Valentine’s Day is the first big “shopping event” in the new year. Online retailers should use the “Day of Love” for clever Valentine’s Day campaigns to create incentives to buy and to push sales for Q1. In addition to classic, romantic email campaigns for love couples, marketers should also find other creative ways to increase their reach on February 14th. The best way to do so are different campaigns for different target groups. Segmentation is (as always) a crucial point! We have summarized the most important points for your Valentine’s Day email campaign.
Segmentation
Depending on which products and services you are offered, your segmentation of target groups can look very different. On Valentine’s Day, a segmentation by gender is very common. For example, men can be addressed with gift ideas for partners and vice versa. You can also use this action day to not only address people in a relationship, but also singles! With a campaign under the slogan like “Love and treat yourself” you can also bring the whole thing up from the other side. Another segmentation option is age. Young people celebrate the day differently than best agers. Your marketing email should be planned in accordance. Create your email campaign for a specific target audience and consider their needs for the best results. When planning the campaign, we recommend taking into account the results of previous years.
Timing
Timing is everything. For a successful email campaign, it‘s important to plan ahead and to determine the target audience, message, and layout. In addition, the campaign should be timed well. In order to use the full potential for valentine’s campaigns, the campaign duration can be extended beyond the 14 of February. Announce your Valentine’s Day offers in advance with so-called “countdown” emails. In addition to the actual offers on Valentine’s Day, you can also extend your promotions. Love doesn’t have an expiration date, right? The sendout time of your newsletters also plays an important role for the success of your campaign. On February 14th, recipients are almost flooded with emails. To gain the full attention of your audience, we advise sending the email when the recipient is actually online.
Storytelling
Tell a story! … Or in this case a love story! Emotions and feelings are particularly important on Valentine’s Day. The best way to incorporate emotions into your campaign is with great storytelling that draws in and speaks to the recipient. Storytelling is about combining facts with a narrative to deliver a specific message to readers. If you put the USPs of your product/service in the right context, the customer experience is taken to a whole new level. On certain action days, such as Valentine’s Day, it is also a good idea to just listen and ask customers about their love stories. Campaigns like that are a great way to raise awareness.
Reach
Third-party lists are ideal to expand your own reach and to not only share your lovely newsletter with your internal database. Targeting specialists like Audience Serv provide GDPR-compliant databases with millions of potential customers, which can be segmented and used according to your own marketing goals. This is a great way to win new customers for the celebration of love. You can also grow your own database. For example, campaigns like “Share the Love” encourage customers to share your newsletter with friends and family.
Design
For Valentine’s Day, you can use romantic colors such as red, pink, and white for your newsletter, integrate special fonts, and of course emotional images or graphics. It is important to use a professional email design that stands out and converts with the right layout. Often recipients are distracted from the actual goal by too much copy, content, and design. A good email needs clarity and focus as key components to more clicks, engagement, and conversions. We recommend coding newsletters according to the “Inverted Pyramid” model and thus clearly structuring the sections in your template. A header with the core message, a subsequent content part, and a final CTA button help the reader to scan your content quickly. By guiding recipients to the desired action, you can increase the conversion rate tremendously.
Conclusion
Valentine’s Day is a wonderful opportunity to get in touch with new and existing customers. Using the right strategy, you can expand your email campaign beyond February 14th to use the full potential of your campaign. When it comes to the target audience, marketers should not only think of gender-specific segmentation but also of different age groups, interests, etc. by not forgetting singles. In addition to a fancy slogan for your campaign, the email design is also crucial for the success of your marketing efforts. On days like Valentine’s Day, it is important to stand out from the crowd and to create unique templates that are clearly structured guiding the readers eye to the CTA.
