Looking to spring clean your mobile marketing strategy? Here’s your guide to reaching online shoppers and driving revenue with text messaging from March to May.
Note: We’ll continue to update this blog post as data for upcoming holidays is released.
This spring, there are 11 holidays—big and small—that provide e-commerce marketers the opportunity to engage with new and existing customers.
As behaviors have shifted over the last year and consumers are primarily shopping on their smartphones, e-commerce brands need to have a thoughtful mobile strategy in place. And more than ever, consumers want to interact with brands via text messaging, meaning marketers who’ve implemented SMS can rest assured knowing their messages will be seen.
Here are spring marketing ideas you can implement to connect with shoppers via personalized text messaging and drive revenue:
March spotlight: St. Patrick’s Day (March 17)
According to NRF, 49% of US adults say they plan to celebrate St. Patrick’s Day this year. Of those celebrating, 92% plan to make St. Patrick’s Day purchases—including decorations, food, and apparel. Total spending is expected to reach $5.14 billion.
Make SMS subscribers feel lucky this year by sending them a mobile-exclusive mystery offer that’s only revealed after they apply it to their cart. Women’s footwear brand Dolce Vita took this approach with their “Season of Surprises” holiday campaign. “Instead of offering a special discount on boots or sneakers, for example, we surprised our subscribers with a code, but we didn’t tell them what it was for,” said Murphy McPherson, Marketing Director at Dolce Vita. “Once they entered the code at checkout, they’d get their surprise discount.”
Quick tips for other March holidays
- International Women’s Day (March 8): In addition to this one-day celebration of the social, economic, cultural, and political achievements of women, the entire month of March marks Women’s History Month. If your brand plans to honor this day, consider using your text messaging channel to highlight the impact of women, raise awareness about women’s equality, and share any initiatives you’re supporting. If your brand is a woman-owned business, share your story with subscribers and the importance of supporting women-owned businesses. It’s also important to recognize the impact of BIPOC women in business—watch our recent panel on leading and supporting Black-owned businesses, featuring leaders at The Honey Pot Company, CurlMix, and Mented Cosmetics.
- Daylight Savings Time (March 14): As the clock springs forward, invite your subscribers to shop a 23-hour flash sale to celebrate their own “savings.” Highlight seasonal clearance items, and encourage your audience to “buy before they’re gone” to emphasize the time-sensitive nature of the sale.
- First day of spring (March 20): It’s been a long winter for everyone. Celebrate the much-anticipated change of seasons with a spring cleaning sale exclusive to SMS subscribers. Include colorful spring-themed imagery and seasonal emojis in your message.
April spotlight: Easter (April 4)
Since many consumers won’t be able to celebrate Easter and other spring holidays with one another in person this year, they’ll be looking for unique ways to show loved ones they’re thinking about them. And more than likely, they’ll turn to their smartphones.
Don’t put all your marketing eggs in one basket. Consider sending a text message as part of your broader Easter promotion strategy. Last year, Draper James sent a text to their subscribers inviting them to join a virtual Easter egg hunt, creating an exciting and unique opportunity to engage subscribers.
Alternatively, offer gift wrapping options to subscribers to help them celebrate the holiday from afar. Western and work-related apparel retailer Boot Barn sent SMS subscribers a text message introducing their “Same Day Gifting” option, allowing consumers to shop online or in-store to find the perfect gift. Then, Boot Barn would gift wrap the purchase, add a personalized card from the giver, and deliver it—all in the same day.
Quick tips for other April holidays
- April Fool’s Day (April 1): Instead of fooling SMS subscribers on this notorious holiday, treat them to a 24-hour flash sale or send them a percentage-off or dollar-off discount.
- Tax Day (April 15): 62% of US consumers expect a refund this year, with 24% planning to spend their refund on home improvements, “splurge” purchases, and “other.” Consider sending a light-hearted message to subscribers, and include a 15% discount to mark the date.
- Earth Day (April 22): To celebrate this annual event focused on the planet’s environment and raising awareness about pollution, send subscribers a text highlighting your brand’s sustainable products and any Earth Day initiatives you’re participating in. Or, share information about the earth-friendly organizations your brand supports.
May spotlight: Mother’s Day (May 9)
Last year, almost 90% of US consumers celebrated Mother’s Day, contributing to a total spending of $26.7 billion. Top purchases included greeting cards, flowers, gift cards, and clothing/accessories. Give your SMS subscribers exclusive early access to shop before anyone else so they can purchase their Mother’s Day gift early and avoid the stress of last-minute shopping. If your subscribers are caught last-minute shopping, send them a text to let them know about BOPIS or curbside pickup options.
Another effective strategy is to curate thoughtful gift guides that inspire shoppers while promoting cross-selling initiatives. Create themed lists of complementary products—centered around personal styles, interests, or hobbies—to help shoppers find the perfect presents for the mom in their life.
Quick tips for other May holidays
- Memorial Day (May 31): For many, Memorial Day weekend marks the unofficial start of summer. And when it comes to Memorial Day weekend retail shopping, consumers are driven by sales. Launch a weekend-long sale, and give your text subscribers access to shop the sale before anyone else. Make your message even more compelling by including an additional offer or limited-time deal to take advantage of.
- Graduation (all month): Gift cards make up a big percentage of money spent on grads, so remind your text messaging subscribers that they can purchase one from you. As a bonus, offer them an incentive for purchasing a certain dollar amount of gift cards—for example: buy a $100 gift card, get a $25 gift card for free.
Want more best-in-class text messaging examples & strategies? Explore our roundup!