For many small business owners, holidays bring a flurry of business activity and increased sales. This is especially true for those who invest in marketing their business through special promotions and communications. And, it's not just holidays -- summer travel and the back-to-school season bring annual opportunities for small business owners to reach out to their customers with timely, seasonal communications. The key is to know your audience, your business and be creative.
Regular e-mail marketing communications through an online newsletter, promotions, or announcements is a great way to stay in front of customers or prospects, no matter what the season. Whether you are a retailer, restaurateur, consultant, or a nonprofit – holiday marketing using e-mail is an easy, cost-effective, and timely way to communicate with your target audience. This becomes all the more relevant as gift-giving holidays increasingly turn into online shopping events. Indeed, according to my own firm's 2007 Mother's Day Business Outlook, 74% of small business owners expect consumers to make more online purchases this year.
Compiled below are some creative ideas, for various business types, to help harness the power of e-mail marketing and make the most out of holiday and seasonal opportunities.
* Encourage gift card purchases. Remind your customers that gift cards are available for purchase with a holiday themed e-mail campaign. You might also include a special savings. For example: "Buy a $50 restaurant gift card for mom this Mother's Day and receive a 25% discount off of your next meal."
* Offer gift-giving suggestions in a holiday e-mail newsletter. After all, shopping for family and friends can be difficult. A great way to help customers in their quest for the perfect gift is to offer gift ideas specific to mom, dad or a special friend. Whether it's Valentine's Day or Father's Day, everyone needs ideas for the hard-to-buy-for people on their list.
* Use special holiday promotions to drive sales. Offering a range of holiday specials helps boost seasonal sales. Try sending free shipping offers and discounts (i.e. spend $75 on back-to-school items, get 10% off your order) via an e-mail campaign. And, because e-mail is easy to forward, you give your customers a quick way to refer you to their friends and families.
* Host special seasonal events. This can help secure long-term relationships with your customers that keep them coming back year after year.
Gail Goodman is the chief executive officer of Waltham, MA-based Constant Contact.
