With Black Friday, Green Friday and Cyber Monday on the horizon, it’s time to think about how to maximise your marketing and covert those leads. The valuable data you will gather from customers seeking bargains on your website is a goldmine that can continue to drive your business forward. Now is the time to strategically leverage this information to ensure the right audience keeps returning to your website, fostering genuine interest and repeat purchases.

Utilise Email Marketing for Ongoing Engagement

Email marketing is a potent tool to keep your brand top-of-mind for customers who recently visited your site. Whether they make a purchase during the sales events or sign up for your e-zine, the email addresses you will capture are invaluable for maintaining and boosting your brand’s exposure.

Craft a Compelling Sales Funnel

Define your sales funnel — the journey a prospect takes through your site leading to a conversion. With your leads in hand, send targeted emails that keep potential customers engaged until they are ready to make a purchase. Ensure your emails align with their interests and provide value throughout their decision-making process.

Avoid the Spam Folder

Craft attention-grabbing headlines that entice customers to learn more. The first line of text is crucial, as it appears in the preview snippet. Avoid boring information and focus on providing value. Personalise the experience by including privileged and tantalising information, such as discounts, rewards, sneak peeks, behind-the-scenes content, how-to guides, or guest blogs relevant to your industry.

Establish a Considered Email Schedule

Maintain a consistent and non-intrusive email schedule. Whether it’s a monthly e-zine, a quarterly newsletter, weekly top tips, daily inspiration, or themed promotions, set clear expectations for your audience. Optimise emails for mobile viewing, ensuring every line of text is relevant, concise, and supported by engaging images.

Drive Engagement with Clear Calls-to-Action

Include links in your emails to direct customers seamlessly to your website. Whether it’s a specific product page, promotions, or informative content, make navigation easy. Incorporate clear instructions and compelling calls to action to encourage clicks. Ensure your contact details and customer service information are easily visible.

Optimise and Adapt

Regularly assess the performance of your email campaigns and adapt your strategy accordingly. Capitalise on successful approaches and refine areas that may need improvement. Use analytics to understand customer behaviour and preferences, tailoring future emails to align with their expectations.

Remember, sustained success is built on providing ongoing value and maintaining a personalised connection with your audience. For deeper insights into optimising your marketing strategy, explore our dedicated Strategy Hub

Post by
Maria is Client Director with Springboard, she specialises in the creation and execution of strategic communications, maximising her clients’ brands and achieving measurable marketing results. She has over 10 years’ experience working in Irish media, and brings her passion for creating engaging content to her role at Springboard

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Springboard Communications
CRO 529581
Dublin | Cork