Tough Times Ahead? Advice? Stay Calm


By Tink Taylor

As Woollies disappears from our high streets and others look set to follow, it is little surprise that retailers are doing their utmost to salvage as many last minute purchases as possible and capture important revenues in the forthcoming post-Christmas sales.

A quick trip down the high street sees 50% off, BOGOF offers and the promise of bargain basement prices. Online too, retailers are trying to attract punters with all the usual attractions: free postage, discounts…the list goes on.

And inboxes are feeling the strain. If you are anything like me, then you will have seen an increase in marketing messages over the last month or so and particularly last weekend, as retailers looked to cash in on the £320m online bonanza of ‘Mega Monday’.

It seems that at times like these, when the going gets tough, the tough are still falling into that simple trap of bombarding customers and prospects (some of them long-standing) with poorly targeted offers.

Now is the time for a carefully planned and thought-out CRM strategy. Every single piece of data captured throughout the year should be used to maximise returns during the festive season and January sales season.

So with Christmas upon us and those all important sales just about to start, what’s the best thing to do? Stick to your guns. Don’t panic. And continue sending the right message to the customer or prospect that will appreciate it most. Here are my three top tips to remember when sending out those last-minute emails:

  • Resist the urge to mass mail. Target every message you send so that yours stands out in a crowded inbox
  • With New Year sales likely to be more cut-throat than ever, using a targeted and engaging call to action will help increase click-throughs and conversions
  • Finally, don’t forget to customise your landing pages. Highlight particularly important information such as delivery dates and costs, not to mention up-sell and cross-sell opportunities

A recession is a scary time, but the bravest thing to do is to keep plugging away at those best practices and maintaining your brand image, respect and trust.

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