The holiday season is upon us! Here are 3 things you can be doing to engage customers now.
1) Encourage creating and sharing wishlists.
Creating a wishlist is a great way for users to see all you have to offer, scouring all the different section of your website. So how can you encourage them to do so? Here are 2 retailers with different approaches.
From: The Land of Nod
Subject Line: Your Wish is Our Command
Land of Nod offers a chance to win a gift card to anyone that creates or adds an item to an existing wishlist. The design is short, simple and festive. The bold headline and minimal text makes it quick and easy to know what they’re offering.
From: American Eagle Outfitters
Subject Line: 📝 WIN YOUR WISHLIST.
See the animation
American Eagle offers the chance to win your list (for up to $500). The subject line is straight-forward, complete with emoji to make it stand out when scanning your inbox. Their headline says it all, in big animated letters, above the fold. However, I feel the design is lacking a bit of festive flair or some type of product/graphic to make it more memorable. I might also suggest inverting the call-to-action to give it more pop.
Both are great strategies. I might even take this a step further by offering extra entries for sharing your list. The pre-filled email or social media post could mention the sweepstakes (to gain new subscribers) along with a link to the list.
2) Make engagement fun!
Set yourself apart. Try something new and creative to make your brand/products stand out. Children’s Place is promoting their new unique online gift cards. You can choose from a pre-made animated eCard, a custom card where you can add your own video, or a digital photo-book gift card! Plus, they add in the bonus of a $10 coupon with any $40 eCard purchase. I haven’t seen anyone else offer a video or photo book gift card and love the idea! It’s a nice personalized touch that transforms “I ran out of time/ideas” into I made this just for you.
From: The Children’s Place Outlet
Subject Line: NEW – Animated eGift Cards are here!
See the animation
The email is also well designed. They grab your attention right away with the animated card placed above the fold. The 3 card types are clearly defined with numbers and scannable headlines. It even has flow with staggered numbers and the addition of arrows.
3) Keep people coming back with daily prizes.
Maurices is offering a “Gift a Day Sweepstakes.” I’m a sucker for these emails. I will actually keep them in my inbox and click on them daily. This is a great way to engage your subscribers. However, I feel this campaign was lacking in a few areas.
Subject Line: You could WIN a GIFT A DAY!
The email states: 1 sweepstakes, 12 gifts, 60 winners, enter daily. It shows 12 numbered products. I was confused if you win certain products on certain days or if they were showing the 12 things you could win at any point during the sweepstakes. I also had to look at the fine print to find the cut-off date. So, a little more clear instruction would have been nice.
Also, the retailer payoff for this type of campaign is to get your subscribers to not only click to enter, but to continue to shop. This requires some type of eye-candy on the entry page. Maurices was missing this. They did have a link to “shop holiday gift guide,” but could have used a product picture or anything to pique your interest. (See the landing page)
One final thing, in an Ulta email that had a similar promotion, they told you after your daily click if you were a winner or not. With this campaign, they say “Here’s to ho-ho-ho-hoping you win! Swing by tomorrow for another chance to win.” I’d like to see a little more info about when and how the winners will be announced.
In short, the learning points here are: be clear in your messaging, don’t forget the details, and remember opportunities for click-through.