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The New Year is not just a time for relaxation; it’s also a golden opportunity for businesses to connect with their customers and boost sales.
To ensure your campaign cuts through the noise, it should be creative, targeted, and full of fresh ideas. Here are six tips to revamp your email and SMS campaign in 2024.
1. Segment Your Audience for Personalized Messaging
A one-size-fits-all approach doesn’t work in a personal space like email and SMS. During the New Year, segment your audience based on their purchase history, location, and the type of holidays they recently celebrated. For instance, if you segment by location, you can customize messages based on regional weather patterns, sending promotions for snow gear to customers in colder climates and beachwear to those in warmer areas.
“Not all customers are the same, so why treat them like they are?” asks George Wang, Co-Founder & CEO of Stellar Sleep. “Segment your audience based on demographics, behavior, or preferences to deliver targeted messages that resonate with specific groups.”
Personalization goes beyond using the customer’s name; it involves crafting an experience that feels tailor-made. This could mean changing the images, offers, and even language styles you use for different segments.
2. Offer Exclusive Deals and Sneak Peeks
The New Year is synonymous with resolutions — and oftentimes, these resolutions require big-ticket purchases or subscriptions. Your email and SMS campaigns should offer exclusive deals to create a sense of urgency and privilege. Limited-time offers encourage customers to act quickly to snag the best deals.
“Offering exclusive deals to your customers lets them know they’re valued while incentivizing them to return to your shop. It’s a win-win,” states Dominique Zimmermann, CEO and Head Designer of Bombshell Sportswear, known for their comfortable, but sexy sports bra line.
Additionally, providing sneak peeks of new products or upcoming sales builds anticipation and keeps your audience checking their inboxes and messages eagerly. An SMS offer might read, “Hey, [Name]! As a thank you for being with us, here’s an early gift: 20% off your next purchase, just for you. Use code EARLYBIRD at checkout. Hurry, offer ends in 48hrs!” This type of message conveys exclusivity and urgency, prompting action.
3. Optimize Timing and Frequency
Scheduling your campaign to coincide with times when people are likely to check their messages is crucial. If your message arrives at the wrong time, shoppers may easily miss or ignore it. For emails, this might mean avoiding Monday mornings or Friday evenings. For SMS, it’s often best to target mid-morning or early evening.
“Sending messages at the right moment ensures your audience is exposed to your content at a time they are actively receptive, leading to higher engagement,” explains Anthony Tivnan, President and Co-Founder of Magellan Jets, a company known for their private jet charter flights.
Furthermore, be mindful of the frequency of your messages. Overloading your customers with daily emails or texts sometimes leads to subscription fatigue. Don’t forget to use analytics to track engagement and adjust your strategy accordingly.
4. Create Engaging Content With Festive Flair
Your campaign content must stand out and inspire the New Year’s resolution crowd. Use uplifting templates, colors, and imagery to catch your audience’s eye. Your message should also be engaging and enjoyable to read. Incorporate New Year-related themes into your copy with storytelling or humorous anecdotes to make your brand more relatable.
“Seasonal messaging is important to stay relevant in your consumers’ minds,” says Mara Dumski, Chief Fragrance Experience Officer of Pura, a company known for their smart home fragrance air diffuser. “It shows your business is resetting after the holidays and celebrating the New Year right there with them.”
The content should also be concise, especially in SMS, where brevity is key. For emails, while you have more space to get creative, it’s important to ensure the primary message and call-to-action (CTA) are clear and above the fold so recipients know exactly what you want them to do even if they don’t scroll down.
5. Leverage Multimedia and Interactive Elements
Multimedia makes your emails particularly engaging. Consider adding gifs, videos, or interactive elements like quizzes or polls that entertain and inform. SMS messages might include links to rich media hosted on your site or social platforms.
“Interactivity transforms passive consumption into active engagement,” explains Sara Alshamsi, Founder and CEO of Big Heart Toys. “By creating content that invites interaction, you capture attention and invite your audience to be active participants in your brand story.”
Consider incorporating clickable elements, quizzes, or polls to encourage engagement and make the user experience more dynamic and exciting.
6. Encourage Social Sharing and Referrals
The New Year is inherently social, with people attempting to better themselves through new experiences while sharing tips and recommendations. Tap into this community energy by encouraging social sharing and referrals.
“The best way to bring in new customers is to tap into the loyal customer base you already have,” says Sanford Mann, CEO of American Hartford Gold, a company known for their Gold IRA retirement accounts. “A referral from a friend is much more effective than any ad or promotion.”
For emails, include social sharing buttons and offer incentives for those who refer friends to your mailing list or promotional deals. SMS campaigns often include shareable discount codes or refer-a-friend links.
7. Craft Compelling Subject Lines
The subject line is the gateway to your email or SMS. A compelling subject line not only grabs attention but also entices recipients to open and engage with your message. Experiment with creativity, urgency, and personalization to make your subject lines stand out.
“In a crowded inbox, a compelling subject line is your first and best chance to make an impression,” expressed Travis Mydock, DUI and Criminal Defense Attorney at Mydock Law. “It’s the hook that draws your audience in and sets the stage for the rest of your message.”
By investing time in crafting compelling subject lines, you increase the likelihood your emails and SMS messages will be opened, read, and acted upon.
8. Personalize Your Messages
Personalization goes beyond addressing recipients by their first name. Leverage customer data to tailor your emails and SMS messages based on preferences, past purchases, or location. Personalized messages resonate more strongly with recipients and make them feel valued
“It’s clear — and it has been for years now: consumers want personalization,” explains Daniel Newman of the Futurum Group, “They want to feel like their favorite brands know them, understand them, and care about them as people.”
By incorporating personalization into your campaigns, you demonstrate a keen understanding of your audience, fostering a sense of relevance to bring in higher engagement.
9. Optimize for Mobile Devices
Ensure your campaigns are optimized for mobile viewing by using responsive designs, concise content, and clear calls to action. A seamless mobile experience enhances user satisfaction and boosts conversion rates.
“Mobile optimization isn’t just a trend; it’s a necessity,” Maggie Brown, Founder and CEO of Recess Pickleball says. “Your audience is on the move, and ensuring your emails and messages are easily accessible on their phone is key to successful engagement.”
By prioritizing mobile optimization, you cater to the preferences and behaviors of an increasingly mobile-centric audience, maximizing the impact of your campaigns.
10. Streamline the Customer Journey
Guide your audience seamlessly through the customer journey by ensuring a cohesive experience across emails and SMS messages. Each interaction should complement the previous one, creating a narrative that leads the customer toward conversion. Consistency in messaging and design also enhances brand recognition and trust.
“You need to guide your customers on an exciting, harmonious journey that you have carefully crafted for them,” suggests Bernard May, CEO of National Positions, “It takes strategy and nuance to capture the attention of your customer and to take them on a ride that ultimately solves their needs and benefits your brand simultaneously.”
By carefully orchestrating the customer journey, you foster a sense of continuity that keeps your audience engaged and invested in their interactions with your brand.
11. Implement a Clear Call-to-Action
Every email and SMS message should have a clear and compelling call-to-action (CTA). Whether it’s making a purchase, subscribing to a newsletter, or visiting a website, your CTA should be concise, visually prominent, and aligned with your overall campaign goals.
“A well-crafted CTA is not just a button; it’s an invitation to engage in your content,” explains Sid Shamim, CEO & President of Headway Capital. “Make it clear, make it compelling, and guide your audience toward the action you want them to take.”
A clear call-to-action simplifies the decision-making process for your audience, prompting them to engage with your business.
12. Monitor and Analyze Metrics
Monitor key metrics such as open rates, click-through rates, conversion rates, and bounce rates to better understand your audience. Analyzing this data provides insights into the effectiveness of your campaigns, allowing you to refine your strategies based on real data.
“Metrics are the heartbeat of your campaigns,” states Bridget Reed, VP of Content at The Word Counter, a company known for their random word generator. “By closely monitoring and analyzing performance metrics, you gain a deep understanding of what resonates with your audience, enabling you to fine-tune your approach.”
Metrics are valuable indicators of your campaign’s effectiveness with your audience. Use the data they provide to continually improve and optimize your email and SMS efforts.
Starting the Year Strategically
Use these strategies in your email and SMS campaigns over the New Year and they’ll be your ticket to capturing the attention and hearts of customers.
With thoughtful segmentation, engaging content, social integration, and the smart use of technology, your Q1 campaigns are poised to deliver.
