Do you want to discover the secret behind emails that convert ? One of the key strategies to improve the effectiveness of your automated emails is to adjust the content of your campaigns according to the seasons of the year, as this is essential for your subscribers to perceive that you are providing them with relevant and well-thought-out content.
In this article, we will delve into the best practices for carrying out this type of seasonal campaigns, with the purpose that your users perceive your commitment by offering content adapted to the calendar.
Actions to adapt the content of automated emails to seasonality
This is what you should do if you want to adjust automated emails to your calendar:
1.- Change the shipping strategy
A very important thing to adjust emails to seasonality is to adapt automated sending according to the time of year and holiday events. This is based on observing the behavior of subscribers, who tend to join the newsletter around holidays to get discounts or learn about current trends. Therefore, during these dates, the frequency of sending, as well as automated emails, must be adjusted related to abandoned carts or temporary promotions, with the aim of encouraging subscribers to make purchases before the offers expire. For example, in the case of Black Friday, it is essential to schedule an abandoned cart email for the same day, as regular mailings after one and three days would be inopportune after the sale ends.
2.- Adapt the content
Adjusting the content of email campaigns is essential to ensure quality and avoid being considered spam by subscribers.
To address this challenge, seasonal images can be used. If you use images related to the seasonality of each campaign, such as colors and graphics that evoke the season, subscribers will quickly identify the purpose of the email.
Adapted Banners can also be included. When time does not permit creating a new design for a specific campaign, seasonal banners can be added to the standard body of automated emails reminding users of important dates and offering discounts or other offers.
In addition, contextualized messages will help adapt the content. That is why it is very important to take advantage of the content of the email to present products or services relevant to the season, thinking about how these can be useful to customers at specific times. For example, offering warm clothing in winter or beach products in summer.
On the other hand, messages about limited discounts, special services or other offers can be included to motivate subscribers to make quick purchases and encourage participation in campaigns. These strategies help maintain the relevance and effectiveness of email campaigns.
3.- Quality control
Once these actions have been implemented to improve the effectiveness of automated emails , it is crucial to ensure that they meet quality standards. Before each seasonal automation campaign, it is recommended that you perform a thorough review to ensure that all email components are working properly. Specific tests should be performed to verify that links and buttons are operational, that the design is responsive to mobile devices, that text communicates effectively, that any new content looks and functions correctly, and that you are aware of the updates to inbox providers, as these changes may affect the display and operation of content.
This review process is essential to maintaining the quality and effectiveness of automated email campaigns .
4.- Other sales seasons
We often associate the adaptation of content in our automations with notable events such as Christmas, summer, Black Friday or Cyber Monday . However, we must remember that there are numerous holidays and special occasions that offer opportunities to adjust our content in automated emails . These moments represent an incalculable opportunity to connect with consumers through creative actions that will surely capture the attention of our subscribers.
Do you want to improve the effectiveness of your emails? At PGR Marketing & Technología we can help you achieve this.
