12 Tips for Using Cupid’s Arrow to Target Customers With Email
Valentine’s Day is rapidly approaching, and whether you personally view it as the most romantic day of the year, filled with love and hope, or an annual ordeal splashed with tacky red and pink décor, there’s no question it can have a positive effect on many small businesses.
One of the best ways to take advantage of this potential bump in profitability is through email marketing. Email is a very effective way to bring highly tailored messages to specific audiences. And since many people are prone to read into the gifts they receive from significant or semisignificant others, it gives you an opportunity to use Cupid’s arrow to target your customers and prospects in order to move them to action.
The following are 12 things you should do to make sure your Valentine’s Day doesn’t pass with a lot of empty promises and wilted dreams.
1. Start now (if you haven't already). It’s only a few weeks until the big day, so start compiling your copy, imagery, offers, etc. You don’t want to inundate your recipients by email, but a rough schedule could entail:
a. email 1: Friday, Jan. 29: initial offer
b. email 2: Wednesday, Feb. 3: offer reminder
c. email 3: Thursday, Feb. 11: reminder two — “Three days left till Valentine’s Day!”
d. email 4: Wednesday, Feb. 17: thank-you follow-up email to all customers who took advantage of the offer. Say thank you, and extend another offer to these loyal customers.
2. Use a Valentine’s Day template. This template works best with a nice balance of Valentine-specific copy and imagery to get people in the mood and thinking about the event.
3. Segment your list. Split your list by gender; send female-oriented offers to guys and male-oriented offers to ladies. But think about your audience before doing this sort of segmentation! Your offer may not be appropriate for all audiences.