Useful Holidays Email Marketing Tips by Digilex
An innovative digital marketing agency uses Moosend for its clients’ email marketing needs and utilises its features in the best possible way! Moosend asked for some tips ahead of the Holidays and we almost got a complete strategy plan!
Alex Ehrmann along with Alex Leoussis run Digilex, a company with various business properties. What they basically offer is tailor-made Digital Marketing Services for companies focused on e-commerce.
What they basically offer is tailor-made Digital Marketing Services for companies focused on e-commerce. Companies which own e-commerce shops and sell products or services online in Greece or abroad: “Services that we offer include Digital Marketing Strategy Analysis & Digital Marketing Plan, e-commerce business planning and execution, Optimization Techniques, Email Campaigns, Google PPC and SEO services and Social Media Campaigns such as Facebook and Instagram Ads”
Impressive results with segmentation
Digilex share their experience and impressive success from using Moosend segmentation feature: “One of our clients is an important Sports Apparel company in Greece, for which we are responsible for all Digital Strategy and Campaigns. Recently we decided to test and re-allocate their marketing budget on Facebook & Email Campaign ads during the Sales Period. By creating specific target groups on Facebook (such as people who love athletics and buy sportswear items) and segmenting the database for email marketing campaigns (based on new or loyal customers & gender), we managed to increase their results by more than 200% in this given period”.
How to make sure your email strategy is ready for the Holiday season
Some tips for those starting out, by Alex Ehrmann
“First of all, it is very important to know what your list/database contains. Is it a male-oriented database? Are they people who have subscribed to your newsletter to get special offers and discounts for your products or services? This gives you a first good insight on who you are talking to”.
“What we would suggest as a first email campaign, is an introductory campaign, offering a discount or an incentive like:
– Free shipping
– First time buyers discount
– Loyal customer discount
– Early access to Holiday offers
You can then track the response rates to get a good understanding of what your list responds to best, in order to offer that option again.
Are we there yet?
Am I too early or too late? When does the Holiday season officially begin? These are questions we need to ask before the season starts (and get an answer in time to organise our email marketing efforts):
“It always depends on the country that the company sells in. For example, in the UK Christmas offers and promotions start nearly 2 months before Christmas or New Years Eve. That means that you need to be able to set and test your campaigns early. In Greece, Christmas promotions and offers start nearly 1 month before Christmas and are boosted 15 days before Christmas. In either case you need to be proactive and set up your Xmas Digital Marketing Plan a couple of months before”.
Inactive Subscribers vs Active ones
Alex Ehrmann suggests that we need to have a strategy plan for both active and inactive subscribers/clients:
“The active ones are the “heart” of your business and the ones that boost your business as a whole. These are the loyal ones. You need to be able to offer them special promos and special discounts/gifts from time to time in order to reward them. But don’t overdo it! You’ll end up with clients that will only buy from you because of a special discount or offer. As for inactive subscribers… well, you need to do a lot of work for this group”.
“In order to activate inactive subscribers you need to have a very careful strategy. There are tons of “inactive” promo ideas such as a set of introductory emails focused on your company’s ethics and successful case studies. For merchants, a set of introductory emails, followed by special offers for their 1st order (Free P&P or special discount) can activate a small percentage of your inactive database”.
What about content? Is there a recipe as to what you should share when in the B2C business?
“There is no specific formula! Companies have different clientele, different subscribers. B2C email marketing with set content may work for a merchant but may not work for another. As mentioned before, you need to be able to know what your database is, to know what triggers your subscribers. In order to do so, you need to be able to split test various campaigns and see which one has better response rates. Segmentation of your database, different subject lines, various special offers can bring better results than sending a bulk email campaign to all of your subscribers”.
Digilex started working with Moosend from day one! They are using Moosend for all their own business properties but also for most of their clients. And that is because they already believed in email marketing and actively ran email marketing campaigns from 2003:
“We saw a very passionate Moosend Team which made us feel even more determined that this is the company we want to work with” Alex added. “Moosend has nothing to envy from big email marketing solutions all over the world. Most of the features that other large scale email marketing solutions have, are already included in the Moosend list of features. Basically, the one we like more is the ability to be able to retarget subscribers that have opened or not opened a campaign. We also like a lot the newsletter design feature a lot!”
What is the best use for Moosend Marketing automations, when it comes to your most successful strategies?
“Moosend Marketing Automations vary and work differently for every client of ours. It always depends on what you want to do and what your goal is for every campaign you set. As mentioned before, the ability to retarget subscribers that have opened or not opened your email campaign is a great feature. The same applies for the time/date scheduling of sending each campaign. That helps us set all the campaigns that should be sent during the day or during the whole week”.
As Alex Ehrmann indicates: “65-70% of our turnover comes from our own web properties (e-commerce sites & services & content sites such as Snatch.gr, MyDeals.gr,WeddingPlan.gr and MyCoupon.gr). The rest 30-35% comes from Services that we provide to other companies”. Digilex offers Digital Marketing Services for ecommerce focused companies. Companies which own e-commerce shops and sell products or services online in Greece or abroad: “Services that we offer include Digital Marketing Strategy Analysis & Digital Marketing Plan, e-commerce business planning and execution, Optimization Techniques, Email Campaigns, Google PPC and SEO services and Social Media Campaigns such as Facebook and Instagram Ads”.