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Traditionally the day after Thanksgiving is the start of the biggest consumer spending trend of the year and if you have a Web site that takes orders, then you want to make sure you are ready to take advantage of this trend.
Today I will give you three powerful strategies on how to use email marketing for the holidays. Before I start, I want you to understand email marketing is the use of “permission-based email”. This means sending email to someone who has willing signed up to be on your email list. When sending email to your list you want to follow the following strategies in order to get the highest number of responses.
1. Personalize Your Email Messages: By personalize I mean you will want to use the person’s first name in the subject and message of the email. An example of a personalize subject is; “Kyle, act quickly” or, “Jim and Judy, can you make it” or, “Paul, Deseret News update”
Keep your subjects short, quick and relevant to the email’s purpose. As you will see in the second strategy below, I give examples based off of the email subjects above. Personalization is a powerful strategy that you will always want to use if you can.
This simple, yet very effective strategy will increase the response rate of your holiday email. Just think about it. How many times have you been receptive to a phone call where the person didn’t address you by name? Email is no different.
2. Re-established The Relationship: One thing you need to know is most people don’t remember who you are when they first read your emails. Every time you send an email you should use a strategy I call, reestablish the relationship.
For example; “Dear Kyle, As a Deseret News advertiser I want to let you know about our Christmas promotion.” or, “Dear Jim and Judy, You visited our Real Estate office in Salt Lake City last month and the purpose of this email is to invite you to attend one of our open houses.” Or, “Dear Paul, As a subscriber to the Deseret News I wanted to update you about…”
As you can see this strategy helps your prospects/clients remember what the relationship you have with them is. This opens them up to be more receptive to your email communication. This strategy is critically important if you want to reduce the chances of your email being mistaken as spam. Imagine answering the phone and a voice was on the other end you didn’t recognize.
If the person started talking to you as if they know who you are, you would stop the conversation and ask them, who is this? If the person never answers, you would eventually hang up the phone.
Email is the same way except, if you don’t reestablished the relationship in the first part of the email, your email has a much higher chance of being deleted.
3. Send Email Well Wishes: If you really want your customers to bond with you then you should send a “Happy Thanksgiving” email or, “Merry Christmas and we wish you and yours the best.” Don’t make a sales pitch. Simply tell your customers you appreciate them.
This will help them understand that you appreciate their business and as a result will increase the response you get the next time you send an offer.
My point is you need to remember that a human being is going to read your email. Treat each email like a real communication instead of a virtual communication and you will see a substantial increase in your response rates and more traffic to your web site.
If there is an Internet Marketing topic you would like me to cover, submit your idea at: www.AskDionJones.com. I will focus future columns on the topics you suggest.