Picture of Teenvio
Teenvio
31 Jan 2021
Reading: 4'
How to prepare for Valentine's Day email marketing campaigns
Don't think that we at teenvio have become too romantic with this Valentine's Day thing, we simply want to give some recommendations for email marketing campaigns on one of those days when e-commerce and traditional businesses make their own August with the invaluable help of email marketing.
Valentine's Day is the first day of mass consumption after Christmas, when businesses such as restaurants, jewelry, travel, florists, etc. prepare for one of the biggest sales days of the year.
According to INE data from 2018, in Spain there were at least 11.2 million people who were married or who were in common-law relationships or who lived as a couple. This means a large market to target controlling directors email list and an urgent need to come up with an appropriate strategy to launch your email marketing campaigns on Valentine's Day.
One of the aspects that has changed the most in online shopping habits is the time and day in which transactions take place. The fact that we can shop in a store 24 hours a day, 7 days a week has significantly changed consumer behavior, and this is a fundamental aspect to take into account when designing our email sending plan with special offers and promotions for that day.
Consumers no longer shop during store hours, they do their shopping throughout the day, and especially at night. The fact that retailers have more and more capacity to make deliveries within 24 or 48 hours has helped to make last-minute purchases online without having to go to the physical store for fear of not receiving the product within the specified time.
These and other data are derived from HookLogic's analysis of British transactions between October 1 and January 3.
And this is the main point we want to emphasize to help you plan your email marketing campaign for Valentine's Day.
Planning an email marketing campaign for Valentine's Day
Last week of January.
We are starting to “warm up” our engines for our more forward-thinking clients. It is a good time to launch a mailing campaign with your suggestions and start raising awareness about the upcoming date.
First week of February.
This week, all the major shopping centres and stores are launching their Valentine's Day campaigns: window display, corners at the point of sale, promotions, media deployment... and of course, the same is true for the internet. It's time to launch your campaign and put all your selling points on the table: 48-hour deliveries, special packs, discounts, free shipping, exclusive products...
Second week of February.
We are entering the final stretch of the campaign and where, theoretically, the bulk of sales will be made. If you have not segmented your database well, we recommend that you send a mailing using the data from the previous week's campaign. Send a mailing to those who showed interest in some of the products because they clicked on it or at least opened the newsletter.
Days before February 14th.
Last day, for many lovers the alarm bells ring early because they still don't have a gift. Does your store have the possibility of delivering the gift the next day or do you sell a service such as a getaway that doesn't have to be used on Valentine's Day itself? It's the perfect opportunity for last-minute promotions and sending promotions at unconventional hours.
4 essential tips for your email marketing campaign
To the extent possible, segment your database to launch more personalized campaigns according to that target.
Measure results and learn from experience to improve ROI.
Personalize your website with Valentine's Day themes, create a special section and, if possible, a landing page that will help you increase conversions.
Your newsletter should have a compelling subject line, an appropriate design, and clear and compelling calls to action.