It’s that time of year again: start preparing your Christmas newsletter to finish off the year strong!
November is coming to an end, which means the Christmas decorations are coming out and you’re getting ready to grab the hot chocolate and sing Deck the Halls.
Not so fast! Before you start hittin’ that eggnog too hard, you might want to get your email newsletter strategy in order so you can take time to enjoy the festivities. Whether you’re just sending a seasonal greeting to your subscribers in order to nurture the relationship or trying to tap into that last minute holiday shopping and post-holiday spending splurge, sending a Christmas newsletter to your subscribers can have a lot of benefits.
To get your end of the year emails ready to send out, we have put together some content ideas that you can integrate into your Christmas email newsletter to get the creative juices flowing. The ideas are divided into two categories:
- Sales-focused Christmas newsletter ideas (eCommerce, SaaS, retail, paid apps)
- Editorial-focused Christmas newsletter ideas (blogs, nonprofits, media, small businesses)
Sales Christmas Newsletter Ideas
For most eCommerce companies and other businesses selling online, the holiday season surrounding Christmas is the most important time of year. But, your holiday marketing promotions can only go so far…
Here are few ideas that you can use in your Christmas newsletter that will enhance your holiday marketing strategy and drive Christmas sales:
1. Put your sales promotions and offers front and center
Christmas is the ideal time to send out special offers and promotions because shoppers are buying things not just for themselves, but also for their friends and family.
That’s why it’s important to communicate those special offers in all of your seasonal emails. You want to get as many eyes on them as possible.
Create promotions that encourage buying multiple items
When sending out promotional discounts and sale offers, you should also create promotions to increase the average cart size. This will increase ROI exponentially from the increased traffic and conversions that you get from your other promotions because each conversion is worth more!
But, how exactly do you do this? There are a few ways you can increase the size of your average cart this holiday season:
- Highlight complementary products together
- Offer discounted bundles
- Give customers free shipping on orders that exceed a certain value
When offering free shipping on certain sized orders, make sure you look at your historic data and set the baseline value well above your normal average cart value (e.g. if your normal average cart value is $40, give free shipping for orders over $75).
You can also stick to the traditional promotions (discount codes, product category sales, etc.) if that’s more your speed. Just make sure you’re not being outdone by your competitors, as customers will be looking for deals over the holidays.
2. Remove the fear of late deliveries
When shopping online for Christmas gifts, one of the biggest customer fears is not receiving their purchase in time for the actual holiday.
Offering details about shipping time estimates and guaranteed delivery dates can go a long way in making customers more comfortable about buying from your store. In fact, 83% of shoppers said they expect to see a guaranteed delivery date from retailers.
So, be your customers’ Christmas savior this year! Make their lives easier by reassuring them that their carefully curated gifts will make it under the tree in time for Christmas and they will be sure to reward you for it.
3. Give your customers some gift ideas
During the holiday season, it can be challenging to effectively segment your list in the best way. That’s because subscribers are also looking at making purchases for their friends and family — not just themselves.
I don’t know about you, but I’m pretty sure that receiving a promotional email for men’s hoodies is not going to help me find my girlfriend the right gift (even though that email is totally relevant for me!).
Instead of trying to fit a square peg through a round hole, you can dedicate space in your newsletter to educate subscribers on the “perfect gift” based on the person receiving the gift (friend, child, girlfriend/boyfriend, etc.).
With all of the craziness that comes with the holidays, your gift advice will provide a welcome dose of assistance to your customers.
4. Reward your subscribers with free resources
Brands are always offering something special during the holiday season. Usually, it’s putting certain items on sale, giving a special coupon code, or even doing a site-wide sale.
If you want to stand out from the crowd, you’re going to have to beat their generosity. Give your customers a real gift that they can enjoy, for example:
- An eBook or other gated content related to your niche
- A downloadable activity/game (coloring book, origami instructions, etc.)
- Company swag
The nice thing about this type of gift is that it’s very engaging for subscribers, and it doesn’t cost you much either. When offering content, just be sure to only use content that reflects your brand and provides real value to your customers.
5. Turn up the heat during the holidays
If you want to get the most out of the holiday shopping season, you need to turn up the marketing pressure in your emails by increasing the frequency as Christmas approaches. This will make sure you get your message to all of the shoppers before they start their looking for gifts — even if they wait until the last minute.
How to increase marketing pressure?
In addition to increasing the frequency of your email campaigns with the holidays, you also need to create a sense of urgency to encourage shoppers to buy. You can do this a few different ways:
- Use copy that gives your readers FOMO
- Insert a countdown to Christmas in your emails
- Make your promotions time sensitive
To get the most benefit from these, you should use them in conjunction with each other.
Editorial Christmas Newsletter Ideas
For many businesses, an email newsletter is just that: a newsletter. It’s used to communicate updates about the business and keep customers or subscribers connected and engaged with the business. For businesses like this, it’s best to take an editorial approach to creating your Christmas newsletter.
But, even if you’re not trying to boost sales and revenue with this email campaign, there are still some things you need to keep in mind. These are just a more few ideas to make sure you’re on the right track with your editorial content:
6. Reinforce your client relationships
For most businesses, solid customer relationships are a must! Otherwise, your purchase funnel is like a revolving door and you never have any deeper customer loyalty, brand recognition, or returning customers in general. Make sure that doesn’t happen by using your Christmas newsletter to take a step back and reach out with a genuine message of gratitude in order to strengthen the relationship you have with customers and subscribers.
Some key things to consider including would be:
- Sending your customers well wishes for a happy new year
- Restating your business’s mission and update customers on anything new
- Thank your customers for their loyalty
Taking the time to connect with your customers on a more personal and genuine level instead of focusing on sales can do wonders for your customer relationships for the coming year.
7. Reflect on the previous year and discuss the future
Because it comes at the end of the year, Christmas (and New Year’s) is an excellent time for businesses to look back and reflect on the previous year and communicate the successes to your loyal customer base. And what better place to do it than the Christmas newsletter, as it’s often the final communication that businesses send customers before starting the new year.
This approach is especially effective for nonprofits that have a strong mission and use the newsletter to communicate this mission and related initiatives, but it can also be a nice way to showcase any successes that your business attained for the previous year.
Reflecting on the past year is also a natural segue into discussing what your plans are for the coming year as well. This is an excellent strategy because it gives your customers the feeling that they are part of your organization and creates a sense of exclusivity as well (like they’re being kept “in the loop”). 😉
As long as your message is interesting, this will make customers want to pay attention to your future emails so they can see when your plans are put into action — so make sure you don’t get too far ahead of yourself if you take this strategy.
Now that you have a better idea of what to do for your Christmas newsletter, you can go back to being excited about the upcoming holidays without worrying about marketing strategy! If you need some extra inspiration on how to design your email newsletter, check out our free newsletter templates!
Do you have other ideas on what content to include in holiday newsletters? Let us know in the comments below or on social media. 🙂
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Inbound Marketing Manager @SendinBlue. I love helping SMBs and eCommerce businesses reach a larger audience by writing on digital marketing best practices and advanced techniques. In my free time, you can probably find me skateboarding or tinkering in an overly-complex spreadsheet. 😉