The big day is approaching and Valentine’s Day is a great opportunity to launch an email marketing campaign. That’s why we want to take this opportunity to give you some tips and ideas that can inspire you when creating your campaigns.
Use storytelling
Fancy graphics stand out and sell but if you are able to tell a story that puts what you want to sell (or any conversion, it doesn’t have to be a sale) in the right context, you will connect emotionally with your subscribers and sell them on what you offer. This will create an irresistible image that will encourage subscribers to click through to your website.
Videos are able to communicate concepts and emotions creating a connection that will encourage subscribers to click on your website. According to Hubspot, thanks to videos, purchase intent can increase by up to 97%. In addition, they estimate that in 2017 internet traffic corresponding to video playback was 74%.
Many companies use storytelling in their marketing strategy to differentiate themselves from the competition and achieve their conversion goals.
What are you waiting for? Add a touch of creativity to your campaigns!
Sweeten your email subject line
You should put extra love in your subject line, but above all be sure to make it clear that this is a special Valentine’s Day promotion. Use words like “Cupid”, “love”, “perfect”, “ideal” or “gift” for emphasis, it can help increase the CTR of your campaign. Some possible subjects can be:
“Exclusive gifts for your Valentine”.
“Valentine’s Day is just around the corner, don’t run out of ideas.”
In Unono (job search website) they also get affectionate with the arrival of February 14…
Another suggestion to capture attention and increase the open rate can be to add emoticons to your subject line and thus stand out from other emails in the inbox. i2symbol is a special website of emoticons for email that you can use.
Here is an example of the inbox during Valentine’s Day:
Series of mailings
Don’t think of your campaign as an isolated mailing, but as a series of mailings before, during and after the event. That way, you will maximize your results. In the mailings, define a logic to impact only certain segments at each moment instead of sending the same thing to your entire list.
Create a series of reminder emails that include the product, day or date of delivery in the subject line.
Last minute buyers
They tend to make purchases at the last minute so purchase intentions are the highest and targeting them is a way to maximize ROI. If your subscribers don’t convert at the beginning of the campaign, they are likely to buy as the event gets closer. Help them remember recent purchases by personalizing the email content and subject line by creating a series of reminder emails as explained in the previous section.
It also works to create a sense of urgency, using expressions such as “expires”, “you still have time” or “last hours”. This helps facilitate instant decision making.
This email from Hawkers is the perfect example:
Bargain hunters
Attract them by offering them discounts or exclusive offers by email. Send your emails with free gifts including coupons, 2 for 1 mega offers, etc. during the days leading up to Valentine’s Day.
Iberia Express makes it hard to resist its travel…
Undecided buyers
They do not respond to offers and discounts. Create wish-list campaigns and gift guides that showcase products in your email content. This is the best way to help subscribers make decisions. Email personalization based on the subscriber’s individual purchase or behavior on your website boosts conversion rates.
Cinesa is betting on sending its latest releases catalog with a super price to motivate purchase:
Don’t stop there. You can make your Valentine’s Day newsletter even more attractive by appealing to one of your key segments (e.g. men or women) like Zalando did.
With a good template design and attractive content you can increase the open rate and click-through rate of your business.
And you, how are you going to design your Valentine’s Day campaign this year?
