The winter holidays are all about friends, family and spreading the cheer. For email marketers, this timely connotation translates into opportunity for deeper customer engagement, increased response and higher return on investment through the use of the viral and ever-popular “friends and family” campaign.
According to Experian Marketing Services’ new white paper, Spreading the word through friends-and-family emails, there are a few things that email marketers should keep in mind when deploying their friends and family programs this year, including:
- Friends-and-family campaigns are a good choice all year long.
Friends-and-family emails should become part of your overall promotional playbook. They connect with subscribers and generate more revenue directly, while also providing referrals to potential new email subscribers and customers. These campaigns perform all year long — even during the fiercely competitive and discount-heavy holiday season.
- The words “friends and family” are important.
Using the words “Friends and Family” will enhance the performance of email campaigns deployed by the same brand offering identical discount values. Ensure that the three words “Friends and Family” appear in the subject line and that the messaging is clearly promoted in the body of the email.
- Enable sharing.
To increase the potential of reaching new and existing customers who might not have received the initial email campaign, maintain sharing features in their usual location (i.e., forward to a friend, share) while also adding larger call-outs that enable sharing within the body of the email, near the offer. Consumers are very accustomed to sharing friends-and-family offers, so it’s important to make it easy for them to do so.
Keep these tips in mind and spread the word this holiday season – the payoff can translate into a very happy New Year!
To read the new white paper Spreading the word through friends-and-family emails, click here.