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Christmas is a crucial time for retailers regardless of the industry you trade in, so with this in mind, you must look to plan your Christmas content and publish it in good time. Many content creators start planning for the festive season in the summer, but it’s not the end of the world if you didn’t start planning this early. You’ll be able to make up for lost time with a cracking email campaign and we’re on hand to tell you how to do it successfully. 


Send emails more frequently

Emailing customers has always been an effective way of reminding them that you’re still there and trading, even during the festive season. If you have special offers on or are holding a giveaway, then send your customers an email to let them know that they can benefit from your innovative ideas.

Emailing often, but not too often, can have an extremely positive effect on your overall profit margins. According to Econsultancy, 73% of marketers claim that email marketing provides a “good” or “excellent” return on investment (ROI), so ramp up your email campaign to five times your normal frequency. Although you should keep a close eye on unsubscriber rates and watch that engagement rates remain consistent. 


Use persuasion techniques to increase conversions over Christmas

There are several persuasion techniques that marketers and content creators can use to try and draw in custom over the Christmas period. Christmas email campaigns provide the perfect opportunity to use these persuasion tactics when it comes to writing subject lines and calls to action (CTAs). 

One of the key persuasion techniques you could use includes the fear of missing out (FOMO). Putting taglines into your emails like “selling out quickly” or “for a limited time only” will be sure to bring in customers who don’t want to miss your special offers or who want to make sure they don’t miss out on the popular, competitively-priced products you’re selling. 

Other persuasion tactics you can use include:

  • Teasers
  • Magic questions
  • Direct approach
  • Personalisation
  • Loss aversion
  • Building a sense of urgency


Add wordplay to subject lines

A study by Maijet was undertaken in order to test the impact emojis have on the success of email marketing campaigns and it was found that 63% of subscribers based in the UK were more likely to open up an email they had received if there was an emoji in the subject line. 

Therefore, getting creative with your email subjects will prove to be extremely advantageous when it comes to generating leads and increasing profit margins. Use festive puns and witty wordplay in a bid to secure the recipients’ attention and you’ll be well on your way to a successful email marketing campaign this Christmas.


Target Christmas purchasers from last year

The customers who bought products from you or committed to one of your services last year might well be highly-likely to repurchase or use your company again this year. Get in touch with them this Christmas to see whether they’d be interested in what you have to offer them. 

You could even try bringing them in with exclusive discounts or giveaways if they did decide to use your company again this year (that’s right – a persuasion tactic). Another effective way to make pre-existing customers feel valued is to personalise the correspondence you send them. You could also reward previous customers, depending on their level of loyalty to your business, if they decide to purchase from you again this Christmas.


Kumo Digital is a dedicated, highly-experienced digital marketing agency located in the heart of Nottingham. We have a wealth of specialist, industry knowledge and expertise that we always draw upon to provide you with sterling SEO and PPC services together with high-quality content production. If you would like further information about how we can propel your business to the next level, get in touch with a member of our committed team – we’re always happy to hear from you.


Author Biography


As an experienced Copywriter, Lorna enjoys creating varied content for an abundance of different industries and sectors. From detailed, informative articles to creative infographics, she's always looking to inject originality into the work she produces. When she isn't working, Lorna runs her own lifestyle blog, plays the guitar and loves to take part in charity runs.