Top 3 Marketing Strategies to Close the Year Strong, Part 2 - Emails

Here we are, the day before Thanksgiving, and on the cusp of the holiday season. During this time of year, I recommend businesses and nonprofits increase their communications. A well-crafted message, sent at just the right time, provides tremendous value to your community. Take a look at my earlier blog on discovering what’s valuable to your audience. 
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In my last post, I told you about 3 strategies you’ll need to execute to end the year on a high note. Today, I’ll tell you how to implement a successful fourth-quarter email campaign.

We get so many emails every day. You’re probably deleting several and ignoring even more. It's hard to believe that email is still statistically the best way to communicate with your community.

So, how do you ensure your emails don’t go straight to the trash?

First, your email list should be composed of folks who have willingly subscribed to your list, not a bunch of people you added because you got their business card at a networking event. The open and click-through rate on your emails will be low if your subscribers aren’t organic. Make sure people are voluntarily opting-in to your email list.

Second, you should be consistently communicating with your community; this means, at minimum, a monthly e-blast. If you haven't been doing this, then dedicate this coming quarter to establishing regular communication. 

These next steps will bring a significant return on investment (ROI) with your email marketing campaign.

1. Write out one or two things you want to sell (or, if you are a nonprofit, the exact amount of money you want to ask for) this holiday season. 
2. Next, determine some valuable topics and themes that relate to the item, or items, you are promoting. For example, if you are trying to sell an introductory home organizing package to get your clients cleaned up for the holidays, then you might start by sending emails about easy organizing tips. 
3. Break the topics down and create interesting email subject lines so you have enough content for weekly emails. These emails should provide something valuable to every reader. What this value sharing does is establish you as a subject-matter expert and leader in your community. 
4. Make the last two emails of your campaign about your offer. Link the topics, ideas, and thoughts you shared previously to the product or idea you’ve based your business around. Don’t do a hard sell; graciously invite your readers to collaborate with you through the purchase of your product or via the donation they will make. 
5. Set up an easy way for your community to buy from or donate to you. Don't make them search for your product or force them to follow too many steps. 

Want us to help you implement this strategy successfully? Need additional guidance setting up email campaigns for your organization, business, or nonprofit? Contact Firefly Strategies at 505-216-6110 or email rubina@fireflystrategies.com. 

Until then, please have a beautiful Thanksgiving holiday!

​To your illumination,