Equestrian e-mail Marketing: 3 pro-tips that will make your Black Friday campaign your best selling yet!
Note: You can easily apply this tip to other campaigns.
These 3 equestrian marketing tips for emails have been handed down to me by one of my own digital marketing mentors back in the day. They are tried and tested and can really help boost your creativity and your online sales.
Just the other day I was browsing equestrian webshops online, and I stumbled upon theconenctedrider.com
( I was browsing for new saddle pads to replace my old shabby ones )
Anyway, this is how The Connected Rider’s site welcomed me:
(Note to self wait until Black Friday to buy that dressage saddle pad!)
Are you in the midst of warming up your customers for Black Friday yet?
Well, if you are here’s 3 pro equestrian marketing tricks that you can implement today. ( My guess is you ca have them up and running within an hour). These 3 tips can help you leverage sales in your next e-mail campaign.
Equestrian marketing trick #1: Apply a countdown in your e-mail campiagns
And by a countdown I mean this little nifty feature here:
You can find this super handy feature for your equestrian email marketing campaigns at motionmailapp.com , now this site is just one of many that offer cool countdown features that are easy to implement and are even adaptable to your brand colours and design.
Take a closer look at motionmailapp here
Wait. Do these things really work you might ask?
Really?
yes.
I have implemented and tried and tested these type of feature when I was in e-commerce, >I usually applied them in my “last chance” campaign emails - you kno the e-mails where you flag that your offer is running out soon. The split tests resulted in a higher conversion (that’s a marketing word for sales) with a countdown timer than the e-mails without the countdown.
Why does this feature work so well you may wonder? Well, it’s simple psychology really.
The visual effect in itself creates a FOMO feeling ( Fear of Missing Out) - and enhances the readers fear of missing out on a great offer.
Bonus tip: If your offer ends at midnight, then send to reminder mails the day the offer expires:
Mail 1: Send in the morning around 8-10 am
In this email insert the countdown timer at the bottom of your email.
Mail 2: Send this reminder in the evening approx. two hours before your offer runs out.
In this email make sure to insert your countdown timer at the top of your email.
Equestrian marketing trick #2: Include social proof
No matter how amazingly good you are at describing your own products or services you will always be in the role of The seller. The best people to sell your products or services are actually your customers.
When people purchase something they apply what we call in marketing “social proof”. A good way to understand this concept is comparing it to a packed restaurant across the street and a totally empty restaurant on the opposite side of that same street.
People would rather stand in line for an hour to get a table at the packed restaurant than have a disappointing experience at the empty one -right?
A great tool for displaying social proof is www.fomo.com. This is a subscription based solution that you intergate with your e-commerce system, so that every single sale you make is displayed in real time on your sales pages.
Equestrian marketing tip #3: Chat with your visitors
If you’d prefer to give your visitors the chance to ask questions, try implementing a chat box function on your sales and product pages - like this:
The perks of having a chat box on your equestrian website are obvious:
It’s customer friendly - you get karma points
It enables sales
You gain valuable insight on your customers - what and why are they hesitating, questions etc.
What works best?
Social proof or a chat box?
That is what you need to test and find out for yourself.
The last e-commerce site I was responsible for the chat box won by far. We had customer service agents 24/7 when we ran a campaign to answer questions about our products. There was usually a rush hour period of 2- 3 hours after we sent out an e-mail campaign.
The result:
Over half of all campaign visitors instantly convert and make a purchase as soon as they have gotten an answer to their question. At the same time, the questions gave plenty of ideas for upcoming email campaigns. The questions that are asked via the chat box are often really good content for upcoming emails.
An important note:
Make sure to test how your website, product pages and other sales landing pages look like on your smartphone..
This is crucial as up towards 50% of all emails today are opened and read via a smartphone.
You can choose to see this as Equestrian marketing tip #4:
Make sure your email campaigns are optimised to be read on a smartphone, and that your call-traction buttons are big enough for an index finger to hit them correctly via a smartphone too.
I wish you the best Black Friday campaign ever!
Questions?
feel free to leave a comment or shoot me an email.