Send and deliver: Top tips for your festive shopping strategy
Black Friday/Cyber Monday/Manic Monday all provide an opportunity to deliver strong ROI from your email marketing. How can you make the most of your seasonal shopping campaigns?
Black Friday/Cyber Monday/Manic Monday all provide an opportunity to deliver strong ROI from your email marketing. How can you make the most of your seasonal shopping campaigns? Check out the below tips:
Make it more than one email
Black Friday has become fully entrenched as a key retail milestone in the UK. It isn’t one email on the day but instead tailored and targeted communications with your customers over the course of the festive shopping period to capture the attention it deserves.
Keep your customers front of mind
Use the data you have available to personalise and tailor your customer interactions. This will help you to stand out in your customers’ busy inboxes. It will also benefit your sender reputation – you certainly don’t want to run the risk of Internet Service Providers blocking your email in an effort to reduce spam. Analyse past performance to determine the best time of day to engage with customers. Determine the time of the day your website gets the best conversion rate and the time that drives the best results for your email campaigns.
Optimise, optimise, optimise
The subject and super subject lines are imperative when targeting consumers during the festive season. Recipients will determine whether to open your email based on this information. Make sure your subject line content is:
- Relevant & personalised
- Representative of your email content
- Based on previous buying behaviour
Then use your super subject line as an introduction to your email. Reveal more details to the subscriber and drive more intrigue to open the email.
Anticipation & action
Drive anticipation and action throughout the festive shopping period, teasing campaigns and discounts/offers. On the day of the offer, drive urgency by making the CTA(s) stand out and think about using other tools such as count down timers that will update when opened to really drive that all important click to your website. Be sure to use CTAs sparingly and not in every email campaign to maintain impact.
You’ve got re-mail
To cut through customers’ inbox noise, consider re-sending to non-openers or personalising re-sends to openers when an offer is due to expire. Avoid confusing your recipients by reviewing your full email programme (including automated messages such as basket abandonment and transactional messages) to ensure you don’t have conflicting messages being sent during this time.
You can also use social media to retarget your email subscribers. For example, when your email subscriber is on Facebook, you can display an ad that matches your email and website content ensuring consistency and maximum promotional visibility.
But don’t forget other channels such as SMS to keep your offer, message and brand top of mind. SMS has a read rate of 98% (Dynmark, 2015) and messages are opened within 3 seconds of receiving, which makes them incredibly effective for time sensitive offers.