This post originally appeared on startupnation.com/grow-your-business
The holidays are one of the most important times of year for small businesses, startups and e-commerce sites to increase sales and boost revenue. One smart way to capitalize on this expected increase in consumer spending is to polish your holiday email marketing practices.
According to Deloitte’s U.S. holiday economic forecast, holiday retail sales will increase 4.5 to 5 percent this year, while holiday e-commerce sales are expected to grow 14 to 18 percent over 2018.
To take a closer look at how email marketing can be put to good use this time of year, the GoDaddy email marketing team analyzed our customers’ email marketing data. From there, we identified trends and developed best practices for small business marketers this holiday season.
The most wonderful time of the year (for email marketing)
With more people going online to find gifts, holiday shopping is starting earlier and earlier, which is reflected in email marketing data. In a holiday retail outlook study conducted in 2018, 62 percent of customers reported they planned on using an email coupon during their holiday shopping.
And the closer we get to the holidays, the more likely consumers are to head into stores to avoid the possibility of delayed shipping. You might be surprised to learn that the busiest shopping day of the year isn’t Black Friday, but the Saturday before Christmas. So plan your email marketing accordingly!
Take a break on the actual holiday
Avoid sending emails on major holidays. Black Friday, Christmas Day and Boxing Day all saw the lowest email open rates of the holiday season. Contrary to popular belief, Cyber Monday isn’t a great day to send marketing emails, either, due to the massive volume of emails sent out that day.
For example, Cyber Monday has a higher email sending volume than any other day in both November and December. The influx of emails may leave online shoppers feeling overwhelmed.
Make your emails mobile-friendly
Most people check their phones 150 times a day, for a mere 70 seconds (according to Google Research). Additionally, GoDaddy data shows that over a 10-day period, nearly half (46 percent) of customers who opened GoDaddy Email Marketing emails opened them on a smartphone or tablet. Many online shoppers are scrolling through their inboxes and scanning email subject lines on the go.
In fact, millennials are 63 percent more likely to be swayed into making a purchase after receiving a promotional email than their Gen X or Baby Boomer counterparts.
This time of year, it’s more important than ever to include snappy, attention-grabbing subject lines and send mobile-optimized emails in order to reach online shoppers.
The post How to Make the Most of Your Holiday Email Marketing appeared first on StartupNation.