Ok so first I’m not having a holiday sale.
Sorry not sorry for the terrible header/subject line.
Now that’s out of the way...
The holidays are tricky times for emails. Let me take you on a journey to show you why:
Close your eyes and imagine it’s Thanksgiving Day. You’re eating your fill of sweet potatoes (or Indian takeout if you’re like me) and laughing with family.
The meal ends and you’re lounging about in sweatpants, scrolling through your phone.
You open your email and WHAT.
There are Black Friday emails from probably every single company you’ve ever bought something from or given your email address to.
You quickly swipe and delete all of them, saying ‘pew pew pew pew’ like a Jedi Master.
Maybe you didn’t do the Jedi Master noises, but I’m betting all of us did the bulk delete at some point over the Black Friday/Cyber Monday weekends.
This scenario is terrifying to a copywriter who writes emails. How do you stick out from the crowd and avoid the delete train?
Everyone and their mother are competing for inbox space and we don’t like to think about how emails become as ‘expensive’ as Facebook ads over the holiday season.
My subject line is the perfect example of what NOT to do (apologies for that).
Please don’t use clickbait subject lines (like I did) or pepper your list with sales emails if you never message them any other time of the year.
So what’s a business TO do?
Holidays are stressful because you need to make more sales and get that nice spike before January and February rolls around.
It’s a critical time, especially for product-based companies.
That pressure tricks businesses into using annoying techniques and spraying their list with way too many emails (that probably don’t convert in the way they think they should).
Stick to your guns. Don’t stray away from the style, voice, and tone that your list is used to reading from you. Don’t have a brand voice or know what it is? Ask me and I’ll help you to develop it for the coming year.
Be strategic about when you send emails. If you only email once a month to your list, gently ramp it up to once or twice a week, no more. You don’t want to shock your subscribers.
Give your readers a checklist on how to best use the sale. People are stressed. Tell them step by step how to make the most out of your sale. Be sure to include the promo code and the last date you recommend them to get their orders in so the gifts arrive in time for Santa.
Be gracious and thank them for their time. After the holidays, send out an email saying thank you! They just supported you and that’s something pretty darn special.
Best of luck!