Want to Boost Sales This Holiday Season? Here Are 5 Tips to Make Your Holiday Email Campaign a Success

Want to Boost Sales This Holiday Season? Here Are 5 Tips to Make Your Holiday Email Campaign a Success

Opinions expressed by Entrepreneur contributors are their own.

If you’re betting on email to boost sales this holiday season, you have the right mindset. Last year, online retail sales grew 11.3% over 2020 to more than $218 billion, according to the National Retail Federation. Although the ease of pandemic restrictions will bring more people to stores, email remains an effective way to drive online revenue.

How can you use email to boost holiday purchases this year? With inflation hitting the highest rate in 41 years, you must make sure your campaigns have the best chance of landing in the inbox — and convert.

Here are five ways to prepare your email program for the busy shopping season ahead.

1. Increase your sending rhythm

Not all businesses send emails all year round. Some businesses only show up in customers’ inboxes when they run a promotion. If that’s your case, you want to consider ramping up your sending frequency ahead of the holidays. Your ability to reach the mailbox can be affected by how many emails you send and how often.

Mailbox providers consider sudden increases in email traffic suspicious as they could indicate spam. Before you launch holiday email campaigns, make sure to nurture your list with relevant, educational content. Keep a steady rhythm, and intensify it gradually before Black Friday to avoid landing in spam.

2. Check the validity of your contacts

The quality of your email list is vital to your email deliverability. Several studies show that email databases deteriorate by more than 22% every year. At ZeroBounce, we found that, due to the pandemic, 30% of our email data had gone bad in the past year. It is important to remove old email addresses before you send an important campaign. It can cause serious damage as bounces and spam complaints could send your emails to spam. A high bounce rate led to one of our customers being blocked by his email provider. Only when our customer validated the company email list did the email provider agree to reinstate the account.

You wouldn’t want to be blocked from sending emails during the holiday season, so check that your list is fresh and valid. Your bounce rate should not exceed 2%.

Related: Email Validation: A Critical Success Factor in Email Marketing

3. Use data to decide the best times to send

A compelling offer that goes out to a healthy email list already puts you ahead of the pack. To make your campaigns shine, remember past subscriber behavior when scheduling emails. This will help you to know when your audience is most likely open your emails.

So, when are the best times to send emails during holidays? The top performers are Black Friday, Cyber Monday, Small Business Saturday, Cyber Sunday and Thanksgiving, recent data from Oracle shows. The Oracle marketing research team suggests sending campaigns on Thursdays in order to influence weekend spending. The study demonstrates that click-to-open rates are 54% higher than Fridays.

Related: The Best Days and Times to Send Your Email (Infographic)

4. Test your emails on mobile

In 2021, more than 42% of Black Friday ecommerce revenue came through mobile, an Adobe study shows. It is important to test how your email renders on smartphones. It can make a huge difference in your revenue, especially during holidays.

Email testing tools allow you to test various aspects of your campaign and identify potential errors. For instance, an email can render correctly in Gmail, but not in Outlook, so pay attention to how your campaigns display with different providers.

Also, consider running all your emails through a spell checker and make sure all your links are functional and relevant to your audience.

5. Gather valuable social proof

If you’re like most businesses, you’re probably going to send many emails in the last two months of the year. One way to avoid repeating your content is to use lots of customer testimonials. Gather social proof such as case studies, stellar reviews, and awards worthy of mention before you send holiday emails. The perception of your product by third-party validation is a huge factor. It can often seal the deal for indecisive prospects.

Final tips to make your holiday email campaign a success

Running an email campaign during the holidays can be nerve-racking. Many business owners and marketers are anxious about scheduling emails.

To ease the tension, start early. Before you send your first email, have a plan and strategy in place. A checklist is also helpful. You can include everything you and your team need to do, from defining your offers down to making sure you have the right tools.

Proper planning can bring calm and confidence to your holiday season.

Read More