The holidays are kicking into high gear. It’s not even Thanksgiving, yet we hear Christmas music blaring through our neighborhood shopping malls, cafés, boutiques, and just about every other public place you can think of. It almost seems as if the holidays come earlier and earlier each and every year. So what does that mean for your business? Are you ready to cash in on your holiday marketing sales?
When projections have been made that people will be spending 3.5% to 4% more in 2012 than in 2011, companies are fighting till the death for attention in the inbox. If you need more of a reason to start marketing for the holidays, view a recently published blog article entitled, Christmas In October. Amidst this holiday season, you may feel the pressure of the hype and be tempted to get your brand name out there in any form or fashion, without any attention to detail or a solid foundation of an effective holiday email marketing strategy. There should be a method to your madness to ensure that your message captures the interest of your target audience and calls them to action.
Before hitting “send,” you must establish a firm understanding of the psychology of holiday shopping and how to cater to the emotions of your target audience.
Unless your name is Ebenezer Scrooge, I can guarantee that you are slightly more emotional during the holiday season than you are at any other time of year. I’m not saying that we all fall prey to any advertisement with children and/or puppies, but we are all definitely in more of a giving spirit and buying state of mind. Our normal reaction toward buying a laptop computer in July might be, “That’s way too expensive. I would rather wait until it goes on sale.” However, in the time crunch that we all experience during last minute holiday shopping, that price tag suddenly doesn’t seem so bad. All previous conceptions of reason and logic are trumped by the excitement and sense of urgency surrounding the holiday season.
So, how exactly can you tap into the emotions of your target audience?
1. While inexpensive prices and seasonal discounts may be an important selling feature any other time of year, it may be more effective to focus on nostalgia, family, and the overall feelings of happiness that surround the holiday season in your email creative.
2. Take advantage of the time pressures that your customers feel this time of year. Urgency is perhaps one of the most powerful emotions, especially during the holidays. Tap into the impulse buying habits of an overwhelming majority of the population that wait until the last minute to begin their holiday shopping. People will be more inclined to make immediate purchasing decisions when they are faced with deadlines.
3. Make it easy for your customers to buy from you. Don’t waste their time by sending them through a maze before they reach their end goal. Your call to action on your email creative must be compelling and easy to spot, and your landing page must be informative, relevant, and easy to navigate. Otherwise, your ROI (return on investment) will be significantly compromised.
So, what do you do if you don’t have enough customers to send to this holiday season? Have you thought about marketing to third-party optin email lists to generate mass exposure of your products or services? Our Guaranteed Opens Program is specifically geared toward marketing your general business or consumer offers to those that have requested to receive promotional advertisements relevant to their specific interests.
However, if your offer appeals only to a specific demographic, you would benefit from targeted email marketing. A quick browse of our Email Marketing Master File will allow you to select your audience based on a wide variety of targeting criteria.
It’s not too late to begin marketing for the holidays. Head into this holiday season with a few good strategies under your belt, and you’ll be ready to cash in by the New Year. Don’t sit back and think you have plenty of time because you don’t and you know what will happen. You’ll screw up exactly the same way you did last year. Get all of your marketing materials finished early. Have everything ready, including your media buy to give you plenty of time to test and make sure everything is working as it should.