Holiday Sales Made Simple With Email
Nov 08, 2024
Let's dive into three ways to sell through email this season. If you missed my last post about profitable email collaborations, check it out because we covered all things related to collaboration. Now, let's talk about the second key strategy for bringing in more sales in a way that feels good and, yes, even fun!
I’m joined in this series by the fabulous Allison Hardy, an expert in funnels and email marketing.
Understanding Different Types of Buyers
One thing I absolutely love about Allison's approach is how she gears certain emails toward specific types of buyers. Let’s be real: not all of us need the same information when deciding to buy something. I know I don’t! I’m the type of buyer who just needs to know the offer and the promise. Where it’s hosted? How many calls I get? Not so much. I’m in if the offer feels right.
But most of your audience probably isn’t like that. They might need more information or reassurance, especially if they’ve been burned before. Your emails need to speak to the different kinds of buyers out there—the skeptics, the over-researchers, and those who want every detail. By doing this, you help your audience feel seen, heard, and understood, and that’s when sales happen.
Example Email That Converts
Allison shared an email that earned her $80,000 in sales in 2023, and I had to make sure you got this gem! It’s simple but so powerful. Some people need to feel personally invited to take action. In this email, mid-launch, she says:
“Hey [Name], you know [Program] is open, but you haven’t taken action yet, so you probably have a question. Hit reply and ask away. I’m here, sipping red wine and watching The West Wing, and happy to answer.”
It’s casual, relatable, and guess what? It works! She had someone enroll in her program just because they connected over their mutual love for The West Wing. It’s proof that sometimes, people just need that final nudge.
Email: A Constant Selling Tool
Here’s a truth bomb: Every email you send is an opportunity to sell, even if you’re not explicitly asking for money. Whether you’re promoting a podcast episode, sharing a resource, or spotlighting a friend's business, you’re training your audience to take action.
Allison shared a smart tip: Include clickable links in every email you send, even if it’s in the PS section. She runs a masterclass every two weeks, so instead of spamming her audience with constant solo emails, she subtly includes a reminder in the PS of her regular emails, saying, “Did you miss the last masterclass? Click here to sign up for the next one!” This not only encourages clicks but also builds a habit for your audience to engage.
Creating a Culture of Clicking
I love the idea of creating a "culture of clicking" in your email marketing. When your audience is used to clicking on something in your emails, they’re primed for when you do ask for a sale. This little habit makes a big difference.
What’s even better is using those clicks as a follow-up list. I do this with my email list all the time. If I see that someone is interested but hasn’t taken action, I’ll follow up with a personal email, saying something like, “Hey, I noticed you clicked on XYZ. Did you have any questions?” Sometimes, I even send video messages instead of emails, using a tool like Loom. I’ll pull up their business profile, show them how my offer can work for them, and make it personalized. It’s an extra step, but it builds trust—and even if they don’t buy right away, they appreciate the effort.
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Holiday Selling Strategies
Let’s talk about the holiday season and Black Friday. My strategy might be a little different from what you’ve heard. I absolutely love Christmas—17 trees in my house kind of love! So I don’t want to be stressed out about a big launch during my favorite time of year. That’s why I work backward, starting with September and October promotions that set me up for holiday sales without the chaos.
Instead of pushing hard on Black Friday, I like to create my own holiday promotion earlier, like an “anti-Black Friday” in early November. This way, I’m still selling, but it’s on my terms, and I can relax when the holidays roll around.
How to Implement Your Own Email Strategy This Season
The key takeaway here is to sell in a way that feels good for you. Whether it’s through a smart follow-up strategy, casual email invitations, or creating a culture of clicking, the more personalized and authentic you are, the better your results will be.
Here is your homework: map out your promotional calendar between now and the end of the year. And if you want a bonus, I would actually say go for January 2, because in December, you're not going to feel like mapping out January, right? How great would it feel if you took 15 minutes today, pulled out a piece of paper, and were like, okay, what do I want my selling or sales or intentions, my goals to look like between now and the end of the year, and then you can work backward and hopefully apply some of the things that we shared.
What holiday selling strategy will you try this season? Let me know!
Looking for more on email marketing? Here are some other resources:
Behind the Scenes of My Best Performing Funnel
Increase profits with this email strategy!
How we organically tripled our email list in one year
About the author
Holly Haynes is a business strategist who loves a good plan and flow chart. She is crazy passionate about teaching women like you how to build your dream job and scale to 6-figures without sacrificing your weekends or priorities.
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