If your holiday marketing email strategy doesn’t include a little love for the last-minute shoppers out there, this post is going to help you help me.
*raises hand*
I finish my Christmas shopping on like, December 22nd.
Okay, make that December 24.
For people like me, it’s nice to receive email showcasing awesome last-minute gift selections or expedited shipping incentives as the month draws to a close.
Let’s dive a little deeper into how you can deliver value to your subscribers this holiday season. Add a last-minute gift spotlight to your holiday marketing email mix!
How to take care of the last-minute shoppers with your holiday marketing email
#1. Last-minute shoppers need to know it’s not too late
Procrastinators like myself experience a wave of panic on the day we decide to wrap up our holiday purchasing. This dawn of realization is painful. Like a vampire in the sunshine, we freak right out as we come to terms with the fact that we need to wrap up all the shopping like, yesterday.
Speaking of yesterday, if you missed it the thirty other times I’ve said it, make sure your shipping deadlines have been clearly communicated throughout OND. I love a handy-dandy holiday order deadline table. This can ride along with just about any campaign you send from November through December. As deadlines get closer, you can create a simple banner that announces the next impending order cut-off date.
Use your email subject line to let your customers know that you have the solution to their last-minute gifting needs. This increases your open rates with audiences who might otherwise think all hope is lost.
Want to really make it a no-brainer? You can offer a price break on expedited shipping options for any order over a certain dollar amount. Is the math making your head spin? You can make the offer apply to select products if that makes better sense for your line-up.
Shoot, you could really go above and beyond and play Santa! Ferry the gift from your location to the recipient yourself if you can! One of my clients offers in-person delivery service during peak gift-giving seasons. The personal touch of receiving a gift from a live human being is a wow-factor that covers up your actual procrastination.
#2. Recommend gifts with universal appeal
Super niche products aren’t going to appeal to the last-minute shopper crowd. Instead, focus on gift offerings with broad appeal. Do you offer gift-sets that can be customized to fit the unique interests or tastes of the recipient? Even better.
Gift cards are GOLD here. If you haven’t already let your customers know about gift cards through your Holiday Guide or other outreach programs, now’s the time. You can send a simple dedicated email campaign in the week leading up to Christmas, positioning gift cards as the perfect last-minute gift for anybody on your Nice List.
BONUS: If your gift cards can be delivered digitally, instead of having to be shipped, that’s a double-win! Companies like Yiftee and Giftfly enable businesses (regardless of their existing POS system) to offer eGift Cards that can be delivered via email, Facebook or even text message. Booya.
#3. Think outside the box… no, literally. What do you offer that can’t be wrapped?
If you’re in the events business, help last-minute shoppers give the gift of one of your upcoming events. This has all the thoughtfulness of a well-planned gift, and your customer doesn’t have to wait for it to be packaged and shipped. Take the gift-giving experience over the top by emailing a special holiday ticket or certificate. The gift-giver can forward this to the recipient or download, print, and includ in a thoughtful card. Jackpot!
Not in the selling-stuff business? Your holiday marketing email can still show love to the last-minute shoppers!
In the week leading up to the Christmas holiday, what do you think is top of mind? Entertaining, gift-giving, gift-wrapping, and anything to relieve the nearly unbearable stress (at least, for most of us). Gain trust with your subscribers through value-driven content!
Here are a few ideas:
- Send a holiday round-up email with links to your three best entertaining blog posts
- Put together your Top 10 Holiday Stress Relievers. Share products and experiences that you love that will also help your customers. No sales pitch, just a handy reference!
- Laughter is one of the best stress-relievers! Email your customers with a humorous riff on your best excuses for gifts arriving late. Waxing poetic? Get clever with a holiday classic and rewrite a stanza or two of “‘Twas the night before Christmas” to reflect your own procrastination habits. Showing off your light-hearted side is a great way to stand out in a crowded inbox.
Summin’ it up
Don’t put off your holiday marketing email strategy for last-minute shoppers (get it?)!
Have a clear calendar of order deadlines prepared now. Make sure you position these appropriately in your November & December email campaigns.
Run the numbers and identify where discounted shipping options could make sense for your customers and your bottom line.
Look at your product and service mix with the eyes of a desperate last-minute shopper and ask: how can you solve your customers’ problems when they’ve put off holiday shopping?
Do you offer any holiday solutions that don’t require wrapping? Make it easy on your customers to gift those experiences in a high-impact way. Produce digital downloads or create a special gift-receipt email that can be forwarded to the recipient.
With a little advanced planning to save the day for those who fail to plan, your holiday marketing email campaigns will solve a lot of problems for your customers and drive value for your business!
My next holiday marketing email post for December success will focus on the digital holiday card. Check out my previous December posts on tinsel-free talking points and putting together a compelling holiday guide email while you wait for the next post to go live…
Bonus Download:
I’ve put together a cheat sheet to help you stay on track for your last-minute shopper campaigns. Easily create your holiday shipping deadline calendar, and be prepared with list of gifts and experiences to wow a last-minute shopper!