Promotional Ideas for the Email Marketing Doldrums
Face it: We're in the middle of the annual doldrums between major shopping holidays. You're feeling tapped out of ideas and you don't have a paid vacation day for weeks. You're still recovering from the cluster of fluster from the holidays and year-end clearance. You're exhausted and a tad bored, but the show must go on. Email marketing is the channel that never sleeps even though you could use a quick power nap.
You may need some inspiration — a creative jolt or a killer promotion. But trust me, your customers need it even more! Each month I review over 5,000 retail emails and, so far, 2013 has been both a snooze fest and overflowing with wackiness.
Grab a caffeinated beverage, sit up straight and let's fix this. I'm going to give you "promotional ideas for the email marketing doldrums."
An easy way to break a repetitious promotional pattern is to relate a lesser-known holiday to your product line. Did you know that that March has holidays like "Panic Day," "National Goof Off Day" and even "Make Up Your Own Holiday Day?" The last one would be ideal for an email and social crossover campaign. Create a list of these whimsical holidays and gather your team to brainstorm fun and creative ways to tie your brand and products into these offbeat holiday themes.
Splurge or save
Shopping by price or color are commonly seen ways to help shoppers navigate to the items that interest them, but one trend I've seen used more frequently in recent months is featuring similar products with contrasting price points. This polar "splurge or save" positioning can be an effective way to speak to your luxury-seeking and penny-pinching customers within one email. Highlight the practicality and durability of a low-priced item compared to a shiny, fancy labeled luxury relative. Consumers can be unpredictable and have wide-ranging tastes and eclectic interests. Give them some fun choices to make, and whether they choose to save or splurge, you close the sale.
Related story: What Big Data Means for Today’s Email Marketer