In our last post about the holidays, we gave you three high-level tips for easy promotions. This week we’ll dive deeper into tips for using email marketing this season. Whether you sell gifts inside your pharmacy or are running a special promotion about flu season, email is going to be one of the most effective tools you can use. Check out our top three tips for putting email to work for you during the holidays.
1. Offer limited-time discounts.
Creating a sense of urgency lights a fire under your promotions. And the best tool for getting the word out about limited-time promotions is email, so take advantage of your newsletter if you have one. When people feel like they’ll miss out if they don’t take advantage of a promotion, they take action quickly. If you’re subscribed to any emails from retail stores, you definitely experienced this feeling of urgency during Black Friday and Cyber Monday. One thing to keep in mind is that you need to be clear about the rules and/or deadline of your promotion. Make sure that your customers know exactly what to expect so you can avoid any unwanted confusion.
2. Your subject line matters.
A great subject line can make all the difference for a successful email, so treat it as such. Considering the average working person receives a whopping 121 emails per day, a generic subject line can put you right in the middle of all that clutter. There are small things you can do to help your email stand out:
- Show your personality – remind your customers why they love you
- Be clear about what you’re offering – discounts, freebies, fun gifts
- Keep it under 50 characters – anything longer is too difficult and time-consuming to read
Here are some of our favorite subject lines from post-Thanksgiving sales that are not only clever, but can give you ideas for promotions of your own.
“You can’t beat this: 50% off clearance!”
“Hurry! The sales continue, but they won’t last long…”
“PRESENT(ing): Gifts under $25, $50, $100.”
“Zzz…Dreaming of Cyber Monday Deals?”
“Countdown has begun: 25% off.”
3. Develop a promotional schedule.
Don’t just shoot emails off at random and hope for the best. When you don’t have a schedule, you can run into one of two problems; either you’re sending out way too many emails and irritating your audience, or you’re not sending frequently enough so your promotion is going unnoticed. We’ve learned that three is the magic number: never send more than three emails a week to your audience. And if you’re running a limited-time deal, send an email with the details no earlier than three weeks out from its expiration date. This will keep your pharmacy top-of-mind with your customers and encourage foot traffic.
For more tips on great email marketing, make sure to join our free webinar next Thursday, Dec at 3:00pm CST. Go here to RSVP.