With Father’s Day just around the corner my inbox has been inundated with emails reminding me to buy something for Dad.
The good news is it’s not too late for you to email your customers and leverage off Father’s Day.
Sending emails that are relevant to holidays or seasonal events is a great way to keep in touch with your customers, it’s also a good opportunity to promote sales or special deals.
So I wanted to share with you the five most effective tactics I’ve seen businesses use in the lead up to Father’s Day.
1. Sweeten the deal with an offer
Father’s Day provides a good opportunity to give your customers a little extra incentive to buy from you. Here’s an example from Peter Alexander that offers 20% off plus a free gift… Very tempting!
2. Time isn’t on your customer’s side – create urgency
With only a few days to go there is an air of urgency when it comes to Father’s Day gift buying! This actually provides an excellent opportunity for you to move your customers to act. In this example Jeanswest highlight the importance or ordering now to receive gifts before Father’s Day.
3. Use humour to get your customers over the line
I couldn’t help but chuckle when I received this email with the subject line ‘Father’s Day. Next Week. Nuts, Not Ties!’ from Harvest Box.
4. Create a sense of nostalgia
Take your readers back to when they were children and their Dad was a superhero in their eyes. This is a really nice example from James Street, that tugs on the heart strings (just a little).
5. Run a competition to engage with your customers
This is a great example because it not only engages existing Zarraffas Z Card holders but encourages non-members to sign up for the loyalty card.
Bonus point – think outside the box and send an SMS
I think SMS is one of the most underutilised marketing platforms out there! Considering it has almost a 100% open rate, it’s a great tactic to embrace. Here’s an example from Dunham’s Sports that entices customers with a competition and coupon for Dad.
So that’s a wrap up of the best 5 techniques I’ve seen businesses use to engage customers in the lead up to Father’s Day. Do you have any other ideas about how to leverage off seasonal events? Share them in the comments below.
We are once again proud to present EMSA, Australia’s only dedicated email marketing summit – running at the Brisbane Convention and Exhibition Centre on Thursday 16th October.
This is an event we hold close to our hearts as it has specifically been designed by email marketers, for email marketers. Whether you are new to email marketing or a seasoned pro, the day will focus on all aspects of email including sales, marketing, transactional or retention communications.
I’ll be chairing the day and I’m really excited about this year’s speaker line up (our strongest yet). With over 15 email and digital diehards the day will prod, disrupt and challenge your thinking about email marketing campaigns and how to get better results.
So what’s on the cards for EMSA 2014?
Personally I’m really keen to see Kate Vale from Spotify talk about their focus on reinvention as a strategy for continual growth.
I love it when when Brisbane comes alive for Brisbane Festival and Dani Nash will share some of the magic behind the email marketing of this awesome Queensland event.
Email, social and the relevancy debate will be moderated by Panel Ninja Cat Matson from Hearis. If anyone has been to a Networx Brisbane event you would have seen Cat bring to life these panel debates and really extract the ‘juicy’ bits. I can’t wait to hear what the 5 experts think.
If you’re a data nerd like me (or even just a semi data nerd) Christian Bowman from RSPCA Queensland will cover 7 easily implementable data tricks.
A key focus for Vision6 at the moment is helping our clients streamline their operations and integrate their web apps. Our own Kelly Newbery will tackle this topic from a marketers perspective (with as little tech speak as possible).
And lastly the stuff we all dread but all need to understand – Spam and Privacy laws. We have recruited Australian Communications and Media Authority (ACMA) and Dundas Lawyers to demystify the latest Spam & Privacy Laws to keep you away from the dark side.
Check out the full program and line up.
New this year, we have also introduced the Real Email Marketing Challenge. In this live and interactive session watch as Traffika and Klyp present their email marketing campaign solutions to a brief given to them only 6 hours earlier. They will battle your battles, presenting their solution as well as the logic they applied to help overcome hurdles along the way.
You can help us shape the challenge they are given by commenting below and telling us some of your biggest email marketing problems.
If you’re as excited about this event as I am, head over to the EMSA website and register now.
So as you can tell I can’t wait for October and the highlight of my marketing event calendar. Hope to see you there!
Bright Learning is a small business committed to providing unique adult learning experiences that aim to put the fun back into learning. In other words they offer awesome short classes that are a little bit left of centre.
Integrating EventBrite with Vision6
Bright Learning use the popular event registration site Eventbrite to manage their class bookings. And they currently use Vision6 to send marketing emails to their customers and course information to attendees.
Using a simple integration through Zapier, Bright Learning have been able to save countless hours and also effectively remarket to attendees.
Say goodbye to manually entering data
Once an attendee registers for a class on Eventbrite Zapier then automatically places the contact into Vision6. No need for manual data entry, it all happens behind the scenes.
“This is the part the lazy sloth in me loves the most. I am basically able to do a complete custom mapping so whatever information is collected in Eventbrite can be mapped straight to Vision6 database fields” Lisa Renneisen, Marketing Director, Bright Learning.
Customised messages for attendees
Using Automation in Vision6 the booking confirmation email is automatically sent after an attendee registers. The best thing is that by using conditional content the email is personalised for each recipient.
“Sending this email in addition to the payment receipt email that is sent by Eventbrite allows us to be more customised with the messages we are sending attendees by using the conditional content feature in Vision6. It also provides more of a personal contact for attendees should they have any further questions.”
For example if attendees register for a double class the confirmation email will include conditional content about the second course. Whereas if attendees register for just one course the paragraph isn’t included.
Ongoing communication without the hassle of moving data between platforms
Having attendee data in their Vision6 account also means Bright Learning can manage ongoing communications without having to rely on using Eventbrite (which needs to have its email campaigns tied to an actual event).
“Sending communications from eventbrite is cumbersome and does not allow us to format our emails to our normal standard, so it’s great to be able to automatically use Vision6 to communicate pre-event information as well as post event marketing.”
Zapier let’s you connect the web apps you use, making it easy to automate tedious tasks. Basically now you can link Vision6 with any of the 100s of other apps on Zapier, such as Salesforce, Eventbrite (as above) and Sugar CRM.