As I’m sure you’ve noticed, the Olympics are just around the corner. Despite the tight regulations around branding, marketers have been hard at work already sending their Olympic themed email campaigns.
Piggybacking off events like the Olympics not only gives marketers the opportunity to tap into some of the stardust surrounding the event, it’s also a chance to break away from the norm; increase sends and achieve an even greater ROI on your email marketing.
But despite this, I’m constantly amazed by the number of retailers that seem to quickly ignore all the well-held best practices that have served them well in the past when it comes to seasonal email marketing.
Email marketer and recipient = man chasing woman of his dreams
The relationship between an email marketer and recipients can be likened to that of a man and the woman of his dreams he’s trying to woo. No words are wasted, no contact is without motive and not a single landmark date goes by without a gesture to show he only has eyes for her.
In much the same way, a seasonal email campaign offers marketers the chance to woo new recipients and to make existing recipients fall in love with them all over again. It’s an opportunity to make a gesture that either keeps them coming back for more or catches their eye for the first time.
Don’t just send out anything
Careful analysis of your database cannot be underestimated. One of the biggest mistakes any email marketer could make would be to send out a campaign without careful analysis.
It could be argued that the Olympics are fairly universal but other seasonal events will be more suited for particular segments. For example, a database of mainly elderly women are very unlikely to respond favourably to a campaign relating to the commencement of the new Premier League season, that is until you meet my mother!
Consider how campaign fits in with you overall strategy
It is easy to loosely attach the ‘O’ word to any campaign or to throw a ‘gold medal’ into the subject line without strategically weaving the theme into other aspects of the message. A lot of marketers lazily jump on a bandwagon without a proper plan of how the campaign fits in with the overall marketing strategy.
These campaigns will come across as desperate and, even if they don’t end up in the junk folder, they will end up as the email equivalent of that gift you got for Christmas ten years ago but never really used.
It’s another chance to send more emails
As mentioned earlier, seasonal campaigns are an opportunity to send more emails and reach more inboxes. There is a common belief in email marketing that the more you send, the more money you make. There is also research that suggests many businesses are missing out on opportunities and leaving money on the table by not sending enough targeted email campaigns in sufficient volume.
Events like the Olympics offer you another opportunity to score brownie points with recipients. It’s also an opportunity to win hearts and minds with your latest offering.
Don’t forget those who are not involved
In the midst of it all, it is important to remember those who might not be interested in the season or event your campaign is focused on. Use the information you gathered at the initial sign-up stage to segment your database and approach them with the appropriate campaigns. With something like the Olympics, it might be difficult to make that distinction based on sign-up information but with other seasonal sending, those distinctions will be easier to make.
Once you have sent a seasonal email, review your results and use this to inform future events.
What do you have planned for the Olympics?