Be my valentine...
Love is in the air… Valentine’s day might just seem like another commercial conspiracy to get us all spending, but I think that Valentine’s day has some great mantras that can be used to make our email marketing campaigns more seductive…
Giving a gift just because…
Valentine’s day is a day dedicated to giving someone a gift just because you love them, why not use this as an opportunity to give your subscribers and customers something to let them know you love them too?
The caveat to this is ensuring that you give them the perfect gift, we all know what it feels like to receive a gift and immediately think ‘Why did they get me this, they obviously don’t know me at all!’ Make sure that whatever you gift this V’day that it is something your subscribers actually want, not something you think they want!
Of course the success of this type of campaign boils down to a few core email marketing principles which must be considered:
1) Know your audience.
You must understand who it is that you are communicating with to make sure that you give them the right gift, men please note that a Top Gear DVD is not every girls dream present!
2) Analyse your engagement.
Have you done this sort of campaign before? Did it work? Are your subscribers engaged? Have you tested the best time and day and subject lines? You need to make sure that you are giving your emails the best chance of being read, be diligent and know your analytics.
3) Customer buying cycle.
If your product has a buying cycle (like annual car insurance renewals for example) you might like to use your Valentine’s day campaign as a way of incentivising a new purchase, equally if they are a new customer that has only recently purchased a complimentary product might be a better offer for them?
In summary, Valentine’s day is a great opportunity to send the people you value most a little something. Thing of your email as a digital hug for your clients, and we all know that a hug goes a long way!
Happy Valentine’s day every one!
Lots of love and digital hugs from the Little Green Plane team!