Seasonal Engagement through email
Preping for the busy season ahead, start early with your seasonal communications.
We know summer has only just come to an end, but, did you know that as of today there is less than 95 days till Christmas. Scary I know. If you haven’t already started planning now is the time to do it.
Running your own business or department can be complicated, ensuring that you maximise returns at the appropriate time by being organised and ready to seize new opportunities as they arise is hard. Ensuring your technology stack is up to the task thankfully isn’t when you pick the right team and the right tools & processes. We obviously think we’re the right team. So let’s skip to the right tools and processes to prepare for the festive season.
Look back. But you just told me to think about this Christmas? and we will. However, in order to measure the success of what we do this year. it’s extremely helpful to have something to bench mark against. It’s also a great motivator for your team to help focus their efforts and give a clear orientation to the goal at hand. Look back at how your business performed in 2016.
Use the metrics you have, sales, leads generated, introductions made, product segmentation vs sales … etc. Look at those metrics against a calendar. understand where your peeks and troughs are. All businesses have them, some more than others. Bringing us back to the season. Perhaps Christmas is your busiest time, or perhaps it should be.
Now create a plan, take what you have already learnt and build on it. Ensure you’re focusing your marketing efforts to the right time of year. If you’re a retail business then spending August planning for Christmas, would seem like the right move. If your metrics tell you that you have to order stock by June, for Christmas, then make sure that’s been planned.
If you have physical store presence make sure your online (websites, marketing, applications) tell the same story as your shop or showroom. Create a common message across your digital and physical worlds. Customers prefer consistency and it’ll help drive brand awareness, trust and importantly sales.
Make sure people can find you. Obvious right! Well you’d be surprised to find that it’s not always that easy. It’s not just about including your address on a website, or putting a sign up outside your store. It’s about creating a path of discovery. Ensure your digital presence is optimised for discoverability. Optimise your web pages to ensure they are Google friendly and that products and services that you offer to your clients can be discovered by new prospects or customers. Ensure you have a good sitemap and that your pages are search engine optimised (SEO). For Christmas, it may pay to build an online marketing campaign. What do your metrics tell you?
Leverage what you already have. If you have 100 customers or 100,000 don’t be complacent. Strive to engage at some level with every one who uses your services or purchases your products. Create seasonal campaigns based on your metrics. Use tools like https://mailchimp.com, https://www.campaignmonitor.com, https://www.mailjet.com(other tools are available) to interact with customers. Personalise the message to each customer, if you can. Talk to us about how this can be done in a timely and cost effective way, we’ll help you organise your campaign and grow your business.
Execute the plan in a timely manner. It’ll be Easter soon, what have you got planned?
Finally, if you didn’t have any metrics from the previous year. Spare some thought about what’s important to your business analyse what competitors are up to and agree what’s important to your business. Then record those metrics so you can leverage or even out perform them next year