Discover ways to take advantage of out of gross sales occasions like Black Friday and Cyber Monday by making ready your e-mail advertising beforehand.
For retailers, the vacation gross sales interval is an important time of 12 months. Particularly if you happen to’re promoting on-line. Why? As a result of the biggest sale events, together with Single’s Day, Black Friday, and Cyber Monday all happen within the closing two months of the 12 months.
To profit from these huge sale occasions, you’ll need your e-mail advertising to be acting at its greatest. Not solely is e-mail advertising the most profitable marketing channel for retailers, however it’s straight answerable for roughly a quarter of all sales throughout Black Friday.
So how will you put together your e-mail advertising as these end-of-year vacation procuring occasions method? Whereas it would seem to be an enormous job, it turns into simpler and way more manageable by breaking it down into the next steps:
1) Develop your e-mail record
It doesn’t matter how nice your vacation e-mail campaigns are in case your e-mail record barely ever grew. That’s why it’s necessary to start out rising your record as quickly as doable. The sooner you get began with this step, the higher your record will probably be when the vacation season arrives.
To develop your e-mail record, you’ll need to make it straightforward for folks to opt-in in your retailer’s web site. Along with making it straightforward, you’ll additionally need to ensure that your guests discover your sign-up kinds. That is the place an e-mail popup turns into helpful.
There are numerous nice modules that provide quite a lot of pop-up choices on your PrestaShop website. For instance, you’ll be able to arrange an exit-intent pop-up so at any time when a customer goes to depart your website, they’re offered together with your pop-up attractive them to hitch your e-mail record.
As specific occasions like Black Friday draw nearer, you need to customise your pop-up so it’s holiday-themed. As within the instance beneath.
2) Clear your e-mail record
When you’re already steadily rising your e-mail record with pop-ups and different types of e-mail seize, then properly executed! You’ve acquired step 1 down pat.
As you develop your record, nevertheless, you’ll discover that sure subscribers will change into disengaged and your open price drops. Some folks may have mistyped their e-mail deal with when signing up and others may have stopped opening their inboxes fully.
Whereas that is half and parcel of e-mail advertising, persevering with to ship emails to disengaged subscribers will hurt your e-mail deliverability. Left unchecked, you run the chance of your emails heading to the spam folders of even your most engaged subscribers.
Seeing as the very last thing you need is on your vacation e-mail advertising campaigns to land within the spam folder, it’s important you clear your e-mail record. And the lead as much as end-of-year gross sales interval is the right time to take action.
To scrub your e-mail record, you merely have to section the subscribers who haven’t opened a single e-mail you’ve despatched during the last, for instance, six months. These are subscribers you’ll be able to safely think about disengaged.
When you’ve recognized these subscribers, you’ll be able to both take away them out of your e-mail record straight away or try to win them again with a reactivation email campaign. This kind of e-mail is just a “we’ve missed you, come again” model marketing campaign that features an incentive to get the disengaged subscriber to come back again and re-engage. Like within the instance beneath from Sephora.
When you’re unsuccessful at getting them to re-engage, then you need to take away them out of your e-mail record fully. This can guarantee a clear record that’ll assist maximize your e-mail deliverability come the vacation season.
3) Determine which holidays you’ll goal
Retailers are spoilt for alternative relating to which on-line gross sales occasions to take part in towards the tip of the 12 months. There’s Halloween, Thanksgiving, Black Friday, Cyber Monday, Single’s Day, Amazon Prime Day, Hanukkah, Christmas, Boxing Day, and New 12 months’s to call the extra in style ones.
Whereas it may be tempting to ship an e-mail out for each one in every of these occasions, doing so will solely lead to your e-mail campaigns missing focus and function. As a substitute, you need to establish a handful of gross sales your prospects take part in and develop correct campaigns for them.
In the case of choosing which occasions to focus on, think about which of them will resonate together with your viewers probably the most. As an example, if Halloween isn’t celebrated by your buyer base, then it’s greatest to skip it and focus your consideration and efforts on one that’s.
4) Develop an e-mail advertising plan on your chosen gross sales
When you’ve decided which occasions you’ll goal the subsequent step is creating a correct e-mail advertising marketing campaign for them.
A correct marketing campaign will include greater than a single e-mail despatched on the day. As a substitute, it’ll include a number of emails spaced out within the lead as much as and through the occasion. As an example, beneath is a pattern Black Friday marketing campaign construction.
- E mail 1: Ship a teaser e-mail a few weeks prematurely to let folks know you’re going to carry a Black Friday sale a few weeks prematurely. Maintain off on particulars however promise that you just’ll share extra data quickly to get them excited and to maintain a watch out on your future emails.
- E mail 2: Share sale particulars like dates and reductions every week earlier than Black Friday.
- E mail 3: Remind folks about your upcoming sale the day earlier than it begins. You possibly can additionally embrace a countdown timer within the e-mail to assist anticipation.
- E mail 4: E mail letting folks know that the sale has commenced.
- E mail 5: Ship a ‘closing likelihood’ reminder simply earlier than your sale goes to come back to an finish.
Clearly that’s solely a pattern marketing campaign construction. The precise variety of emails you embrace in your marketing campaign and the way you house them out goes to rely upon what sale your holding, your typical e-mail frequency, and so on.
The take-away level is that no matter sale you resolve to take part in, don’t simply ship a single e-mail on the day.
Instance of two emails in a Black Friday / Cyber Monday marketing campaign that work collectively.
5) Begin creating your emails
After getting a plan in place, the one factor left to do is begin composing your emails.
To assist with this step, there are many free and paid e-mail templates on-line designed particularly for the end-of-year gross sales that you may make the most of.
The necessary factor is to not postpone creating your emails till the final minute. After getting your emails ready-to-go, you’ll be able to schedule them to ship if you need.
So if you happen to haven’t executed so already, it’s time to get arrange with an e-mail advertising app. There are numerous choices relating to e-mail apps, together with SmartrMail which you’ll obtain from the PrestaShop Addons Market proper now and begin a 15-day free trial.
The vacation gross sales interval is more likely to be the busiest and most necessary time for you and your retailer for the entire 12 months.
By getting your e-mail advertising prepared now, nevertheless, you’ll maximize the chance the gross sales current whereas saving your self important time and frustration making an attempt to place collectively a method on the final minute.
When you would possibly say on the finish of yearly that you just’ll be higher ready for the subsequent vacation procuring season, now that you’ve got a transparent e-mail advertising plan, it’s time to cease placing it off any additional!