March 18, 2021
5 Tactics to Successfully Launch Your New Collection
They say preparation is the key to success.
This Easter we got you covered!
We did the research and we have the tools to help you plan and execute a top notch text marketing campaign for the upcoming holidays.
Personalize Every Message & Offer
Instead of sending one mass campaign to all your subscribers and just cross your fingers it will go well, it is better to try and profile them as much as possible.
If you take your time in the beginning and define your target groups it will help you later on for your marketing strategy – meaning you will have specifically focused messages depending on your customers` preferences, their purchase habits, etc.
Having more insight on your customers' past purchases will help you better understand them – their taste, needs, wants. Use this information when you create your next marketing campaign – recommend products from the same or similar categories that you already know your shoppers are interested in. Being familiar with your customers purchase history will also make your future campaigns more valuable to them as you target their exact needs. Go with filters like “Ordered from a collection” or “Ordered specific products”.
Another good option is to make product recommendations based on the purchase wallet of your customers. For example, if a certain customer has an average spending of $50 or below, it makes sense to offer them products of similar price. And vice versa – if you have VIP customers with average spending of $150 or more, it is better to offer them products of higher value and quality.
Pro tip! If you want to know how to successfully apply segmentation to your marketing strategy, check out our free eBook: Top 7 SMS Marketing Segmentation Hacks for Beginners.
Now that we have a better understanding of our customers, it is time to move on to the next step and try and boost their loyalty.
With eCommerce accelerating the growth of many new online stores worldwide, it is essential for your brand to nurture existing customers more than ever and build a loyal base.
You can achieve that simply by adding a small "Thank you" note to their purchases and modifying your copy in the text messages you send them. What your customers need now is some extra care, personal approach and reassurance from you as a brand and a partner.
Another way to make customers feel special and appreciated is to offer them new products well before your official launch. Why is this a double win? Because your customers will both receive the special treatment they deserve, but will also be more motivated to make a purchase.
Psychological cues such as the feeling of exclusivity and premium care influence us more than we want to admit.
So how can you leverage your loyal customers when announcing your upcoming collection?
The first thing you need is to make sure you already have a loyalty program in place and Yotpo Loyalty is a good place to start. Once you’ve connected the two apps, you will be able to give your most loyal customers early access to your new collection and exclusive offers when they reach a certain tier. This will show them that you care but at the same time will help you sell items from your next collection well in advance .
Ready for a Giveaway?
Loyal customers are always important but attracting new shoppers is just as important. And nothing will bring those people more thrills and excitement than the good ol` giveaway!
Here is a classic idea you simply can't go wrong with: randomly reward one or more of your subscribers with discount vouchers.
This is something that will surely create a buzz and help your subscribers list grow.
First create a Shareable Subscribe Link. This way, in order for people to participate in your giveaway, they will have to first subscribe to your SMS program. It's best if you add these new subscribers to a separate list, so it is easier to re-target them later on. Create a nice visual to accompany your giveaway - bright colors, bold letters are always a good choice. And don’t forget - you need a catchy copy. Simply giving them a link won’t suffice.
Once you are done, use all your marketing channels to spread the news about the upcoming giveaway and grow your subscribers list.
In the end just choose a winner randomly from your new list of subscribers and send them a festive message.
But how will this help with your product launch? Well, new audiences mean more people you can show your newest collection to.
So now that your Giveaway is up and running you are probably wondering what is the best way to promote it to broader audiences...
In times of crisis the wise build bridges, while the foolish build barriers. - old African proverb
With the emergence of so many new online stores, customers might get a little anxious choosing where to shop. Influencers can help take that uncertainty away!
According to recent studies, 49% of consumers depend on influencer recommendations when debating over purchases. Collaboration between brands and influencers is another win-win situation: they promote your products on their social media channels and in return receive discount opportunities, affiliate commissions and of course – grow their own subscriber base.
So how can influencers boost your Easter product launch?
Send them a PR package with your newest collection. They can do unboxing videos for their followers, mentioning your brand and showing them where they can purchase the products.
An example that quickly comes to mind is the way Hello Fresh uses microinfluencers to showcase their products and brand value. In times like these, when people are mostly stuck at home, cooking can either become a favorite thing to do, or a seriously daunting task. Hello Fresh uses influencer marketing to communicate the core values of their service: ease-of-use and convenience, but also variety and deliciousness, ultimately appealing to both audiences.
However, if you are a really small store and have a tight budget for marketing, there are still alternative ways for you to reach out to people AND gain some valuable exposure.
By using the information from your SMSBump Analytics you can determine your top customers.
Show them your gratitude by sending them a product bundle from your latest collection or early access to your new product. This will be a great boost of their loyalty and you will also gain additional reach on social media, when they decide to share it with their followers.
Win-back on Track
It is always a good idea to try and win back old customers. Increasing retention rates by 5% increases profits by 25% to 95%.
Haven't heard from someone in a while? An effective way to reengage your inactive customers is to give them exclusive access to your newest collection. New things always grab people’s attention, especially when paired with a time-limited incentive such as free shipping and return.
According to a report by KPMG, the two main reasons customers might strain away from online shopping are high shipping costs and the fact that they can’t physically see or touch the product. Offering free shipping and return could be the push they need to come back to your store and make a purchase. This will also make your brand stand out from the crowd and show how much you appreciate and value your customers.
By adding these 5 solid tactics to your marketing strategy this spring you will be able to outshine the competition, accomplish a strong launch to your new collection and enjoy blooming sales numbers!
Mariya Arabadzhieva Todorova
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