Welcome to Day 9 of the ‘How to run a Valentine’s Day Promotion Campaign’ workshop. This workshop runs between 27th January to 17th February 2010. Designed specifically for Zen Cart store owners, each day we will focus on one task to guide you as you run a Valentine’s Day promotion campaign.
Today we are looking at our improving our Valentine’s Day Promotion Campaign email messages and landing pages in preparation for our second campaign email scheduled for sending tomorrow.
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Jump to today’s task – Improve your Valentine’s Day Promotion Campaign Email and Landing Pages |
The Valentine’s Day Message
Still not convinced your products or services can be marketed for Valentine’s Day?
There are many ways you can associate products/services with love or giving or romance. For example, if your product range includes camping equipment, you can sell the romance of sleeping under the stars. But if you really can’t put a romantic spin on it or even make some kind of zany connection, one marketing angle you could try is to poke fun like “nothing says true love like a new custom ground hydraulic camshaft” or even join the growing ‘anti-Valentine’s Day’ movement by focusing on products and services specifically for singles.
Email Subject Lines
The following are subject lines used this last week by top retailers, from The Retail Email Blog:
Blue Nile, 2/1 — Top Ten Valentine’s Day Gifts – 10% Off?
Harry & David’s, 2/1 — Cupid’s Top 5 Gifts: FREE Delivery on these and more!?
Frederick’s of Hollywood, 1/29 — Get cheeky in Valentine’s panties with free shipping.
Victoria’s Secret, 2/1 — Flirty at Heart: Delight & Excite this Valentine’s Day.
Kohl’s, 1/30 — Valentine’s Day Gifts Under $30 + Extra 15% Off. Today Only.
Linens ’n Things, 1/29 — Save an Extra 14% Off Your Valentine’s Gift.
1-800-Flowers.com, 1/29 — Send more love, get Free Shipping/No Service Charge + be Justin Bieber’s Valentine!
Lane Bryant, 2/1 — Flirty Valentine’s Dresses + Free Shipping + $29.99 Jeans?
J&R, 2/3 — Rachelle’s Valentines Picks: Great Gift Ideas!
Sam’s Club, 2/3 — Cupid shops at Sam’s Club. Sweet gifts, great savings.?
Linens ’n Things, 2/2 — Sweetheart Deal: $2.99 Shipping on ALL Orders!?
Saks Fifth Avenue, 2/2 — Valentine’s Day Best Sellers?
Disney Store, 2/3 — Share a Hug! Buy One Plush Toy, Get One FREE?
Writing for marketing Promotion Campaigns
Both the promotion campaign email messages and the landing pages have the same goal, that is to take customers one step closer to the ultimate goal – a purchase. My top three tips for writing your campaign email messages and landing pages are:
Focus on Benefits
While it is important to include a product’s specifications for customers to view, these belong on the product information page. The campaign email message and landing page should focus on the benefits rather than the features of a product or service. Use emotive language to convey how the product will make them (or their loved one) feel or be. Start establishing the connection between the customer and your product / service right from the start and build on this connection with subsequent email messages as well as the landing page.
Easy to scan
Whether we are aware we are doing it or not, nearly everyone only scans text on screen. It is very important to break up your writing using sub-headings, small paragraphs, bullet points as well as white space. Your promotion campaign email messages and landing pages shouldn’t feel like hard work to read. Remember you have no more than around 8 seconds to capture their attention and convince the reader to take action (such as click on a link or a Buy Now button).
Using images are also a great way to break up text, convey your message and elicit an emotional attachment.
Highlight the call-to-action
As I mentioned above, the goal of your promotion campaign email messages and the landing pages is to move the customer along to the next step and ultimately to making a purchase. Each step along the path to the order confirmation needs a clear call-to-action so that the customer does not get ‘lost’ along the way.
The call-to-action in a promotion campaign email might be “Click here to redeem your 20% discount coupon code” or "Click here for more Valentine’s Day specials”.
The call-to-action on a landing page might be something like “Click to order your copy now” or “Buy Now” or “Get your free quote now”.
Offering too many links or offers can be distracting. Remember to always make the call-to-action clear and to include what the user can expect when they click through.
Today’s Task
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Good luck! Any questions, please use the comments section below.
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