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“For holidays that require consumers to buy gifts for a limited number of people, email content should focus less on cost savings and more on finding the perfect gift for people you care about,” – MarketingLand.com
Holidays represent an opportune moment for brands and businesses to market their merchandise, products, and services. The phenomenon of economic liberalisation has spurred commerce and commercial enterprises in all continents and this has helped to boost consumer culture. In this context, holiday themed emails have emerged as a major marketing tool designed to spur consumer spending and boost business bottom lines. Major brands and businesses choose to direct calibrated efforts in framing such marketing communication with a view to take advantage of the spirit of various holidays. We must note that such emails could be expertly created to attract consumer attention, update consumers about the latest products and services, and offer suggestions that can directly mould consumer buying behaviour.
The winter holidays, such as Christmas and the New Year, offer companies ample scope to fashion innovative holiday themed emails that can drive customer appetites for shopping and ‘retail therapy’. For instance, a major retail business can choose to create and send colourful email productions to its mailing list of customers outlining special offers and the availability of new merchandise. Technology can be combined with traditional beliefs to create holiday themed emails that hinge on innovation. Customers can be invited to click on web-links embedded in said emails to follow the activities of a mythical character closely identified with end-of-the-year festivities. The combination of technology, storytelling, and mythical characters can create compelling content that induces shoppers to visit said retail establishment. An extension of this strategy is manifest when the emails are personalised in an attempt to connect with shoppers at a deeper level.
Family values find pride of place in modern cultural practices and can be leveraged to devise holiday themed emails. The content and positioning of such emails can remind shoppers and email recipients that holidays are a time to bond with family and friends. The imagery and the content deployed in such holiday themed emails can encourage family bonding and can be appended to shopping suggestions that entail group discounts for entire families. This is an interesting marketing approach because it encourages families to shop as a unit in both offline and online shopping destinations. Enterprising retailers and business establishments can also choose to create family-sized packs of popular merchandise, such as toothpaste, body wash, chocolate hampers, and popcorn. We must note that the marketing message needs to be created such that all the elements of the message mesh to create an outstanding impact on customers.
Certain brands and businesses choose the holiday season to launch special edition products in an attempt to boost sales. These campaigns can be bolstered by using holiday themed emails that spotlight new merchandise. Further, since e-commerce has merged with mainstream businesses, the said brands can launch an online microsite address embedded in said emails. This approach converts the email to an outright marketing vehicle directed at the mailboxes of individual customers. The said microsite can detail new products and services, thereby creating a niche in the mind space of browsing customers. Introductory offers outlined in the microsite can encourage customer conversions and create a buying spree that helps brands and businesses to meet holiday sales projections.
Halloween represents a special festival with eerie connotations in the Western Hemisphere, but offers marketers a unique window to create holiday themed emails. The use of Halloween-based graphics and markers can enable businesses to create email communication, promote serial discounts, and deploy spectacular email templates. Swimwear, junk jewellery, limited edition watches, and Halloween gear can be marketed through emails. In addition, interesting email subject lines can be conjured to attract customer attention to Halloween-themed emails. Imagery of products bedecked with Halloween-themed tags can further help to engage customer attention. In light of the above, we must note that the entire email campaign should conform to the public image and quasi-beliefs associated with Halloween as a popular festival. Brick-and-mortar shopping destinations can help to boost the festive spirit by using innovative lighting ideas and sound effects on business premises. These actions can enable holiday themed emails to gain additional traction during the said festival.
The cold beverages industry can use holiday themed emails to attract customer attention during the hot summer months. Summer can be a predominant theme in these emails, and imagery of the chilled product can be used to create a visual contrast in a bid to boost the marketing message. Online coupons can be appended to the email to enable customers to win a rebate when they buy the product in bulk. A content-based strategy can also be employed to incorporate interesting pieces of modern literature or music can be included in the email. Customers that wish to pursue such content can be offered online linkages that point them to online repositories of additional content. We must note that this approach adds significant value to holiday themed emails and helps the said industry to win customer accolades and critical acclaim.
Emails can be linked easily to social media handles and this connection can form the crux of certain holiday themed emails. For instance, an outdoor clothing business that sells trekking apparel, footwear, and camping gear can fashion emails that highlight the allure of the great outdoors. The said business can create marketing emails based on the great outdoors, while appealing to the customer’s sense of a wider social responsibility. Email recipients can be encouraged to record images of their outdoor excursions and share said images on the social media handle of said business. Each image registered on the handle will direct a certain dollar amount to a public charity. We must note that this campaign goes beyond a purely dollar and cents approach, and seeks to encourage its customers to explore their outdoor environments for the greater good of society. In light of the above, the holiday themed emails issued by the business should be created, and designed to appeal to the conscience of the customer.
Companies can work to create holiday themed emails around national independence days. Many former colonies celebrate such holidays at a national level and commercial organisations can leverage these holidays to sell additional merchandise. For instance, a cinema theatre operator can create marketing emails that guarantee a certain dollar discount for every ticket purchased on said holiday. The national colours can be prominently featured on the email and a famous quotation attributed to a freedom fighter can be appended to the top of the email. The overall tone of the communication should be respectful while promoting the commercial message. A pocket version of the national flag can be offered to patrons that choose to visit the cinemas on the said national holiday.
In the preceding paragraphs, we have outlined some ideas that can help to create great holiday themed emails. We must note that interesting variations can be executed in all of the above and only the marketer’s imagination and the norms of propriety should act as the limits. Businesses must work to send the holiday themed emails weeks in advance of the actual event to create an impact and prime customers for their subsequent shopping expeditions. These strategies can be further refined to achieve a sustained marketing impact.
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