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Hey, it's Rob and Kennedy. Hello Today on the Email Marketing Show we're talking about holiday marketing campaigns. Oh bloody oh, now just before we get into that we know that at the end of this episode you are likely to have questions about how this applies to you and how you can use this in your business with your audience and your market. That is why we created a free community called the Email Marketing Show community. It's a Facebook group. So it's easy to get to all you have to do is go to Facebook and search for the Email Marketing Show community. It's full of amazing business owners. 1000s of us all just chatting about how we're using the stuff from the podcasts and email marketing in general in our businesses. So go to Facebook, search for the Email Marketing Show community and we will see you there he drinks too much when he eats. It's comedy, but he's got a table and he used to wait Branston pickle off his pork pie. It's psychological mind reader Kennedy. How much is too much when you happen to be having a meal a full meal. So I have to point out when I do things alcohol, I don't mean that every test is always sloshed whenever he's like No, I actually just drink so I drink Pepsi, Pepsi or water or whatever I'm drinking. And I just drink gallons of the stop loss of having a meal. It's almost like I get to full biological liquid is for them. But I like to like wash the food. Feel to yourself while you eat Nadia. Exactly. Exactly it. So Branston pickle, I'm not a fan either. So why was it on your bowl by so I like the flavour not the texture of all them pick the bits or the bits of is it on your I guess it's only on is it? Yes. So my mom used to like milk pork pie with a bit of ransom pickle. And then I was like I like the flavour but the crunchy texture of the onions not for me so I would wipe it off but then sometimes there wasn't enough flavour on so don't get back in again and wipe it off again. And I was like why are you doing that like I like the flavour at all like the crunchiness so I used to I used to do I had a similar thing with pickled onions if we're gonna be adding Muriel's and there was a party on she'd have a buffet and they were is nice good. Those little jars of pickles. Yeah, pickled onions used to suck it out all the juice off and then throw the pickle away. I didn't put it back in the jar. If you drink in the juice from the jar, no, no, just suck it off the socket off the bottle onion and then throw the pickled onion away What a waste of big onions. I have a flavour to maybe I have a friend who when I was growing up, they used to use the pickled onion. It's vinegar, isn't it? I believe Yeah, that's what they use to store that and use that as vinegar for like fish and chips or whatever like for dinner or whatever you go to class roots of Northeast of England. There you go. Hello. Every week on the show. We show you how to make more sales and earn more money from your email subscribers. We're talking about email marketing strategies, psychology tactics, and share what's working right now to make you more sales online making you email Madami hero of your business with a brand new episode every email marketing Wednesday, so make sure you hit subscribe on your podcast player. So let's chat about sort of holiday marketing campaigns. And of course there are a lot of these that we can talk about. From the very obvious Halloween, Halloween to Black Friday, new year's Christmas and literally it's been Easter this flip and just look you know Tuesday. Whatever day is Taco Tuesdays whatever it could be. And I think one of the things this really taps into psychologically speaking is that is this idea of because when people have got a reason it really creates that momentum and that sort of instinct to want to go and buy so in a lot of copywriting people talk about giving people that because hey, we're doing a discount because we often talk about how you've got to like give them a reason. So you can't just call this a discount. It's just not it. You got to say this is the reason it might be because it could be anything. It could be that I've got a tax bill, I don't need to pay it. I didn't expect it or it's my daughter's birthday or it's my birthday or it could be anything. It's our love Tuesdays it's Tuesday decided to a special offer. And what happens when there's a holiday around so let's just pick one let's just pick new year right? was often the New Year sale or something right? Especially can furniture shops and things I think people go after big public because Oh, you're Prime Day prime created Amazon created their own because they decided it's Prime Day. Right and I'll give me a good do a bit of the Christmas shopping in flipping October when normally I'm guessing the reason Amazon have their Prime Day in the first couple of weeks of October is because that's normally a quiet time of the year for them so they've gone right we need to do something to pick it up because it's no longer the summer the kids are back at school so we call it The Back to School home. You know that's another kind of holiday because isn't it the back to school thing and we haven't got quite to like the Halloween it's not a big retail time? Probably not. And they haven't quite got into Thanksgiving for the states and Christmas time in New Year. They haven't got they've manufactured a holiday which is primed. It hasn't got the word Amazon in it because they're making it bigger than themselves. So these tapping into holidays is a great idea when people say I shouldn't do it, it's over. You know, it's over whatever and it's competitive. We're gonna get into that in a bit in this episode, but it's a really huge public because because people are like I'm saving for the in the UK we have a thing called Boxing Day which apparently no one else in the world has, by the way. Well I think Australia doesn't Oh, do they Okay, so let's just might have it you know, cuz obviously my role like you know, kind of like to get them in whatever we're not America. Yeah, basically here. But, you know, we have the Boxing Day sale. The Boxing Day is the day after Christmas, isn't it? So we have the Boxing Day Sale. People are like they're there. Save it up. Oh, I'm not gonna get you that for Christmas. My mom and dad used to do this. Like they were like, Oh, we're gonna get you something in the box and DSL because you'll get it you'll get more for the money and people are like they're with their chequebooks in hand if it was the 90s do that. Were they with a credit card at their desk? All right. I'm gonna find something in the Black Friday sale. Think about that. Prime Day I opened up my Amazon Google. Let's see what they've got. Show me the things you can sell me. People are in proactive. Let me spend money mode, which is the opposite of when you're running like a Facebook ad. Someone's scrolling through their Facebook or Instagram. They're not thinking about hey, I've got a credit card in hand selling me something. They're like wanting to see fun pictures or little things. Or you know fun things. You do interruption marketing and Hadler buy my thing you've got a lot of upheaval you're you've got a lot of momentum to give to that person not the case when it comes to holiday promotions. Now the other thing it does is it gives your customers an excuse to buy as well and excuse to justify it to themselves as to why they're gonna buy this thing. Oh, well, you know, it's Prime Day or it's you know, this Halloween sale or whatever. And therefore, I'm going to buy this now and I should buy it now because there's a discount. It's a bit like there's a lovely bit of psychology around the sort of get three for the price of two thing. A lot of the time people will go into a supermarket and they'll have to buy you know, a packet of crisps or something and they'll go in and they'll say that they are. I'm just gonna keep the numbers around but they're a pound per bag, or you can get three bags for the price of two. And you go oh my god, I could have three bags for the price of two that's two pounds. I'll spend two pounds and get three bags instead of one pound getting one and that people forget they tripped themselves up over the fact that we're never going to spend two pound anywhere they were never going to buy two bags of crisps they were only going to buy one bag of crisps but because this deal was there that made three for the price of two. They announced about a pound more than they were going to spend and feel better about it by the end. So this sort of sort of self justification of buying stuff is a really powerful thing that we can use. And it's the thing where my parents never fall for it, but I always do I always proudly self justify to them why I've spent so much money on this new thing because there was a deal and they're like, are you gonna buy one anyway? I was like nope. But there was this sort of self justification this excuse and it comes with equally with partners Rachel's always justifying horse related purchases to me as to why she's bought stuff. She doesn't actually have to I don't care but like she can tell it's actually a it's a self justification. She's justifying it to herself and so holidays are a really good way to get our customers to feel good about their purchases. Not in a scammy unethical, dodgy way, just about if we're gonna sell them stuff that's good. They're gonna buy stuff that they like, and they're gonna feel good about it at the end. Not bad about it at the end because of this holiday thing. Yeah, obviously there are some it's not all rosy in the email marketing garden when it comes to emailing at holiday time because obviously, there is an increase in volume. Like the highest the highest email sends day of the most emails are sent on which day of the year, Black Friday, Black Friday has the highest email send rate of the year and all holidays have a spike compared to the rest of the year. So that does mean that you are competing for people's attention in a sea of emails hitting people's email inboxes now that means just think about for example, how many spooktacular deals you saw around Halloween every year, right? How many times have you seen that right? It's literally just so much noise, tonnes and tonnes of noise. So we're gonna have to get over that right. We're going to have to stand out all the things we're going to have to do is make sure that in the run up to any of these holidays your email deliverability is good. So if you actually get your email if you're not if you have an email something like since the last Black Friday and you only have an email on Black Friday, chances are you're not going to get seen because gonna get put the promotions tab because Gmail and everybody else gets extra techy get they put extra doormen, extra bounces on the Gmail inbox and go let's just double check everyone's ID today because it's an extra busy day a bit like if there's a football match football match on in town, there's extra doorman around just because it's extra busy. Right. So how do you actually stand out in some kind of holiday email campaign. So the first thing that you want to do is make sure that you put together a dedicated offer specifically for this specific holiday. And so the obvious example of this is obviously putting together a sort of a Black Friday sale typically speaking you'll see something where somebody's put this together specifically for Black Friday, but one of the things you've got to be careful of is you're not just rolling out the same old sale every year. The same old offer every year. You've got to make and for every holiday as well I saw this a while ago with I can't remember what it was now I wouldn't name and shame them anyway. But I signed up to somebody's email list. And basically that their whole business model was trying and I didn't buy the thing because it was a little bit more than I wanted to spend on it. And they were basically using every single holiday opportunity in order to try and sell me this thing from from the same angle the same discount the same offer, but just the value. Chain but there's that T Shirt Company who I really liked that T shirts right just got into them a few months ago. I must get an email from him from every week with a 35% discount every frickin week 35% off across the whole store me I thought it was nuts because no urgency is no you're tying it into anything. It's terrible.

And it very quickly turns into the into the furniture store where the sale never ends, that kind of thing. But yeah, this guy was like it's Mother's Day. So it's Father's Day. So it's Valentine's Day. So it's Easter. So it's just the same offer every single time. And the truth is that you want to be into it in the modern age of 2023 2024 onwards you really want to be more thoughtful about how you put the offer together create something that is a Black Friday off or is a Christmas offer or is a Mother's Day off or create something where the where it is tied into the holiday in some way where this is not an offer that you're just going to roll that over and over and over again. Equally. Take one of your things or two of your things and unless you're an economist or if you're like if you're selling you know, membership sites or courses or something like that, take a couple of courses, link them together and sell those specifically in a specific offer where the offer is like, nailed on, you know exactly what it is people get gonna get an offer on this particular thing or set of things bundled together. And I tell you if you can, it's not always possible. I think it's really nice when some some kinds of businesses can relate it to the occasion. Great example not really in our world at all, but a great example is Mother's Day. At a restaurant. Your mother eats free. Yeah, perfect. It's definitely you can't rule out, hey, it's Father's day your mother eats free. Well, you might be able to shoehorn that in in a sort of funny way, but it's not exactly gonna work. So is there a way you can relate what it is? So maybe if you teach some kind of meditation, you might talk about this is the one for the mothers, you know, this is the mother's you know, me tie meditation or something like you know, at a discount or meditation package, something like that. It could be as simple as there's a really famous market that has a thing called the mother of all offers. Well if he's already got a thing called the mother of all offers on Mother's Day, if he discounts the mother of all offers. That makes sense because it's got that word of it, try and have some kind of unity some kind of relationship between what's happening and what it is but you can't always do it. So it has to just be actually this is the Black Friday sale and it is unique. So one year you might do these two offers together as a package at a discount. The next year might be two different things. Or it might be a different, it might be five things or it might be one thing. You do need to keep it different fresh each time definitely. So that's the first thing have a dedicated offer. The second thing is to prep people for the offer in advance. You don't just want to spring it on people and let them know that it's coming. instead. You want to start a little bit early with this. There's a lot of different ways you can do this. We'll talk about them. You want to basically tease people and build them up to the offer, showcase what's going on behind the scenes and build up their excitement so that they're sort of they're sort of queued and primed, no pun intended Amazon Prime, they're sort of primed and waiting and ready for the day. And the moment that the offer goes live a couple ways you can do this. You could run a Facebook ads to a piece of content like when you talk about something is interesting. You build an audience of people who are interested, I think it's nothing to do with your offer. It's just about your niche. So if imagine you're going to launch a Black Friday sale and it's going to be about baking muffins. You might do a piece of content about the you know the six different types of muffins, you can bake a grid, you run that as a just a piece of content and it builds people interested in you and in baking those six types of muffins. I am hungry now. And then basically, they will be put into a Facebook audience and then you can refer those people into a waiting list to get them to opt in to hear more about your Black Friday sale and again, this applies to Halloween on Mother's Day or you know your own invented thing like Prime Day if you wanted to. You build them into ads, you run them to ads to get them to an opt into a waiting list and then you can email the people on the waiting list as well as emailing your own list about the waiting list. Of course you can email the people on the waiting list to show them behind the scenes and what your offer is. We've done this in our Black Friday campaign quite a few times where we'll record a video where we show them all the things that are in the Black Friday sale. But we don't show them the price. We just go this is what you're gonna get but you know how much it's going to be how much it's worth, but you don't know how much it's going to be. Let me tell them when it's gonna go live. It's gonna go live at 9am UK time on Tuesday or Black Friday or whatever. And you build up the hype so that people are ready and waiting for you even email our list for our Black Friday sale in advanced called the days before and tell them don't buy from us for the next couple of days. Because there's a chance that whatever you're going to buy will be available on Black Friday as a special deal. My stepmom used to go into clothes shops and she would go to the shop system and say I know you're not allowed to tell me but are there any sales coming up? And quite often just for the brazen cheek of at the shelter system? We've got actually I'm not supposed to tell you this right but there's a sale coming up three weeks on Tuesday to our great I'll be in there and then we'll go. So you know, we'll just email people and give them the heads up. Listen, it's Black Friday, we aren't doing something for it. Here's specifically what we're doing for it if you're gonna buy any of these things don't Yeah, I love it. And then of course, the next step is to actually launch that offer so you can start by building up the anticipation for the offer with some email saying hey, it's coming and here's some previews and you might do some teasing whenever you're holding it but you blow it out or or I see a nice one where there's a photo in the email again, if it wasn't enough a good a fair to add anticipation and curiosity. Were the things wrapped up or it's in the envelope. It's in the box and you say the special thing we're going to have on specials in this box. What do you think it is hit reply, let me know, get some engagement out of it. And then you just send a bunch of emails. You gotta send the email that says boom, here it is. Nice short email. You're gonna say you're gonna send a whole bunch of emails you gotta send eat more emails than you normally would maybe more emails and actually make it comfortable. We do. You know, are we saying we love and are really comfortable how many emails we send No, but really comfortable with the results it produces with the amount of sales and the amount of money you put in our bank. So that's what we do we make that trade off. So you probably want a couple of emails every day of that offer. Honestly, launching at the beginning of the day, a little one later on saying wow, well yeah, this has been popular. It has been and and then getting people over there answering questions and then leading up to when it closes on the last day. We're almost certainly going to do three emails. One of them the day sends the last day one halfway through. So it's the only the end and then one final warning say it's about the close because what I would hate for somebody to get to their inbox and go ah, totally missed that. And now we're gonna pay full price. That feels shocking to me that doesn't feel nice or friendly. So, yeah, lots of emails to make sure we're driving people towards the thing. And then what we don't want to do is be siloed in this thing, want to make sure that we caught we call it surrounded the market surround them. And at the same time, as you're sending these emails, if you've built this custom audience of people who watched your videos on social that Rob just mentioned, start running ads just to the people who've watched your videos. That means you're not competing with everybody else's big budget. Because you've already targeted the people who watched your videos, you create what we call an environment of zero competition. You create this thing called the environment of zero competition in two places. One, your email list to your socials right and now everywhere this person looks they are seeing your offer and you don't need a massive budget. You just need a bit of forethought. So these these holiday marketing campaigns just you can't wake up that morning. Oh shit. Everyone's doing a Black Friday sale. Everyone's doing a Christmas sale. Everyone's doing a new year sale and go I should put one together Now honestly, you've missed the boat. What you want to do on that day is go right I've missed today's one. When's the next one? Because I'm gonna get prepared to launch that campaign and use that day as the side by signal to start preparing start planning start writing the material so that you can go out all all that all guns blazing on the next one. So that's what you want to do. Let's do a quick summary. That's four tips in order to really make this holiday marketing campaign thing fly. One have a dedicated offer to prepare people for your offer. That means you need to be prepared in advance is going to be said three launch that offer using great email campaigns. Pretty much any of our campaigns inside our programmes will actually work for this. We do have a dedicated Black Friday campaign that can also be applied to any any any period as well. And then tie in your other platforms. Get this working on ads, get this working with your social media if you got a Facebook group and Instagram, wherever your big social platform is, use that as well. Super cool. Yeah, I mean, of course, all of this depends on making sure that people get your emails see the offer, and they click the links in your emails to go and check it out. And one of the things you all have to fight against is people just scrolling past the link in your email. If they read your email, they go, Oh, that was really good. And they don't click and go and check it out. Well guess where the checkout pages guess whether the field is where they enter their credit card information? Well, it's not in your email. So if they're not clicking the links in your emails to go and check out your webpage they can't bite and one of the biggest enemies we all have within the email inbox as people not seeing your emails and they not see them because one they blend in or two more often. They actually just become blind to them. They actually just scroll past them because they look the same all the time. And that's what we found was starting to happen. people's attentions are all over the place, this time with pretty pictures and interesting things they want to do. So that's why we've caught with 12 different ways of dressing up the links in your emails. So they capture people's attention and make them want to click and go check out your offers. And we're putting together in a lovely resource that is exclusive for you here as a listener to that your marketing show. If you go over to email marketing heroes.com/tricks You'll be able to download that it's totally free. Just put your email address here. You can download it at email marketing heroes.com/tricks Now it's time for this week's subject line of the week subject line of the week. What have you got? This one is we kept we've kept this secret in brackets from you. We've kept this secret and then in brackets from you. Yeah, I love this because it's sort of the fact we've kept selling secret is sort of an interesting idea. It sounds like you're building up to a surprise but then to put from you in brackets sort of makes it sound almost sinister. Like we didn't tell you about this. And of course when it only sounds like only you everybody else knows about it, but kind of only you which is nobody wants to be the butt of that joke. But when they get inside of the email, of course they're gonna understand what you're talking about. So yeah, I think it's I think it's really cool on it. So that's this week's subject line of the week subject line of the week. Thank you so much for making it through the entire episode today. Hopefully you got loads of ideas for running your next holiday sale, but back next week with a brand new episode, where we'll share with you more ideas that you can go with us to make more sales with doing the marketing but make sure you do hit Subscribe on your podcast player or else you're risking your risk of missing it and we absolutely hate that we'll be here hopefully you will be too We'll see you back