Christmas has been creeping into high street and online stores earlier and earlier every year, where years ago it was a shock to decorations showing up in early November, now Christmas food and decorations are appearing in stores from the end of August. If you haven’t already, it’s time for your business to begin the Christmas countdown, meaning the Christmas marketing begins now.
By now you should have started to plan or even released your email marketing campaigns building up to the festive season. With a number of benefits and ample opportunities for conversions over Christmas it’s important you get it right. With this in mind let’s look at some of the biggest Christmas email marketing mistakes your business could make and how they can be avoided.
Waiting Until Last Minute
Leaving your email marketing campaign until last minute is never a good idea, whilst many may not start their Christmas shopping until last minute in order to grab a bargain, leaving your emails until last minute is instead just going to leave you empty handed. Getting into the Christmas spirit early lets you remind customers early on that not only Christmas is on the way but that also your business is prepared and waiting for the festive season. If you leave it too late customers aren’t going to even consider your website, instead heading for your competition who’ve been sending out their emails a lot earlier.
Being a Grinch
We might not all love Christmas, that’s fine but if you’re looking to market your business and reach out to new audience then you still have to climb aboard the Christmas train. Nobody wants to buy from a company that seems to shun Christmas, not only does it make it look like you’re not involved in current trends and real time activities but it also makes your business seem miserable, out of touch and could put off many customers from buying from your business.
Running The Same Campaign Each Year
We all have some kind of Christmas tradition, from wheeling out the Christmas jumpers to decorating the tree a certain way but when it comes to your marketing you should never think about doing the same thing every year. When it comes to your email marketing it’s good to mix up your marketing each year, keeping it fun, fresh and constantly engaging. Nothing screams ‘boring’ quite like the same email marketing campaign every single year.
Thinking Only About Sales
Whilst your email marketing is mostly a tool to drive sales and leads, you can still use them to simply engage with your customers and build a relationship with them. Through offering a simple voucher or coupon code as a Christmas treat or sending out a ‘Merry Christmas’ email from your company and team you can engage with customers and still attract their attention without doing it in a massively sales driven, more authentic way.
Your email marketing campaigns are one of the most important aspects of your business, especially at Christmas. Without a well planned marketing strategy you can not only see an increase in traffic but also an increase in conversions which could lead to success well into the new year. Don’t make these fatal mistakes, get your campaign on the road to success and take advantage of the Christmas period.