Influencing Customers to Buy through Holiday Themed Emails

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“Email marketing is one of the most efficient and cost-effective ways to promote business during the holidays. Holiday-themed email campaigns from brands tend to elicit higher conversion rates than non-themed campaigns,” – Lindsay Kolowich

Holidays and festivals are universal human pursuits that enlighten the human spirit and offer consumers an opportunity to rejuvenate the body and the mind. Most countries have a steady holiday schedule that offer brands and businesses an opportunity to deploy holiday themed emails as a selling mechanism to customers. These devices must be creatively framed in order to pique the consumer’s interest and to spur purchase decisions during the holidays. That said, we must note that commercial organizations must exert themselves to design and pitch interesting offers that are relevant to contemporary customer trends and requirements.

Specificity is a key consideration for brands that choose to send holiday themed emails to customers and consumers. For instance, emails designed round a Christmas theme should carry images and graphics that celebrate this particular holiday. The red and green colours must figure prominently in the visual design of the said email. The subject line should be catchy enough to lure customers to click and peruse the contents of the communication. A brand that seeks to sell home appliances can use holiday themed emails to pitch new products to its customers. The commercial content of the communication must celebrate the Christmas spirit while highlighting the technical attributes of the appliances. In addition, the business should be advised to include a short web-link that connects customers to detailed product information and pricing information. We note that an email constructed along the recommended lines represents the best practices of designing holiday themed emails with a view to influence customer decisions.

Underutilized holidays represent a significant marketing opportunity for corporates and business enterprises. This stems from the fact that popular holidays attract multiple marketing campaigns that compete for the consumer’s attention and splinter attention spans to the possible detriment of business campaigns. We note that holiday themed emails sent around a lesser holiday can attract significant customer interest and therefore, better business outcomes. For instance, a business can elect to focus its marketing initiatives into holiday themed emails sent prior to Green Monday. This may be followed by higher email open rates and higher click through rates on the part of recipients. Both of these actions presage favourable business outcomes, thereby generating a higher return on investment for the concerned brand or business.

A business enterprise can use holiday themed emails to offer sharp discounts on certain product categories to its customers. This is an interesting tactic because the business can harness the accoutrements of a holiday email to spotlight tempting commercial offers. We note that the device of choice must be web-links embedded in the body of said email. For instance, a business enterprise that sells domestic products can use holiday themed emails to apprise customers of sharp price markdowns when customers choose to buy certain cleaning and polishing products in bulk. The range of products can be extended per the discretion of the business enterprise. In addition, customers may be assured of free gifts when their shopping bill exceeds a certain number of dollars. We note that this construction offers a compelling case to customers to stock up on products for use inside their homes and residences.

Marketers can choose to deliver a blunt message through their holiday themed emails in a bid to grab a customer’s attention. This approach should hinge on a certain mechanism that promises the customer an exciting opportunity to avail a surprise offer at retail shopping destinations. For instance, a mystery code can be deployed inside a marketing email as a hook to ensnare the customer’s attention. The customer is offered the code at a shopping establishment’s checkout counter and upon entering the same into the email; the customer is entitled to a certain reduction on his total shopping bill. This ‘mystery’ mechanism ignites customer interest in commercial offerings and directly influences a customer’s decision to shop during the holidays.

Hashtags represent a critical device in modern online social media networks. These can be used in conjunction with holiday themed emails in a concerted bid to influence customer behaviour. For instance, a manufacturer and marketer of alcoholic beverages can drive a marketing campaign centred on the intelligent use of hashtags. The holiday themed emails emanating from the said business may carry certain hashtags for the benefit of consumers that shop for the manufacturer’s products. The business may request customers to use the hashtags in their social media posts in a bid to signal their enjoyment of the said beverages. Each instance of compliance would receive a shout out by the manufacturer on social media, thereby igniting conversations on social media platforms. The commercial mileage delivered by this campaign is priceless. In addition, campaign outcomes can help the said business to deepen its customer engagement metrics, thereby boosting the promise of better outcomes in the future.

Activity-based themes can form the core proposition of innovative holiday themed emails. Marketers can leverage this approach in a bid to draw customer participation into a certain activity that culminates in favourable purchase decisions. For instance, a manufacturer of stationary items and holiday calendars can create holiday themed emails that invite customers to upload a personal photograph or a family snapshot into a certain website. The customer is requested to specify the number of bespoke calendars or other items of stationary and pay for the product using online transactional systems. These pieces of merchandise, emblazoned with the customer’s images of choice, can be delivered to the customer’s home on a priority basis. We note that this approach to holiday marketing enables customers to shop online and receive a very special product or range of products delivered at a home address.

Product or service customization ranks high among modern customer trends. Market research reveals that customized products and services can attract heavy customer attention and usually signal significant sales. Therefore, marketers can design holiday themed emails round this proposition in a bid to capture the customer’s attention. For instance, customers can chat with a brand or business and specify colours or other attributes of popular products sold by a certain business. The said emails can convey this offer to customers ahead of the holidays so that the business finds the time to customise a product and deliver it to customers in time for the holidays. Thus, customers opting for custom designed dinner sets or cutlery ware can celebrate the holidays with these prized pieces of merchandise. We must note that holiday themed emails must offer a time frame to customers so that a business can realistically fulfil multiple customisation requests.

In the preceding paragraphs, we have examined some of the techniques to create holiday themed emails with a view to influence customer behaviour. Brands and businesses can deploy said techniques and must exert themselves to refine and innovate on these methods. This is important because worldwide, customers spend significant amounts on merchandise and services during the holiday seasons. Therefore, brands and businesses must leverage the low-cost email mechanisms to deliver value to their customers and register sales upticks in their businesses. In addition, holiday themed emails help commercial enterprises to establish deeper impressions on customer mindscapes, which can be leveraged to secure future transactions.

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