I want to share with you some strategies on holiday campaigns – what you should and should not be doing when it comes to marketing your handmade shop through email.
Lots of people love to give and get handmade gifts for the holidays. To get those gifts into the hands of your customers, you need a good marketing strategy.
The Do's of Holiday Campaigns
Catchy Email Subject Lines
The subject line of your email is your first chance to pull your customer in. It’s your opportunity to pique their interest and make them want to read what you have to say. Examples such as “exclusive offer for the holidays” or “the perfect holiday gift grab” are just two ideas to nudge your customers to open your emails and read more.
Audience Segmenting
When you segment your audience, your placing your customers into groups depending upon the products they show interest in.
For instance, you may have customers interested in earrings so you’ll group them into your “earrings customers” group. Next, you could have some who prefer necklaces so you’ll add them to your “necklace customers”.
Creating tags will easily add these customers to your specific groups.
This is a strategy that allows you to be specific with tailoring your email holiday campaigns to target your customers wants and needs.
High Quality Graphics and Images
It’s important to make sure the images you use throughout your emails are crisp, clear, and high quality. The images you provide are all your customers have in terms of introducing your products so make them count!
Snap shots that show your products at an angle, up close and in use such as with lifestyle images.
Unique Selling Points
Focus on what makes your products different and special. Emphasize your commitment to high quality products, any personal touches, and the story that goes behind your handmade shop.
Showcase the reason your products are different than others and why they would make a perfect gift.
Personalized Emails
Address your email subscribers by their first names. This makes your emails more personal and sort of like you’re talking to a friend. People really like that. Talk to them in a natural and conversational tone. You could recommend products based on their browsing history or what they have purchased in the past.
The Don't's of Holiday Campaigns
Now that we’ve addressed what you should do when you’re email marketing for the holidays, let’s talk about what you shouldn’t do.
Don't Send Generic Emails
Your handmade business is unique, so your emails should be too. Avoid using generic templates and messages. Personalization and uniqueness are your selling points.
This is where you need to focus on your own “voice” and use it in your emails to your customers. Again, write as if you’re talking to a friend. Don’t be robotic. It’s fine to be funny, friendly, inviting and personable.
Don't Send Crazy Long Emails
Remember, your customers are busy people and they’re not going to want to read a book so don’t write one. Emails sent in holiday campaigns should be brief but full of informative and attention-grabbing information. Talk about any sales you’re having and discuss products that make the best gifts. Add one short and simple call to action.
Nothing Spammy Sounding
Always craft your email messages with careful attention to not sound spammy. Don’t use lots of exclamation points, all caps or words like guaranteed or free. You don’t want to get filtered out of your customer’s inbox.
Also, people don’t like feeling as if their being sold to so don’t send emails that sound like a sales pitch.
Make Your Holiday Campaign The Best
When it comes to your handmade shop, your holiday campaigns can really increase your sales and make a healthy bottom line at the end of the year. By simply following the do’s and staying clear of the don’ts, you can build an effective marketing strategy that builds healthy relationships with your customers and drives sales.
Don’t forget, your holiday campaigns are your opportunity to show off your awesome handmade products and show off your creative spirit.