Are you ready for the upcoming Christmas sale? The earlier you start preparing for it, the better for your business!
Some marketing experts say that the best time to prepare the Christmas marketing is in July (!), August, September or October. You might be asking, ‘really that early’? Yes! But, if you haven’t been doing anything since then do not despair! If you haven’t started yet, you can start today.
Sounds easy, right? Well, if not, we are here to help!
This article guides you through the process of setting up your own Christmas marketing campaign and most importantly succeeding in it!
Promoting Your Courses
The Christmas period is always the perfect time to promote your courses. During the popular end-of-the-year holiday people are actively looking out for the best deal and this gives you the ultimate opportunity to shine brighter than a Christmas tree ?!
However, to promote your courses effectively, you need to keep an open mind and a creative approach to change. You can even find 10 more christmas marketing ideas & tips here.
The Ultimate Guide To Selling Online Courses (vol 1)
Here at LearnWorlds, we are huge fans of email marketing because through emails you can reach out to your engaged audience clearly and directly. The secret of success though is found in building your own email list and optimizing your email content.
The three types of emails that are ideal for your Christmas marketing campaign are:
Welcoming emails: you send out to new subscribers welcoming them to your company or school community. These have a 45.7% open-rate which is far greater from promotional emails at 18.8%, and it’s worth looking more into it.
Ways to optimize: (a) send the welcoming mail immediately after subscription, (b) ask people to do something through CTAs e.g. complete a survey, a quiz, talk about opt-in benefits and rewards (e.g. a discount code for future purchase), (c) include branded media, (d) make it human-friendly instead of writing a default message saying ‘Your subscription is confirmed’.
Example from Birchbox:
Promotional emails: aiming at completing a purchase or making another conversion and usually end with a CTA that leads to the desired action e.g. buying, downloading, signing up to an event, etc. Focusing on the relationship you build with your customers and explaining who you are – not just stating the obvious, is important for this type of emails.
Ways to optimize: (a) segment your audience and go beyond the price/discount focusing on the underlying needs of your customers (need for intimacy, esteem, success, self-realisation, freedom which the offered product can offer) and the level of security that can influence them to take the next step (b) be wary about the frequency of the emails you send out – too many of these may bring the opposite result (c) experiment with different formats/designs and types of promotional emails such as mystery offers, limited time offers, newsjacking, contest/competition, new products release, freebies, sales, selective promotions.
Example from Gone in a Flash:
Upsell: after-purchase emails aiming to increase your sales. They can suggest more courses, another one of your products or a bundle, or even send a coupon for their next time or to gift to a friend.
Ways to optimise: (a) create an atmosphere, say thank you and welcome your new students by showing them their next steps, (b) give them a gift, coupons or discounts, (c) gifts for family & friends are a wonderful surprise after their first purchase from you, send them a coupon to share.
Example from Digital Marketer:
As you would expect, each type has its own characteristics and is wise to learn more about them. This should help you use the power of each to your benefit and reach out to your audience in the best possible way.
Tips for Christmas Marketing & Social Media
Make this Christmas offer a special one with the following tips:
1Come up with an interesting subject line
The subject line introduces people to the email, and it’s the first thing they get to see. To make a good impression, your subject line needs to be funny, clever and engaging, otherwise, it won’t have any of the desired results.
Here, don’t be afraid to take the risk of using humor, seasonal emojis ??❄️⛄ and experimenting on messaging, mode of contact and timing.
Subject lines to use for welcoming emails
On this note, there are many types of welcome including ‘Get Started’, ‘Hello’, ‘Thank You’, ‘Offer’ or using special media/video that use relevant CTAs at the end of each email.
Tip: Top phrases to use in any of these emails – new, free, off, sale, now, holiday, save, day, more, up to, gift, shipping, only, Christmas, last, get, today, win, special.
2Give away something Christmassy
It’s always a good idea to create a welcoming Christmas atmosphere and show this in your emails. Better yet, if you want to go the extra mile, give out a gift themed with the Christmas spirit, e.g. a Christmas card or ecard or New Year promotions/discounts.
For this, you need to be creative and make sure you are not like everybody else. Giving out a clear value proposition is vital to increase your customer base. Remember that your customers will be getting hundreds of emails in their inboxes and it’s your responsibility to stand out!
The gift could be supplementary to the product you are offering (like the example below) or relevant to your course. FYI, gift cards have been the most request gift for 9 years in a row!
3Remind them of the benefits of getting your emails
Explain the benefits of why people should keep receiving your newsletter saying something like ‘Our newsletter is full of cool cooking tips’ or ‘Stay in touch to learn about our secrete gourmet dishes’. This way, you are reminding your customers why they should keep receiving your newsletter, and at the same time, you are providing them with a valid reason to continue doing so. This email accompanied with a small discount, or a free course can give a great boost in your Christmas sales.
4Encourage your audience to get involved
An excellent idea to try out is to invite people to get involved in your marketing campaign. For example, you can increase participation by inviting people to share their experiences while using your product, taking part in a competition through social media e.g. Facebook posts or Instagram photos to reveal the ‘Best Christmas Photo’ or by sharing their own Christmas wishes and cards with you. This way you can lure more people in and find out who your real loyal followers are.
Example from Starbucks:
5Start sending your emails early
Preparation is everything and even more so for the Christmas sale. Before you start sending out emails, create your own Christmas checklist and think of your emailing schedule. First, ask yourself when it is the best time to send your emails.
Recent research statistics show that most companies send out their first email 7-12 days before Christmas which indicates that it’s the most appropriate.
In more detail, the MailCharts report finds that:
Sending your email before Christmas gives your customers plenty of time to decide whether to buy or not and builds up excitement. Also, don’t forget to remind customers of the final deadlines so that they can get their packages on time.
For this, you can use the ‘X days to Christmas’ email template. Check out the following examples for inspiration:
Example from Early Learning Centre:
Example from AVON:
So, if you want your Christmas marketing campaign to be successful, you need to create holiday campaigns that are fun, festive and directly relevant to your audience.
Well-optimized and personalized emails that hit the right ‘chord’ of your customers can help you achieve a higher click-through rate and an increase in your course sales at large. And, remember to use promotional templates on your website too! Good luck!