Work Better, Not Harder

It’s that time of year when our email boxes quickly fill up each day with special promotions – Black Friday will kick it all off. Depending on your type of business and target market, you may be (should be?) considering doing some extra promotional emails leading up to the holidays. This is something you need to plan now and start executing very soon. I'm not encouraging you to start blasting your subscribers with advertising. I am suggesting that a well-planned email campaign can be very effective at this time of year. To get you going, here are some ideas to work into your plan: If you sell gift certificates , you'll definitely want to promote them. Recommend who they will be suitable for. Insert Buy Now buttons directly into your newsletter with an immediate call to action. Do a holiday countdown with the number of shopping days left and something special for each day. Create special offers or promotions only for your email subscribers . This can also help to get new subscr

Back in June, I had the honour and pleasure of being a guest on Mary Jane Copps' monthly webinar . The topic was "How to Continually Grow Your List... and Why It's Important". We had a wonderful chat and answered common questions about list building. You can watch now on YouTube. Click to Tweet this Article

I've joked to friends that no one ever needs to reach me in a hot rush because there are no marketing emergencies. In fact, there are some things that might constitute an "emergency" (Sheldon quotes), such as a website going down or an app not working so a deadline can't be met. And a real-life crisis can certainly impact business (such as a pandemic!). These are things we have no control over but they can have a steamroll effect. Other things we may think of as emergencies can often be prevented by planning. And backward planning is an essential tool for marketing. Here's an example... Anyone who's worked with me to start a newsletter knows that one of the first questions I ask is, "When do you want your first issue to go out?" From there, I work backwards to schedule all the activities leading up to that date. A few months ago I started working with a new client, Carli, who decided that she wanted her newsletter to go out on the third Friday each