Winning Seasonal Email Marketing Campaigns: Small Business Edition

Winning Seasonal Email Marketing Campaigns: Small Business Edition

Did you know that approximately 20% of small businesses fail within the first year of launch? To make matters worse, half of them are gone by year five.

Per an analysis by CBInsights, 14% failed because of poor marketing, 18% because of pricing and cost issues, and 23% because they didn’t have the right team running the business.

It sounds daunting, but you can increase your chances for long-term success with effective seasonal email marketing campaigns. Wondering how this will work? We’ll explain.

Benefits of Seasonal Marketing? A Look into Its Importance

The days of the year are not created equal—but you already know that. Some hold special significance in our lives, such as the festive holidays. Millions travel far and wide to spend this time with their families, making merry and exchanging gifts.

And that’s what seasonal marketing helps you capitalize on.

With effective marketing campaigns during certain times of the year, small businesses can take promotions to another level. You can offer new products, reach niche markets, combine cost with a cause, launch a flash sale for repeat customers, and spread the word with specialized email marketing campaigns.

Email marketing generates some of the highest returns on investment: a whopping $36 for every $1 spent. It also has an incredible average open rate of 21.5% across all industries.

So, if you want to reach an engaged audience, attract attention to your business, and increase product sales and revenue, an effective email marketing strategy will get you there.

What Seasonal Campaigns Can Increase Conversions?

Here’s a look into some top money makers:

1. Black Friday

According to Adobe Analytics, consumers spent $9.8 billion in U.S. online sales during Black Friday 2023, up 7.5% from 2022. If you want to experience a surge in sales, clear out inventory, and strengthen your brand presence, it’s time to start growing your marketing lists.

Send a pre-sale teaser email about what’s on offer well in advance to get recipients excited and to keep it from getting lost in the 116.5 million emails sent on the auspicious day. Write engaging email copy to hook them in, starting with an enticing, personalized subject line: think “Black Friday | 50% off sitewide.”

For best results, create a sense of urgency with time-sensitive deals.

2. Christmas

Holiday retail sales in the United States are projected to be between $957.3 and $966.6 billion in 2023. If you want to get a fraction of these sales, now is a good time to finalize your email campaign. The days leading up to Christmas Eve and Christmas Day are when the click-through rates are the highest.

Look at data from your past campaigns. If this is your first rodeo, just look at the deals in your niche that performed the best. Tap into the power of content marketing to provide value while promoting your deals: spruce it up with Christmas colors, animations, and emojis to mark the season.

3. Cyber Monday

Cyber Monday sales reached an unprecedented high in 2023, with Adobe Analytics estimating $12 to $12.4 billion. This is another excellent opportunity for small businesses to reach new customers and expand their growth.

So, if you want to bring quality leads, make sure your advertising campaign includes tried-and-true selling strategies, including:

  • Free shipping
  • 24/7 support
  • Influencer partnerships
  • Bundles to increase order value

Create a custom landing page so prospects are not confused by the array of options. It increases the chances of them taking your desired action.

4. Easter

Easter may not be as hyped as other holidays in terms of deals and discounts, but with nearly 40% of Americans shopping online, it’s still a fantastic opportunity to drive growth. Bank on it with egg-ceptional email campaigns to get the best conversion rates. Segment your audience so you can match their interests and expectations with high-converting deals.

We also recommend hiding easter eggs in your messages, whether about up-and-coming product releases or limited-edition fan favorites. It will generate hype around the sale, and you can add to the fun by fashioning it into a giveaway.

5. Halloween

Halloween doesn’t just generate billions in consumer spending for candy; it’s also about costumes, makeup, decorations, and so on. In 2022, the holiday accounted for more than $10.6 billion in sales in America.

91% of the time, consumers will choose small businesses whenever convenient. We can safely say that running Halloween-themed promotions is a fantastic opportunity for business growth.

So, if you want to cast a spell on consumer spending, drive sales with never-seen-before deals and discounts for the spookiest time of the year. For example, you can pair a best seller with a less-popular choice to clear out inventory. You can also do justice to the celebration with Halloween-themed contests, trivia, and giveaways to drive engagement.

Take Home Message

Now that you know which seasonal campaigns can bring in the big bucks, it’s time to get started on email copy that captivates. Don’t worry if you don’t have the expertise for it, as PosterMyWall has an incredible collection of small business email templates you’ll love. They’re customizable, so you can make them uniquely yours!