Knowing how to create personalised email campaigns is the difference between sending weak messaging and actually seeing positive ROI from your email marketing efforts.
All day, every day, consumers get bombarded by companies trying to sell to them.
Many of these companies only group customers by demographic and spending habits, unconcerned about what goes on in these consumers’ lives.
There is the same holiday cycle where, based on the month, consumers have come to expect emails designed with the same holiday colour scheme, with the same boring details.
It’s time to get personal! In this post we’ll be looking at how you can create personalized emails for special occasions. We’ll be looking at:
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How to Create Personalised Email Campaigns in 3 Sends
As we alluded to earlier, seasonal emails can be the simplest way to show your customers that you know them. But not all celebratory sends are created equal.
These are the types of emails that simply get overlooked during daily inbox checks. It’s time to change what people expect when it comes to your seasonal marketing emails.
- Birthday’s
- Obscure holidays
- Seasonal trends
So, what are you waiting for? Here are our top tips for email marketing campaigns that leverage special occasions to celebrate your customers.
1. Birthdays
Most people love their birthdays. Some people don’t. Regardless of how you feel, everyone deserves to feel special on their birthday.
When compared to other email campaigns, statistics show that birthday emails have:
- 481% higher transaction rate
- 342% higher revenue per email
- 179% higher unique click rate.
With these statistics in mind, there is clearly a great opportunity to get customers buying from you and make them feel special while they do so.
But how can you make your birthday emails more personalised?
Timing is Everything
Your company’s birthday email marketing campaigns can go a long way by setting the right sending triggers. The most important trigger is ensuring that a “gift” is sent to your customer in advance of their actual birthday.
You can also excite and remind customers about their special birthday rewards by sending an email reminder a week prior and another one within a week of their birthday passing.
Make Sure the Email is Personal
Your customers will receive lots of emails on a daily basis, so you have to make sure that your email stands above the rest. This is especially important for birthday emails. When setting up birthday email triggers, ensure their name is included in the subject line and within the email body.
In addition, you can include copy that makes your customer feel special, like “just for you”, “celebrating you with…”, or “on your special day”. Of course, keep the copy specific to your brand but with a unique touch for your customer.
Make it Special: Don’t Send Generic Offers
If you’re going to make a whole birthday campaign and personalise it for every client, you need to make sure that your offer is special too.
Some well-appreciated deals include a special birthday discount, a free gift in addition to their regular order, or any of these offers combined with free shipping.
Do what you can, based on your business, making sure there’s an expiry date on anything you plan to offer. Get it right and you could delight your loyal customers.
Examples of Birthday Messaging
In the examples below by The Woman Concept, Starbucks, and Sephora you can see that each examples uses a great copy, creative design, and a great gift or discount to entice customers to act on the deals:
2. Obscure Holidays
Christmas, Valentine’s Day, Eid Mubarak, Mother’s Day, etc. We all celebrate the same generic holidays every year. But a huge mistake many companies make is sending out generic email campaigns with the same boring content.
Of course, it is important to include these holidays in your email automations calendar. But there are other unique holidays that you can explore based on your business scope. Celebrate with discounts and stand out in your customers’ inboxes.
Think Outside the Box
Sometimes you may look at a list of obscure holidays and think, “none of these applies to my business.” But this doesn’t mean you can’t get in on the fun. Look for parallels in the holidays to your business and use them in your campaigns.
For example, ‘No Trousers On The Tube Day’, celebrated on Jan 12th could be a great opportunity for a clothing brand to highlight non-trouser items like tops, dresses, skirts, and accessories.
Make It a Time For Celebration
Obscure and interesting holidays aren’t on most people’s radars, but it’s a great opportunity to have fun, bring awareness, and stand out in your customers’ inboxes.
In collaboration with some creative email copy and eye-catching designs, you can get customers excited about the holiday with an exclusive offer. This can be from free shipping to a discount on any products related to the holiday of your choosing.
Examples of Holiday Celebration Email Messaging
Kiss My Keto and Floraly are two businesses that do this really well and you can take inspiration from.
As you can see from the examples below, each company uses unconventional holidays to celebrate with their customer and make each holiday fit to their business scope within their email marketing campaign.
3. Seasonal Trends
If you sell outside the UK, whether to Europe and/or beyond, you are likely to have customers undergoing different seasons at different times that you can lock in on.
Your customers may start bunkering down for the winter months at a different time to you, preparing for local fairs and farmers’ markets in their area, or getting ready to take that beach holiday they’ve been planning for months during your winter.
By segmenting your audience by location, you can make the best use of these seasonal trends. Additionally, leveraging seasonal trends shows that your business is in tune with customers and understands their needs.
Offer Tips & Solutions
When creating your seasonal campaign, think about what issues your customers might have when preparing for the season. Address generic problems facing your target customer or think about specific obstacles they might face during the season.
Make sure to highlight the issue in your subject line and offer a solution in the body of your email with your products and/or services. Then your CTA (call-to-action) needs to clearly and concisely take them where you want them to go.
Create Urgency
Seasons come and go, and you want to express that with any discount or deal you may offer. Setting your email marketing campaign to go out when a season starts or when it’s about to end with a limited-time offer creates the urgency you’re looking for to generate more sales.
Examples of Businesses Leveraging Seasonal Trends
With the email marketing examples below from Moon Juice and Trilogy, they give their customers information about the Summer and Winter Solstice, including a CTA that drives customers onto their site.
Shearings uses the late summer to incentivize people to book holiday travel with a minimal amount to put down to book.
Give Your Customers a Reason to Celebrate
Email marketing campaigns that take the time to celebrate, educate, and excite customers through a personalised touch make them feel like they’re less of a targeted demographic and more of a person you’re happy to have as a customer.
The three main ways to do this are:
- Plan ahead with proper research
- Make it personal with specific automations and triggers
- Create excitement and urgency with limited time deals
Discover Revenue-Generating Email Campaigns with Drop Zero Digital
Drop Zero Digital has a team of email-marketing-savvy designers ready to assist with your email marketing strategy.
Connect with us today and receive a free audit of your current campaigns. Or find out more about how we can turn your eCommerce email campaigns into money-making machines now.
