Flash sales, promotions and limited-time-only offers – your leads are savvy consumers who are used to seeing ‘hot sale now!’ in their inbox, so you want to make your pitch worth the read.
But there’s always more you can do with your timed or quick-sale emails than just pushing a sale.
Not only can you learn more about your current leads, but a promotion or sale gives you an opportunity to build a relationship with a whole new group of people you’ve never met. Here’s how to give yourself a bonus while you’re selling a bonus to your leads and customers.
Play The Field
Think of a promotion as your opportunity to reach out and touch people who don’t know you in the least-creepy way possible. Don’t stick to email here, publish a blog post, create a landing page and potentially get in touch with your partners to see if they would be interested in sharing your promotion. Even if you think your promotion would be limited to a specific audience, do some brainstorming to come up with more ideas on who might be interested in what you’re doing.
If you share your news to people outside of your network, you’ll have a chance to get in front of potential leads that you’ve never been in touch with before and build your list.
Keeping track of where all these leads are coming from can also help you further segment your list and collect data on your current personas.
You’ll also want to give your current and potential leads a lot of time before your promotion starts so that they know it’s coming and can qualify for any promotions that require they complete a survey or other activity.
Show Your Leads You Care and Create New Segments
If you could get all of your leads in one room in your office and show them what you’re offering you’d want to know what their response would be and why, even if they decide to leave the room.
Tracking your leads during the promotion will give you some great information that can help you segment your list based on their level of interest in your campaign.
Let’s say you’ve created a landing page and a blog post for your promotion, and you can see that some of your leads visited both pages from emails that you sent. This is a clue that those leads are interested in your promotion and will probably be interested in similar campaigns in the future.
If you don’t have this kind of segment already you can create a new group of email subscribers who are interested in your promotions and sales. After the campaign you could send them an email to ask if they would be interested in similar emails in the future.
Before you launch your emails, make it a part of your marketing plan to track your leads through the promotion. If you offer a few promotions per year, within a few months you’ll not only know who wants to know about your future promotions, you’ll also know which customers are not interested at all.
Include a link in your promotional emails that asks your readers if they want to receive these types of emails. The ‘Uninteresteds’ will be glad you asked.
Welcome the Newbies
Don’t let your new subscribers get lost in your list if they sign up for a promotion! Continue to segment your list by the date a lead signed up so that you can welcome your new leads, and let them know what to expect now that they’re part of your email-family.
They might not be completely excited now that they’ve signed up to receive emails from you, so start building a relationship by acknowledging that (at least for now) they’re interested in your promotion.
You’ll also want to give them a preview of why they want to receive emails by you (but be cool about it). Give them some information on how you help by including a link to some of your past campaigns or special offers you’ve sent to email subscribers.
Now that you have new leads coming to your site, pay close attention to how they interact with the content you’ve already published. At this stage they are still top of your funnel, but the more you know about them the better. Right away you could be able to see if they try to get any other offers or visit your blog to view some posts.
One way you can do this is to create a trigger that automatically adds a new lead that signs up to receive your emails and views a certain number of blog posts on your site.
Don’t Ignore Your Mistakes
According to this, when something goes wrong during a flash sale or promotion, customers will let you and everyone else know they were disappointed.
If this happens to you (though we’re crossing our fingers that it won’t), use your relationships with your leads to admit your mistakes and apologize if necessary.
There’s a lot of work to do after your promotion is finished: there’s data to collect, results to count and new leads to get to know.
The last thing you need is a problem with your marketing platform – everyone wants to know how the promotion went and you want to get them an answer ASAP. Check out this case study by Maropost featuring PalmBeach Jewelry, a retailer who learned that lesson the hard way.