Mother’s Day and Father’s Day are one of the biggest events for retailers. With Father’s Day just around the corner, for consumers, this means finding the perfect gift to celebrate the dads in their lives. For marketers, dad’s big day is a chance for implementing a great Father’s Day marketing campaign.
And, we have a few ideas you can implement into your Father’s Day marketing strategy.
Nobody wants to forget their dad! The first message of your email cycle could serve as a useful reminder. You can enjoy the efficiency of being one of the first in the inbox if your customers who enjoy online shopping cross it off the to-do list and pick your enticing offer. You could set up a drip campaign using marketing automation tools to continue personalised email marketing to your customers over the period leading up to June 16.
Emails with a Father’s Day subject line focus receiving 14% more opens and CTRs than the average (Digital Strategy Consulting). Whilst a good email platform can contribute to open rates, it is still important to pay attention to your subject line and ensure that it is engaging, relevant and eye-catching. Some examples include:
Sending a personalised message on Father’s Day helps you reach customers on a more emotional level. So, Father’s Day gift ideas are another opportunity to reach out to your subscribers. But, choosing a gift is never easy. So, you can create a campaign that allows to choose between different gifts for Sports and Tech Dad to Dapper, Chef and DIY Dad. Or, you can also come up with campaigns for the Dad That Has Everything or for the Dad That’s Hard To Buy For – a nice looking gift card might be just what they need. This also helps in optimizing for your social media marketing because it gives your customers a reason to talk about their Dad’s on social.
Although it is much less important than finding the right gift, the theme of saving money is also present in the top campaigns for Father’s Day. Start giving discounts for special gifts for Father’s Day, if applicable to your business. If not, you can get your subscriber’s attention by offering free shipping.
The data including your customers’ age, location, and shopping behaviour is vital for segmenting those who are the purchasers and what products they buy each year for Father’s Day. You should offer the best available alternatives based on the customer activity and their interests. If your audience is Dad’s themselves, it is important to shape the campaign as one that will ignite a conversation, or be forwarded onto the buying individuals. If being sent to a group who are likely to buy for an important male figure in their lives, it can be a great way to cross-promote products that usually wouldn’t be relevant to them.
Shoppers browse on mobile, and buy on desktop. So, ensure your site and your email marketing campaigns are mobile responsive, which means your mobile website and app should be optimized. If the browsing experience is difficult, you’re probably going to lose sales. Ensure consistency in your company details across your website and your profiles on all social sites. If your store details and opening hours aren’t creeping into Google’s map results, that’s a lot of search traffic you could be missing out on.
There are tools you can use to target shoppers with Google Search. The first is Google Trends, which analyzes the popularity of top search queries in Google Search across various regions. The second is Google Correlate which analyzes what has the same search volume as the term you’re looking at. These both help you learn what your audience are searching for. There are also great opportunities for a specialised landing page, and a connected adwords campaign for Father’s Day.
You can also use an automation program builder to design, manage and optimize well-coordinated campaigns across channels such as push, email, SMS, website or mobile devices. A marketing automation software will help you design sophisticated campaign workflows and trigger automated events with multiple scenarios and versions. You can learn more about the most popular marketing automation scenarios based on buyer behaviour here.
Don’t forget to track campaign results and measure KPIs so you can optimize the campaign next year.