At H2H Consulting, we know the power of great email marketing.

That’s why we’ve partnered with Constant Contact; to help enhance our clients’ email marketing efforts for the 2018 holiday season.

Here are some tips you can use to turn your creative holiday ideas into conversations, clicks, and leads.

1. Your Header

Your header consists of

  • Who the email is from,
  • The subject line, and
  • The preheader.

(If you want to review our blogs on the subject line and preheader, click these links.)

The header gives your audience an idea of who you are, why you’re sending an email, and why they (the viewer) should care and open your email.

The header is your first shot at getting viewers to open your email. (Remember you only have 3 to 4 seconds to grab the attention of the reader before they decide whether to read it or trash it.) It should convey what the email is sending and give the reader a reason to open the email.

Here’s Constant Contact’s holiday email header example:

2. Your Body

The body of the email consists of

The first thing you want your reader to see, once they’ve decided to open your email, is your logo. According to Constant Contact, seeing your logo reinforces in the reader’s mind that it is your company who is sending the email.

The next thing that viewers should see is content. Content is comprised of text, images, and calls to action.

In our emails, we try to have a maximum of three pieces of content. Some examples of pieces of content to use for the holidays include

  • A holiday message to customers, a product for sale, and new store hours.
  • What you’re thankful for, an upcoming event, and a new blog.

If you have more than three pieces of content the reader can get confused and is less likely to click on anything because there are too many choices.

Within those three pieces of content, you shouldn’t put more than three images or 20 lines of text. A study done by Constant Contact found that email campaigns with those metrics had the highest click-through rates.

Whenever possible, your content should pair text with images. In general, text that has images with it gets more engagement.

Finally, your content should have calls to action (CTAs). For each piece of content, prompt the viewer to do something, whether that’s

  • Stopping into your store,
  • Going to your website,
  • Shopping a sale,
  • Following you on social media, or
  • Registering for an event

Take a look at this Constant Contact Black Friday email template. You can see how they have a call to action and an image paired with each block of text.

3. Your Footer

As with all emails, this holiday email checklist ends with the footer.

The footer consists of

  • Social media links,
  • Address and contact information, and
  • The safe unsubscribe option.

If you haven’t already included links to your social media pages, you should put them in the footer. This is a great way to grow your social media following. (You can also promote your email newsletter on social media.)

Your address and contact information section should include your company’s

  • Address,
  • Email,
  • Phone Number, and
  • Website.

Finally, due to the United States’ CAN-SPAM and Canada’s Anti-Spam Laws, you must include the option for subscribers to remove themselves from your contact list. (If you’re a Constant Contact user, then no worries, it is automatically included in your emails.)

Here is an example of a Constant Contact holiday email footer:

To wrap up, here are our final reminders for writing holiday emails:

  • Have a familiar “from” name and email
  • Engage your audience with a strong subject line and preheader
  • Don’t have more than 3 images, 3 calls to action, or 20 lines of text,
  • Legally, you need to include the footer, but don’t be afraid to add your social media profiles as well
  • Include multiple ways to contact you (the harder you make your readers work, the less they will do)

 

Happy Holiday Selling!