We have a unique holiday on the horizon that doesn’t come around often: Leap Day. This special occasion only comes up every four years, and it’s simply a fun and quirky holiday that your customers enjoy celebrating. Getting in on the fun with them is an excellent way to connect with your customers through a shared experience.
But how? Explore these creative ideas for Leap Day email marketing campaigns.
Why Leap Day is a special occasion for Email Marketers
The origins of Leap Day are purely practical. We align our yearly calendar with the sun’s orbit around the sun, but it actually takes 365.25 days for that orbit, not 365 days. Adding a day every four years puts us back on track. Leap Day started showing up on calendars as early as 45 BC with the calendar Julius Caesar introduced.
The beauty of Leap Day is that it’s a holiday everyone can agree on. It’s not related to or excluding any religions or cultures, it doesn’t have painful or negative historical origins - it’s just lighthearted and fun. Sharing this experience with your customers through festive email marketing can help you grow your emotional connection with customers. These customers spend twice as much on brands they’re emotionally connected to, so Leap Day can be a lucrative opportunity.
Creative Leap Day campaign concepts for B2B marketers
Targeting businesses with your Leap Day email marketing campaigns? Try these ideas for campaigns that can build your relationship with customers and appeal to their bottom line.
Run the Numbers
Use enticing statistics in your emails about how businesses will benefit if they sign on with your services, using Leap Day as a vehicle. For example, perhaps you have data that your customers save an average of $100,000 per year when they use your services. Use messaging such as: “By the next Leap Day, you could have saved $400,000 if you sign up today.”
On the flip side, you could also use this as an opportunity to express gratitude for their support over the past four years. Highlight how much your revenue has grown since the last Leap Day and thank them for being part of this growth.
Help Them Appeal to Their Customers
Your customers are businesses and they want to take advantage of Leap Day as a revenue opportunity too. Depending on the product or service you offer, launch a campaign that tells them how you can help them reach their own customers for Leap Day. For example, if your business is a print shop, encourage them to print flyers or signage for a special Leap Day sale.
Feature Testimonials
Trust is paramount in B2B sales, with 92% of B2B buyers saying they’re more likely to buy from a brand after reading a trusted review. For Leap Day, grow your customers’ trust by highlighting the most compelling reviews and testimonials you’ve received in the past four years.
Engaging B2C Leap Day campaigns that stand out
While there are plenty of ways to appeal to B2B customers on Leap Day, it’s a rich opportunity for B2C sales too. Engage your audience with these fun Leap Day email campaign ideas.
Appeal to Tradition
There aren’t a lot of traditions that are specific to Leap Day, but there is one that’s well-known: women proposing to their boyfriends. This unique flip on the convention of men proposing to women can be a vehicle to have some fun with your audience. You could center your campaign on the concept of women taking charge or on the ideas of proposals and commitments.
Offer a Themed Sale
Leap Day gives your consumer an extra day in their year, so help them take advantage of it by offering a one-day-only sale. You could offer them a free gift with their purchases or a free trial for their “free” day. Or, you could offer promotions based on the number 4 or the number 29.
Play with Words and Images
It might seem simple, but simply having fun with the holiday in your messaging and imagery can be endearing to customers. Make a play on the word “leap,” like leaping puns or images and gifs of dancers leaping through the air. Frogs are associated with Leap Day too because they leap and jump, so have fun with cute frog imagery too. As simple as this might be, it shows you have a sense of humor, and 49% of consumers say funny content is the most memorable and interesting content.
Innovative Strategies for Leap Day
Technology has come a long way since the last Leap Day or two, so use it to your advantage! Check out these advanced strategies for your Leap Day email marketing.
Go interactive
Interactive content garners 52.6% more engagement than non-interactive content like text and images. There are plenty of ways you can harness the power of interactivity in your Leap Day emails.
For example, you could include a poll asking how people are spending their Leap Day (try offering an incentive for them to engage too, like a discount for those who complete the poll). If recipients are familiar with your staff, you could even take a poll of who they think can leap the farthest and then reveal the winner at the end of the day.
Use personalized nostalgia
Leap Day is a great opportunity to appeal to customers’ nostalgia because it’s been four years since the last Leap Day…and a lot can happen in four years! Try including snapshots of some of the products the customer was buying four years ago as a fun way to connect. You could also do a non-personalized version of this by highlighting the products that were your best sellers four years ago.
Offer a discount for a quiz
Invite consumers to win a discount on Leap Day by scoring points on a themed quiz. Make sure it’s information they can’t just Google, like how many new customers your company has brought on in the last four years, how many 5-star reviews you’ve gotten in these four years, or what your top-selling product was four years ago.
Designing captivating Leap Day emails
The ideas above can get you started with your Leap Day campaigns, but how do you pull them off in the most impactful way? Check out these design tips.
Start with a professionally designed template
There’s no need to reinvent the wheel for your next email campaign. Beefree’s template library is packed with over 1,600 templates that span a wide range of styles and structures. Each one is designed by a professional and is easy to customize with your messaging and branding. You can expect a more efficient email design with a professional look every time.
Connect your marketing channels
Email marketing is a strong marketing tool in its own right but you can take it a step further by integrating it with your other marketing channels. For example, include links to your social media profiles or call-outs of your Leap Day social media posts. Or, embed a video you’ve posted on your YouTube channel. Any of these will invite customers to engage further with your brand.
Make sure it’s not a Leap for customers to convert
Whatever your Leap Day campaign’s goal is (making a purchase, filling out a contact form, signing up for a trial, etc.), make it as easy for consumers as possible. Have a clear and simple call-to-action button that leads to a matching landing page on your site where they can make that conversion quickly and easily. Pro tip: Beefree has matching templates for emails and landing pages so you can do this quickly.
Measuring your Leap Day campaign’s impact
How do you know if your marketing campaign hit the mark? It all comes down to metrics. To gauge how successful your Leap Day campaign is, look for these metrics:
- Open rate - shows whether your subject line was enticing people to open the email
- Clickthrough rate (CTR) - shows how many of your recipients were compelled to engage with your content
- Conversion rate - shows how many recipients made a purchase, requested a consultation call, or whatever your conversion is
- Sharing/forwarding rate - shows how many recipients sent the email along to someone else
- Return on investment (ROI) - compares the revenue you brought in from campaign recipients vs how much you spent
Kicking Off Your Leap Day Email Marketing Campaign
Ready to turn this Leap Day into a revenue-making opportunity? Now that you have all the ideas you need, get the tools you need from Beefree. Sign up for free to experience this advanced email design tool.
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