The awards, organized by the National Online Retail Association (NORA), celebrated behind-the-scenes heroes of the online retail industry. The winners were chosen through a voting process whereby retailers across Australia and New Zealand voted for their favorite technology vendor under each category.
A heartfelt congratulations to all the winners! This award is a great achievement for the entire dotdigital APAC team and reflects the commitment and effort that each one puts into servicing our customers and building the dotdigital brand within the Australian market and beyond.
Rohan Lock, Regional Director of APAC, was interviewed during the event and here are his thoughts after accepting the award!
The awards hosted by Paul Greenberg, Founder of NORA Network, and change and leadership expert, Nigel Collin, were the Australian retail industry’s first sustainable awards evening. Every aspect of the event had a high standard of sustainability, from food prepared with sustainably farmed produce, the use of recycled/recyclable materials, and a goal of zero waste. Well done to NORA Network for a hosting a fantastic evening. We are looking forward to next year’s gala already!
Unlock your cross-channel marketing potential with Engagement Cloud. For a quick demo, click here.
A roller is a good tool for painting a house in big, broad strokes. But creating a masterpiece of art requires finer brushes.
Franchises face a unique challenge here: they know how to market at the national level, but often lack the detailed tools for reaching their local customers at a granular level. Google has stated that localization of search results is the greatest form of personalization they currently engage in. For franchises, where local sensitivity is lacking in the marketing plan, opportunity is being lost.
Don’t settle for this. Know that less-motivated competitors are losing this opportunity, too. This creates a large, blank canvas for a franchise you’re marketing to paint a new picture which takes state, regional and community nuances into account.
One famous example of localized marketing is McDonald’s offering SPAM in Hawaii and green chile cheeseburgers in New Mexico. For your franchise, it could revolve around customizing content for regional language differences (sub sandwich vs. po’ boy), or knowing when to promote seasonal merchandise at which locations (California vs. North Dakota weather).
What you need is marketing plan capable of scaling from national priorities to hyperlocal customers. Want the complete strategy now?
From paint roller to sumi-e brush: A franchise marketing plan
Today, we’ll explore the basics of getting to know your local customers, so that your national franchise can customize how you serve them. Build a strategy around the following:
Your step-by-step guide to how to create a local marketing strategy
Finding your target audience
First, you need to understand who your customers are. If you have an existing franchise, you can do this fairly easily by simply observing or asking them. You might run an online survey, or you might do some quick spot interviews right in your place of business. What you want to work out is:
Demographics: What are the common ages, genders, income levels, and other relevant characteristics of your customers.
Psychographics: How do your customers think? What are their attitudes, behaviors and beliefs as they relate to your franchise?
Pain points: What problems do your customers have that you could potentially solve? Maybe they want to eat healthy but have no time. Maybe they want a gym that will help them become better athletes.
Consumption habits: How do your customers decide where to buy? Are they online? Do they have smartphones? Do they prioritize reviews/recommendations? Do they like video, or podcasts? Which social platforms do they frequent? What events do they attend?
Understanding the customer’s journey
Marketers spend a lot of time thinking about what we call the “customer journey.” This is just another way of saying we want to understand what happens between us and customers before they know our brand exist, after they discover it, up until they buy, and then beyond.
The best way to do this is to divide that experience into steps, understanding that some people will drop out of the process at every stage. Most corporate franchisers will recognize this as the “sales funnel.”
Here’s a simplified version of a sales funnel. Take the time to determine what happens at each stage in your own customers’ experience, and you’ll be a long way toward understanding how you can influence and help customers from one step to the next.
Mapping a sales funnel
Awareness This is where a customer first discovers you exist and starts to form an opinion about you based on what they see. Often, this is managed by the activities being conducted by corporate franchisors (like a national TV ad campaign). But, it can also happen through franchisee-generated references and referrals (like a searcher discovering you via a Google Maps search on their phone).
Discovery This is where a customer has already absorbed information about you and your product and begins to actively try to learn more about it. This stage often encompasses online research. It local word-of-mouth queries between potential customers and their friends and family.
Evaluation This is where a customer has decided to probably purchase something similar to what you offer, but is trying to decide where to buy. They might stop by your business in this stage, or they may give you a call. They might visit your online website or listings to look at your hours, or menu or price list. This stage is influenced by both franchisor and franchisee activity.
Intent Now the customer has decided to buy from you — which means they are your customer to lose. Franchisors can lose them at this stage through misinformation in the brand’s local business listings — like incorrect hours or bad directions that lead customers to the wrong place and cause them to give up. Franchisees could lose the business through poor on-premises experiences — like uncleanliness, long wait times, low inventory, pricing, or poor customer service.
Purchase This is where the transaction takes place, and is generally entirely within the control of the franchisee.
Loyalty This stage determines whether the customer will return to buy again, and whether or not they will become an advocate for your business, give you good reviews, or rate you poorly. Again, this is typically within the control of the franchisee unless the issue is a decision made at the franchisor level, such as product/menu, pricing or policy.
Sometimes this whole funnel can take place in the time it takes to spot a sign for ice cream and purchase a double scoop sundae. Sometimes it may take weeks, as your customers labor over the right financial advisor to choose.
Understanding how your customer is thinking and what goes into making the decision to use you is important and will guide decision-making and sales activity at both the franchisor and franchisee levels.
Scoping out the competition
Most brands have already worked out their positioning with regard to other national brands, so this one is mainly for franchisees. Take some time to figure out who your direct competitors are in your local market. They might be other big brands, but there will also probably be local SMBs that are not on the corporate franchisor’s radar.
Where they are stronger or weaker, compared to you
Who they attract, compared to you
How they are marketing their business
Having this information should help you to position yourself to win a bigger piece of the local pie. Is your competitor a gym that has better weight training and machines than you? Are they marketing mainly to younger men and athletes? Are they advertising on local radio? Perhaps you should double down on your cardio and yoga classes and try to attract more women or older clientele. Maybe adding some nutrition classes will encourage people trying to lose weight. And so on.
Building your authority
Once you’ve figured out who your customers are, how they buy, and how you plan to position your franchise in the local market, it’s time to put that plan into action by creating some content to support it.
For franchisors at corporate this means putting in the time to create an informative, interesting brand website with dynamic, engaging content. Your content should aim to educate, inform and/or entertain, rather than only sell. The more points of engagement your website offers to customers, the more reason they have to read, share, and link to your content, building authority. Your most valuable content will, of course, be the elements or pages that directly convert visitors into customers.
The content you put out over social media should follow this same precept, and lead back to your site as often as possible. Experts suggest that “60% of your posts you create should be engaging, timely content, 30% should be shared content, and only 10% should be promoting your products & services.” (Medium)
Invest some time in link building, in order to show Google’s algorithm how influential your site is and boost your authority and ranking.
Here are a few tips:
Use Moz’s “Find Opportunities” feature to locate sites which are linking to your competitors and not you (yet).
Look for people who are already referencing your site and ask them to hyperlink to you.
Do a little PR or news-making and ask articles to link to your site. (This is something local franchisees can excel at.)
Ask for links from local trade organizations, community organizations or commerce groups.
Sponsor events and ask for a link.
Start a scholarship and post it on local .edu sites.
Armed with good, authoritative content and an effective website, you’ll want to focus on how you manage all the channels available to you. This also includes managing your budget effectively. Most franchisor budgets are focused on the brand, and many franchisees don’t have a lot left over for local marketing, but here are some things to think about.
Listings first: Your listings aren’t expensive to manage, but they give your marketing it’s biggest overall value — in some cases literally guiding people to your registers. Make great local business listings your top priority.
Claim everything: Franchisors, be sure you are the one in control of your directory listings and social profiles. Complete your Google My Business profile and establish a presence on key social media and review platforms like Facebook and Yelp.
Budget wisely: Do the strategy work to understand who your customers are and how best to reach them before you allocate your franchisor or franchisee marketing dollars.
Pointillism for franchises
Adept franchise marketing requires the eye of Seurat: the ability to see life in hundreds of tiny points, making up a masterpiece. For you, franchise pointillism includes:
Points representing each customer
Points for the customer’s community, as a whole
Points representing your locations on the map
Points across the web where engagement happens
Points offline where engagement happens
Points of resource at all levels of the franchise, from franchisor to franchisee
Ready for expert help from Moz in seeing the finer points? Download your copy:
Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don’t have time to hunt down but want to read!
Over the course of four weeks we’ll be revealing a selection of our 37 brilliant Black Friday marketing hacks. Watch out every Friday until Black Friday for smart tactics you can start using now, or download the full cheatsheet here.
1. Build a year-long Black Friday landing page
Put your SEO hat on! Shoppers will start searching online for their purchases weeks before the Thanksgiving weekend. Did you know that search interest in Black Friday has grown 242% over the last five years according to Google Trends? If you have a high-ranking page, you’ll get seen before the competition. Having a consistent Black Friday landing page all year round creates an impressive and unswerving page ranking result on Google. You know it makes sense!
2. Build anticipation early
The window of opportunity to vie for your target customers’ attention is small. Plus, you’re competing with other brands to get in first. Ramp up your mailing list and social followers in early Fall to maximize the number of consumers you’re able to reach in November. Start sending promotional emails to build the hype early in the weeks before Thanksgiving.
Know your loyal customers from your infrequent shoppers, and understand who spends how much and on what. Every customer has different needs and wants. Use RFM (recency, frequency, monetary value) to filter contacts into segments and deliver a more fitting message. You wouldn’t want to offer 50% off to a customer who typically spends $400 per order.
5. Make subject lines catchy AF
Black Friday is the time to nail the almighty subject line. Expect an unopened email if your subject line is rubbish: your campaign’s success is at stake. Either spur curiosity or iterate the benefits: i.e. ‘The deals you’ve been waiting for inside’ or ‘STARTS NOW: 50% off Black Friday sale + free shipping’. Plus, don’t forget to test and optimize!
6. Put emphasis on the CTA
Calls to action should always be placed above the fold. Don’t hit send if it’s not clear what action the recipient should take. The inverted pyramid method works best; it grabs attention, builds the anticipation, and draws the reader in.
7. Send a ‘save the date’
Save the dates are a great way to get subscribers to block out key events in their diary. Include a CTA in your promotional email campaigns that allow subscribers to save the date in their calendar, so their mobiles will remind them of your deals.
8. Timing is everything
If you’re a global company, don’t forget to schedule your sends by time zone to avoid your customers’ bafflement. You don’t want to send a 60-minute countdown timer to Australia in the middle of the night, or a morning flash sale to the Pacific West Coast after midday.
9. Use web behavior
While your promotional campaigns are hitting the inbox like a well-oiled machine, make sure your behavioral triggers are running like clockwork in the background. Send timely nudges to anyone who abandons their browse and re-target users who quit their search across Google and social channels.
We couldn’t do it without you! In 2018, over 1,400 marketers responded to our State of Local SEO industry survey. We all learned so much from your responses about the day-to-day realities of marketing local businesses. This year, we can do even better because your answers will give us all valuable comparative data to analyze, YoY.
Who can take the survey?
Anyone who markets local businesses in any way is eagerly invited. Whether you market a single location, work for an agency with some local business clients, or are an in-house SEO for a brand with thousands of locations, we would love your participation! Whether you do just a little local search marketing or a lot, are a novice or an adept, your insights have value.
What is the survey about?
Unlike a typical local ranking factors poll, The Local Search Marketing Industry Survey digs deep into marketers’ experiences with tactics, challenges, clients, Google, and the working environment. For example, we learned last year that:
90% of respondents felt Google’s emphasis on proximity was detrimental to SERP quality
62% felt there aren’t enough quality local search marketing training materials available
60% lacked a comprehensive review management strategy
49% felt utilization of Google Business Profile features were impacting local rank
35% had no link building strategy in place
17% of enterprises had no in-house SEO staff
With your help, we’ll see what’s changed and what hasn’t. There are fresh questions, too, which we hope will uncover new stories to spark new strategies for local brands and their marketers.
There will be four lucky winners!
Everyone is a winner with access to the data we’ll be sharing from this large survey. But we’d like to offer a little extra thank-you for your time and knowledge.
Every respondent who completes the full survey will be automatically entered for a chance to win one of four $50 Visa gift cards. Winners will be selected at random, and we hope they will use these gift cards to shop someplace local and awesome this holiday season!
Look forward to seeing the results in early 2020, when we compile them into our State of Local SEO 2020 Industry Report. Curious about last year’s insights? Check them out here, and thank you for participating!
Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don’t have time to hunt down but want to read!
Fashion is also one of the high-street womenswear retailers to whom, for the
first part of the year, 2019 didn’t bring good tidings. Struggling with all the
major challenges of the fashion retail industry, the brand was facing
of the opportunities online, the business was already investing in some tools;
but the poor performance from their existing solutions and disjointed marketing
channels was driving revenue losses on a daily basis. Looking to improve the
situation, Select Fashion decided to leverage its online investments to get
more engaged with their customers.
proven success in boosting ecommerce revenue by at least 20% and increasing
conversion rates up to 2.6 times for its hundreds of customers, Segmentify
seemed a perfect fit for Select Fashion. After a free trial of its integration
and widget designs, Select Fashion partnered with Segmentify for onsite
personalised product recommendations and email marketing solutions.
Moreover, dotdigital, another powerful player of omnichannel marketing with its over 4,000-strong customer base in 150+ countries, joined this partnership, adding a valuable competitive advantage. Success became a real certainty for Select Fashion.
Results: Segmentify and dotdigital
Go-live only took three days, and even after the first week Select Fashion saw a 12% increase in revenue and 4% uplift in conversion rates (4x more than its average rate). What’s more, personalized email campaigns had a great success: 87% open rate. During the last two months improvement continued, and Select Fashion secured a 14% increase in revenue, while 33% of all orders included an item from Segmentify’s product recommendations.
Email marketing is no longer a standalone platform for talking to customers. Today it works more effectively in tandem with other channels and touchpoints. With this in mind, Select Fashion promoted personalized product recommendations along the customer journey – a winning relevancy tactic. The brand has successfully highlighted the clear correlation between integrated data practices and better customer experience, plus significant revenue uplift.
Gavin Laugenie, Head of Strategy & Insight at dotdigital
About Select Fashion
Launched in the early 1980s, Select Fashion is a high-street womenswear retailer aimed at 18 to 45-year-olds. With up to 4,000 products (clothing, footwear, and accessories) and new lines added each week, Select offers quality products inspired by the latest fashion trends at an affordable price. Having stores across the UK, and rapid expansion plans in place, Select’s key focus is on opening more prime trading stores throughout the UK. Select’s product range covers key fashion needs, from trendy clothing to footwear and accessories. From the season’s must-haves to essential items, every young woman will find her perfect match.
dotdigital is a leader in omnichannel technology. dotdigital’s Engagement Cloud is the platform of choice for businesses seeking to engage customers across all touchpoints. The platform’s features empower 4,000+ brands across 150 countries to acquire, convert, and retain customers. Users can connect customer data, surface powerful insights, and automate intelligent messages across email, SMS, social, and more. dotdigital is a global company with over 350 employees, serving companies of all sizes and in all verticals for over 20 years.
Founded in 2015, and mentioned by Forbes as one of the top machine learning companies to watch in 2018, Segmentify today has hundreds of customers from all around the world. Helping ecommerce retailers to boost their revenue, increase conversion rates, powered by machine-learning technology, Segmentify tracks and targets individual website visitors according to their unique online buying habits better than any personalization platform on the market.
At dotdigital, we talk a lot about our platform Engagement Cloud, and all the amazing features, like automation, that can add value to your marketing. But what if you don’t quite know where to start with all this functionality? With all the buzzwords – omnichannel campaigns, segmentation, product recommendations, SMS, push to mobile, and social retargeting – channel marketing can be intimidating for some online retailers.
perception that setting up automated customer journeys is a complex activity
that requires substantial investment in precious time and resources, and this
perception is often the biggest blocker to getting started.
article I’ll show how you can see massive ROI with minimal effort through
Engagement Cloud automations.
My advice is
to start simple:
Decide which contacts you want to target and make sure
you have a way to segment them
Set up basic customer journeys for each segment
Program Builder, the automation tool in Engagement Cloud, makes step two easy, with pre-built templates you can choose from to get started. We’ve already done the hard work for you, all you need to do is add your campaign content!
I’ve included some recommended customer journeys below.
Give your new subscribers a great introduction to your brand with a basic welcome automation
Segment: Brand new
A welcome journey is an automation triggered when a subscriber signs up to your newsletters. The content of your welcome communications introduces your brand and sets your contacts’ expectations for the types of communications they will receive from you.
The below example from Nude by Nature outlines the brand’s purpose: a commitment to natural, cruelty-free products. Plus, the message also incentivizes subscribers to make their first purchase by offering a discount coupon. The “Shop Now” button makes it easy to return to the website and start browsing.
Nurture your customers and inspire loyalty with a helpful post-purchase automation
journey is an automation triggered when a customer makes their first order from
Note that a post-purchase journey is separate to transactional emails, which contain order updates such as delivery status and postage information.
This example from Baxter Blue is sent to customers after their expected delivery date to check in and make sure they’ve received their product. As well as reiterating the benefits of their glasses, customers are also given advice on what to do if they have still not received their delivery.
Help tentative shoppers make quicker decisions with abandoned cart or checkout reminders
Abandoned cart or abandoned checkout journeys and campaigns can be triggered via your store’s Engagement Cloud integration, as a reminder to customers who have left an item behind. A discount or an offer of free shipping might help entice them to follow through with the purchase, or you can take the opportunity to educate the recipient about your brand.
This cheeky example from Remedy Drinks exemplifies the brand’s laid-back tone of voice, and the link to the product makes it easy for customers to click through and complete their purchase.
Entice lapsed subscribers back to your brand with re-engagement journey
A re-engagement journey aims to reactivate subscribers or customers who are no longer engaging with your emails. This is a good opportunity to start experimenting with adding your contacts to social audiences to engage with them via another channel. You can use our Facebook retargeting automation template (below) or set up your own journey – it’s as simple as adding a node to your automation.
We may be omnichannel marketers now, but email still plays an important role in every brand’s marketing function. That’s because email ROI is a whopping £42! (DMA Email Benchmarking Report.)
We’ve gone back to our roots and identified 14 email mistakes that you should avoid like the plague. Happy reading
2. Using bad grammar
Nothing will kill your conversion more than bad grammar and spelling errors. You’ll lose all credibility if you’re mixing up your yours with your you’res, your theres with your theirs and they’res. Awks. Cringe, right? Developing an eye for detail will put your email marketing in good stead. Good grammar is sexy, and so is your brand!
3. Forgetting to welcome email subscribers
Don’t get off on the wrong foot. Send new subscribers a welcome email that tells them who you are and what they expect from you. Include your USPs and ask for the preferences you need to tailor their email experience. Whether they engage or don’t engage with you depends on what you do with this one email, so get it right!
4. Placing the email’s call to action below the fold
This one is plain stupid. If you want subscribers to take an action, place the call above the fold where it’s clearly visible. Device optimization is key – make sure you test on mobile to make sure the experience mirrors that on other screens. Try the inverted pyramid method – it grabs attention, builds the anticipation, and draws the reader’s eye to the all-important action. All in all, it works a treat!
5. Not meeting email subscribers’ expectations
If you made a bold promise on sign-up, you need to stick to it. It won’t matter how amazing your product or how great your copy, people will unsubscribe. Subscribing to a brand’s newsletters and then not receiving what I agreed to (namely promotions, editorial, etc.) really gets under my skin. The answer is delivering on your content promise and managing your email frequency. So, just send subscribers what you promised them in the first place and everyone’s a happy bunny. Bosh!
6. Sending sh!t looking emails
Design should leave your subscribers hungry. Think about when you go to a restaurant. If you’re presented with a sloppy bowl of goulash and a more appetizing plate of silky mushroom risotto topped with a piece of seared salmon and a scatter of crunchy scallions, which are you likely to choose? We eat first with our eyes. By the same token, conversion starts with beautiful design.
7. Bombarding your email list
Don’t send to all. Use the data you hold on subscribers to segment your lists: preferences, demographics, website behavior, orders, email activity. The targeting opportunities are endless! Decide on who will want to hear from you and about what. Your engagement rates will soar because the message will be more relevant to the recipient.
8. Not using data to follow up
Email activity is rich insight. If you send a new subscriber a welcome voucher and they open the email but don’t redeem the offer, send them a reminder. The rule is simple and you can set up an ongoing segment that triggers these nudges in the background. The same goes for your lucrative cart recovery and abandoned browse emails. You’ve got to be in it to win it!
9. Being too salesy
Cut the sales chat. Now. Talk to prospects like you would a friend. Make your prompts funny and be down to earth. No one likes a blanket sales email that has no relevance to them whatsoever. The same goes for B2C: Subject lines that refer to yet another sale or promotion will fall flat and get lost among hundreds of other similar emails in the inbox. Be personal and purposeful; talk about your customer, not you. Get a copy of our 14 free sales and marketing templates for some inspiration.
10. Neglecting mobile users
Mobile is nothing new. Mobile optimization is not revolutionary. Mobile-first strategies are no longer a game-changer. Hopefully you’re already sending emails that render flawlessly on Android and iPhone. Otherwise you might find that your email conversion rates have hit rock bottom. Design email for the mobile consumer first and foremost. Just think about it. We’re constantly on the move, tapping away. On public transport we’re digesting content, not talking to actual human beings! Sad, right? But that’s the status quo. Plus, the demise of the desktop has been a long time coming. For someone who grew up in the 90s and early 2000s, admitting that desktop is dying a slow death is pretty tough. Who else misses the excruciating sound of the dial-up modem?
Authentic brands talk like their customers speak. It’s at simple as that. At dotdigital, our tone of voice is semi-informal, friendly, and conversational. I write how our account managers talk to customers over the phone. It’s our job to translate technical language into terminology that everyone can understand. We’re anecdotal and tell stories, because that’s what our customers do. So, to hit the nail on the head, converse with your customers and your tone will soon surface. Check out our copywriting guides for more on tone of voice.
12. Making your email a full-length image
No, no, no. Just no. Stick to the email rule book and mix images with text. Email clients such as Outlook, AOL, and Yahoo! Mail block images automatically. If your email is a full-length image it will look ugly when it lands in the inbox and subscribers may delete it straight away. There’s no guarantee that they’ll download the image(s). Whereas including copy in text format mitigates this effect because it communicates relevancy quickly. For any images you do include with your copy, don’t forget to use the alt text so subscribers can identify the images if they’re turned off.
13. Sending subscribers to a totally irrelevant landing page
If I had a pound for every time I clicked on a specific link and landed on a brand’s homepage, I’d be on a beach in Mauritius instead of writing this blog.
That’s it folks!
I hope this blog has given you good food for thought. Ridding your email campaigns of any blunders can have a real impact on your bottom line. Be sure to measure the results of any changes you do make. For more advice on how to finesse your email marketing, check out our free Back to Basics email marketing cheatsheet.
Halloween is fast approaching. That means two things:
The watershed will be brimming with grisly, gory, grotesquely gruesome movies. (Not my cup of tea; I prefer ‘It’s the Great Pumpkin, Charlie Brown’.)
Brands will pepper their stores, websites, emails, and ad campaigns with jack-o’-lanterns, cobwebs, and many other devilish delights.
Halloween is a fun time for revelers. (I for one am glad that we live in a world with Octobers.) But that’s not to say it’s an easy ride. Carving a pumpkin is the last thing you want to do after leaving the office and battling the commute. Plus, who has time to decide on a fancy-dress costume when picking out an outfit for work is a tiresome daily struggle.
Success takes tactful planning and a touch of creative flair.
Enter us. To help you get the most out of Halloween, we’ve sourced 11 frightfully good ideas that will add some dark delight to your marketing campaigns.
1. Include a trick or treat in your Halloween emails
You’d be mad not to. This is a classic quick-win that every marketer should employ. Make trick or treat a game and inspire subscribers to play to win. Hide two separate offers behind their respective calls to action: trick or treat. Apple bobbing is another great example of gamifying your message.
2. The devil is in the design
Go kitsch. Do cheesy. It’s Fall, so be cozy too. Adding a seasonal flavor to your design is a great way to bewitch customers – it makes your page or email more visually relevant. An autumnal angle on your shopfront emits warmth and nostalgia. Be loud and clear and informative. Be creative with color – if you need inspiration, just look outside.
3. Build the suspense
The leaves are falling and maybe your prices are too. Or perhaps you’ve developed a special spooky product line for a limited time only. Make some fun, and shout about it before it’s too late. We loved the creativity and urgency in this example from Lush Cosmetics:
4. Spook-ify your subject lines
Great Halloween subject lines should be creative, urgent, and specific. Embrace the cliché, because every other marketer will be. Here are some best-practice examples:
Celebrate Halloween with our
terrifyingly good offers
Savings – Up to 50% off
so good, it’s spooky.
you hear who won the skeleton race? No BODY!
better have my candy
enchantment just for you
your Boos some love
5. Personalize the trick (or treat)
Personalization is the key to customer engagement and should be used from January to December, not just during the holidays. And that doesn’t just mean using a first name, either. You should include numerous relevancy points such as references to location, preferences, or a loyalty scheme. We loved Starbucks’ spooky ‘Broomates’ rewards email. The Halloween spirit really comes through with the Gothic type and ghoulish treats.
6. Halloween is great storytelling
The history of Halloween is fascinating, so talk about it. Curate a story series on the history of Halloween that complements any promotional campaigns you’re running. But don’t overdo it on the copy. Simplify your story with iconography and don’t digress from what you’re trying to say.
7. Everyone loves a Halloween freebie
Consumers are like trick-or-treaters – they expect free stuff. It doesn’t have to be anything substantial or super-lux. You can mask an everyday promotion under the guise of a spooky special offer. Over recent years, retailer Home Depot has slashed (no pun intended) 50% off select Halloween tableware. While last year All Bar One offered 2-4-1 on their devilishly fruity ‘Bat Bite’ cocktail during Halloween week, prompting people to download their app.
8. Right message, right time. Spooky, right?
Knowing your audiences is
important all year round. But at Halloween you’ll need to work out who your
personas are and how you can target them.
throw/attend a Halloween party
carve a pumpkin and make pie or soup
buy candy for trick-or-treaters
take their kids trick-or-treating
Sick or treat? Don’t forget not everyone celebrates Halloween; some
despise it and avoid it like the plague. Tapping in to their Halloween hatred
is a clever way to make sales.
So, give your time-strapped shoppers exactly what they want this October.
9. Don’t just be scary – be enchanting
For some Halloween is a creepy affair. For others it’s a snug time of year. Think foliage, squash, and conkers. Think crisp morning frosts and spiced Pumpkin lattes. So, dilute your fangtastic emails with Fall-inspired campaigns that focus more on the historical and seasonal characteristics of Halloween.
10. Put a spooky spin on retargeting ads
Halloween is your opportunity to
turn something inherently negative into something fun. Svedka Vodka’s Halloween
curse campaign certainly had the creep factor, haunting and taunting users
wherever they went.
The eerie banners made fun of the persistent retargeting ads that follow us today. This time, the onslaught of digital ads wasn’t that vacuum cleaner you viewed 29 days ago but spooky prompts and scrummy Svedka Vodka cocktails.
11. Halloween-ify your products
Anything can be Halloweeny; even a motorcycle. Make sure you bring your products to the forefront. Halloween is a great opportunity to present your offering in a different and more visually creative way.
Witch tactic will it be?
Witchever tactic you adopt, just be fun! Halloween is the perfect opportunity to engage dormant contacts and delight regular customers. It all comes down to giving them a good spook and making them laugh. Remember that embracing the season is competitive: Whether you put a Halloween spin on your products, re-skin your emails with a ghostly template, or tell chilling stories, your brand’s authenticity is what people will remember.
Businesses with a retail presence know very well that a strong omnichannel strategy lives and dies on having a single customer view. Storing offline and online shopping history in one place sounds awesome on paper but collecting personal information in-store is quite a challenge.
When buying online, customers have all the time in the world, so they’re more inclined to type-in their contact data or register to a loyalty program, especially since their phone or computer can auto-fill certain fields.
But in a brick-and-mortar environment, the same customers are less patient, unwilling to waste time on surveys in the middle of a shopping spree. Not to mention that manually writing down their information is just not a good user experience.
But to successfully seal the deal, you need to ensure that the in-store user experience is up to snuff. We at Antavo offer three solutions to engage guest shoppers the 21st-century way:
Incentivised Product Interaction
Associate each product with a unique tag that customers can find in a little sachet attached to the product. By scanning the tag, people will be redirected to the loyalty program’s landing page where they can register or sign in.
Link each product tag to an instant reward that customers can unlock by accessing the Loyalty program. Such rewards can include coupons or little gifts (like a free lipstick or custom laces) that can be enjoyed together with the purchase.
This strategy works because customers need to have an account in order to redeem the reward. And if they don’t, the fear of missing out will motivate them to quickly enroll in the loyalty program. Pro tip: when scanning the code, redirect shoppers to a page displaying an image of the reward to further emphasize the value of the incentive.
Mobile Wallets are native applications that are present in both iPhone and Android phones. Your Wallet can hold multiple Mobile Passes, which can be a one-time coupon, an event ticket or a loyalty program membership card.
Customers can have their Passes scanned by the shop assistant (using a POS device) to redeem a coupon or have their point balance updated. Doing so ensures that they’ leave a footprint after the purchase, giving you valuable insight.
Another benefit of having a Mobile Wallet system is that you can target customers with personalized push notifications, using location-based technology. In other words, when they’re walking past the store, they receive a message telling them that their favorite product is now in stock.
If there’s something customers love even more than being rewarded, it’s being part of a great experience. The Loyalty Experience Kiosk — Antavo’s very own hardware-software solution — aims to turn the process of enrollment into something memorable; an act people genuinely desire to do.
The Kiosk uses NFC technology to make the registration smooth and exciting. Imagine a large tablet that loops a flashy animation, inviting customers to touch their phone to screen. Once they do it, the animation changes, congratulating them, while the phone opens up the enrollment page.
But the experience is only beginning. If they follow through and register, they can sync the phone to access various features on the tablet. For instance, after engaging with gamified functions such as the Prize Wheel or Sweepstake, the rewards aren’t shown on the tablet screen but on the phone, and it’s instantly redeemable during the checkout.
In short, NFC tech delivers value on two fronts: it makes the enrollment swift and painless, and at the same time increases footfall due to being a novelty.
6 Reasons To Give In-Store Enrollment a Chance
With the solutions now at hand, it’s time to see what benefits you could reap from spicing up the store experience.
First and foremost, you can significantly expand your marketing database with the contact information of the freshly enrolled buyers
Even better, you have the means to retarget and nurture guest shoppers with follow-up messages or newsletters.
In-store shoppers often have different preferences than their online-buying counterparts. Finally learning about their habits, needs, and wants is invaluable to engage them with personalized emails.
Having a larger and more diverse pool of contacts also unlocks new possibilities for A/B testing, as you can send out news and coupons with store-related incentives.
Being able to bridge the gap between offline and online purchases highlights customers who buy on both channels, showing you their true purchase frequency.
And let’s not forget that interacting with an NFC-enabled kiosk or redeeming a Mobile Pass are great experiences, convincing people to visit your shop more often.
Naturally, collecting contact and personal information through loyalty solutions is just the first step towards faster, data-driven customer engagement. dotdigital and Antavo are hosting a marketing seminar, titled “How to boost your marketing with a loyalty program”, so if you’re interested in making your marketing communication more powerful, then book your seat here.