We hope you’ve been enjoying our series on how to tweak your holiday campaigns for success!
In Part 1, we talked about creating compelling subject lines and using personalization as a way to stand out in the inbox during the holidays. In Part 2, we discussed how to set the right goals for your holiday email campaigns.
Now, in Part 3, we’ll discuss why looks matter. No, we’re not being shallow! When it comes to email, the look and feel is very important – especially during the holiday season. Lending some visual pizzazz to your messages is a great way to let your subscribers know that you’re ready to help them celebrate.
So what’s the best way to show your readers that vibrant holiday spirit – without overshadowing your brand or distracting them from your call to action? Read on to find out!
Yes, Virginia… Looks Do Matter
Now that your subscribers have opened your email (thanks to your incredibly compelling subject line!), what do you want them to see?
As we all know, the holidays are a time of year when you can have some fun with decorating. Just like in your neighborhood, some folks take “over the top” to a whole new level (see photo above!), while others like to keep it subdued and sophisticated.
Whatever your style, take advantage of the opportunity to add a little sparkle and fun to your email template designs.
You could keep it simple and include an ornament or two in your usual header, or go all out with a special design including holiday lights, trees and even a picture of old St. Nick. But you don’t have to go crazy; even a subtle design change will make your email stand apart from your regular look – and create a sense of urgency by reminding your readers that the holidays are almost here!
All that said, sparkle and pizzazz are great, but your CTA is still the most important part of your email.
We recommend using buttons for your calls to action, rather than hyperlinks. They stand out, are easy to find, and make it clear to the reader what the next step is.
We also suggest an introductory line of text above the CTA buttons to make it absolutely clear what you want the reader to do. For example: “Want early access to our holiday deals now?” or “Get a sneak preview of our holiday collection below!”
Finally, make sure your emails look beautiful – and that they work perfectly – on every type of device.
This is especially important during the holiday season. Many people are probably not spending a lot of time at home sitting in front of the computer at this time of year; they are running around purchasing gifts, treats, and decorations! And they need to be able to see and respond to your messages on their mobile devices while they are out and about. What a great advantage to be able to get the attention of your subscribers at that crucial moment – while they are already out shopping and spending!
What about you? How do you change the look, feel and functionality of your email campaigns to reflect the holiday season? Let us know in the comments.
In the meantime, below is our list of key dates during the holiday season to help you with your planning:
KEY DATES – HOLIDAY 2015
Monday, October 12: Columbus Day – start your preview/teaser sends this week
Monday, November 2: Let the (reindeer) games begin – Holiday campaign season has officially arrived
Wednesday, November 11: Veteran’s Day – time for a pre-Black Friday sale?
Monday, November 23: Cyber Week begins
Thursday, November 26: Thanksgiving Day – offer early bird specials?
Friday, November 27: BLACK FRIDAY
Saturday, November 28: Small Business Saturday
Tuesday, December 1: Giving Tuesday
Sunday, December 6: Hanukkah begins
Monday, December 7: Green Monday – busiest shopping day in December
Monday, December 14: Hanukkah ends
Friday, December 18: Last chance for ground shipping
Wednesday, December 23: Last day for rush shipping
Friday, December 25: Christmas Day
Saturday, December 26: Boxing Day – post-holiday sales begin
Thursday, December 31: New Year’s Eve
Friday, January 1: New Year’s Day