Holiday Email Campaigns for Non-Retailers
Marketing advice tends to gear toward retailers this time of year - and for good reason, of course (since the majority of this vertical's sales come at year's end). Non-retailers, however, still need to engage their audiences too and have a much more difficult time since recipients have a fuller inbox than any other season.
Let's look at some holiday email campaigns that non-retailers may want to send:
A Gift Via a Digital Download
Tis' the season for giving and non-retailers can gift their audiences something of value via a digital download. Whether it's a report (for the sake of the season, don't ask them to fill out any info to receive it), free stock photos, a music file, placecards for holiday meals (complete with company branding) or something else an audience might actually want, take this opportunity to send a gift they don't have to work for, as a thank you.
Marketers would be wise to account for holidays within their content calendars so that they aren't scrambling for last-minute ideas. The more content - blogs, infographics, videos, images - that brands have that are relevant to the holidays, the easier emails will be to compile during this time of year when many staff members take off for vacations and time with family. A distributor of window treatments, for instance, could write a blog about "How to Quickly Clean Blinds Before Holiday Guests Arrive." Likewise, a local plumber could ask for customer feedback to create an article like, "Plumbing Horror Stories of Holidays Past." There is a tremendous amount of opportunities to create content with the holidays in mind that will make emails "pop" even when competing with emails promoting retailers' deep discounts this holiday season.
MaidPro - a housecleaning chain - sent an email with the subject line, "Stress Less This Thanksgiving" and including compelling copy of why people should let them clean instead (sold).
Investment app Stash compiled some conversation starters for their audience to use at the Thanksgiving dinner table and sent the link via email:
Whether it's to check their chimney before using or remember to update their copyright information on their websites for the New Year, helpful reminders via email have the potential to break through the clutter and, even better, be appreciated.
Sure, retailers get most of the glory this time of year, but non-retailers have plenty of opportunities to engage their audiences who may reward the effort in the New Year.