It’s already December, the holidays are approaching and, although it’s important to take a break from work during this time, you can’t let opportunities slip away either, and these special holidays are a great opportunity you can’t afford to miss.
Yes, Christmas is coming, but I won’t be talking about that holiday in particular, or even about the much-awaited New Year, but about a celebration a few days later: Three Kings’ Day!
And in connection with this date, so eagerly awaited especially by the little ones, I’m bringing you these 10 tips or strategies that will help you succeed with your Email Marketing campaign on Three Kings’ Day.
· Why run a campaign on Three Kings’ Day?
For most people, these holidays are synonymous with special moments to share with family and friends, but they are also one of the times of the year when people spend the most.
During these festivities, when consumers are busy buying clothes, food, gifts and party supplies, Marketing professionals are hard at work trying to boost sales as much as possible.
That said, if you have an online business, it becomes almost essential to build your campaigns around the holidays, especially your Email Marketing campaigns, which have proven time and again to be a very efficient way to attract new customers.
Remember
consumers have needs to meet, and your email campaign is there to remind them that you are the right person to fulfill them.
Will you miss the opportunity? I hope not, so use these tips to turn your Email Marketing campaign into a great success this coming Three Kings’ Day:
· 1. Three Kings’ Day, synonymous with gifts!
Let’s start with the most basic thing, the first thing that comes to mind when we think about this particular date.
Isn’t Three Kings’ Day synonymous with gifts? That said, why not give gifts to our subscribers?
As you probably know, it’s common for our visitors and customers to subscribe to our Newsletter in order to receive additional or exclusive content that others can’t get.
On Three Kings’ Day, offering gifts is an excellent idea. What gifts? Well, it will depend a lot on your company and what you do, but you can use anything from discounts to special promotions, flash sales or freebies. The important thing is to offer something unique.
Exclusive content on that day is also a valid option, whether it’s related to the holidays or simply content you won’t show again.
Just remember that, if the content is related to Three Kings’ Day, New Year or even Christmas (even if a few days have already passed), it will be worth more to subscribers who are immersed in the holidays.
· 2. Use original Storytelling
We tend to associate the Christmas season with gifts and years of tradition, but that’s not the only thing that matters. Often, the message we send can help us leave a very good impression on our consumers and subscribers.
With this in mind, using these special dates to send our message is an excellent way to build loyalty among our customers, capture the attention of our subscribers and even make them feel positively toward us.
There are several ways to achieve this: you can, for example, use the Storytelling technique, make a special Three Kings’ Day video, or leave a short but concise message expressing your best wishes to your subscribers. No matter which method you use, the important thing is to let the recipients of your Newsletter know that you’re thinking of them and that you want to send them your best wishes.
· 3. Have you thought about your goal yet? No? Well, now is a good time to define it
I won’t go into much detail on this point, and it should perhaps have come first, but here we are. Goals are essential; going in blind is the worst thing you can do, not only with your Email Marketing campaign but in any other aspect of your life.
You always need a direction to head in, and that’s why defining your goal is essential. You have to make it as specific and clear as possible, otherwise you’ll have trouble creating your Email Marketing campaign.
- What do you want to achieve? Why do you want to achieve it?
- How do you want to do it?
- When do you want to do it? What channels will you use?
- What type of content do you need to achieve it?
These questions are a good starting point for defining your goal; they’ll help you focus on what you want and, as a result, plan your strategy to get it.
· 4. Sometimes it’s not just about choosing the message, but the right moment
One aspect we don’t always take into account is timing. Sometimes, our newsletters don’t have the desired effect because of when they are sent.
It may be that the email arrived too late, that the date we sent it on wasn’t the right one, or simply that we didn’t consider the best time to send it based on our Buyer Persona’s behavior.
Whatever the reason, choosing the right time to send the email is more important than it may seem.
For this reason, it’s necessary to properly schedule the date and time at which we send our campaign emails, considering factors such as the date of the holiday, the content of the message and even the behavior of our target audience.
· 5. Don’t forget to make them feel unique
In the past, creating personalized messages was a bit complicated; however, with the arrival of services like Mailrelay, creating personalized messages for each contact has become not only possible but also easy to do.
For this reason, there’s no excuse for not personalizing the emails of your Three Kings’ Day campaign.
Remember that we all like to feel special, and that’s why there is a big difference between receiving an automated message written by a machine and receiving an email tailored specifically for us and our potential needs, especially on a special date.
Make sure to send personalized emails to your subscribers; this will increase the chance that they open your email.
In addition, this will help you achieve one of the most important goals of every marketing professional and company: being TOP OF MIND, that is, staying in the user’s mind whenever they think of us as their first choice when they need to buy or hire a product or service like the ones we sell.
· 6. Are your customers the type who wait until the last minute, or the type who plan everything well in advance?
Once again, the timing of the message is very important, so you have to put yourself in your subscribers’ shoes.
Are you someone who prepares ahead of time? Or do you rush out on the same day to get everything ready?
Believe it or not, this is vitally important, because while some people buy gifts and holiday supplies well in advance, others do it just days, or even hours, beforehand.
Put yourself in the shoes of both groups, schedule emails aimed at both types of subscribers, and you’ll see that you get more responses than if you focus on just one of the two groups of consumers.
· 7. Your emails shouldn’t just deliver the message, they should also dress up for the celebration
This tip is short, seriously. What does Three Kings’ Day look like to you? Define it, and dress up your emails in festive attire.
Often the right look does a great job of capturing readers’ attention and, in turn, gets them more interested in your content. And while you’re at it, give the landing page your message links to a festive makeover too; this will surely earn you points with your subscribers.
· 8. Mobile First, an important concept you should always keep in mind
If it’s important to consider both subscribers who plan ahead and those who procrastinate, it’s even more important to consider both those who read email on their phone and those who read it on their computer.
Who doesn’t use mobile devices constantly in their daily life these days?
A smartphone can perform many of a computer’s functions just as efficiently, and in some cases it’s even preferable.
For this reason, and because of the growing trend in mobile device use, the concept of “Mobile First” is gaining importance, which basically means taking mobile devices into account when we design Marketing campaigns, email strategies and even when we design entire websites, among other things.
In this case you should do the same: always keep in mind that your subscribers may be opening your emails on a mobile device, and make your emails easy to read on these devices; this will considerably reduce the bounce rate among mobile users.
· 9. Metrics aren’t just meaningless numbers: analyze them and use them
Metrics exist for a reason: they help us monitor the impact our campaign is having. This is especially important if your Three Kings’ Day Email Marketing campaign runs over several days.
Metrics will help you detect potential problems and look for solutions; with them you can tell whether your campaign is getting the expected results, and if it isn’t, they’ll give you the information you need to figure out how to change that.
For this reason you can’t forget about metrics, even if it’s a campaign designed for just one day.
Look up the data from your previous campaigns, whether Halloween, Christmas or even New Year’s, analyze the data you got and do an in-depth study; this will give you a lot of important information about your subscribers that will help you get better results.
· 10. Hook them from the very first moment: that’s the key!
Finally, in this last point I’d like to talk about something very important, which is getting people to click on your message.
What good is preparing a well-crafted piece of content if your subscribers don’t open it to read it? That’s why you need a hook to draw them in, and that hook comes in the form of the subject line.
The email subject line is perhaps the first contact your subscribers have with your email; you need it to be interesting enough to grab their attention, intriguing enough that curiosity makes them open it, or to include something that makes them feel they need to see it.
The right words become key here; depending on the content of your message, you can make use of words like discounts, gifts, promotions or flash sales.
Who doesn’t like seeing words like these in a message? Even more so with Three Kings’ Day around the corner and gifts to think about.
You can achieve this by getting the best out of your marketing team, led by a Content Manager who gets everyone to “row” toward a single goal: winning the user over, even with these overused terms.
You can also be intriguing by asking questions whose answers are inside the message; trust me, people’s curiosity works in such a way that they won’t hesitate to open it just to find out the answer.
There are many ways; you have to choose the one that best suits you and your company, and that works with your campaign. As a tip, do an in-depth study of your target audience: you need to see what they like and what has worked for you in the past. This may help you get an idea of which subject line to use for this occasion.
· Conclusion
Three Kings’ Day is a special celebration, and for us Marketing professionals it’s an excellent moment to make the most of and get results with our campaigns.
Interestingly, Email Marketing is one of the techniques that works best in this kind of situation and, therefore, is one of the best options when you want to make use of holidays and special dates.
If you want to get better results in your next Three Kings’ Day campaign, I invite you to make use of these tips.
Just remember that every campaign and strategy depends on each company and its subscribers; adapt the strategies as you see fit and you’ll have a better chance of succeeding.
And speaking of succeeding, don’t hesitate to use Mailrelay: with its features, this email service is without a doubt one of the best for creating Email Marketing campaigns.
You’ll see that it will increase your chances of success considerably, and it will also help you do things like personalize your emails and design very creative templates for Three Kings’ Day.
As related content of interest, here’s an article with follow-up email templates. It could be very interesting to combine it with what we’ve covered in this article.
