Love it or hate it, Christmas music is the soundtrack of the season. And perhaps our eggnog is spiked with a little too much marketing cheer, but it dawned on us that there are email lessons marketers can learn from these tunes. Really! Think we have one too many sugarplums dancing in our heads? Take these 9 holiday classics for example.
1. "The Christmas Song"
The title of this holiday staple is short, simple and straightforward, just like the copy for your subject line should be. People are only scanning their inboxes, so subject lines that are too cute or clever run the risk of getting skipped over if the immediate benefit to your reader isn’t clear.
But that doesn’t mean it has to be boring! “The Christmas Song” is packed full of vivid images (chestnuts roasting on an open fire, Jack Frost nipping at your nose), so use some compelling copy to get your audience opening and clicking.
2. "I Want a Hippopotamus for Christmas"
Every brand’s audience is different, so they want and respond to different things. Get to know your audience by paying close attention to your email results and periodically sending them a survey. Then take what you learn to segment subscribers accordingly and serve them the targeted content they really want from you. After all, you don’t want to keep sending five golden rings if it turns out that all they really wanted was a hippo.
3. "Sleigh Ride"
Like the subjects of the song, your audience is giddying up, giddying up, giddying up and going, especially during the holidays. That’s why it’s so important to design for mobile screens. Here are a few quick tips to make sure your emails are mobile ready: design in a single column; use buttons instead of text links for your calls to action; break up the content into sections with bold headings; incorporate lots of white space for quick scanning; and start with a responsive template – it will do a lot of the work for you.
4. “The 12 days of Christmas”
The 12 days of Christmas are tailor-made for an automated series. With just a little work on the front end, you can automate an email series to send a different special deal, exclusive piece of content or Lord a Leaping each day, if that's your thing. Once the series is set up, you can rest easy knowing that your true loves and subscribers are getting the right content at the right time, just as you intended. Sure beats doing it manually every day and feeling like you’re repeating yourself over and over again.
5. “Rudolph the Red-Nosed Reindeer”
Like Rudy’s red nose, don’t be afraid to try something a little different to surprise and delight your audience. If it fits your brand, include an animated GIF in your next send or put an emoji in the subject line to have a little fun. Then keep a close eye on your email results to see how it worked. You might just set your brand up as the leader that all the other reindeer follow.
6. “Winter Wonderland”
Spruce up your winter emails with new template designs that fit the season. It’s a great way for retailers to get subscribers into a festive, celebratory (and spending) mood.
7. “Frosty the Snowman”
During the holidays, your audience’s attention spans are shorter than Frosty’s lifespan on an unseasonably warm, sunny day. But there’s a glimmer of hope for marketers! The latest brain research shows that we can process images 60,000 times faster than text and that we remember text with pictures more than text alone. So grab your audience’s attention with a striking image at the top of your email. You and Frosty will be dancing again in no time.
8. “There’s No Place Like Home for the Holidays”
Help new subscribers feel at home with your brand by giving them a warm welcome. An automated welcome email, or better yet, a whole welcome series that includes a special offer for new members of your list is a great way to introduce your brand and inspire some loyalty. And they work, too. Subscribers who receive a welcome email show 33% more long-term engagement with a brand.
9. “Auld Lang Syne”
Don’t let all your new holiday acquaintances be forgotten. Rather than falling victim to the mass unsubscribe that occurs after the holidays, keep serving up useful, relevant content that will have your audience opening and clicking your emails and toasting to your brand well into the New Year. Cheers!