SMB’s guide to marketing: Stand out and boost sales throughout the vacations

  • 30-second summary: Generate interesting and extremely personalized projects to drive conversions.
  • Segment your contact list by examining historical client information.
  • Advise consumers you are appreciative of their support.
  • Utilize the power of social media to grow your lead base.
  • Create a sense of urgency to drive sales.
  • A/B test campaigns to determine top-performing material.

A study by Mastercard programs that 77% of Americans will select to go shopping local this year, while 82% of them are most likely to go shopping online. To make the most out of this rise, small businesses will have to focus their vacation marketing efficiently on digital channels. This guide will take you through all the needed steps to drive sales and customer engagement during these vacations.

A. Take advantage of email marketing

1. Pick the ideal topic lines

As the holiday season is among the busiest for your inbox, it is very important to keep your subject line both impactful and joyful. Your subject lines essentially identify whether or not a subscriber will open your email. A perfect subject line is both direct and urgent. By being direct you’re informing your audience what you have for them, such as a percentage discount rate or free shipping. The offer itself would be attracting their attention. Customers will scan hundreds of sales, which would imply your deal has to suffice to convince them. The holiday season produces the urgency itself hence it is such an effective time for the year for any small company. The urgency will be signaling to your clients what your campaign is related to. It’s perfect to use appealing expressions such as “holiday” or “vacation sale” as they will increase your open rates. As you personalize the subject line copy during the holidays, you can increase your open rate by 50%.

2. Drive your CTAs with individualized content and on-brand e-mail styles

Holiday content has to be conversational and clear. SMBs ought to profit from emotion-driven projects during the holidays as they develop a sense of positivity that can be a powerful sales method. Using an emotion-driven tone allows you to use limited-time language in your email topic lines and call-to-actions (CTAs). Similarly, on-brand email design captures the attention of your audience and guides them to your primary message, and drives the desired CTAs. This is a smart way to develop a sense of urgency and increase sales. Benefit from short paragraphs and bullet points, as you wish to preserve the reader’s attention. The majority of email provider have free email templates, in addition to user friendly editors to guide you in the process of making eye-catching email designs.

B. Use division to send marketing e-mails for your holiday campaign

When you customize the message to the recipient, email always offers much better outcomes. By targeting a smaller sized subset of your email contacts you can align the content with exactly what they require. An example of this might be sending out an e-mail to subscribers who have opened your last 2 emails, reside in the US, and determine as ladies.

1. Understand client purchase history

Targeting customers based upon what they have actually purchased formerly enables you to promote complementary items or suggest other products that could be of interest to them. Using the purchase history is an efficient method to section clients, as you can customize email sends to interest their purchase behaviors.

2. Consumer preferences

Customer-defined preferences guide you in developing e-mail material that will appeal to customers. Empowering customers to set topics and frequency choices at preliminary register offer services a greater engagement rate than sending out generic e-mails to your whole list of contacts. A typical method for clothing companies is to gather information about gender so they can customize email content accordingly. Depending on your organization there might be other relevant fields you desire to add, such as geographical location, age, etc.

3. Client engagement on previous projects

Your customers’ level of engagement on previous marketing campaigns is another way to section your contact list. Not only does this enable you to reward customers who have actually shown a higher level of interest in your company however it also lets you take a various method with less engaged subscribers. This is a terrific practice to enhance your email deliverability and boost total engagement from your subscribers.

C. Create a sense of urgency through email marketing and automation

The sense of urgency is a really powerful marketing tool, as e-mail promotions producing seriousness can increase sales by over 300%. To produce a sense of seriousness, consider planning a time-limited, flash sale project, and offer free shipping to entice clients. Utilizing phrases such as “seasonal offer” or “last chance” in your email marketing campaigns can likewise drive clients to open your emails and buy your offerings or items. During this time if your audience does not communicate with your e-mail campaigns, you can take advantage of marketing automation and send them pointer emails in hopes to re-engage them.

It’s crucial to bear in mind when you go with this technique to make sure the messaging is clear. If not, you run the opportunity of experiencing dissatisfied customers. After successfully completing the urgency and specifying messaging, test it across different client segments. As soon as you determine the copy that drives the most conversions, share it broadly with your subscriber base.

1. Use promotional discount rates to draw in buyers

A study in January 2020 asked online consumers how their routines have changed compared to in 2015, the most popular answer illustrated that consumers are buying from sites offering the lowest price. This holiday season buyers will try to find the very best deals, though slashing prices won’t be the only method to attract customers but also looking at discounts that could be luring such as a portion off orders over a certain amount, complementary products with the purchase, or an easy discount on multiple products. If a product discount rate doesn’t appear possible, exploring other choices such as totally free shipping could be useful as well.

2. Engage consumers with abandoned carts through automation

There will constantly be buyers who do not finish their purchase and desert their cart. Setting up automated deserted cart e-mails during the vacations becomes an important tactic for small businesses to engage and win back these potential clients. Using discounts and other promos are a reliable method to bring buyers back to your site and complete the sale given they are most likely searching the different deals readily available.

To make the most out of the holiday, small companies should prepare their campaigns early, test various techniques, and interest their audience by showcasing their appreciation for their support.

Steffen Schebesta is CEO at Sendinblue.