The holidays can be full of excitement, happiness and a sign of joyful times to come, but for some businesses, it is a time that brings stress and uncertainty. While we typically see demand for fresh produce and sales increase during November and December in light of the holidays, B2B marketing can oftentimes take a backseat. And the truth is, immediately following the holiday season is a healthy New Year right around the corner where produce buyers will be stocking shelves in preparation. To help you keep your B2C and B2B marketing efforts moving forward in preparation for the healthy eating season, we're offering up email marketing tips to keep you relevant and ready for business in 2021.
How to Master Email Marketing During the Holidays
Back to Basics
Create eye-catching email headers, design clear and enticing CTA’s and be creative on your subject lines. In fact, Emojis incorporated into subject lines have been proven to be an effective way to gauge more attention and increase email opens. According to Campaign Monitor, “brands that are using emojis have seen a 56% increase in their unique open rates."
Most importantly, it is pivotal to have a high-quality email list to ensure your email marketing is going to be as effective as it possibly can be. Segmenting your audience sets the foundation for personalized targeted marketing, which will only work with accurate data. Lastly, embrace the holiday season. Mold your emails to embrace a holiday theme and take advantage of the holiday spirit while its here. This too is a great way to enhance personalization and think outside the box with your creative tactics on email design.
Integrate More Video
Are your boring text-filled emails not sparking any interest? Spice it up with video integration! People grow tired of looking at a screen full of plain white space with small text, so start by changing up the layout and flow of the email. Video can be a more effective method of sharing your content and increasing engagement. According to recent 2020 statistics shared by Campaign Monitor:
- Video can increase open rates by 19% and click rates by 65% while reducing unsubscribe rates by 26%. (Campaign Monitor)
- Video marketing can grow revenue by almost 50% faster than marketing without video content. (Wordstream)
- Over 90% of consumers will watch a video that informs them about a new product or service. (Wyzowl)
- Customers can retain up to 95% of the content in a video, but only 10% of it when reading it. (Wordstream)
Practice A/B Testing
A/B testing is an email marketer’s best friend! Start by sending two separate versions of the same email to two different groups. This will give you the option to monitor the successes of each one and measure which email performed best. By isolating variables like the email subject heading or positioning of a Call-to-Action (CTA) within the body of the email, are easy ways to test likeability and relatability relative to the audiences you serve.
Don’t allow the holidays to be an excuse to pause email marketing. In fact, use these tips to help you plan, prepare and validate the need for a more robust email communication plan in 2021!
Contact us for a free 30 minute consultation, so we can help you with your approach to email marketing.