Simple Guide to Crafting a Holiday Email Campaign During a Pandemic

While consumers view holidays as a time to rest and unwind, it is usually the most opportune time for many businesses to get into action. As one survey shows that people tend to overspend during special events such as Christmas and New Year, wise marketers know how to take advantage of seasons when people are buying more. If your small business has always launched a product, a promo, or an event for the holidays; you probably know the importance of sending out your campaigns early. Undoubtedly, sending out a well-crafted holiday email campaign is one of the best online marketing options to inform target clients about your offers.

However, with the COVID-19 crisis that the whole world is battling, elements that have worked in the past may not be as effective this year. Since all smart marketing strategies require careful considerations of the needs and concerns of the people, the pandemic necessitates the need to align your tactics with the current situation. For your email blast, this includes altering the content of your promotional campaigns. The following are some factors to consider in your holiday email campaign for 2020:

Assure the safety of your clients

Your business may have already started measures to continue operations through digital channels. But since not all businesses can fully operate online, you still want to think of ways to keep customers coming to your brick and mortar store. One thing you can do is to send an email newsletter communicating to your clients that you are prioritizing their health and safety above all. This message will do more than ease your prospect’s worries; it can also result in a better perception of your brand. The email should enumerate the measures your company is implementing to keep your establishment virus-free such as disinfection and strictly following health protocols.

Offer convenience

In a time of the pandemic, it becomes even more necessary for firms to offer a pleasant customer experience. It entails eliminating possible reasons that can make doing transactions with your business stressful or confusing. To give your prospects good reasons to choose you among competitors, you can highlight the convenience you offer in your email campaigns. For example, a fast-food restaurant can provide their clients various easy ways to order such as through social media, a phone call, or an e-mail. You can also offer free shipping or delivery. Your initiative to give flexible shopping options and enhance customer service can help your firm stand out among competitors. It can also encourage repeat orders and foster brand loyalty.

Communicate empathy

Trust is a prerequisite before a business can gain and keep clients. So make your prospects confident that they are dealing with a reputable brand by showing that you are neither indifferent nor oblivious to the current situation. An email campaign emphasizing your concerns and narrating your efforts to help battle the pandemic is likely to be appreciated. It is also an excellent opportunity to humanize your brand and let your prospects see you beyond your products, services, and labels.

Launch promos and incentives

Everybody is trying to cope with the new normal. Your business may benefit from cheering people up with an email that offers discounts and promos. It is also a great time to roll out referral incentives. You want your company to be a bearer of hope and positivity amidst challenging times so this is a great time to reward your existing clients and entice new prospects. Announcing your special offers through an email message also serves as a reminder that things will soon go back to normal.

Follow best practices in email marketing

People are more preoccupied and worried than ever. Chances are they would be more meticulous in choosing the emails to open and read. So while it is always necessary to follow email best practices, it is now more necessary to enhance the email messages for your holiday campaigns. Among others, it means writing a catchy subject line and including a strong call to action. It is likewise essential to optimize for mobile devices and send personalized emails. Do you still need help creating a holiday email campaign from square one? Read our blog on how to build a surefire email strategy

Due to the coronavirus problem, we can expect the holidays for the year 2020 to be a little different. Your business should always be prepared to implement strategies that uncover the opportunities hiding from the crisis. You can start by seeking a partnership with a firm that aims to empower businesses with smart tools and knowledge. Birch River Design Group is one of the top 30 agencies in Phoenix, Arizona. So you can be assured that you are in good hands. Learn more about our team and our services by scheduling a no-obligation meeting with us. Contact us today!

Written by Carmela Obar
Mela has a degree in Secondary Education and is a licensed teacher but her passion for words and literature led her to pursue a career in writing. With extensive copywriting experience up her sleeve, she can easily tweak and adapt her writing style to match any genre or industry. Her stints include writing and editing a 100-page published guidebook.
Published on November 18, 2020
Filed Under: Email Marketing