Seasonal dates always help to give that boost in sales, especially when planned with some anticipation and a splash of strategy. It's the perfect period to win regular clients and attract new customers. So how about start thinking of your email marketing campaign for Father's Day? After all, we only have a month here in Brazil before the date and it’s good to prepare that special surprise, you know?

In order to help you increasing your conversions, we at emailmanager team, selected some tips to give that final touch in your brand’s message and approach you to your target audience at the best time of your marketing calendar.

1) Get to know your audience closely

Affinity is critical to attract and bring people together. The greater the common interests, better the bond between them. The same can be applied to the relationship between brands and consumers. The more you know your audience, the more likely to hit what they seek and offer what they expect.

To build affinity with your audience, you must to know them closely and this is possible through the power of segmentation. Follow every action, their purchase history and their recent interests and always be one step ahead.

2) Segment and hit all tastes

There are several profiles of parents, from athletes to executives, classic to casual. No matter what his style is your campaign must focus on one or display options for everyone, depending on your business. If he’s more sportive, fitness and comfy clothes, accessories for a specific activity, related books or movies will be the best option. If he likes to be stylish and well dressed, prepare tips of more casual looks for a special lunch with family or a special dinner.

If your email marketing campaign goes beyond clothes and accessories, share ideas of places children can take their parents, a trip or even a good restaurant.

3) Show the advantages of online shopping

Regardless of the type of your business, if you have an ecommerce, show the advantages for shopping online. Virtual stores operate 24 hours and dispense lines, the variety of products is higher, and buying on the internet also saves time and money. In your email marketing campaign, highlight different ways of payment, free shipping, delivery in record time.

Besides discounts and promotions, display the best payment terms. Offer alternatives (credit card, bank slip), possibilities to parcel and free shipping, if applicable.

4) Value the quality of information

Keep your contacts database up to date through constant cleaning. Create a pattern, organize them into groups of interests in common and segment the campaigns to meet each set. For the Father’s Day, build lists of customers looking for gifts for their parents or with tips for someone who is already father. So the son or the daughter can see and follows the suggestion, huh?

If your database is organized, your communication will be more accurate, fast and safe, because you will be sure to be reaching the right audience for this campaign. This way you also avoid invalid or inactive emails, items that can damage your reputation and even disrupt other campaigns.

5) Show that you can be trusted

From the first eye contact or by the email subject or even the sender, show who you are. So your recipient will know whether he or she can trust your company to make a purchase. This will make him or her feels safer to move forward.

Your brand gains conversion and reputation, your customer gains the confidence to buy and return on other holidays. It’s a healthy and reciprocal exchange.

6) Invest in Cross Channel Marketing

The today’s consumer profile is multiplatform; he or she interacts in different environments and uses multiple platforms to communicate. To walk side by side with him or her, your company should have a presence in all media, online or offline.

The Cross Channel Marketing is an integrated sales strategy focused on the consumer. It’s able to engage customers with the brand in all marketing channels. To put it into practice, you need to understand the behavior of your audience in each of the communication channels you use.

Conclusion

Remember that Father's Day in Brazil this year will be celebrated on August 9th. So give the first step before your competitors and send your email marketing campaign according to the deadlines for delivery. Delaying your customer’s gift, no matter the reason, besides frustrating him or her, will cause a bad impression about your brand and you can lose a sale, the loyalty and some free ad in the future. Promptness and reliability are essential to win the heart of your customer.

Don’t forget to customize all email marketing campaigns with the name of each recipient and keep the sending often moderately. Enjoy the time you have till the date to organize your contacts database, create filters for targeted campaigns and engage your customers.

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