12 Email Marketing Tips for the Holidays, Part 2

11. Build post-holiday and New Year’s Day strategies. The presents may be unwrapped but that doesn't mean the purchasing has stopped. Plan for the time between Christmas Day and New Year’s Day. This period typically sees heavily discounted promotions. According to the report, key areas to focus on include the following:

• Returns, in-store, clearance. After Christmas Day, shopping will shift from buying for others to buying for oneself. Make sure you're using a voice that speaks to the recipient as the customer. Highlight any clearance offers, in-store promotions and information on your return policy. You may also have access to gift card recipients (if they're opted in); make sure they understand how and where they can redeem their cards.
• Didn’t get what you want? This is also a time to have a bit of fun, the whitepaper said. We've all received a gift out of left field and want to shop to help us forget it was ever unwrapped. Highlight your diversified product line, all the ways consumers can shop with your brand and make your subscribers feel like there's something in it for them.

12. Send shipping-focused messages. Consider sending dedicated messages close to shipping cut-off dates, the report said. Key areas to focus on include the following:

• last day for standard shipping;
• last day for priority shipping;
• last day for overnight shipping;
• all shipping guarantees expired:
• in-store pickup; and
• online gift cards.

As the season progresses, make sure that these dates are top of mind for your customers. A dedicated email can be targeted to nonpurchasers, which could save some burnout from those who have already purchased. Update your abandoned cart emails to include this information as well, the report advised.