Christmas is one of the best times of year to market and sell your book:
Customers are ready and wanting to buy, all you have to do is make sure your book is one of their purchase options. Holiday sales are expected to exceed $1 trillion and e-mail marketing accounts for 20% of that! That’s $200 billion!
There’s no better way to win new customers than through e-mail marketing, which allows you to target your core fan base with offers they’ll be ready to snatch up!
Here are my Top 10 Tips for Christmas campaigns:
  • Analyze past Christmas campaigns. See what worked and re-implement that. During the holidays you can make the most of the relationship you’ve carefully built up with your subscribers over the course of the year.
  • Start early. Customers sometimes need to see your book multiple times before clicking that Purchase button.
  • If you already have an e-mail list, warm up, engage and get your subscribers ready to purchase by doing a Goody Bag Giveaway campaign. This can run over about two weeks to a month, depending on how much time you have available.
    Make it clear that this is only open to your special subscribers as a thank you. (Don’t do this to get new subscribers, as some people will enter to win the goody bag then unsubscribe).
    You can create some wonderful merchandise featuring your book cover on www.Zazzle.com where it’s free to set up a store, and is print on demand.
  • If you don’t have an e-mail list, you still have time to do a book giveaway to start one. Contact me for more details if you need help, I both teach writers how to do their own giveaways on their own platform that funnels into their e-mail list, and I can also create giveaways that funnel into your e-mail list on your own platform for you if you don’t want to do it yourself.
  • For the actual marketing e-mail, offer a Christmas discount in the form of a nicely formatted holiday e-mail with Calls to Action, news tidbits and appropriate images.
    It must captivate their attention at a time when so many other products are competing for it. Make your value clear, how your book will make an excellent Christmas gift, why they should purchase etc.
  • Your e-mail subject line is so important. You have about one second to capture their attention before they move on. Make the value you offer clear. Some examples:
    – FREE shipping this holiday season!
    – Give the gift of a book this Christmas!
    Be creative, keep it short and eye catching.
  • Make sure your e-mail campaign includes sharing buttons so they can share your offer with friends and family.
  • If you want to go the extra mile, you can split test your campaign. This means sending half your subscribers one version, then creating a variation of that e-mail, making changes to the subject line, content etc., and seeing which performs better.
  • Add urgency. What drives even more sales than a discount is a discount with a time limit. Set an end date for your Christmas sale. You can add a countdown timer to your e-mail body, which gives it a nice touch of professionalism as well.
  • After Christmas, send your subscribers an e-mail thanking them for a fabulous year!
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