‘Tis the season for email holiday prep! If you don’t already have a strategic plan in place, it’s time to get the ball rolling. Here are a few ideas to get you ready to spread some cheer through email marketing.
Create Your Content Calendar
You all know I love a good content calendar! The point of having this calendar is so that you can begin to plan your overall marketing strategy throughout the holiday season. Your calendar should include content, graphics, and which channels those pieces of content will live.
If you are planning to do some boosting/promoting or creating advertisements, include your budget and the channels in which your ads will be placed.
See below for an example of what my content calendar looks like.
I would recommend creating a rough idea of content through the beginning of January. We all know how busy things can get around the holidays. This will help you stay on track.
Clean Your Mailing List
It’s the perfect time to clean your mailing list and reengage inactive subscribers. Start scrubbing your list by removing soft bounces. If you’re using a system that does not automatically remove hard bounces (God forbid), then remove those as well.
Hard bounce: This happens when you send an email to an address that does not exist.
Soft bounce: This can happen if a subscribers mailbox is too full, their server is busy, or maybe your message is too large for their inbox.
To get subscribers reengaged, try sending them an offer code for a percentage off their next purchase with you. If they still don’t open your email, you may want to consider to removing them from your list to increase your deliverability and open rates.
Segment Your List
Segmenting your list is just as important as cleaning it. By creating segments, you’re able to truly send targeted messages to your subscribers.
For example: Let’s say you’re a candle maker and you have 100 people on your mailing list. 10 of them have only purchased your cinnamon apple scent. You can send those 10 purchasers an offer to try your other cinnamon apple products such as wax melts or essential oils. Or you can try to entice them by giving a coupon to use on a new scent.
Create Your Drip Campaigns/Email Automations
Now that you have your content calendar planned, and a clean-segmented list, begin setting up your holiday drip campaigns and automations. You should have automations in place for new subscribers and current subscribers. Once the funnels are in place, all you should have to do is plug in your content and let the workflow do it’s thing!
I am excited to introduce new products throughout the holiday season! I have currently created a plan through November and currently working on December. Have you started yet? What are some things you are focusing on? Comment below and let me know!