The festive season is upon us, and email marketers all over are scrambling to ensure their campaigns are met with enough engagement to consider them a success. Everything about their strategies must be close to perfect. If not, they risk losing interest and ultimately sales and fan growth. But how do you keep your database engaged throughout the season. Here are a few tips.

Provide an original and sincere message

You’re not the only marketer trying to get a slice of the cake. There are plenty of marketers, and this means you need to be original with your message. Your content has to speak to the hearts and souls of the consumer. First of all, the look and feel has to be seasonal. The colour palette must radiate the Christmas spirit.  Thereafter, you must provide a solution to the audience’s problem broadcasting a clear, concise message.

Offer value for money

Keep in mind that during the Christmas season, your audience is motivated mainly by money and time saving opportunities. This means your email should have some deals and discounts. However, this shouldn’t be all you do. You can also provide valuable information on shipping times and deadlines, store opening hours, return policies and support times.

But don’t stop there; also consider offering gift suggestions, especially on last minute purchases. These can be in the form of digital products such as gift cards, which don’t require delivery. What’s more, include reviews and ratings from other customers that bolster social proof of your product’s worth. Such gift guides allow your audience to make well informed decision, making it more likely they’ll be happy with their purchase.

Make your subject line a top priority

The first thing your audience is going to see about your email is the subject line. Unfortunately, it’s not the only subject line they will see touting Christmas cheers. So what are you to do? The obvious answer is to reassess the power of your subject line. Take into consideration the character count, which needs to be the right length. Furthermore, use a mix of common, uncommon, powerful and emotional words to ensure that it evokes a response.

Email frequency should play a big role

Unlike any other time of the year, the frequency of emails during the festive season understandably goes up. This makes sense, and a higher frequency of emails actually leads to more opens and engagement. However, it’s all about consistency. If you’ve been in constant touch with your customers throughout the year, then the increase won’t come as much of a shock. However, if you have sent sparsely sent out emails, you may want to keep the frequency low.

Consider notifying your database about the possible increase. What’s more, do not resend the same message over and over again.

Your database is precious to generating sales for your brand. This makes it essential to implement strategies that keep them engaged throughout by providing incentives, original content and being consistent. In so doing, your emails enjoy a better open and click through rate, which subsequently generate impressive sales.