Boosting Your Small Business Saturday Sales: 8 Proven Email Strategies
To help you maximise your Small Business Saturday sales and customer engagement, I reached out to CEOs, Digital Marketing Managers, and industry leaders, asking them to share email marketing strategies that have worked for them. Here are their responses - eight effective tactics, from crafting personalised product bundles to expanding your reach through joint email campaigns. Read on for valuable insights from those who have been in the trenches and gained first-hand experience!
Create personalised product bundles
Use time-sensitive offers
Try tailored email campaigns
Thank your customers
Run an early bird promotion
Send out a flash sale alert
Highlight an exclusive partnership strategy
Expand your reach with a joint email campaign
Create personalised product bundles
“The personalised product-bundle email series led to a 35% surge in Small Business Saturday sales. By tailoring product recommendations based on customer purchase history, customer engagement was increased.
For example, targeted emails highlighting exclusive Small Business Saturday bundles, customised to each recipient's preferences, prompted a 25% click-through rate. This strategy not only enhanced customer experience but also fostered a sense of exclusivity and personalised attention.
The subsequent spike in sales and customer retention by 20% underscored the effectiveness of this tailored email approach, solidifying the brand's position in the competitive market.”
Himanshu Sharma, CEO and Founder, Academy of Digital Marketing
Use time-sensitive offers
“One effective Small Business Saturday strategy we used was personalized, time-sensitive offers tailored to each customer's history. This approach increased open rates by 28% and click-through rates by 45%. Revenue rose by 36%, and it encouraged both repeat business and brand loyalty. The combination of personalization and urgency drove higher sales and engagement.”
Rakesh Bisht, Digital Marketing Manager, Gleexa
Try tailored email campaigns
“I've successfully implemented a personalised email campaign targeting our loyal customers. By crafting tailored messages showcasing exclusive Saturday deals, we not only saw a boost in sales but also a remarkable increase in customer engagement.
Our strategy involved segmenting our email list to identify repeat customers and offer them early access to our Saturday promotions. This not only made our customers feel valued, but we also saw a 20% increase in open rates and a 15% rise in click-through rates compared to our regular email campaigns.
Additionally, we utilised eye-catching visuals and compelling copy, and the results were outstanding—a 30% increase in sales on Saturday compared to the previous year. Moreover, our customers appreciated the personal touch, which improved brand loyalty and encouraged them to share our emails and offers with their friends and family.”
Faizan Khan, Public Relations and Content Marketing Specialist, Ubuy UK
Thank your customers
“In my brick-and-mortar businesses, instead of asking customers to support my business on Small Business Saturday, I decided a better strategy is to thank them for supporting me the other 364 days of the year.
My communication wasn't about selling products or encouraging them to shop with us on this day; it was a lengthy thank you, along with my thoughts on how they can improve their health for the upcoming new year. Sales were much better on this Small Business Saturday compared to the years prior where I sent out a pitch along with promotions.”
Jason Vaught, Director of Content, SmashBrand
Run an early bird promotion
“The "Early Bird" promotion involves sending targeted emails to your customer base weeks before the event, offering special early access to sales or exclusive discounts. The emails can include countdown timers and limited-stock alerts to create urgency.
This strategy often results in higher open and click-through rates, as people are eager to take advantage of limited-time offers. By giving your customers a head start on promotions, you not only increase sales but also improve customer engagement. They feel valued and more inclined to make a purchase.”
John Cammidge, Google Ads Professional, John Cammidge
Send out a flash sale alert
“One effective strategy we used during Small Business Saturday was the “Flash Sale Alert” email campaign. We created a sense of urgency by announcing flash sales on a handful of products at random hours throughout the day.
Our customers eagerly awaited these emails, causing both our website traffic and customer engagement to skyrocket. This sense of anticipation and scarcity spurred high-speed purchases, positively impacting our sales. This strategy turned Small Business Saturday into a thrilling shopping day that gets remembered by our customers each year.”
Abid Salahi, Co-Founder and CEO, FinlyWealth
Highlight an exclusive partnership strategy
“During one Small Business Saturday, we initiated an "Exclusive Partnership" strategy. We collaborated with a local health food store, offering their subscribers a special discount on our outdoor gym equipment. In return, our subscribers received a deal on their health products.
This synergy wasn't just about promoting sales but building community. The response was astonishing. Many customers mentioned they loved the collaboration and it felt personalized. Our sales surged, and both businesses saw an uptick in customer engagement.”
Lucas Riphagen, Co-Owner, TriActiveUSA
Expand your reach with a joint email campaign
“By partnering with complementary small businesses, we collaborated on a joint email campaign for Small Business Saturday. We cross-promoted each other's businesses and offered joint promotions or discounts. This strategy expanded our reach and attracted new customers who may not have been aware of our business. The collaborative approach fostered a sense of community support and positively impacted both sales and customer engagement.
For example, a local bakery partnered with a coffee shop and sent out emails promoting a “Bread and Brew” package deal, attracting customers from both businesses and increasing overall sales for both establishments.”
Yoana Wong, Co-Founder, Secret Florists
