The End of Financial Year will be here before you know it. If you haven’t already got your campaign and sale up and running, we are sure you’ll only be a few days away from launching your promotion. Whether you have your sale live or not already, there are many things you can do when communicating your promotion to your customers to uplift your sales and bring in those extra dollars you’re chasing.
When it comes to email marketing at the end of the financial year, we are nothing short of experts. So, we’ve compiled some of the most effective email strategies below to help ensure this year’s strategy is the best one yet.
Personalise product blocks for your customers
Sure, choosing static product feeds means you can control what your customers see when they open your email, but they are largely impersonal. It’s like having a buffet and asking customers to choose only one specific dish! Sounds crazy, right?
Instead of trying to force your customers’ hands and insist that they purchase specific products, try to use dynamic blocks within your campaigns. These blocks can be configured to show content based on what a customer has purchased or viewed on your website. Plus, they use AI to determine what your customer may be interested in looking at next.
This creates a fluid purchase experience for them. It also guarantees customers only see products that are within their interests. It’s especially beneficial for online stores with a wide variety of options. Take a pet shop, for example. You wouldn’t want to show dog food suggestions to a cat owner.
Don’t get us wrong, you can still highlight some feature products you would like to push during your promotional period. However, using them alongside dynamic product recommendation blocks means you don’t immediately lose your customers’ interest if they’re not eager to hear what you’re speaking about.
Use a countdown timer
Unlike promotional periods, such as Black Friday and Boxing Day, the EOFY promotional period can drag on for a LONG time. Some brands have even started pre-EOFY sales, meaning even more dates and promotional calendars for customers to wrap their minds around. With all of this confusion, clarity is essential.
To guarantee your customers don’t put your brand at the back of their minds, countdown timers visibly communicate just how long your promo has remaining and the consequences of not shopping online in time. When paired with language such as ‘Once it’s gone, it’s gone,' these timers can work wonders for converting customers with a typically longer decision-making process.
Tell customers what is selling fast
We mentioned above that you can still advertise specific products while showing customers dynamic products. One way is by speaking about what is selling fast. Mention that you have been overwhelmed by the love for a specific range. Alternatively, talk about how you only have a few units left of a product.
As mentioned, however, it’s always best to use this tactic in conjunction with dynamic product feeds. This way, if you’re speaking with a customer who truly isn’t interested, you don’t lose their attention wholly.
Highlight savings clearly
Customers have become desensitised to the alluring language of email marketing, especially during sales periods. So, now, more than ever, you need to be extremely clear about what they are getting. Sure, 30% off sounds great, but try to communicate exactly what this looks like for a customer. Is it $30 off? Is it $300? Giving them a real dollar value can show how much they stand to save if they shop now.
Seeking EOFY support?
Sales periods can be overwhelming at the best of times. Need help sending out your last minute EOFY campaigns? Our team at Email By Design are here to help. Get in touch with us to find out more.
