The holiday period can be exciting and daunting for those in ecommerce. This time of the year has potential to bring in the most revenue your store than any other time of year but can be gruelling for your business as the competition increases. With so many other companies holding sales at the same time, how can you stand out against them this Christmas?
Implementing an attention-grabbing subject line should be a high priority to ensure your subscribers engage with your campaign. It’s likely that your subscribers will be receiving multiple emails each day, especially during the holiday period, so find a way to make your subject line catch their attention. Is it including emojis? Using a catchy Christmas pun? Keep it to the point and keep it interesting to win their attention.
If you haven’t been too adventurous in the past and aren’t sure what will catch your audience’s eye, try split testing to understand what they respond to. Split testing is a great way to understand your audience’s behaviour by selecting your two best ideas to test the waters and using the winning campaign for the remainder of your audience. Using this for your campaigns will not only give you a better understanding of content that converts but ensures you pick subject lines that will win your subscriber’s attention. Ideally this type of testing should be started prior to Christmas sales, so start now to get to know your subscribers today!
The send time of your campaign should also be segmented and tested to ensure your audience is responding to the content you’re sending. Understanding the send time that generates the highest engagement will more likely get you purchase conversions as they are in a better frame of mind to make purchase decisions. If you find that many of your subscribers open their campaign at night try sending your Boxing Day sales on Christmas night. Choosing a send time that suits your database will also give your email a better chance at being seen amongst a flood of emails.
Increased competition also means you should get creative with your campaigns. When people are offered a range of sales, what will make subscribers want to look at yours? Rather than offering a blanket discount, place popular low-priced products in the email and ask them if they missed out on what they wanted for Christmas. This type of creativity offers something fun and edgy. Flash sale discounts will still generate their expected engagement but ensure you have an end date to create a sense of urgency.
Above all, don’t be afraid to try something different instead to stand out from your competitors rather than recycling the same Christmas content from last year. If you’re not sure where to start, let us know – we can help!