How To Make The Most of Holiday Sales

Blog  »  News & Updates, November 27, 2018, Julius Nadolny

Black Friday. Cyber Monday. Christmas. The end of the year is full of opportunities to capitalize and boost your sales with incredible deals. Have you taken lots of great school photos and gained new customers? Then this provides the perfect chance to utilize your new database of customers by sending out automated marketing campaigns to increase your sales.

GotPhoto’s new Black Friday and Christmas email templates mean you can easily promote your sales for this exciting period and encourage people to order again. A classy email and great product selection will quickly bring the orders rolling in.

Our Recommendations for the Perfect Newsletter 

Why You Should Offer Other Products for Sales

If you want to advertise to past customers for Black Friday and Christmas sales adjust your product range beforehand (you can do this in the price profile for GotPhoto customers). We recommend a small assortment of high quality products. Posters, canvases and photo gifts are particularly good. 

Why? If your customers find exactly the same offer as when they first purchased they will not take your deal seriously. This can have a negative impact on your future sales – especially if you just provide the same pictures repeatedly. Therefore, make it clear through your subject title in the e-mail that this is an exclusive product offer and a one-time special event.

To find out more on maximising your company’s profit, read these useful tips on succeeding in school photography during the busiest season of the year.

Ordering Deadlines for Your Customers 

For the holiday period, your customers want to be sure that their orders are delivered in time. We recommend when sending your Christmas newsletter to communicate the order deadlines.

Recommendation: December 12, 2018 is the safest deadline.

Best Delivery Time 

In order to reach the early and late decision-makers alike, we recommend sending out three separate emails. 

E-Mail 1: Shipping around November 25, 2018, but no later than the end of November

E-Mail 2: Shipping on 10 or 11 December 2018

Email 3: Shipping on December 16, 2018. After this printing orders are no longer possible. At this stage, it is great to offer also photo downloads to catch those who are running short on time 

Important: Adjust your price profile for this.

Burnouts can be a real problem for photographers – find out more about it and, most importantly, how to combat it through this helpful feature.

Personalized Templates 

In your GotPhoto account you will find three optimized e-mail templates in the “Settings> Templates” area for sending to your customers. 

Put Archived Orders Back on Sale 

If you put an order that was archived back on sale just click on the ‘Sell’ button next to the black ‘Archive’ button. 

IMPORTANT: Uncheck ‘Archive order’ or set a new date in the future. If the date is not changed, the system will always set the order to ‘archived’. Detailed instructions can be found here.

Example of Black Friday Template for GotPhoto customers

The Complete Guide:
Secondary sales of photos with promotional newsletters

1. Personalized newsletters boost re-orders

2. The perfect subject line

3. Successful Newsletter design

4. The optimum dispatch time

5. Newsletters with GotPhoto

6. Vouchers

Annex I: Overview of the order deadlines

Annex II: Legal

1. Personalized Newsletters Boost Re-Orders

Due to their personal nature, photos are particularly popular as gifts. Especially during the pre-Christmas season, you should inform your customers about interesting offers and how they can benefit from re-orders.

Tip for GotPhoto customers: GotPhoto offers you the unique feature to use personalized newsletters. Each customer receives an individual message and a preview of their own photos. This links directly with the online gallery displaying eye-catching new promotions. We have designed special Black Friday and Christmas templates that you can use easily to boost sales.

2. The Perfect Subject Line

In its 2018 E-mail Statistics Report, the market researchers of the Radicati Group estimated the number of emails sent daily stands at a staggering 281 billion.It is therefore especially important that your newsletter is already visible in the customer’s mailbox and does not fall into the flood of e-mails.

Tips for GotPhoto customers: Use our templates. We have already provided a great subject header for you to catch the reader’s eye.

Consider the following 3 tips for the perfect subject line:

a) Address the Topic Clearly

The subject line is of paramount importance. It is the first means of customers identifying your campaign. A 2014 study by Nielsen Norman Group shows that users are more likely to open e-mails with a unique subject line. Therefore, do not be too vague and please address your concerns explicitly. Ideally, the most important keyword is written first.

b) Maximum 40 Characters

If the subject line is too long, there is a risk that certain e-mail programs will not display it completely. On mobile devices, the number of characters displayed is even significantly lower than on Desktop PCs. Market researchers at Nielsen Norman Group, therefore, recommend using less than 40 characters in the subject line.

c) Do Not Use Special Characters

Do not use hearts, stars and other icons in your subject line. This not only increases the likelihood that users will be discouraged. Many e-mail providers filter out subject lines which could be interpreted as spam. This is the worst fate your newsletter can experience.

3. Successful Newsletter Design

Many customers look at newsletters for less than 15 seconds (source: Inxmail). After opening the e-mail only a few moments will decide on the success or failure of your campaign.

Therefore, make sure that you get to the point as quickly as possible. At best, use only short texts and concise headings. In addition, an attractive design that cannot be deemed an advertisement helps. This type of e-mail will guarantee a high response rate from your customers during the busy holiday season.

Tip for GotPhoto customers: To make life easier for our customers, we have designed, tested and optimized special e-mail templates for Black Friday and Christmas newsletters. These and other templates can be selected directly in the administration area.

Do you want to address your customers more personally with “you” or use one of your preferred labs? This is no problem as you can customize the template to your preference. However, make sure you apply the offer as a one-time and time-limited promotion. Otherwise, you risk the impression that the photos are always available.

4. The Optimum Dispatch Time

In November to early December, four out of ten people are actively looking for presents (TNS & Google). The highest sales in Europe and the USA are traditionally made between the so-called “Black Friday” and “Cyber Monday”. They fall on November 23 and November 26 this year.

Of course, there are always late shoppers to be expected and sales always soar in the final week before Christmas. In order to reach the early and late buyers, we recommend three separate Christmas newsletters.

1. Christmas E-Mail
Shipping time: Around 25. November, but no later than the end of November.

This first newsletter addresses the so-called “Advent buyers ” who mainly buy high-quality gifts. You should clearly communicate the order deadlines here, but do not try to build up too much selling pressure.

2. Christmas E-Mail
Shipping period: December 10, 11, 12

With the second email, you can reach especially late buyers who require delivery prior to Christmas Eve. Therefore, be precise in stipulating the delivery conditions.

3. Christmas E-Mail

Shipping period: December 16

With the third and last e-mail, you can no longer offer print products, but you can still promote the sale of photo downloads. Adjust your price profile and offer downloads only. Your customers tehn still have the opportunity to buy their beautiful pictures as a Christmas gift. However, they have to print them themselves at a local supplier.

One last tip: most recipients read their e-mails directly in the morning or only in the evening. Keep this in mind when sending your newsletter. You can schedule the time and date accordingly in GotPhoto.

5. Newsletters with GotPhoto

a) Reactivate Archived Orders and Adjust Price List

Do not forget to promote and sell all the photos on jobs that you deem relevant and where you think promotions will have a positive effect. Remember to create a new price profile with special products. These must differ from your standard price profile. Ideally, they offer only a few selected products, such as high-quality canvases and photo gifts.

b) Newsletter Design

Go directly to the newsletter function in your administration area, click here and log in with your GotPhoto customer data. Alternatively, follow these steps:

1. Log in to GotPhoto
2. Click the customers” section“
3. Select “Newsletter” from the menu on the left side

In the editor, you can either design your newsletter from scratch or use one of our Black Friday or Christmas templates. To select a template, click on the drop-down list on the right side and selected the desired email such as Christmas or Black Friday. Feel free to then adapt the emails if you wish.

6. Insert Vouchers

If you want to get the most out of the season you can use special Christmas vouchers to create additional sales incentives. For this, a coupon must first be created. To do this go directly to the section “Vouchers” in your administration area, click here and log in with your GotPhoto customer data.

Alternatively, follow these steps:

1. Log in to GotPhoto

2. Click on the “Sales” area

3. Select “Coupons” from the menu on the left and then “Add coupon”. We recommend 15% on the entire cart with a three-day deadline from shipping. As a coupon code, you can e.g. Select “CHRISTMAS2018”. Finally, you only have to insert the voucher in the Christmas newsletter.

The e-mail address of the customer must have been obtained with the sale of a good or service. Only existing customers may be contacted. Only own products similar to those already sold may be advertised. Additional offers (up-selling) are also permitted. The customer must already be informed of his right to object when entering his e-mail address and in every newsletter. So every time he has a contact address to offer, he can turn to unsubscribe from the newsletter. If the customer has made use of his right to object (opt-out) by unsubscribing from the newsletter, his address must be removed from the mailing list. Compliance with these four requirements ensures that you do not send spam illegally.


We draw your attention to the fact that the above-mentioned things merely serve the non-binding information purpose and do not constitute legal advice in the true sense of the word. The above information cannot and should not replace individual and binding legal advice that addresses your specific situation.

Julius Nadolny