Thanksgiving, Black Friday, Cyber Monday and Giving Tuesday, oh my! That’s a lot of emails and promotions directed at your customers.
Say you’re a small business owner with a brick and mortar shop or eatery. You don’t sell anything online. Perhaps you’re thinking that your customers are going to be bombarded with upcoming holiday promotions. You don’t want to annoy them by sending an email and adding to their inbox clutter.
Well, you’re right that your customers will be bombarded with holiday emails. In fact, according to Campaign Monitor, over $626 billion in sales are at stake during the holiday season, and retailers sent over 55 percent more email campaigns on Black Friday in 2016 than the previous year.
Why then should you compete for a slice of the retail pie when every retailer is desperate for crumbs? There are two reasons. First, open rates for holiday promotional emails are also on the rise, says Campaign Monitor. Consumers are conditioned to be on the lookout for hot deals from merchants they patronize. Therefore, if you learn how to get people to open your emails this holiday season, you can increase your revenue, or at the very least, build customer loyalty and brand awareness.
Saying “Thank You”
Speaking of building customer loyalty, this brings us to the second reason why you should send a communication to your customers specifically for Thanksgiving, be it through an email campaign or postcard or phone call, etc.
Saying “thank you” to your customers on Thanksgiving is a marketing tactic that many other businesses use. Why be like everybody else? Because it’s the right thing to do. After all, when a customer comes in to your store and makes a purchase, it’s common courtesy to thank them for their business. In light of this, take one day a year to thank all your customers for their patronage over the last year. If your messaging is sincere-and you include a nice perk like a $10 off coupon for their next purchase-your customers will keep coming back.
Marketing Your Business For Thanksgiving
Donate to Charity
In addition to a “thank you” campaign, show the community that you are grateful by giving back. Pick a local charity or philanthropy that falls in line with your values. Announce on social media and in an email campaign that your business will donate $x of every sale or x% of proceeds to a specific charity. You don’t have to wait until Giving Tuesday to do this. Have a pre-Thanksgiving “Grateful Give Back” kick-off the week leading up to turkey day.
If your business is closed the day of Thanksgiving day, perhaps you can host a VIP party on Thanksgiving eve or later in the evening on Thanksgiving. You can have it catered and reward your most loyal customers. Or, if you don’t know who your most loyal customers are, have a random drawing for, say, 25 lucky invitees. Hire a local musician to perform (some musicians will perform for free, in exchange for free food, drinks and publicity).
Another holiday promotional idea is asking your followers on social media what they are grateful for. Posing questions is one easy way to engage and communicate with your customers and followers on social media. But make sure either you, yourself or somebody who is managing social media is monitoring and replying to the conversations. You can even reward some of your followers who respond to the post by messaging them with a special discount code.
If Black Friday and Cyber Monday sales aren’t a large revenue drive for your small business, Thanksgiving just might be the most important holiday of the year. By combining a promotion and a simple, sincere “thank you” message, your customers will appreciate hearing from you.
Want to integrate email marketing with your point of sale (POS) system? Contact us today for a demo.