To help you make the most of your holiday email marketing, here are some common mistakes you should avoid to keep your emails engaging, engaging and converting.
1. Increasing the number of members with too many email addresses
During the busy holiday season, customers often send frequent emails to keep them on their toes. However, sending too many emails can tire customers and cause them to unsubscribe. If customers feel overwhelmed or annoyed by the volume of emails, they may lose interest or even unsubscribe altogether.
Solution:
Create a balanced sending schedule by spacing your emails evenly apart, focusing on high-impact campaigns instead of repetitive reminders. Try segmentation to send smaller, more targeted emails based on customer interests or past behavior, and offer an “opt-out” option so subscribers can opt out of receiving fewer emails during peak seasons.
2. Failure to optimize for mobile devices
More and more people are checking their email on their smartphones, and holiday shopping is often happening on the go. If your emails aren't mobile-optimized, you risk poor display, unreadable text, and broken links, leading to lost engagement and sales opportunities.
The solution: Make sure your email design is mobile-friendly, with easy-to-read text, large buttons, and a simple layout. Use short subject lines that display well on small screens, and test all links and images to make sure they work across devices. A smooth mobile experience increases the chances of conversions and engagement.
Mobile Holiday Email Marketing
3. Neglect of personalization
The holidays are personal times, and generic emails can seem impersonal, making them difficult to capture attention. Not personalizing your holiday emails with relevant content and offers can result in lower open rates and conversions.
How to solve it: Use personalization tactics to make your emails relevant and special. Segment your audience based on past purchases, browsing behavior or geographic location to send personalized recommendations. Simple touches like addressing a recipient by name or recommending products based on past purchases can make a big difference in engagement and conversions.
4. Using general subject lines
During the holiday season, inboxes are flooded with promotional and generic emails. Subject lines can easily get lost in the noise. Phrases like “Holiday Sale” or “Seasonal Specials” are common, making it harder for your email to stand out.
The solution: Use creative, engaging subject lines that spark curiosity and emphasize the unique value of your offer. Customize your subject lines whenever possible, and use a sense of urgency or exclusivity, such as “Last chance to save 25% on your favorite holiday items” or “A special gift just for you—open for preview!” A/B testing your subject lines can help you identify the most effective wording for your target audience.
5. Forgetting to include a clear call to action (CTA)
An engaging email without a clear, easily found call to action is a missed opportunity. If recipients don’t know what to do next, they’re less likely to engage, and your email will have less impact.
How to fix: Make your CTAs stand out, brief, and action-oriented. Use phrases like “Buy now,” “Get discounts,” or “View gift ideas” to guide readers to take a desired action. Make sure your CTA stands out by using a contrasting color and placing it in the form of an easy-to-click button, especially for mobile readers.
6. Overlooking the importance of time
Timing is important for holiday emails, as shoppers often look for deals during specific times (like Black Friday or Cyber Monday) and make last-minute purchases closer to the holidays. Sending an email too early or too late can miss the mark and fail to capture the attention of your target audience.
How to solve it: Plan your campaign calendar around key holidays. Send early-buying customers offers, special promotions during peak hours, and last-minute reminders for late shoppers. Use time-limited language to encourage quick action, and consider sending reminders as the holidays approach to capture last-minute shoppers.
