Valentine's Day is a great opportunity to declare your love to the people who support your business - and it can also be beneficial in terms of sales. In 2019, Valentine's Day was the second most lucrative holiday for merchants.
Here are 5 tips to help you create personalized, relevant campaigns so you can get the most out of your marketing strategy this Valentine's Day.
1. Use your audience data to determine what your customers want.
Everyone wants to feel special on Valentine's Day. Sending personalised content goes a long way in making people feel special.
The first step to sending a personal message is to know who your subscribers are. Using a CRM software like ActiveCampaign for example, you can take a close look at your audience and use this data to better target your audience. By organizing user data by location, age, gender, etc. you can better personalize your email campaigns.
If you have an e-commerce site, you can also look at the search terms used on the web and determine what people are looking for when they visit your online shop
2. Use Valentine's Day themed images.
This special day evokes a lot of images and everything is about emotion. The goal is to be as creative as possible while remaining professional. There are many ways to subtly show emotion - not necessarily kisses and hugs.
If you're trying to get great photos of products you sell, there are a few simple tricks that will make your product photos look fun and professional:
- Less is more: use clean backgrounds and favour natural light.
- Don't clutter the image with too many accessories.
- Bring your image to life by adjusting the light with a reflector.
- Uses Canva, an "easy, fun and intuitive" online editing tool.
3. Present the right products at the right time.
Based on what you now know about your audience and including the photos you took, you can showcase your best products on all your communication channels.
- Timely sharing of articles on social networks.
- Send automated, highly personalised emails that showcase your products.
- Add them to your homepage.
- Create a landing page especially for them.
Keep in mind that people are particularly indecisive about their purchases on Valentine's Day. So, once you've selected the best products you want to promote for Valentine's Day, you can set up automated reminders for abandoned carts when your subscribers remove these products from their cart.
4. Send the right message on social networks for Valentine's Day.
The Valentine's Day period generates a lot of interaction on social networks. So, it is essential for your company to participate.
By participating in these key moments of the year, your brand should send positive signals to your audience and potential customers that you are involved in their daily lives.
However, it is important to be authentic on social networks. We suggest you take each social network separately, and think about the right message for your brand. And when in doubt, you can do a little research to see what's working for your competitors: what did they do last year and how do you want to differentiate yourself?
5. Your audience should feel loved and appreciated.
On Valentine's Day, it's important that your brand looks empathetic. During this time, some people feel lonely or sad, so you need to communicate with your audience in a thoughtful and measured way.
On the day when many people will receive a sign of affection, send your customers a special Valentine's Day postcard. It should not contain any exaggerated romantic notions, but simply thank them for supporting your business.
If you want to go further, use your postcard to invite them to an event you're hosting or include a promotional code for a special offer.
To go further, discover the Valentine's Day guide : 4 tips to boost your sales.
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