Category Archives: Email Marketing

60 Days For Small Business Saturday Marketing

If you’ve already worked through the initial planning stages for a successful Small Business Saturday, here’s what you’ll want to accomplish over the next 60 days leading up to the event!

Small Business Saturday (SBS) is one of the most important marketing events for you to leverage over the next few months. After all, you likely already have marketing plans in place for the fall season, winter holidays, and into the new year, but by taking advantage of this retail-driven holiday, you can bring awareness to your brand that simply may not have been there before. More and more people are in the mindset to shop local, so make sure your business is ready with a successful Small Business Saturday marketing plan.

Create Memorable Touchpoints

With any marketing event comes an opportunity for you to flex your creative muscles and engage with your clients in a meaningful and memorable way. If you operate a physical location or retail storefront, create countdown calendars that can be hung in the store and deliver a new message each day. Include small discounts, promotions, or giveaways tied to the countdown. Anything you can do to keep the SBS holiday and your related promotional offerings in mind will pay off down the road. A simple solution is to add some brand swag – a pen, button, or personalized candy wrappers – to their checkout bag.

Use Direct Mail Marketing

To generate buzz and excitement for the upcoming Small Business Saturday holiday, consider creating a direct mail campaign that will target either those in your geographic area and/or those who have a high likelihood to buy. Add a sales incentive to the mailers, create high-quality images that deliver a professional tone, and include coupons or discounts good for SBS. Use whatever asset you design as a flyer, as well, to hang in your window and where allowed on community bulletin boards.

Leverage Social Media

One way to shine a light on the upcoming holiday is by linking SBS to your social media profile and related posts. Start by creating new blogs that tout the value of Small Business Saturday or demonstrate the importance of small businesses to the economy. Twitter and Facebook can also be used to effectively market your business, and you can embed links that will route back to your landing page or promotional site.

Add Value with Cross-Promotion

Now is the time to focus on the cross-promotion part of the equation. Whether that means you’re driving foot traffic into a location near you, or you’re directing clients to a partner’s website or store front, the tighter the networking web the better off you’ll be. A fun idea is to design themed bags with your company’s logo, tagline, or affiliation with what it means to “shop local.” Also, consider hosting an in-store SBS party with other vendors/businesses offering customers home-baked treats and favors for stopping by.

Get Excited

This is your time to shine, so plan events, activities, and promotions that will draw others to your business. Show how excited you are, and don’t be bashful when explaining how your small business helps the local community. You’d be amazed at how much goodwill you can generate when you put a local spin on something. For example, by simply designating 5% of the profits from SBS to a local school or worthy cause, you may drive in significantly greater numbers of shoppers than you ever thought possible. Not to mention getting into the holiday spirit of giving back to the community.

November 26, 2016 represents an incredible opportunity to grow your business and increase awareness of the importance of small business in America. Get creative in your Small Business Saturday marketing approach, leverage social media and traditional media options, offer customized promotional marketing gifts to reward client interest and loyalty, partner with others, and put a plan in place today that you will benefit from later.

Email Marketing Subject Lines

How do you engage prospective customers with email marketing? The subject line. Before a customer even decides if they want to buy something, they have to open your email first. Before they open the email, they usually decide if your email is worth opening. So, the first place you have to capture their attention is the subject line.

Subject Lines with the following characters have been shown to have better results:
Correct spelling and grammar
Sense of urgency
Not spammy sounding
Be interesting but not deceiving

These are just the basics, but by starting here, on your way to a much better open rate and hopefully conversion rate.

Email Marketing for Local Businesses

Email marketing is such a simple and easy way for all businesses to promote their products or services. After seeing Mary Bowling.s article on .Why Local Businesses Need Email Marketing,. I would like to summarize her points for our audience here.

High ROI
You would send your email promotions out to people who are interested or more inclined to purchase your products or services. This is a targeted group, not everyone so the return is going to be much higher.

Emailing your customers cost virtually nothing! All you need is an email account and there are many free email providers out there if you don.t have one with your company already. If you would like to get fancy and use pre-made templates or customize your emails, you can opt for a simple email provider.

You can create your own emails! You know the business, you will be able to deliver a clear appealing message to your customers. Keep it simple and to the point. No need to flood the email with paragraphs of text.

Stay Connected
People gave you their email addresses because they are interested in hearing from you. Make sure you confirm with each person that they do indeed would like to receive your special offers and promotions before sending out your promos.

Keep in Touch
Your products and services may not be needed on a constant basis. Use email marketing to remind your customers of your service and offerings so that when they do need you, they remember to come back to you.

Be Focused
Make sure the message you send out to your customers delivers a clear and focused message. Do not give too much info and do not leave out any info. Keep it concise and to the point so people will read your emails.

Targeted Messages
If you know your customers well, you can target specific messages towards one set of customers and a different message to another group of customers. Perhaps one group of people enjoyed your dark chocolate chip cookies and the other group favored the white chocolate chip cookies. You may want to give them special pricing on the cookie they like or even introduce the dark chocolate group to the white chocolate chip cookies and vice versa.

Most email programs are sophisticated enough to have a search function. Keep this in mind so that when customers want to search for that specific coupon using certain words they can. Make it easy for customers to refer back to that specific email or forward to a friend.

Mobile Phones
A large amount of people view their emails from their cell phones these days. Take advantage of this to offer specials they can take advantage of immediately. The example in the article includes offering a discount good for one day only, giving up to date information about new books or movies being released.

Quickly Reaches Audience
Emails can reach your audience in seconds! Use emails to bring in new sales or to boost down sales. You have your customer.s attention in your immediate reach.

By following these simple tips, you can get your own email marketing program started! I can tell you that these tips work because as a consumer myself, before I go out to buy something or to eat at a restaurant, I always go check my email for any specials being offered. If a restaurant is offering a coupon or special, I am more inclined to eat at their restaurant.

Spend $1 and make $57

Want to kick start your Fall marketing campaigns? Try a simple, email campaign to your customers and you can take advantage of the 57:1 return on investment email marketing provides (Direct Marketing Association, 2005).

An email campaign doesn’t have to be fancy to be successful. Start by emailing each of your customers with a special offer. A weekend sale can help drive traffic into your store. Offer a special off-peak rate for customers who book your services during your less busy time. Whatever the promotion, the most important thing doesn’t wait for the perfect time to send the email. Launch your campaign today and you can start taking advantage this great ROI.

Quick Tips for a Successful Email Campaign

    • Text – Choose a web standard font like Times New Roman, Arial, or Verdana to ensure everyone can read your email.
  • Images – Email Service Providers like Hotmail and Gmail are blocking users from seeing images in the email (part of an effort to control SPAM). Make sure your customers don’t miss the gist of your message by putting your main offer in the text of the email.
  • Size – Sending too large of an email can keep your email from ever getting to your customer. Make sure the total size of your email is under 500 kb.

Photo courtesy of LuMaxArt