Lauren
With the holidays quickly approaching, many brands are looking for fun and unique ways to reach out to their email subscribers and lifelong customers. One of the most common ways that businesses try to engage with their audience during the holiday season is through holiday copy.
While this can be a great way to connect with your readers, it is only helpful if your content is relevant and engaging. Writing strong holiday copy is often easier said than done.
Here are some tips for creating great holiday copy that your readers will enjoy:
Know your audience
The best way to create content that you know your audience will appreciate is to actually know what your audience appreciates.
Understanding the demographics, likes, and interests of your audience will help you know exactly what type of content will resonate with them.
For instance, if your brand is largely geared towards people living in southern states like Alabama or Mississippi, you should probably not have an email subject line that uses a snow-related emoji or an email newsletter that mentions how cold it is outside.
If your products and services are geared toward young adults between 18-24, you probably won’t find much success if you send an email with “Perfect gifts for the whole family!” that shares recommendations of gifts for parents to buy their children.
Understand your audience and tailor your holiday copy so that you stay relevant.
Be sensitive
2020 has been a rough year for almost everyone. While it is normal to want to spread holiday cheer and introduce a little fun and laughter in your email newsletters and website copy around the holidays, it is important that you are not insensitive during this time of year.
Here are a few ways to make sure you are staying sensitive:
- Avoid offending your target audience by making sure you use inclusive language. Saying “Happy Holidays” instead of mentioning a specific holiday can go a long way to prevent your readers from feeling alienated.
- Be careful not to use generalizations about what a wonderful year it has been for your customers
- Add value instead of just selling your products
- Acknowledge that this has been an unprecedented and challenging year
Don’t overdo it
Just because we want our customers to “gobble up” our Thanksgiving and Black Friday emails does not mean that our customers want to see tons of similar puns in their email newsletters.
In your attempt to brighten up your customer’s days, it is certainly a good idea to use some humor, but it is just as important not to let your holiday marketing get out of hand.
Make sure you write from the heart, and your holiday copy will be great!
