Valentine’s Day presents plenty of sales opportunities for eCommerce websites since many people will be purchasing gifts to celebrate. Nowadays, Valentine’s Day isn’t just about showing love to one’s significant other – consumers are also purchasing gifts for family members, co-workers, classmates and even pets. Another trend picking up is that people spend their money on experiences just as much as on physical gifts. So even if you don’t sell buy cards, chocolates and overpriced flowers, you can still show your V-Day spirit and bring in extra sales.
Unlike Christmas, consumers usually don’t shop early for Valentine’s Day. This means that eCommerce websites can kick off their marketing efforts a week ahead of 14 February, rather than spend big bucks on a month-long campaign. When it comes to promoting your brand, product and services on a budget, email is one of the most powerful channels available; it’s cost-effective, easy to use and has a large reach. To help you leverage success from this widely celebrated day, we’ve broken down six type of emails you should send to customers.
1.Valentine’s Day card
Purpose: Wish your customers a happy Valentine’s Day to show just how much you value them.
How: A digital card with a note of appreciation e.g. “warm wishes for a happy Valentine’s Day. We hope you celebrate it by doing all the things you love.” Make sure to include your company’s logo and website address.
2. Product email
Purpose: To showcase new products or promotions happening at your eCommerce store
How: Create a gift guide featuring three or four products that would make perfect gifts for Valentine’s Day. Accompany each product with a large, clear headline, a brief description, and a high-quality image.
3. Product advice email
Purpose: Offer tips that your customers want to read
How: Post Valentine’s Day-themed articles on your blog, but make sure they relate to your product. For example, if you sell rings, you could craft a post with the title “The Most Romantic Spots to Pop the Big Question.” Or, if you’re in the fashion industry, a post such as “How to look your best for your Valentine’s Day date” would be a perfect fit.
4. Abandoned cart email
Purpose: During Valentine’s day, cart abandonment rates increase. This type of email serves to encourage customers who abandoned their shopping carts to return and complete the booking or purchase.
How: Create an email that reminds customers their items are still waiting for them. For some inspiration, you can consider Amazon’s implementation: “Thank you for visiting Amazon. You recently added items to your shopping cart. If you haven’t already purchased or removed them, simply visit your shopping cart to complete your order.” Directly under this message, Amazon included a call to action “View your cart” that takes the customer to their items.
5. Payment link email
Purpose: To provide the customer with a secure, easy and convenient way to pay for their Valentine's Day purchases.
How: An eCommerce payment solution such as PayU Receive enables you to send your customers a payment request by email, taking the customer to a secure payment gateway where they can pay via credit/debit card or EFT payment.
6. Post-purchase email
Purpose: To increase engagement and loyalty from customers
How: First, thank the customer for their recent purchase, then you could proceed to recommend a product in addition to the one being purchased. For example, if the customer bought jewellery, you can offer them jewellery polish at a discounted price in the email.
Remember that your eCommerce website doesn’t require a huge Valentine’s Day marketing budget to get customers to fall in love with your brand. If you want to promote your products and services on a limited budget, an email marketing campaign will do the trick. Need some more inspiration to guide your email marketing efforts? Have a look at what other brands have been doing to spread the love.