Even More Q1 Strategies To
Engage BFCM Shoppers
FEB 2024
By Alexis Woerdehoff
You’ve read through some of our recommended Q1 email strategies, but that’s only the tip of the iceberg. Q4 is full of brands emailing left and right, so it can be difficult for a consumer to get a good sense of who you are as a brand. There are endless opportunities to nurture new subscribers from holiday shoppers to loyal customers. It’s all about highlighting those key brand moments and differentiating yourself from the competition.
We’ve talked about horoscopes, loyalty/referrals, and sunsetting, but here are 5 additional ways to nurture BFCM shoppers.
Ease Buyer Anxieties
Just because someone subscribed to your list and maybe purchased once, doesn’t mean they don’t have anxiety around ordering. Buyer anxieties are one of the leading causes of cart abandonment, along with the cost of shipping. You want your subscribers to feel at ease ordering, knowing if they need support or to make a return, it can be done without a hassle. Email is a perfect way to break this down for your subscribers! Topics to include in these types of campaigns would be FAQs, return policy, ingredients or material information, and care instructions. You can also break any of these topics down into individual campaigns and add this content into post purchase or retargeting flows. Q1 is a good time to focus on prospects, first-time purchasers, and new subscribers who came in during BFCM and nurture any anxieties they may have.
Feature What Makes You Different
Unique sizing scale? Quiz to help find their perfect match? The perfect sweat-wicking material? Talk about it! Share valuable and educational content related to your brand and provide tips, guides, or how-to content that aligns with your products - especially if there are specific care instructions your subscribers should be aware of. This type of messaging can of course be segmented towards new subscribers, but also lapsed customers and even customers that have purchased less than 3x.
Exclusive Offers for Subscribers
You want even the newest subscribers to feel valued and appreciated for signing up and supporting your brand. Try rewarding these subscribers with exclusive discounts or early access to new products/services. Typically you’d want to save these offers for your VIP subscribers, but it doesn’t hurt to branch out a little extra.
Encourage Engagement
Featuring UGC and encouraging subscribers to get involved is a great way to help boost engagement from new and existing subscribers. It’s not just about leaving reviews, but also following on social media, joining loyalty programs, and sharing their photos. A fun campaign to test is to pull some of your best customer photos, creating a bracket within your email with some fun copy and choosing a winner OR having your subscribers choose one through a poll. Interactive emails are also a great way to keep your subscribers engaged.
Refresh Your Flows
Last, but certainly not least, you want to make sure your flows are all performing well and there are no holes in your customer journey. You may have your welcome and abandonment flows, but It’s easy to forget about some of the others like non-purchaser, winback, and cross-sell. It’s always a great idea to look at your program as a whole and see where there are gaps to be filled.
Need some recommendations on how to do that? Reach out, we can help!