Valentine’s Day is rapidly approaching and whether you personally view it as the most romantic day of the year or an annual, tacky ordeal there’s no question it can have a positive effect on many small businesses.
One of the best ways to take advantage of this potential bump in profitability is through email marketing. Email is a very effective way to bring highly-tailored messages to specific audiences. And since many people are prone to read into the gifts they receive from a significant other, it gives you an opportunity to use Cupid’s arrows to target your customers and prospects.
Valentine’s Day Email Marketing Strategies
Following are 10 things you should do, beginning today, to make sure your Valentine’s Day doesn’t pass with a lot of empty promises and wilted dreams.
1. Start now!
It’s less than a month out from the big day so best to start compiling your copy, imagery, offers, etc. now. You don’t want to inundate your recipients by email, but a rough schedule could entail:
- Email 1: Friday, Jan 29th: Initial offer
- Email 2: Friday, Feb 5th: Offer Reminder
- Email 3: Thursday, February 11th: Reminder 2 – “Three days left `till Valentine’s Day!”
- Email 4: Wednesday, Feb 17th: Thank you follow-up email to all customers who took advantage of the offer. Say thank you and extend another offer to these loyal customers.
2. Use holiday-specific theme
Use a Valentine’s Day template with a nice balance of valentine-specific copy and imagery to get people in the mood and thinking about the event.
3. Segment your list.
Split out your list by gender. Send female oriented offers to the guys and male oriented offers to the ladies. If you are not getting gender information from your subscribers, start now.
4. Make sure your offer is compelling.
Most people are still paying off their bills from the Christmas holiday season, so make sure the offer is affordable and is compelling enough to encourage them to act.
5. Partner with companies who offer complementary services or products for an offer that can’t be ignored.
For example: Spa services and floral shop (walk away from your spa treatment with a dozen red roses), Restaurant and flower shop (have a bouquet of flowers ready at the table when you arrive), etc. Get creative as the possibilities are endless!
6. Reach out to previous customers
Target a special email to people who bought from you last year around Valentine’s Day with an even better offer for this loyal audience.
7. Make it easy for people to take advantage of your offer.
If fulfillment is to come to the store, give clear directions or a store finder link, if by phone, make phone numbers prominent, or if online, make the button or text link stand out in the email. Printable coupons or promo codes always work well.
8. Make it easy to share your content.
Help spread your message to more people by using forward-to-a-friend functionality as well as social media links. Better yet, put a call to action in your email to share your email to others.
9. Think of promotions and offers
Use email to promote a special Valentine’s Day draw to win a prize – to collect emails and grow your email subscriber list. There are also a number of special offers that you can give to your customers, from discounts to shipping to freebies.
10. Show your appreciation to customers
Send a Happy Valentine’s Day email postcard to show customer appreciation – thank loyal customers by providing complimentary redeemable points (if you have a points program) or a free gift for Valentine’s Day.
The Valentine’s Day colors may officially be red and pink. But follow the tips above and you’re sure to be seeing green by the end of the day.
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