Valentine’s Day Strategy for Email Marketing
Valentine’s Day isn’t supposed to be about fighting, but there’s a battle going on in every inbox.
It’s hard enough to stand out as it is, but over Valentine’s weekend!
So if you’re looking for an edge – even if it’s just that 1-2% advantage over the competition – read on…
Here’s why Valentine’s Day is so tough:
-
- Studies show that most customers will only visit 1-3 retail sites before buying. If you don’t close the deal within the 2-5 seconds available on the typical email, you probably won’t.
- Valentine’s Day has a much shorter lead-up time compared to Black Friday etc. Your emails need to be as much about cold-hearted urgency as smooth lovin’.
- The deadline is immovable. You’ve got to overpromise in order to reassure your customers that their gift will be delivered on time.
- Unless you’re selling jewelry, chocolates or cuddly toys, you have to unleash all your creative powers to make your products sound not just fun, but romantic.
Nail the psychology
The person opening the email probably doesn’t want lingerie/roses/cherry truffles. But they do want you to send them to their partner, or at least take away the ordeal of buying direct in store.
It’s not the love they’re buying. It’s the logistics.
Valentine’s Day is a form of ‘ritual sacrifice’ where men (typically) prove their long-term intentions with a selfless gesture.
So what do you need to focus on?
Making their task easier.
By giving them lots of options and taking care of delivery.
Leverage FOMO more than social proof, too.
It’s the survival instinct at its most brutal.
When people are feeling romantic, they are more focused on standing out against the competition, not fitting into the pack.
So stress urgency and time slipping away rather than how many other people also think their partner will look hot in those socks.
Top Tips for Valentine’s Day emails
1. Subject line: Be crystal clear that it’s about a GIFT for VALENTINE’S DAY and that time is RUNNING OUT. Don’t be shy.
2. The offer: Sell ideas, choices, and experiences. Make them glad that you’ve got more to offer than just roses and chocolates. Or just cover all bases and offer them Gift Cards.
3. Divide and conquer: Segment! Men over here, women over there and don’t forget the singles. Yes, we live in an era of non-gender specific equality, but nobody told Valentine’s Day yet.
4. Wrap it up: Include a countdown timer to stress urgency and encourage active buy-in on meeting the deadline on time.
5. Add some sugar: We might not all be in love with Valentine’s Day, but we love being in love. Boost the feelgood mood with a discount, free shipping or a bonus gift.
In the last few weeks, we’ve completed campaign flows for clients covering cuddly toys to sneakers to doggy treats (yes, A LOT of people buy their pets Valentine’s Day treats).
It is not too late to get your campaign flows ready!
Need help?
Use the Contact Form below! Its not too late!
