I’m about to say something really awful. Wait for it…

It’s time to get your holiday emails together.

I know. I KNOW. The kids just went back to school. The leaves are barely turning. And I don’t even know what I’m going to be for Halloween yet. But Gift Certificate Season will be here before you know it, and a quality email plan can help you maximize your sales. It’s not as arduous as it seems, and here are the four steps you must take to be prepared for a successful email promotion.

Choose your offer

For me this is easy, every year I do 10% off all gift certificates for a few weeks beginning the Monday prior to Thanksgiving. The deal applies to gift certificate purchases online or in person. (But I encourage online sales because it’s easier for me. I hate paperwork and when I’m at my office, I’m usually in with a client, not hanging out to sell gift certificates.)

Your offer may be different, but whatever you decide I suggest you keep it simple and don’t go crazy offering extreme deals. Gift certificates are a great way to get new clients in, but you don’t want to attract only bargain-seekers.

Set an email schedule

This is probably easier than you think. Pull out your calendar, and make a note of when you want to send emails and what will be in each. (Hanukkah starts on December 16 and of course Christmas is December 25.) Here, check out mine:

• Monday November 17- announce gift certificate sale to run 11/24-12/22
• Monday November 24- launch sale,
• Monday December 8- reminder of sale, note if any retail item in office are available for gift purchase/ stocking stuffers (Biofreeze, local honey, etc.)
• Tuesday December 23- Instant, online gift certificates are available at the very last minute!

Update your email lists

Now is the time to catch up on adding those new client emails to the list (provided you got permission). Also, look through your current list and see if anyone should be removed. We all have clients who move away, or pass away. When it’s appropriate, take them out of your list.

Get it done

All the planning and preparation in the world won’t help you if you don’t actually create and send the emails. Right now, go back to your calendar and actually plan time to create each email, at least a week before your scheduled send date. That’ll give you time to write it, fuss over it, send to a friend for proofreading, and still get it out on time.

If motivation is a real problem for you, call a colleague and schedule a time in October or November to get together and work on your emails together. It’s totally fine if you share some content and a few of your emails are similar. You’ve got separate client lists and aren’t likely selling to the same people!

Once you’ve got them written and scheduled to send, the hard work is done and you can enjoy the season yourself. Wouldn’t that be a neat change of pace?