Christmas also comes to your emails

Christmas is approaching and... Our email inboxes are on fire! Christmas shopping is the most important time of the year for brands. This quarter of the year reports between 20% and 40% of annual sales.This is a key period to differentiate yourself from the competition and maximise results.
At this point in the year, what role does email marketing play? It plays an essential and indispensable role. According to Experian's Holiday Marketer Study 2014, 71% of users say their actions are influenced by a brand's email marketing campaigns. In fact, as a result of a promotional email40% acknowledges making a purchase. Therefore, email marketing assumes a very important role when it comes to making a good Christmas marketing strategy.
To make a good email marketing strategy it is important to be clear about 3 points:

1. When should I launch my campaign?. It is very important to keep in mind that email marketing campaigns should start well in advance to meet user demand. Many people don't wait until the last minute to do their Christmas shopping, so give them the opportunity to enjoy what you want to offer them.
2. Who I want to target with my campaign. It is essential that segment your email marketing campaigns and be clear about what kind of targets you are going to address. The more personalised your emails are, the more effective they will be.
3. What I want my campaign to look like. It is important to be clear about what I want to convey with my emails so that I can give them the form they require (promotional emails, holiday greetings, reminders, gifts...).

Once it is clear what points I need to take into account when launching my email marketing campaign, let's take a look at what retailers do well in their emails and what you should never forget to include in your Christmas email marketing campaign:

• Being responsive. We have already talked on several occasions about the importance of adapting to mobile design to improve the user's browsing experience. The more facilities you give users, the more likely they are to buy.

H&M is now responsive. What about you?

• Being different. To stand out from the email crowd, you have to make a difference. Desigual is an expert in this. It always knows how to attract attention and stand out from the crowd. The email below is part of their 2015 email marketing campaign, which includes the video spot so you can celebrate with them this Christmas.

• Conveying the Christmas spirit. If the streets, shops, houses are decorated...Why not give your emails a Christmas touch? Get Christmas in your emails so that people remember that there are plenty of gifts to buy.

• Giving ideas. Help your most indecisive users find their perfect gift. It never hurts to be given a little push to make up your mind. HossNews gives you a hand and offers you gift ideas.

• Personalise your business. We love to be made to feel special. So make the most of your issues and make the most of them. That will attract their attention and... The chances of them opening your emails will increase!

• Offer promotions. Let's not fool ourselves. This is undoubtedly the element that most attracts users. At a time of year when people spend a lot of money, they are always looking to save a little here and there. Do like Cortefiel and offer promotions and deals and you'll see how they won't be able to resist.

 
For more information about retailers' use of email marketing in Spain, you can download our benchmark. "Email Marketing in Retail 2015"..