Content marketing should always be a primary focus for digital marketers, but especially so during the holidays. Email open rates and click rates are higher from October through the end of December. Subscribers expect you to send more emails during this time because they are looking for their favorite products and services, which is why they are subscribed to your emails in the first place (hopefully). Give subscribers what they want during the 2013 holiday season with these retail content marketing ideas:
As a retailer, offering online shipping discounts to subscribers is not only something to boost sales – people have come to expect it from you during the holiday season. In fact, you could lose a lot of purchases if you don’t at least offer discounted or free shipping with a minimum order value.
Face it: There are a lot of people who start their holiday shopping earlier than most. Send an email that lets customers buy your products now and ship them later. Not only will the early shoppers be pleased, you’ll be able to identify who those people are and send those same people targeted messages next holiday season.
If your free shipping only lasts for a certain amount of time, or your early shoppers place an order, remind these customers of their shipping deadlines with another email. This email doesn’t have to promote your product – they’ve already bought something from you – but can promote your brand or social media pages.
Relevant content for retailers to send in emails during the holiday season could be economic services such as credit card offers with a discount on every order. You can also offer payment plans and deferred payments that may inspire customers to worry less about how much they are spending and enjoy the shopping experience more.
At the holidays, people tend to think more about those in need and giving in general. Inspire people to purchase and create goodwill for your brand by giving a percent of every order you receive to a charity during the holiday season. You can give to charities in other ways, too. For example, upon checkout, offer customers the opportunity to select a gift at a discounted price to donate to a child in need. Also, you may want to offer a free gift to your customer when they donate to the charity or child in need.
Want more content ideas for your holiday email campaigns? Download the Holiday Best Practices for Retail Strategy Content Design webinar. We’d love to hear what content marketing ideas have worked best for you– tell us in the comments below.