Package the Right Email Marketing Approach for the Holidays
With the holiday season right around the corner, does your small business have its email marketing campaign in place and ready to go? If not, you could be left scrambling at the last minute.
The holiday season for many small businesses can be a make or break time.
For those in the retail business, for example, the holiday rush can be an opportunity to make up for lackluster sales earlier in the year. For small businesses that have a tough time selling over the holidays, it can place them in a very precarious position heading into the next year.
In the event your company’s got questions regarding its email marketing opportunities with the coming holidays, here are some thoughts to consider:
Make sure your distribution frequency is good – Another important item to keep in mind is that your distribution frequency is solid. Be sure to check the activity from your mailing list a year ago at this time, making necessary adjustments along the way. Prior to the holiday email cycle starting, push out a re-engagement campaign to get less active members engaged. That can include a special email to folks who haven’t opened or clicked in the last several months or a holiday survey to determine what subscribers want from you this season. Also look into having an added opt-in with a holiday campaign to grow the distribution frequency just for those customers seeking it;
Stand out from the crowd – It is important to remember that your subscribers’ get inundated with email marketing promotional content leading up to the holidays. That being the case, you need your online marketing message to stand head and shoulders above the rest. Make sure you give the subscriber incentive to want to read your message and not hit the delete button;
Get your message out early – Start the message campaign early and inform your subscribers the importance of doing their business sooner rather than later with the holiday rush coming up. Make sure that your promo emails are done in plenty of time so that they get to the consumer sooner than your competition’s does;
Engage your social media channels – Given the importance of social media in today’s marketing efforts, make sure you engage the different social networking sites (Facebook, Twitter, LinkedIn etc.) to target additional audience members. The great thing about social networking sites is it is a free other than a little time and effort. Be sure, however, you don’t use SM just to promote endlessly. Take the time to engage with both present and potential customers regarding your products and services. Bottom line…. be engaged;
Be relevant after the holiday rush – It is a given that many shoppers look for bargains right after the holidays, so give them a reason to want to come back to you in 2012. Offering incentives to stick with you after the holidays is a great way to go about that;
Be a mobile player – With more and more individuals using mobile devices to stay in touch with the world, be sure your email marketing campaign can accommodate such needs. When designing copy and images, make sure they will work smoothly with mobile devices. This brings on added importance given that many individuals will have their mobile devices with them while shopping etc. You can provide them with valuable deals and offers right at that time.
The bottom line is that the holiday season demands much attention from consumers; make it so that you’re at the top of their shopping wish list.
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About Jim Wong
Jim is a digital veteran with over 10 years of experience driving digital strategy and leading multi-discipline teams for national & local brands in over 20 industries. His expertise is in leveraging digital marketing to market businesses smarter and better through a data focused, performance ROI driven approach.