Christmas is practically here. And while you probably have your Christmas email campaigns going strong, this is a good time to consider tweaking things to double down on last-minute shoppers this holiday season. Here’s why this is a good idea.
In 2020, a Klarna study found that 79% of consumers left their holiday shopping until the last two weeks leading up to Christmas. On top of that, 35% saved the last of their holiday shopping for the week of Christmas!
And to add the cherry on top? The same study found that 55% of last-minute shoppers will buy gifts online regardless of delivery deadlines.
So, where does this leave you? In the middle of a very lucrative opportunity IF you plan to take advantage of it.
Get More Sales From Christmas Email
Campaigns for Last-Minute Shoppers Okay, so let’s restate the above stats in easy terms.
Millions and millions of ready-to-buy shoppers plan to wait to shop until the last minute and will do a lot of that last-minute shopping online.
Now, email has the highest ROI of any marketing channel around.
Your contacts are going to be looking through their emails trying to find holiday sales and other gift ideas as they come down to the wire.
So… If you plan to send email campaigns with the knowledge that more than a few of your subscribers are going to last-minute shop, you can make a pretty penny during one of the busiest shopping times of the year.
Here are seven tips to help you send campaigns that can snag sales before Christmas.
Kick Up the Urgency
The week before Christmas is highly competitive.
Your customers’ inboxes are flooded, not just marketing emails, but also with emails from friends and family. To stand out, you need to put extra effort into your email copy!
Use words that create a sense of urgency throughout your messages — especially your subject line!
Last-minute shoppers are running out of time — you need to give them a reason to buy from you (Hint: FAST SHIPPING). Here’s how ASOS goes big and bold to get readers to buy right away:
Your target audience already knows they’re working against the clock, so if you can remind them of the problem and offer a solution, you’ll be well on your way to earning those sales!
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2. Keep it Short (and Sweet)
People are busy this time of year. All they want to do is grab a great Christmas deal — FAST.
Keep your copy short, engaging, and to the point. Don’t ramble on and on in your email. Keep your offer front and center!
Here’s how Fleur & Bee does it:
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We love how they fit everything into this little email
Urgency? Check. Clear offer? Check. Prominent CTA? Check!
On performance gear offers a last chance “sprint” for gifts. Plus, we give ‘em a huge bonus for including the last-minute shipping details. It’s another great example of how to send a short, yet effective, email days before Christmas:
This is a perfect example of that Problem
— Solution strategy we talked about earlier. Swoop in and save the day for your contacts, and they’ll be forever grateful!
3. Personalize, Personalize, Personalize
You have to know: You’re not the only brand offering last-minute Christmas discounts.
So forget personalized subject lines. You need to go that extra mile to make your contacts feel special (past the first name basis)!
Including gift guides tells your customer you get job function email data them and makes it easier on them while shopping for their loved ones. We love this email from Heyday!
Last-minute abandoned cart emails are a great way to save those sales (and include personalized product recommendations).
This simple cart reminder from Coach is an easy example
You can also consider the purchase history of your contacts to send out tailored discounts and offers. They’ll love you for knowing exactly what they wanted!
Especially if you give customers a discount on items that they nearly bought. It’s like making their wish come true!
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Use a Simple Mobile-Friendly Design
Now, it’s always important that your emails look good cm lists on mobile. But when you’re trying to capture last-minute Christmas shoppers, responsive design is even more pressing.
That’s where all your last-minute shoppers and impulse buyers are! Make sure you have a responsive design with easy navigation that looks great on all devices.
Pro Tip: Use large-sized, thumb-friendly CTAs and links.
Here’s a simple but fun Christmas reminder from J. Crew Factory:
There’s not a ton of small features readers have to zoom in on or struggle to read. Plus, the entire GIF is clickable! Remember — your buyers are likely browsing for last-minute deals on the go.
Make it super easy for them to click through, and they’ll be one step closer to making a purchase!
Offer Free Shipping
Additional shipping charges are the biggest reason why shoppers abandon their carts.
You know what’s better than fast shipping? Fast and free shipping! Here’s how frank body attracts last-minute holiday shoppers.
