So the end of the financial year is fast approaching. Thanks to Foxtel who coined the phrase EOFYS (pronounced \ ‘E o f\os’ ) you are more than likely seeing EOFYS plastered all across your TV and computer screens. EOFYS is an acronym referring to an “End of Financial Year Sale”.
EOFYS is all about creating urgency with the goal of getting rid of old inventory so there is less to take stock of at June 30. Email marketing is perfect for EOFYS as it is a proven platform that can help create urgency and drive sales.
So how can you create a sense of urgency and drive action from your own EOFYS emails?
Look at your language
EOFYS in its very nature is all about beating the June 30 deadline. Don’t be shy about letting your customers know that they only have a limited time. Get creative with your language and your subject lines. Can you incorporate common words that express urgency?
- Limited time offers
- Last chance
- Don’t miss out
- Don’t wait
- Reduced to clear
In this example below Kogan have been very explicit with their urgent language in both the subject line and the email itself.
Subject: Amazing Tax Time Bargains! Hurry, Ends Soon!
Time to stock up
A key theme on the B2B side of things is that the EOFY means closing out your budgets and planning for the next year.
In many industries and organisations budgets are set on what you spend the previous year so you will find that some decision makers try to use any left over budget in the last couple of months of the financial year. With this in mind take advantage of any unused budgets and prompt your clients to stock up.
In this example Vistaprint are urging their customers to ‘stock up and save’ for their EOFYS emails.
Another opportunity could arise by looking at your clients purchase history around the EOFY. Is there something that they usually purchase from you every year at this time? If so a reminder email campaign might be in order.
Make an offer they can’t refuse
Adding urgency won’t work if your offer doesn’t cut it. Consumers are also getting more and more savvy and can easily shop around for the best deal so do your homework.
It’s hard to suppress your curiosity with this email from Kogan showing EOFYS deals from $1.
This next example from Oaks Hotels and Resorts gets right to the point, their great EOFY low rates.
Sweeten the deal
Some people need more than just a deadline to get them to hit the gas pedal. So it can be a good idea to sweeten the deal with a little something extra to stop them from procrastinating anymore.
This example below from Wotif throws in a bonus $50 voucher on top of their end of financial yeeeha sale.
Make the most of this opportunity and look at your own lists and the different ways you too can use EOFYS to create urgency and drive sales. It’s a great way to maximise the profit potential of your existing database.
I’d love to know if you have any other tips for creating urgency in email? Share any comments below.
I must admit I am not really that into football. When living in the US I would only watch the Superbowl just to see the Superbowl ads. So when it comes to State of Origin the equivalent is seeing how certain brands play off the rivalry between QLD and NSW and that’s the stuff I like to see.
Now obviously it will depend on the nature of your organisation and your target market but I am constantly surprised at the innovative ways brands can leverage these huge sporting events like origin. Here are some of my favourites.
Put your competitiveness to good use
Being an animal lover I think it’s great how RSPCA have used the QLD / NSW rivalry to help reach their goals. Their annual State of Adoption campaign aims to rehome as many animals as possible from the start of the first State of Origin game to the end of the last. Let’s hope QLD are more successful in the 2014 state of adoption than they were in Wednesday night’s game! In 2013, RSPCA Queensland led New South Wales by 1822 to 1444 in the adoption tally.
The Pizza Wars
What goes better with football than pizza! So it comes as no surprise that these guys play heavily into the hype around Origin series.
Pizza Capers promoted taking the Inferno challenge for State of Origin in their latest email newsletter. This was not a huge connection to the rivalry of Origin but was just enough to make sure you remember the big game and order your pizza.
Domino’s went a little harder playing off the QLD / NSW rivalry by running a competition to build the best pizza that represents NSW or QLD. What makes a pizza more QLD? Is it just whacking on some pineapple? I’m here to ask the big questions.
Show your true colours
Then there are brands showing their true colours and it’s as simple as that.
Queensland coffee brand Merlo changed up its colours to reflect the Queensland maroon this week.
Then there is the Queensland Police Service. I am a big fan of the work they have done on social media and I always notice every year they change their profile badge to be maroon.
Here is an example of an email I received from the Surf Club restaurant. They extended the use of the colour maroon for the background of their email. Certainly going to capture the attention of any true blooded Queenslander!
Make sure you look the part
Best & Less sent me this email earlier in the week reminding me that I need to look the part and ‘barrack in style’. This is an obvious fit for their brand but they have extended the promo by offering readers the chance to win a once in a lifetime State of Origin experience.
So there you have it, some great examples of how you can tap into Origin fever in your own campaigns.
Have you seen any great examples of brands using origin fever in their promotions and in particular their email newsletters? Share your insights in the comments below.
Earlier this week I had the pleasure of speaking as a panelist at a Networx Brisbane event alongside some of Brisbane’s best email marketers. I got to share my thoughts on why email marketing still works.
There were some really great discussions and a couple of key themes kept surfacing throughout the night.
Move over HTML, text based emails are making a comeback!
Recently we’ve seen a shift away from the super slick, highly designed HTML emails back to more text based emails.
The number one reason is because plain text emails give the reader a much more human experience. Additionally given the number of beautifully designed emails that end up in our inbox, plain text emails can be a good way to cut through the clutter.
Here’s a great example I recently received, it works because the sender has taken a really personal approach when reaching out to new subscribers.
Text based emails can be a really great addition to your email marketing campaigns, but keep an eye on your reports and remember to measure their impact to find out if they’re a good fit for your subscribers.
Tracking ROI on an email campaign
We know that email marketing has a higher return than other forms of marketing. And that for every $1 spent on email marketing, $44.25 is the average return on investment. Which is all well and good, but it’s really important to be able to measure your own ROI. And there are a couple of ways you can do this.
- Google Analytics is an easy way to track your email’s performance. By using Google Analytics campaign tracking links you can measure exactly how many conversions you get from an email campaign, depending on the Google Analytics goals that you’ve set up. Then compare your campaign costs to your conversions.
- Use the ROI calculator in Vision6. Basically you just plug in some information such as how many emails were sent, what the click rate was and the cost of the campaign. The calculator then figures out your ROI for each campaign.
- Bridge the gap between online activities and your offline store. Although Google Analytics or an ROI calculator will be enough for many businesses, if you’re a bricks and mortar store it can be harder to measure your ROI. Smartphones have made this a lot easier, one approach is to include a barcode in your email and offer a discount for customers who show the email on their phone when they make a purchase. Another way is to include a code in your emails for phone sales.
Connect with your readers using personalisation and segmentation
Email marketing allows you to easily personalise campaigns and specifically target segments of your audience and this has long been an effective tactic for email marketers.
By leveraging what you already know about subscribers, such as their personal interests, demographics, buying patterns and email behaviour, you can create a customised email that is high-impact due to its relevancy to each recipient.
What better way to engage with your customers than by sending personalised content that they actually want to receive?
Thanks for all your questions!
There were some great conversations on Twitter and we didn’t get the chance to answer all the questions on the night so I wanted to share the top few Q&As that have come through.
Find out more about the recent amendments to Australia’s Privacy Legislation.
Here’s Australia’s Email Marketing Metrics report Kristin mentioned and here’s the link to the article outlining some of the findings about the effect Gmail’s promotional tabs have had so far.
If you want to catch up on what we covered on the night, don’t forget to check out the Twitter stream.
I’d love to know if you have any unanswered questions from the night? Let me know in the comments below. Or if you want to get started with email marketing sign up for a free trial.