Keep your email marketing momentum going all year long. It is better to keep in this habit then to try and just focus on the major holiday seasons. The trick to accomplishing this is simply to offer more than just discounts.
Check out some ideas to keep your email marketing momentum going all year long:
Teach Your New Customers About Your Products/ServicesRather than simply continuing the onslaught of one discount deal after another, bring your new customers into the fold through education. Think of this approach as “reselling” your customers on what they just purchased, so they may be less likely to experience buyer's remorse.
Here are a few ways to do that:
- Features and Benefits Drip Series. Onboard your new customers by automating a series of emails that teaches them the various benefits and features of the product(s) they've purchased. This onboarding process should match the complexity of the product or service purchased. For example, if a gift was a type of software, you could trigger emails that teach the customer the benefits of the various features of that program. Each email could focus on a different benefit/feature and the cycle could be seen as “orientation.”
- Product Updates and Additional Uses. Let your new customers know how to keep their products up to date. In terms of additional uses, some examples may include a series of recipes for a new slow cooker or a new mobile app that helps customers use your product/service better and easier.
- Testimonials. As part of the reselling approach, use video in email or drive engagement by utilizing feature-specific or overall customer satisfaction testimonials. A refreshing, personal take on how the products or services are helping folks can be an excellent way to deliver information and reassure customers about their purchase.
The best part about these ideas? You can repurpose them to message your prospects, as well.
Don't forget to sell updates, complementary products, services and accessories to previous client's as a way to follow up and stay in touch with them. Here's another idea of what you can do as well:
Use Browser History to Re-engage Non-Buyers from the Holiday Season
There are myriad reasons why someone doesn't purchase at any given time. The holidays are no different. Maybe they found the product elsewhere. Maybe it turns out they just simply couldn't afford the product in the context of their full holiday shopping needs. Whatever the case may be, if your database tracks browser activity, leverage that data into emails that target that behavior and ask your prospects if they're ready to purchase now. See if there are complementary or related products that may interest them more. This added portion of relevance may just be enough to move the needle.
Now that you have some ideas besides offering discount after discount, what will you do with them?
Image Source: MarketingSherpa / MECLABS on Flickr
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