Be Mine This Valentine’s Day: The Importance of a Holiday Email Strategy
It’s key for retailers to create a Valentine’s Day email marketing plan that harnesses the power of data-driven promotions. Sending one Valentine’s themed email is not enough to be effective in this season. Ideally, you should develop a cadence of emails that can be deployed to your customer base over a certain period of time.
You should start creating your plan early, in order to grab your customers’ attention and plant the seed that they need to be prepared for the holiday. Last year, NRF reported that the heaviest Valentine’s sales days were February 5th & 6th. It’s imperative to begin emailing customers early, so that you reach them before they spend money somewhere else.
Developing a plan is also important so that you are targeting the right customers with the right message at the right time. To do this, you should divide your customers into segments and tailor your messages specifically for each group, such as last year’s Valentine’s Day shoppers, best customers, 1x purchasers from Nov 2014 – Dec 2014, etc. With the timing of the messages, you should decide how often to engage with your customer search segment, and how to engage with customer segments diﬀerently.
There are many variables to consider when it comes to your messaging. For instance, you need to select what themes you will use, how the messaging will change as you get closer to Valentine’s Day, and how to speak to each of your customer segments. Additionally, you should decide whether to include promotions and what discount amounts to use.
Through these targeted, relevant email promotions, you can establish a meaningful and enduring relationships with your customers.
These are just the basics of how and why you should develop a Valentine’s Day email marketing strategy.