Labor Day is this coming weekend and that means two things for small business owners: put your marketing in order and get ready for customers looking to spend.
We’ll assume you can handle the latter part on your own if you have a great point-of-sale system.
For the first part, how can your small business stand out from the plethora of Labor Day marketing messages coming to consumers’ inboxes over the next few days?
Here are five ideas for Labor Day email marketing tips to help your small business cut through the noise in your customer’s inbox:
Make sure the email is mobile friendly
It’s 2019. In other words, it’s time to make sure all of your marketing emails are designed to be responsive. What’s responsive you ask? Responsive means the email will display properly on a desktop, on a tablet and on a mobile device.
Why go to the trouble? There have been several studies that track the percentage of customers who will likely open your email on a mobile device. If the customer gets frustrated because they can’t read the words on the small screen or the pictures are too large, they will simply delete your message. Make sure that doesn’t happen to the email you spent a long time crafting. Go with an email design or template that renders properly on all types of phones, tablets, desktops and email clients.
Include previous Labor Day customers in your list
A robust point-of-sale system includes some basic marketing and loyalty functions. With that in place, you or your staff are hopefully collecting customer email addresses during each transaction. You are? Oh good. If not, start this weekend so you’ll have a list in place for next year.
If you do have existing email lists, go through them and look for names of people who came to your store or restaurant during previous Labor Day weekends and make sure they’re on the list for this Labor Day weekend. This may seem like a no-brainer but you’d be surprised how disorganized some people are about their email lists.
Tell a story in your marketing
Some consumers connect with a good story before they connect with a price.
Since this is Labor Day, perhaps there’s something related to a job you had in the past, what it taught you about ‘labor’ and how grateful you were for the opportunity.
Or, you could spotlight your employees and talk about how grateful you are to have such a wonderful team. Maybe you could even talk about the workplace culture at your business and turn that into a quick story recognizing the importance of labor.
And remember: stories can be text driven or they can be video. In fact, this type of marketing might work better as a video because potential customers can see everyone rather than just read about them.
Promote a few specials
Telling stories is great but for some customers, price will always be the deciding factor.
These folks want a deal and, in some cases, they’ve been waiting for the holiday in order to have an excuse to splurge. Of course, this doesn’t translate to just offering something for the cheapest price. Instead, these customers want the best value for their money.
Offering a package deal that’s not normally available is a good start. Just make sure that the customers know it’s a limited time offer, only good during the holiday. This will hopefully lead to more sales if the customers know it’s not going to last forever.
Place a countdown timer in your email
Speaking of not lasting forever, there’s nothing like adding a little graphic urgency to help spur actions. Find a gif file that includes a countdown timer you can embed in the email. You can probably find something in a search engine but just be sure it’s something you can use legally without violating any copyright laws.
Putting in a graphic to display the number of days and hours left until Labor Day is a gentle reminder that the holiday will arrive soon. In turn, this will hopefully get them to make plans to visit your store or restaurant at some point over the weekend.
Want to know more about how you can use a point-of-sale device to collect email addresses you can use next year for Labor Day (and all year round)? Contact us today for a demonstration.