Holiday Email Marketing 2013: Three Trends In Email Heading Into The Busy Season
This year, eMarketer estimates that B2C ecommerce sales will grow 18.3 percent to $1.298 trillion worldwide, with Asia-Pacific surpassing North America to become the world’s No. 1 market. The region will see sales increase by more than 30 percent to over $433 billion. And, according to a GartnerG2 forecast, Asia/Pacific fourth-quarter online sales will grow 53.4 percent to about $2.46 billion.
No matter where your online business is located, the holidays represent a significant chunk of overall sales. And email marketing is a critical component for driving online sales. With that in mind, let’s take a look at three prevailing email trends for the upcoming holiday season. Like it or not, the holiday marketing seems to start earlier and earlier every year, so the holiday season will be here sooner than you realize.
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3 Email Tricks Big Retailers Use for Success
It’s not easy being a small business email manager. You’re fighting for attention in the inbox against all kinds of other companies including big retailers. Those companies have huge budgets and lots of room for testing.
But even if they have the advantage in dollars there are still somethings you can learn to get ahead of them.
In fact, you can beat them at their own game using their secrets.
Here are three secrets the big retailers use in their email marketing campaigns.
Use these in your own campaigns and your rates should increase.
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How to Effectively Use Calls to Action in Marketing Emails
This is essentially what all your marketing emails need to contain: A Call to Action.
Without a call to action (or potentially a couple calls to action) all your reader has is some information and nothing to do with it. What you need to get from your readers is some interaction with your business, and without calls to action, they won’t know where or how to start this.
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How Much Text to Include In Your Company Emails
How much text should you use in emails?
It’s an important question and one that often comes up in email marketing discussion.
One frame thought leans toward using sparse text in emails. The idea is to not overwhelm email subscribers with too much information. In this instance, email is seen as the gateway to the website and the goal is to get email viewers to click through to the website as fast as possible. Too much text will not interest the casual reader and they’ll simple delete anything with text.
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Creating An Email Template
If you subscribe to emails you probably notice some similar things.
Most companies have a unique style in their email design. It’s commonly called a template. If you take one company and follower their emails you will probably notice commonalities. You will probably notice that the company is using some kind of a template.
Some of the most common themes in emails, especially retail emails, but even in newsletter emails are:
- Main Image
- Website Header
- Featured Items or Stories
- Popular Links
- Reviews and Testimonials
These are some elements of email design that are common in any industry. Over time, companies have developed certain ways of creating emails and it’s caused companies to define their own email templates.
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Use Reviews & Testimonials in Emails
Creating content for emails can be difficult.
Often, it’s easy to overlook potential sources of great content including content you already own. When creating emails, it’s worth taking a look at your own properties to find inspiration. You can look at your own website, your social channels, and even your employees for great email content.
Use Testimonials and Reviews in Your Emails
Customer reviews are important to consumers. In an article published by eMarketer in 2010, they shared some insight into how consumers are using reviews and testimonials to make purchasing decisions:
“For many purchases, shoppers find the best advice comes not from family and close friends but from strangers who have similar interests or who embody a lifestyle the shopper aspires to achieve,” said Jeffrey Grau, eMarketer principal analyst.
It’s true. Consumers are looking to others for guidance on using products and gauging a product’s value. Consumers are always wanting to know if they’ll feel good after making a purchase. It sounds simple, but we all want to feel good about spending money. A customer review can be the make or break element in the purchasing process.
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