Ready for the Christmas shopping season? Now is the time to start thinking about your Small Business Saturday and Giving Tuesday emails.
From Kelly Forst October 27, 2020
Big chain stores have Black Friday. Online stores have Cyber Monday. However, there are two more holiday shopping days to look out for when planning your emails this year – Small Business Saturday and Giving Tuesday.
Small Business Saturday is the Saturday after Thanksgiving and Black Friday. And just a few days later, Giving Tuesday takes place.
Both Small Business Saturday and Giving Tuesday are about doing good in our own communities. And by making your audience aware of the holidays, you're promoting more than your own business – you're doing it right with others too.
Why attend the Small Business Saturday and Giving Tuesday?
Often overshadowed by their bigger siblings Black Friday and Cyber Monday, Small Business Saturday and Giving Tuesday have a lot to offer those who know how to be careful.
Small Business Saturday is designed to encourage consumers to shop in their local neighborhood stores. And on-site shopping doesn't just affect the shopkeeper, it affects the entire community.
For every dollar spent in a small business in the US, roughly 67 cents stays in the local community.
Meanwhile, Giving Tuesday was launched in 2012 to encourage people to give generously and to donate to nonprofit organizations and causes. In fact, people donated more than $ 511 million and mentioned #GivingTuesday more than 20 billion times on social media in 2019.
But it's about more than just donating money. Giving Tuesday can mean volunteering with local organizations, doing a small act of kindness, raising awareness of causes or issues that matter to you through your voice, or giving your own time and resources, when you have a special ability to offer something to someone.
Plus, Giving Tuesday is a great time for nonprofits to benefit from seasonal donations. Email marketing enables nonprofits to segment their audiences based on donation level or participation in the organization. In fact, one nonprofit was able to grow its subscriber list by 500% using AWeber's targeting and segmentation tools.
And Giving Tuesday is a great way to start a time of year where giving back to the community and helping those in need is central to us.
So what can you do to raise awareness and get your audience to participate?
Here's how to let your subscribers know about Small Business Saturday and Giving Tuesday
Create an email marketing campaign
Email is one of the most effective ways to communicate with your audience this time of year. To make sure your subscribers don't miss anything you do this holiday season, we recommend sending out a 5 email campaign:
Email No. 1: Let your subscribers know as soon as possible about your Small Business Saturday specials and how to attend Giving Tuesday.
Email No. 2: Send a reminder email about a week before the shopping weekend. Make sure to include the date, your specific listing, and everything they need to know about your sale.
Email No. 3: Send an email on Small Business Saturday. Let your subscribers know about your promotion and how much you value their support on Small Business Saturday.
Email # 4: Send an email on Giving Tuesday. Let your audience know about a thing that matters to you and encourage them to donate or volunteer.
Or you can even lead a volunteer group and let your audience know that your business is closing so you can spend time giving back to your community. Consumers want to support brands that give something to others and do their part to make their community a better place.
Email No. 5: Say thank you. Segment your list and thank the subscribers who supported you on Small Business Saturday or Giving Tuesday.
Your last email is also a great opportunity to come up with an exclusive offer. Focus on ways to offer your customers lasting value through discount codes, guides, courses, or any other type of content that will help them provide lasting value.
Do you need email inspiration? The team of design professionals at AWeber created email templates for Small Business Saturday and Giving Tuesday.
The holiday shopping season is a busy time of year. Save yourself time later by writing your content and planning your social media posts on Twitter, Instagram or Facebook in advance.
Pro tip: Be sure to use the hashtags #ShopSmall and #GivingTuesday to increase the chances of your posts showing up.
If you have a blog, now is a good time to start improving your blog content. Sharing your brand story is a great way to motivate people to shop on this small business Saturday or to donate to a cause you care about on Giving Tuesday.
You could even hold a charity contest. Encourage your audience to give back for a cause they care about, post it on social media, and tag your business for a chance to win something special. Or you can offer to raise funds or give a specific amount when you meet a fundraising goal.
Although many shoppers are shopping online more often than ever due to COVID-19, it is possible that your store is still pedestrianized.
Make sure to advertise your deals with shop signs to encourage shoppers and passers-by to take advantage of your special discounts (be sure to remind them of social distancing guidelines and indoor user restrictions, though).
You can also hold a fundraiser on Giving Tuesday. Collect non-perishable groceries or housewares to put into a charitable collection. Take plenty of photos along the way so your clients can see how great is the collective impact they have brought you.
Ready to start?
We have already created Small Business Saturday and Giving Tuesday email templates for you. If you're an AWeber customer, get these for free – and they're already in your account. Log in to AWeber Free to receive the templates.