How To Improve Your Email Marketing To Increase Retail Sales During December
By Bob Phibbs
We've officially begun the holiday season and retailers are all over the map with their holiday retail sales predictions.
Here's mine: I expect we'll have the best holiday sales in a generation.
Customers are out there shopping, but retailers, how focused are you in reminding yours that they should shop with you?
At this busy time of year you have to frequently market to those who know you using the tried and true email.You have to say, ”We have this product in stock right now and you can take it home today!”
One of the most obvious ways to market your message to your retail customers is to use those services that don’t cost you anything, especially email and social media.
We often forget how necessary reinforcement is to those who like and prefer your store over Amazon, but who still shop with competitors because you let them forget you exist.
The more impressions you can consistently make with your fans at this time of the year reminds them that they like your retail shop, reinforcing their beliefs about why they liked you in the first place.
And that can't be another email jammed with too many products, too many discounts and too many images.
The updates you provide in your customers’ newsfeed and email boxes need to be highly targeted messages aimed at those who already know you.
These messages, done correctly, will drive customers back through your doors. And make sure you schedule them this week when you have an extra hour...
Here are the next four weeks with what your messaging should be to your email list and social media accounts.
Week 1 – Shoppers realize they have less time to shop and are armed with their “for who” lists.
Send an email with one big picture like this email at right. Have a call-to-action that tells them to visit your page and shop, come into your store, or bring in the email for a free gift, but make sure you tell them to respond in some way.
Update your Facebook page with pictures of easy gift ideas. Use buyer personas (like if you were a toy store, what would a dad buy for his child? That should be different from what a new mother would buy). Keep the copy short and engaging; tell why it makes a great gift and give the price.
Week 2 – Shoppers started shopping for gifts back in October and are probably done so remind them to gift themselves.
Send an email again with one big picture. This time use wording urging them to splurge for something for themselves.
Update your Instagram or Facebook page with pictures of best-sellers along with a call to come in to play with it, try it on, or just hold it in their hands.
Week 3 – The week before Christmas is panic week! Think “mission” shoppers. It’s also the best time to markdown slow movers and seasonal items.
Send an email again with a big picture. Give them last-minute shopping tips, parking secrets for your store’s downtown area or mall. Remind them if you offer online ordering and in store pick up, that you offer free gift-wrapping or versatile gift cards – all are good to mention this week.
Update your Facebook page with one or two tips per day. Schedule these in advance during your down time.
Update Twitter with happening-at-the-moment tips - easy parking now, no waiting in line, special sales. Think temporary. Don’t pre-schedule these.
Week 4 – Because Christmas is on a Tuesday, the week may be problematic as some shoppers will have to go back to work on Wednesday.
Send out an email on Christmas Eve touting your big clearance sale with hours you’ll be open and some specifics of what will be on sale.
You have a choice during the holidays – you can settle for the crumbs of people who come to your downtown location, your strip center or mall location... or you can have the feast by reminding those who already know you all that you offer in bite-sized marketing messages.
And to do even better, learn how SalesRX, my online retail sales training can help you with every sale, every day of the year.
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