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Infographic: 6 ways to supercharge sales using email during the post-holiday season
Once the holidays are over, your marketing team can finally slow down, right? False! Post-holiday sales are a great way to set your brand up for a successful new year, especially if you use email marketing to your advantage.
Email marketing is still as relevant as ever
Email is one of the most effective forms of marketing for promoting your business and selling more products. Not only is it one of the most cost-effective marketing methods, driving an approximate ROI of $36 for every $1 spent, but email is used by more than 4 billion people across the globe, allowing you to reach a seemingly limitless audience.
Email marketing has also proven to be one of the best customer acquisition and retention methods, with 80% of professionals agreeing that it makes a significant impact in both areas.
Finally, email marketing is one of the simplest ways to drive sales, and it has proven to be even more effective than social media marketing, with 60% of consumers admitting that they've made a purchase after receiving a marketing email.
6 ways to supercharge sales using email this post-holiday season
Don't get sucked into the post-holiday sales lull. Instead, here are six ways to supercharge sales using email as you head into the new year:
1. Winter clearance campaign
Don't be afraid to push a post-holiday clearance campaign, which can encourage customers to visit your store or website with the promise of steep discounts. Then, they will see all of the products you have to offer, and the clearance event will entice them to make a purchase.
2. Use data to upsell and cross-sell products
The data you've collected during the holiday season is an excellent resource to help you create a post-holiday email campaign that drives sales.
With this data, you can personalize offers and product recommendations based on your consumers’ past purchases. This can have a significant positive impact on sales, especially with studies revealing that personalized emails deliver a six-times higher transaction rate.
3. Create a customer-loyalty program
If you don't already have an established customer loyalty program, then the holiday season is the perfect time to create one.
This strategy has the potential to supercharge your post-holiday sales, as 75% of consumers say they favor brands with a loyalty program that rewards members.
During the holiday rush, you can encourage customers to sign up for your loyalty program by informing them of special rewards and perks members will receive in the "off-season."
4. Take advantage of consumers’ FOMO
Fear of missing out, or FOMO, is a marketing term that describes the emotion consumers feel when they are unsure of whether they should act on an offer or not. You can use this powerful emotion to your advantage when designing your email marketing campaigns.
Research shows that approximately 60% of consumers make a purchase within 24 hours when they experience FOMO. To capitalize on this emotion, you can include reviews or testimonials of your products/services in your email marketing campaign to show consumers what they are missing out on. Not only do these testimonials improve your credibility and influence purchasing decisions, with 95% of customers reading reviews before making a purchase, but they also allow you to showcase your products in action.
5. Prioritize Personalization
Use your post-holiday email marketing campaign to highlight some of your best sellers from the past year, in addition to sending personalized product suggestions to each segment of your audience.
Studies show that personalized product recommendations really work, yet only 39% of retailers send personalized product recommendations via email. The other 61% are missing out on significant revenue opportunities, because 80% of consumers are more likely to purchase from brands that provide personalized experiences, and 56% say they will return to a brand that recommends products to them.
6. Re-engage customers
Another excellent method to supercharge sales during the post-holiday season is launching a re-engagement email campaign.
These campaigns are designed to entice your customers to reinteract with your brand in the new year, and they are highly effective and economical. Not only is it five times cheaper [cb3] to turn an inactive email subscriber into a customer, but re-engagement email campaigns receive an average open rate of 29%, a click-through rate of 19.5%, and an average conversion rate of 2.6%.
In addition, 45% of subscribers who receive a re-engagement email (also known as a win-back email) will be more receptive to future emails from your brand.
Get more from your marketing strategy with tips from the BBB
The BBB® offers a variety of tips that can help your team maximize post-holiday sales. From the importance of segmenting consumers to the benefits of creating content, the BBB® has you covered.
Email marketing is one of many ways to connect with your audience. Get more great marketing tips by checking out the BBB business news feed today!