{"id":110902,"date":"2020-09-16T18:00:00","date_gmt":"2020-09-16T23:00:00","guid":{"rendered":"https:\/\/www.dacgroup.com\/4-ways-to-ace-holiday-email-marketing-during-covid-19-2\/"},"modified":"2024-12-21T05:51:23","modified_gmt":"2024-12-21T10:51:23","slug":"4-ways-to-ace-holiday-email-marketing-during-covid-19-2","status":"publish","type":"post","link":"https:\/\/www.dacgroup.com\/en-gb\/insights\/blog\/strategy\/4-ways-to-ace-holiday-email-marketing-during-covid-19-2\/","title":{"rendered":"4 ways to ace holiday email marketing during COVID-19"},"content":{"rendered":"

The busiest time in the email marketing calendar is almost upon us: Q4, complete with American Thanksgiving, Black Friday, Cyber Monday, and a daily flood of emails until the end of the year.\u00a0 This year, we’re expecting a busier fourth quarter than ever\u2014not only because more people are shopping from home in the age of COVID-19, but because email open rates have risen steadily since the onset of the pandemic.<\/p>\n

How can we, as email marketers, approach this new normal during the height of our work year? Well, we start with these four ways to appeal to seasoned recipients, face down fresh challenges, and maintain both technical and content-related best practices.<\/p>\n

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  1. \n

    Create positive vibes <\/h2>\n

    These are difficult times for everyone, so acknowledge what your customers may be feeling and the new routines they may have adopted. Virtual gatherings, for example, may put a new twist on traditional holidays.<\/p>\n

    Of course, the key is to demonstrate how your products or services can fit in with these adjusted occasions. Many businesses have modified their services to accommodate the new normal<\/a>, and are now using email to inform recipients about the modifications\u2014and, just as importantly, explain how they’ll benefit.<\/li>\n

  2. \n

    Stand out from the crowd <\/h2>\n

    Consumers will very soon be flooded with marketing emails. But volume alone is not the only consideration here. Remember that the vast majority of these emails will be promoting specific online offers. That’s what you’re up against.<\/p>\n

    \"73%<\/p>\n

    So, with the competition steadily increasing its rate of fire\u2014and refining its targeting\u2014how do you give your emails a fighting chance of even being opened in the first place?<\/p>\n

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    1. Remember that subject lines that are personal and specifically call out offers are more likely to be opened.<\/li>\n
    2. Place the most interesting offer above the fold so it’s clearly viewed in the preview window.<\/li>\n
    3. Use the power of triggered emails and journeys to best engage each recipient.<\/li>\n<\/ol>\n<\/li>\n
    4. \n

      Stress the safety of local store shopping <\/h2>\n

      Even though online shopping will dominate this season, it’s likely that people will still make at least some<\/em> in-person visits to their local stores<\/a>. With that in mind, craft emails that emphasise safety precautions, give detailed opening hours, and describe special services being provided during this high-traffic holiday season. On each store email, include:<\/p>\n