Email Best Practices

Tips to master mobile-friendly email campaigns this holiday season

Make the most of this busy time of year with mobile-friendly email marketing, to remind customers about new products, gift ideas, and upcoming sales.

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For marketers, the end of the year means it’s time to ramp up marketing efforts to try to capitalize on the holiday shopping season. One effective way to cash in on this busy time of year is through mobile-friendly email marketing to remind customers about new products, gift ideas, and upcoming sales.

Why is it so important to ensure your emails are mobile-friendly? It’s estimated over half of today’s emails are opened on mobile devices and more than 50% of Google searches take place from mobile devices, so if your campaign isn’t mobile-friendly, you won’t be able to reach a huge chunk of your audience. Here are some tips to help you master this marketing tactic:

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Think of the subject line

Subject lines can make or break your email campaign, so choose one wisely. Because you are creating a mobile-friendly campaign for the holidays, add some holiday cheer by using a festive emoji in your subject line. As subscribers scroll through their inbox, a cute Santa or Christmas tree emoji will stick out next to all the other text-only subject lines. If you don’t want to associate with one holiday over another, choose a snowman or snowflake emoji instead.

Test it out

Before sending out the campaign to all of your subscribers, it’s important to test, retest, and test it again. See how it appears on multiple devices to ensure all the pictures are loading properly and the format is as you designed it. If something looks off on your phone, use cell phone diagnostic tools to see if there’s a problem with your device, or if it’s with the email campaign.

Give gift ideas

Email campaigns usually focus on getting the customer to buy something for herself, but around the holidays, it’s all about giving, so adjust your campaign as needed. Create mobile-friendly emails that feature different gift ideas to inspire your subscribers to shop. For example, divide the email up into four separate segments and show how subscribers can buy gifts for their mom, dad, significant other, and kids all within your online shop.

Make sure your email allows subscribers to click on a link that will take them directly to what was advertised instead of sending them to the homepage. You should also make sure the landing page is mobile-friendly to cater to those who are using their phones to check email and shop. The easier you make it to shop, the better results you’ll see.

Talk to last minute shoppers

There are two types of people in this world: those that have their holiday shopping done by December, and those that wait until the absolute last minute. To appeal to the latter group, send out emails just a few days before Christmas to let customers know there is still time to shop and get their gifts in time for the holidays. For example, send out an email saying “Today’s your LAST CHANCE to get these gifts in time for Christmas with our 2-day shipping.” This creates a sense of urgency, reminding customers time is almost up, while also letting customers know it’s not too late to do online shopping.

Incorporate these tips into your email campaign so you can have a profitable holiday season and start the New Year off with a bang!

Want to learn more about how to win at email this Holiday Season? Visit Mailjet’s Email Marketing Holiday Toolkit and join the conversation on Twitter using the hashtag #MailjetHolidayToolkit. For even more tips, c__heck out Mailjet's Ultimate Guide To Holiday Emailing.


This post was written by Nick Rojas. Nick is a self-taught, serial entrepreneur who’s enjoyed success working with and consulting for startups, currently working with writerzone.

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