Marketing Strategy: 5 Steps of Christmas Prep

Posted on November 12, 2018 at 10:00 am Written by

It’s that time of year to make the second most important decision for your organisation this Christmas.

So once your office party venue is booked, and Irene in Accounts is happy with the vote for a night out in a plant based Thai Mexican fusion restaurant… how do you plan to send festive greetings to your contacts this year?


Whether it’s in a series, or a one-off campaign, a festive greeting will make your subscribers feel valued, bring a little light relief, and round off your year of email marketing nicely. We’ve drawn up our Top 5 Tips for making the best impression with your subscribers this season.

1. Plan your diary

Bearing in mind the nature of your business, what’s the best angle for you to take with a seasonal email campaign?

  • Personal shopper
    If you offer a seasonal product or service, then send your contacts some suggestions.

    • A ‘Most popular’ label on products is one that many consumers are drawn to, because we all want to be in with the “in” crowd.
    • Make sure you only offer goods or services which can be delivered in time!
  • Here to help
    Is December is a quiet time for your business? Try an offer to encourage end of year spending, suggesting “stocking” up for next year?
  • Last orders
    Is your office is shutting down for the holidays? Include your opening hours and information about cut-off dates for Christmas and New Year deliveries if applicable.
  • Thank you
    An email that’s purely sent with a thank you message for past custom, membership or loyalty. Sometimes overlooked, showing appreciation is a really important gesture.
  • Look what we did
    Summarise the achievements of your organisation over the last 12 months. Even you want to be really honest, include any hiccups and explain how you got over them.
  • Look what we’re going to do
    Looking forward to the New Year with news on plans and ambitions, and explain how they will benefit your contacts.

2. Get the right outfit

Christmas has the tendency to give us all a bit of Dutch courage when it comes to choosing an outfit that we’d never dare to wear at any time of year. Keep that in mind and be careful not to do anything rash with your festive email content as that might ruin all your good work building relationships.

  • Don’t ruin a year’s good marketing by sending out a corny, risqué, borderline offensive cartoon or image.
  • Don’t Google ‘Christmas card’ and use an image that you don’t have the rights to use! Look for royalty free, with commercial use permitted.
  • Do concentrate on the staples like a good subject line and headline.
  • Do add some Christmas effects to your usual branded template design
  • Always take advantage of our designers having done all the hard work for you, and use one of our free seasonal themed templates

3. Pace yourself

The length of everyone’s ‘To Do’ list is going to vary enormously, as are the dates when your subscribers take their own Christmas holiday. No one likes the party popper who doesn’t even make it to the main course before they’re under the influence and under the table – but don’t take a chance and wait until Christmas Eve to send your festive campaign because it might not get opened until January.

Don’t even wait until one week before the big day. We’d advise sending at least one week before the last full working week before December 25th. If you’ve saved up all your leave to be finishing early yourself, schedule it!

4. Don’t forget Aunty What’s-her-name

We’re big fans of adding a personal touch to any email. It doesn’t have to be as cliche as a “Hi Bob…” letter, just relaxed and professional mentions of your contact’s name or company name in your subject line and/or content.

Why not try personalisation from the other side of the fence, by including a sign off from everyone in your team. Either as a typed list or an image of their hand written names – or if you have time, put faces to names with some team photos (in their best Christmas jumpers of course!)

5. New Year Resolutions

Once the frenzy of Christmas is over, or during the last week before Christmas (when the Quality Street tin is seeing more action than your phone lines), take stock and evaluate your year of marketing. Make a resolution to cut out what’s been slowing you down, or do more of what’s been giving you the best results.

Using hindsight (or better still, using NewZapp LIVE! Reports and Segmentation) drill down to just what it was that worked best for you, in terms of engagement, clicks, sharing, direct revenue etc. If you’re not entirely happy with how you’re shaping up, then it’s time to challenge yourself to trying different approaches and ideas.


Follow Annette West on Twitter

Annette West

Project Manager at NewZapp


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