Love it or hate it, Valentine’s day is a huge draw for customers every year. The seasonal period often brings a huge influx of sales for all types of businesses, not just card shops and flower sellers! So, it’s important that any email marketing campaign you create really stands out from the crowd.
We’ve outlined some of the hottest tips and tricks to inspire your campaign for this most romantic of seasons. Here are 5 Top Valentine's Day Email Marketing Campaign Tactics for Retailers:
1. Keep email design simple
As fun as gift giving can be, actually finding the right present can be quite stressful. This is especially true around Valentine’s Day, as it’s focused
A good example of this is Topshop’s Valentine’s email campaign, which came with the comforting subject line “Valentine’s Made Easy”. Whether you’re looking for a gift or dressing up for date night, you know exactly where to go and the kind of items you’ll find there without having to read any long paragraphs of text.
2. Be smart about your segments
Your audience is made up or a wide range of different people. We boil these down to personas, so a generic Valentine's email or broad campaign sends during the season will only engage a portion of your subscriber list. It's crucial to cater
We recommend you segment campaigns and tweak the copy, products, images and CTAs accordingly, or create emails incorporating gift ideas for different types of customer. This is how you'll see your engagement rates increase and ROI soar.
This example from Oasis shows how you can cater for different types of Valentine's Day date experiences for different persona needs, with compelling calls to action for all subscribers.
3. Help out last minute buyers
Let’s face it, being proactive when it comes to buying a gift often isn’t in our nature. Reminding subscribers that the order deadline is creeping closer can be a powerful message, especially if you can combine it with a heavy discount to help them out even further.
Here Photobox has made it very clear exactly how long their subscribers have left to order before they’re even presented with a discount message. This is a good CRO persuasion tactic, which drives home the FOMO (fear of missing out).
4. Remember it’s not all about the gifts
Even if your brand doesn’t sell standard “gifty” items, this doesn’t mean you can’t take advantage of this seasonal marketing opportunity. People celebrate Valentine’s Day in all sorts of ways, so there are plenty of emotional triggers for different brands, from supermarkets to theme parks, to leverage and get creative with their campaigns to offer customers something for Valentine’s.
5. Speak to the single
Valentine’s Day can be a pretty polarising time of the year. Whether you’re single or simply a bit of a cynic, if you don’t enjoy this time of year then the last thing you want to see is an inbox full of hearts and messages about love.
Given the right tone and style, brands can deliver email campaigns which celebrate the single life. Or, if you’re brave, even shunning the holiday is a strong move.
The blogging world has been taking advantage of this for years. Examples such as this Jezebel article can gather a lot of traffic, so a similar campaign for email could help you really get noticed.
Hopefully, we’ve given you enough ideas here to ensure your Valentine’s Day email campaign really hits the mark. While it can be a bit cheesy, Valentine’s Day is celebrated by millions of customers every year, and there are lots of ways to engage different segments of your email database.
Check out more great Valentine’s Day marketing campaign inspiration and get 7 top tips, tactics and brand examples.
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Enchant is a leading UK digital marketing agency, based in London. Specialising in email marketing, CRM, inbound marketing and paid social advertising, we enable brands to reach their potential with customer lifecycle marketing strategies. If you need help increasing the impact of your seasonal marketing campaigns, get in touch with our world-class marketing consultants and see how we can supercharge your campaign performance!