Strong moments during the year offer the ideal opportunity to set up an email promotion. Mother’s Day still remains the moment for many marketeers to jump on their horses. But are they doing it the right way?
This week alone we saw three mailings arrive in our inbox. “Celebrates Mother’s Day”, “Special reduction for Mother’s Day” and “Make mom happy with this necklace”. They aren’t very original and look an awful lot like the other messages we received in our inbox the past few days. We can only assume that the senders segmented their list before sending out their campaign. I wouldn’t want my mom to recognize a necklace from a mailing she received as well. Because she will also know that I got it on sale.
Maybe it’s time to start looking for a more refreshing approach for these campaigns. Especially when your database isn’t segmented enough. A list isn’t clean enough for Mother’s Day when you’re only splitting men from women. Not every woman is a mother. Not every mother is just a mother; she has a mother as well. You see, juggling with gifts and reductions maybe isn’t the right approach. Shift your focus from the gifts to the content of the day.
You accomplish more with tips
Give fun tips on how you can spend the day. How you can congratulate your mother. How the kids – if the husband forgot – can create their own wish card. That way you can stand out from all the product emails. Of course your tips can lead to present suggestions that are available in your online store. Visitors will be more engaged to go for conversion.
Or simply forget
An American web platform did a remarkable study back in 2011. They looked at the click-through ratios of all email messages with a subject line about Mother’s Day. What did they found? Emails with Mother’s Day in the subject line got a click-through rate van 1.8% in the week leading to Mother’s Day. The week after Mother’s Day however, the same emails got a 2.6% click-through rate. Apparently there is an opportunity for daughters and sons who want to make up for their forgetfulness!