Unlocking hearts and clicks this Valentine’s Day
Valentine’s Day is just around the corner, and it’s not just flowers and chocolates that are in demand. For many businesses, this is a key time of year to connect with customers and drive additional sales. So, how can you make sure your emails stand out and reach the hearts of your customers?
Make it personal – know your customers
To feel loved, people need to feel understood. No-one wants to feel like they got the same thing as everyone else on Valentine’s Day! Look at your customer preferences, behaviours and purchase history, and then segment your database accordingly. Tailor your messages to resonate with the different segments, as that will increase your chances of engagement.
Subject lines they’ll love
Your subject line is the first thing people see, and it is so easy to get lost in a tidal wave of inbox lurve at this time of year. So, make it captivating – creating a sense of urgency and emotion to entice them into opening your email above anyone else’s. Yes, it is fine to go with a Valentine’s pun and an emoji can help you stand out a bit more, but it also needs to be relevant to your content. You segmented your database according to what you know about your customer’s preferences, so make sure they know that this email is especially for them with personalisation.
Content drives clicks
Every single email you send should have one goal in mind – to drive clicks to your website. Then your amazing website will make the sale. Well, that’s only possible if you create email content that drives that action. So, it’s important that the content reflects your brand, is personalised and relevant to the customer and the call to action is clear. Use limited time offers, bundles or exclusive deals that drive urgency. Include visually appealing graphics, Valentine’s themes, and imagery and importantly, use best practice, mobile optimised design. Read our blog post on brand vs best practice design.
Use storytelling to connect with your audience emotionally. Share narratives that resonate with the spirit of Valentine’s Day. Engaging content helps build a connection between your brand and your customers, driving lifetime value and retention. For tips on copywriting for email read our blog post.
Make your call to action stand out. Don’t make your customer scroll around, guessing what they are supposed to do! Get that call to action above the fold so no scrolling is required and make it irresistible.
Optimise for mobile
It’s amazing how many brands are still sending emails that have been designed specifically for desktop when it’s getting close to 50% of people who are accessing emails on mobile devices. Build your email for mobile and test, test, test! Use a tool like Litmus to check how your email renders on different devices.
Share the social love
Your customers are likely engaging with your brand via a variety of channels, so keep your marketing messages consistent. Leverage your social media to complement your email campaigns, creating cohesive messages across platforms and encourage users to share their experiences with your products and services.
Post-Valentine’s follow up
So, you had a successful Valentine’s campaign, but you shouldn’t let it end there. Follow up with your audience with post-purchase automations offering relevant cross-sells, encouraging reviews and loyalty rewards. Keep them interested and engaged and these are the customers that will become your brand advocates.
Valentine’s Day may seem like schmooz-fest, but there are some real opportunities for brands to show their love and appreciation for their existing customers and engage new ones. Follow our tips and make them feel understood and appreciated with personalised content for best results.
Contact us if you would like to learn more about how we help your brand to drive more ROI from your email marketing.
