Chris Christoff — January 9, 2020 Valentine’s Day is right around the corner, and as such, businesses are preparing their campaigns to reach their marketing goals. Holidays are the perfect time to market to your audience because people are willing to spend money and listen to brands more intently.
According to the National Retail Federation, U.S. consumers spent 20.7 billion dollars on the holiday last year. Clearly, people are willing to spend heavily to celebrate and enjoy time with their loved ones. You can take advantage of that by creating a Valentine’s Day campaign that spreads brand awareness and increases sales.
It’s important that your campaign is solid and suited for your target audience. Otherwise, you won’t see the conversions and numbers you expected. Let’s dive into three tips that are sure to help you run a successful marketing campaign for Valentine’s Day.
Segment your email list
Not everyone who opts into your email list wants the same things. Everyone joins your email list for different reasons, so if you’re going to cater to each individual subscriber, you need to segment your list. If users receive emails that don’t interest them or aren’t relevant, they’ll unsubscribe and you’ll lose them as potential customers forever.
Segmenting your subscribers can increase your revenue by a whopping 760 percent, so it’s important to use email marketing to run a successful campaign. It encourages personalization so your subscribers feel connected to your brand on a deeper level.
You can start with a general welcome email that softly introduces your Valentine’s Day campaign and its deals. Depending on what actions your subscribers take with this email, you can use that information to segment them into different groups. The more information you collect, the easier it is to provide them with relevant email content.
Use urgency
Marketers have been using psychology for years to persuade customers to take action. Psychological tactics are effective because, most of the time, consumers don’t even realize they’re being marketed to. To them, it feels like an organic, natural way to appeal to their interests. That’s why adding urgency to your holiday campaign can take it to the next level.
There are different ways you can use urgency to push your customers along the sales funnel. Consider offering a discount or deal they simply can’t refuse. If they feel like they won’t be able to take advantage of the promotion again, it’ll further persuade them to purchase.
Use calls-to-action to seal the deal and encourage shoppers to take advantage of your limited-time offer. Email and social media are great channels used to market exclusive deals that are sure to expire.
Your campaign’s CTAs need to express urgency and time running out to be effective. Use strong action verbs and contrasting colors that are sure to grab your subscribers’ attention and grow your email list.
This Valentine’s Day email from RedBubble encourages procrastinating customers to act fast if they want to take advantage of express shipping:
Cater to non-romantic love
Valentine’s Day isn’t only for romantic partnerships; parents, children, teachers, students, and many others use the day to show appreciation for their loved ones. Therefore, it’ll do your campaign well to cater to the different types of love that exist.
According to the same NRF report, for Valentine’s Day in 2019,
- Pet spending totaled $ 886 million
- Eleven percent of single consumers treated themselves to gifts
- Nine percent of single customers plan to get together with other single friends for the holiday
Olive Garden acknowledged spending Valentine’s Day with people other than your significant other to cater to an often forgotten-about audience:
Over to you
Any successful campaign will require a marketing strategy that caters to your target audience and piques their interest. Valentine’s Day is a fruitful holiday for businesses, and you can use this as leverage to meet your latest goals, such as increasing revenue and growing an email list. How will you run a successful holiday campaign this year?
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