News by Topic
- Search Marketing
- Email Marketing
- Loyalty Marketing
- Mobile Marketing
- Social Marketing
- Viral Marketing
- Trends & Ideas
- Internet Marketing 101
How to better engage for Mother's Day
Just over seven weeks from now sons and daughters will be celebrating their mothers with flowers, lunches out and remembrance gifts. Many brands will turn to email to engage shoppers for the holiday lead-up, but many messages will be missed in the dearth of promotional emails sent. Experian Marketing Services offers their top tips:
First, use urgency. According to data from Experian Marketing Services 46% of Mother's Day themed promotional mailings will be sent in the week before the holiday. That is because 80% of transactions are made from emails sent in the 14 days pre-holiday. Good to know, but how does a brand make their campaign stand out? Urgency.
"Use a sense of urgency early: Mother's Day mailings with urgency in the subject line (words such as "last day," "final hours," "today only") have more than double the transaction rates of other Mother's Day mailings for April and early May. During the high volume week just prior to the holiday, it appears the pressure to buy something for Mom is strong enough that urgency words in subject lines may not be needed, and add no boost in transaction rates," writes the company.
Second, include an offer in the subject line. Experian Marketing Services data shows a 32% transaction rate increase in emails including an offer-based subject line; there is also a 15% revenue increase for those emails. Free shipping or free gifts can also lead to increases in transaction and revenue rates.
Don't forget to personalize, as well. Emails targeted to Dads, Daughters or Sons have higher open rates when the subject line is personalized. And don't forget about Mom, herself. Subject lines or content including 'treat yourself' have been shown to work well over the Mother's Day holiday.
Finally, know what your brand offers mom's. The biggests revenue increases are seen from flowers, candy and beauty products. So tout the brand's biggest sellers. Experian's research notes that only about one-third (34%) of Mother's Day emails are from mom-centric brands but those emails result in nearly half (49%) of transactions.
Image via Shutterstock
- Study: Retailers aren't ready for next-gen tech
- Expert Advice: Invest in Near Field Communications
- Top struggles for email marketers
- Campaigner suggests marketers reset campaigns not just clocks
- Brands: How to use in-memory tech to increase personalization
- Study finds mobile payments high on consumers' minds
- Does Facebook really pose a threat to YouTube?
- In a digital age Out of Home advertising memorable and complementary
Featured White Papers
- CRM and Marketing Automation Integration for the Ultimate ROI
The number of companies using marketing automation will increase by 50% by 2015, according to research from Sirius Decisions. But...
- The 5 Worst Things a Creative Can Say
Among the common phrases used in creative services teams there is a group that are deceptively harmless because we hear...
- 5 Ways to Ensure your Social Brand Gets Noticed
In the world of social sponsorships today the key to success is not just awareness but recognition. The path to...
- How Marketers Can Earn Respect at the Revenue Table
Your CEO might not care how many emails you sent last week, but they do care about revenue. To earn...
- How to Create a More Social Business
Download this whitepaper to learn about the current state of social media adoption and see where the most innovative companies...
- The Definitive Guide to Duplicate Listings
In the Local SEO biz, we spend a lot of time dealing with duplicate business listings. Duplicate records of your...