your audience are still in the festive mood. They’re now gearing up for the New Year. However, they may have spent most of their money. Here is the best time to offer another sale where you offer competitive deals.

Just before the Christmas rush kicks in, you must be prepared. Your digital strategy must be in sync with the stages of Christmas shoppers, allowing you to provide a service or product that customers will find valuable. Remember to nurture your audience, and if you don’t have a large enough crowd for emails, grow it well before. If you successfully do so, you can look forward to a highly profitable Christmas period.