We’re just one month away from Valentine’s Day, one of the busiest shopping periods of the year, especially for online retailers. In fact, 25% of shoppers say they prefer to buy their Valentine’s Day gifts online. Valentine’s Day can be a highly competitive time for retailers, so it’s beneficial for them to develop email campaigns that will stand out in their customers’ inboxes.
With Valentine's Day it’s imperative for retailers to begin emailing customers early, in order to reach them before they spend money somewhere else. Additionally, the messages should be relevant and targeted to specific customer segments. The top three Valentine’s Day customer segments are: 1) Last Year’s Valentine’s Day Buyers, 2) Procrastinators, and 3) Best Customers.
To make sure your customers feel the love this Valentine’s season, we’ve rounded up the top email campaigns for each of these segments from last year.
Last Year’s Valentine’s Day Buyers
You saw these customers during last year’s Valentine’s Day period and you hope to see them again this year. To motivate this second purchase, you should try to make your customers’ shopping experience as easy as possible. Try to reach them early in the Valentine’s season and highlight your holiday offerings with a Valentine’s Day gift guide like this example from Fine Food Specialist.
Creating a more detailed gift guide, broken down into different product categories and highlighting nontraditional or unusual gifts is one way to make the holiday shopping experience quick and simple.
Procrastinators need all the help they can get to beat their deadlines. The goal is to get your procrastinators to buy early; however, not everyone is ready or willing to change their ways.
Because of this, shipping information should be a key component in messages to procrastinators. Letting customers know that they’re running out of time can motivate procrastinators to make their purchase before it’s too late.
This email from Moonstruck Chocolates goes further with shipping information by letting customers know that the last days for a special $5 shipping offer. The message also breaks down the absolute deadlines for shipping to ensure that customers receive their gifts before Valentine’s Day.
Valentine’s Day is a chance to thank your best customers. Make sure to make these customers feel special - discounts, exclusive gifts, and even a simple thank you is all it takes to keep this segment happy. You can also thank your best customers by offering them exclusive experiences, like contests. Kendra Scott developed a contest where the winners will receive his and her Valentine’s Day gifts.
This contest combines the online and offline shopping experience by requiring customers to enter to win in-store, in hopes that the store visit will also result in a purchase.
These emails are just the beginning when it comes to Valentine’s Day promotions.