Three Proven Methods To Boost Holiday Revenue Through Email
by Stephanie Miller
Email doesn’t always need a coupon, but it does need
to be relevant to get opened and get a response from subscribers.
Return Path’s annual Holiday Consumer Survey shows that the fastest
growing factor driving consumer response to email is prior value in
the email itself.
So your brand and subject line still matter,
but what really drives a response is relevancy. The email itself must
help the subscriber be smarter, richer and more beautiful. Fortunately,
retailers have more relevancy tools at their disposal than they think.
Here’s
three fast and simple ways to boost response this holiday season,
without relying on discounts or doubling your e-mail frequency.
- Make
your email promotions relevant. Don’t just tell subscribers what is on
sale. Tell them how your merchandise will make them a hero for giving
it! It only takes a little bit of information to turn a commonplace
promotion into a relevant guide for shoppers. In addition to
that great product shot, include three ideas for giving the perfect
gift, two additional items to complement the first or three ways to
identify the best color choices for each person on their list.
Downloadable gift guides help shoppers spend more on your site and
navigate to offers they may not find on their own. - Time your
emails to the season’s shopping habits. No longer a one-time day of
higher online sales on the Monday after the Thanksgiving weekend, the
"Cyber Monday" phenomenon repeats every week in November and December. Consumers
buy online late at night on weekends, during the workweek and in the
early evening after office hours. Scour last year’s data to see if
Saturday morning, Sunday evening, Monday morning or Wednesday early
evening are good times to catch buyers online. Use a subject line that
highlights the appeal, "Stay an hour late tonight and get your shopping
done fast." - Take advantage of key purchase and re-purchase
behaviors. Subscribers give marketers all kinds of clues to when they
are in market to buy. Follow these clues to trigger relevant promotions
strategically.- Send a pre-shipping ride along offer after the
initial order confirmation (or include this in the order confirmation
e-mail itself), so that customers can add items to their purchase. - Send
a post-purchase thank you message with a treat yourself offer. The NRF reports that most consumers spend more on themselves during the holiday season than on friends. - Send
a re-touch for all those who did not open or click to your promotions
all week using a breakthrough subject line on Fridays. - Send a
cross-promo between brands for those who visit the Web site but do not
purchase.
- Send a pre-shipping ride along offer after the
Source: DMNews
