How to Break through the Holiday Marketing Noise

We’re barely through Halloween and yet we know the holiday frenzy is already upon us as consumers are inundated with offers and ads. From a marketing perspective, you know you’re competing with a flurry of campaigns arriving at your customers’ inboxes every day.

To help you rise above the noise and engage your customers, here are five sure-fire ways to get your email messages read, acted upon, and shared.

Exclusive content: Your newsletter content should be exclusive and contain valuable nuggets that are not widely known. When you share short, interesting data points or conversation starters such as great family recipes or holiday time saving tips, your readers will save your newsletters, refer to them and forward them to their friends.

Special subscriber privileges: Reward your readers for opting in to receive your emails. For example, you may want to consider hosting an exclusive holiday shopping event for them or providing free gift wrapping. These gestures will have them looking forward to receiving your emails and will inspire them to tell their friends about your business.

Partner with a local business: Join forces with another Chicago business to present a combined special offer. The partner can be a complementary business such as a pet supply store teaming with a pet groomer, or it can simply be in close proximity such as a restaurant and a dry cleaner. You can make the special even more enticing by donating a percentage of the proceeds to a non-profit.

Create a daily deal: Consider a “12 days of shopping” daily deal campaign that is only sent to your email subscribers, yet allows them to share the offer with a friend. This way, you can oversee the entire offer from who receives it, when it expires, and how many people can take advantage of it while ensuring the campaign is profitable.

Run a contest: Sponsor a contest that features an awesome prize that is related to your industry but not necessarily from your inventory. For example, a ski weekend or airline tickets may be a great way to thank loyal customers.

As consumers shop for great deals this holiday season, they’ll also be on the lookout for great value. Be the resource that provides both by sharing valuable content and presenting great offers in your email newsletters. This way, you’ll build stronger ties to your customers while growing your business. 

Steve Robinson is Constant Contact’s small business expert in Illinois and Wisconsin. A knowledgeable marketing expert with 30 years of experience, Steve has helped thousands of small businesses, associations, and nonprofits develop and implement effective email marketing, social media and online survey strategies. A popular speaker and educator, Steve gives small businesses and nonprofits the tools, techniques, and strategies they need to grow and expand their business and to maximize the power of relationship marketing. Steve’s experience in small business ownership, business development, sales, and fundraising help associations, small businesses and nonprofits achieve success.

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