Boxing Day: Complete Guide to the Perfect SMS
With the holidays quickly approaching, you are most probably absorbed in thinking about your Christmas sales, and for a good reason - this is the most profitable period of the year for eCommerce. But try not to get too preoccupied with the holly-jolly jingles and forget what happens right after: Boxing Day and the January sales!
Nowadays, Boxing day has become a synonym for post-Christmas laziness, watching sports on TV, cold turkey… and bed-based online shopping. Oh, and rich marketing puns about boxing - the sport. Being primarily an online holiday, Boxing Day is the perfect chance for eCommerce merchants to reach their customers via SMS. Let’s not forget that SMS has a stunning 98% open rate and an average response time of 30 seconds.
Do you know how to set up SMS campaigns that will keep conversion rates high even after the Christmas craze? We do. And we are about to give you the keys you need to fuel up your tank and boost turnover.
Grab Customers From the Beginning
Since this is a text message, not email or any other form of messaging, you don’t have a subject line to grab your recipients’ attention with.
But with SMS you have something even more powerful - visuals.
Since Boxing Day is a rather “lazy” retail holiday, your visuals should also be easy on the eyes. Make them simplistic, but with bold colors, big letters, and be straightforward with what you are offering.
Offer Big & Bold Discounts
Why go big? Price has been rated as the top factor for choosing to purchase online by 61% of consumers. One thing you can be sure of when it comes to Boxing Day: your customers will be bombarded with offers from all over the place and you will be competing for their attention.
This is why Boxing Day is the perfect opportunity for you to announce clearance on items that haven’t been selling well, or are no longer in style. It’s the ideal way to win back old customers and increase traffic to your online store.
Win Them Over with a 10-second SMS
Make your Boxing Day SMS as quick to read as an Ali punch. (we just had to have a boxing match metaphor).
Like we already said - this is the day when people are unwinding from all the holiday cheer and the last thing they need is some long and complicated text message, that involves more than 1 tap of a button.
160 symbols, with a strong call-to-action and a juicy discount, is not only light on your budget but will help customers recover from the gifting fatigue and will bring them back into shopping mood.
Speaking of gifting fatigue…
Boxing Day - The “Selfish” Shopping Holiday
For a while now, this day has been claimed to be the time for people to indulge in some “Me” shopping. After all, they spent all month trying to find the perfect gift for their loved ones and now need to pamper themselves a bit.
Boxing Day is an excellent occasion for stores to dust off their top-shelf items and promote them. Even if you decide not to be too generous with your discounts, careful wording, emphasizing the exclusivity of the item, how “luxurious”, “deluxe”, “rich” it is, and how much your customer deserves to “spoil” themselves, to be “special-treated”, “catered for” etc., will still win you big.
The “Everything Must Go in a FLASH”
Time for a Trivia break: the shortest boxing match in history lasted 20 seconds.
Now, that’s way too short but we do advise you to advertise your Boxing Day sales as Flash sales that will only last 24 hours and cover only a very limited number of items. You’ve already heard about the power of urgency but on days like Boxing Day, when people are looking to score one last great purchase before the end of the year, its strength is undeniable.
Running a flash sale is a great chance to generate major sales momentum, particularly when combined with social media and other forms of marketing.
Use words like “hurry up”, “act fast”, “grab now”, “snag them”, “last chance”, “today only”, “you’ve got one hour” etc.
“Santa brought you a vacuum, not the shoes you wanted? “
Another fun fact for you: the official name of boxing is not really boxing, it’s pugilism.
While you might not win your customers over with “fun” facts like this Wikipedia-extracted one, you will definitely get a smile (and a sale) from using humor and common sense.
Why common sense? Because Boxing Day in the UK is also known as the gift-returning day and that is an easy icebreaker. “Didn’t get what you wanted for Christmas” - don’t worry, we have it, and you can get it today at an awesome price.
Such call-to-action is very relevant and you can’t really go wrong with it - a lot of people don’t get what they actually wanted for Christmas so they can relate to your message.
“It’s the Final Countdown”... for real
Boxing Day has the privilege to be a couple of days before New Year’s Eve - the time for self-retrospect and grand promises.
Being so, there is no better time to nudge your customer’s desire to enter 2021 in the best style… or armed up with the newest gadgets… or equipped with the most awesome kitchen utensils.
Make sure that FOMO (fear of missing out) is what you emphasize in your text message. They only have a couple of days to make a complete makeover of themselves (with the help of your products)... and they should know it.
Use expressions like “while stocks last”, “merchandise is running low”, “ends in...”, “beat the clock”, “don’t miss out”, “limited number of items” etc.
For more holly-jolly treats under the Christmas tree, check our exclusive SMS Advent Calendar! Fill your stocking early with a festive bundle of powerful SMS marketing strategies. Watch holly-jolly video tips from renowned eCommerce experts and learn how to drive extra revenue to your Shopify store this holiday season.
Viktoria is a Content Creator at SMSBump. Besides writing for work and pleasure, she is an avid foodie, a big fan of Stephen King, and enjoys spending time at the beach.