Planning a Seasonal Campaign


Holiday seasons can be a great time to cash in with email marketing.  For most major holidays (especially Christmas) people are typically in buying mode and will often jump on a great deal.  As such, as a business owner, it’s important to have an offer for them.  By utilizing holiday email marketing, you’ll be able to quickly and inexpensively reach a large audience who is ready to spend money on the products and services you offer. However, in order to make the most out of the holidays, you’ll need to be prepared well ahead of time, and preparedness often comes in the form of proper planning.

The first thing you’ll need to consider when planning your holiday email marketing campaign is what products or services you are going to provide.  Often the services and products you provide will be influenced by the time of year the holiday falls in.  For example, you wouldn’t want to promote beachwear during the Christmas season (unless of course your audience lives in a place that is warm year round – know your audience!).  Brainstorm ideas of what will sell best at that time of year and for that holiday.  Remember to do this well in advance – you don’t want to be rushing at the last minute.

Another thing you’ll want to consider when working on your seasonal campaign plan is what seasons or holidays you should target.  There are countless holidays that can result in an increase in sales (Christmas, Easter, Valentine’s Day, Halloween, etc.) but that doesn’t mean you should jump on each occasion.  Be selective in your choices and choose quality promotions over quantity.  Some holidays will work better for some businesses and figuring this out ahead of time can save you a lot of trouble and will maximize the return you’ll see.

Once you’ve decided on the products you’re going to offer and which holidays you’re going to target, your next step will be to begin creating the actual campaign.  A lot of work can go into creating an engaging and effective campaign and often it will be beneficial to outsource some of the work.  For instance, some of the materials you’ll need to create include:

  • The season specific email template/theme
  • Sales banners
  • The email copy
  • Pay-per-click campaigns
  • Social media campaigns
  • Etc.

As you can see from the list above, creating a holiday email marketing campaign isn’t as straight forward as slapping a couple of links into an unplanned email and firing it off to your list.  If you want to maximize the return on your investment of time and money, spending time creating quality promotional materials is essential.

Once you’ve got all of your promotional materials in place, the next step is executing the campaign.  Most holidays will have a fairly long duration for which you’ll be able to promote.  For instance, consider sending out weekly promotional emails starting 4 to 6 months prior to the holiday.  The time will depend on the holiday but generally, consumers will start shopping for major holidays sooner than they will for minor holidays.  If you put effort into creating quality promotional materials and effectively execute you’re plan, you’ll be in a great position to reap the rewards.