"Small Business Saturday"
Email Flows

Struggling to cut through the noise on Small Business Saturday? Feeling like your promo emails vanish into the void? There's got to be a better way, right? 🤔

Absolutely! With a smart email strategy, you can make Small Business Saturday a winner for your ecommerce store.

But isn't everyone else doing the exact same thing? Flooding inboxes with generic discounts? 😫

True, competition is fierce. Standing out requires a little extra thought and charm.

Let's look at how to craft emails that truly connect and convert.

Small Business Saturday Intro

What is Small Business Saturday?

Small Business Saturday is a grassroots, non-commercial campaign that highlights small, local businesses and encourages consumers to shop with them. It takes place on the Saturday following Thanksgiving in the United States. Think of it as a counterpoint to Black Friday and Cyber Monday, focusing instead on the unique charm and contribution of smaller enterprises. It's a chance for communities to show their support and for these businesses to gain valuable exposure. ❤️

It started in the US. American Express launched it in 2010 to help small businesses recover from the recession. A simple idea that gained serious traction.

Now it's observed in several countries, including the United Kingdom, Canada, and Australia, often on different dates but with the same core mission: supporting the little guys. It's become a significant shopping day in its own right. 🌍

Small businesses are the backbone of our communities. They bring character and jobs.

Origin and Global Reach

As mentioned, the spark ignited in the United States. The impact was immediate, resonating with both shoppers and business owners who appreciated the focused attention. It provided a much-needed boost after the frenzy of Black Friday. 🌟

The idea hopped across the pond and took root in the UK in 2013. It's typically celebrated on the first Saturday in December, adding a festive flavour to the build-up to Christmas. Each country adapts it to its own calendar and culture.

Canada and Australia have also embraced the spirit, often with their own local twists and timings. The core message remains the same: choose small. It's a global movement celebrating local flavour. 👍

It's amazing how one good idea can spread so far. Shows the power of community.

When Does It Occur?

In the United States, Small Business Saturday always falls on the Saturday after Thanksgiving, which is the fourth Thursday in November. So, mark your calendars for the last Saturday of November each year. 🗓️

For the United Kingdom, it's usually the first Saturday in December. This timing aligns perfectly with the Christmas shopping season, encouraging people to support their local high streets and independent online stores before the big rush. 🎁

Keep an eye out for specific dates each year, as they can shift slightly. Knowing the date is the first step in planning your promotional activities. Get it in your diary now!

Don't miss the boat! Preparation is key.

Aim of the Event

The primary aim of Small Business Saturday is to drive traffic and sales to small businesses, both online and brick-and-mortar. It's about creating a dedicated day for consumers to consciously choose to support these vital parts of the economy. 🛍️

Beyond just sales, it's also about raising awareness of the importance of small businesses in communities. It encourages a sense of local pride and connection. Think about the unique products and personal service they offer. ✨

For businesses like yours, it’s a fantastic opportunity to attract new customers, re-engage existing ones, and boost revenue during a key shopping period. It’s your time to shine! 🌟

Let's make some noise for the small guys!

Email Aim & Audience

What's the Email Goal?

The main goal of your Small Business Saturday promo emails is simple: to drive sales. You want subscribers to visit your ecommerce website and make a purchase. This involves showcasing your products or services and highlighting any special offers you have for the day. 🎯

Beyond immediate sales, these emails also aim to build brand loyalty and strengthen relationships with your customer base. By offering value and a positive shopping experience, you encourage repeat business. Happy customers are the best customers! 😊

Another key objective is to create excitement and a sense of urgency around Small Business Saturday. You want your subscribers to feel like they'll miss out if they don't take advantage of your offers on that specific day. FOMO can be a powerful motivator. 😉

Don't just sell, connect! Make them feel part of something.

Who Should Receive These Emails?

Your primary target audience for these emails is your existing subscriber list. These are people who have already shown interest in your brand by signing up for your newsletter. They are your warmest leads. 🔥

Consider segmenting your list if possible. You might have different groups of customers based on their past purchase history or preferences. Tailoring your message to these segments can increase engagement. Personalisation is key! 🔑

Don't forget about newer subscribers who might not be as familiar with your brand. Small Business Saturday is a great opportunity to introduce them to your best offerings and values. Make a great first impression! 👋

Treat your subscribers like gold. They are!

Crafting the Right Message

Your email messaging should be enthusiastic and clearly communicate the value of shopping with you on Small Business Saturday. Highlight what makes your small business special – your unique products, your story, your customer service. Tell them what sets you apart. ✨

Keep your language simple and direct. Make it easy for subscribers to understand your offers and how to redeem them. Clear calls to action are essential. Tell them exactly what you want them to do. 👉

Inject some personality into your emails. Let your brand's voice shine through. Are you quirky and fun? Serious and sophisticated? Be authentic. People connect with realness. 😊

Your voice is your superpower. Use it wisely.

Building Customer Relationships

Small Business Saturday isn't just about one day of sales; it's an opportunity to nurture long-term customer relationships. Use your emails to show appreciation for their support. A little gratitude goes a long way. 🙏

Consider including a personal touch, if feasible. Even a simple "thank you for being a valued customer" can make a difference. Make them feel seen. 👀

Encourage engagement beyond the purchase. Ask for feedback, invite them to connect on social media, or let them know about your ongoing commitment to quality and service. Build a community.

Loyal customers are your biggest advocates. Cherish them.

When to Send Emails

Pre-Event Announcement Timing

Start building anticipation early! Your first announcement email should go out at least one week before Small Business Saturday. This gives your subscribers enough notice to plan their shopping and get excited about your offers. Get on their radar! 🗓️

A follow-up reminder a few days before the event is also a good idea. This helps to keep your promotion top-of-mind as the date approaches. Gentle nudges can be effective. 😉

Consider the day of the week you send these pre-event emails. Mid-week often sees good engagement rates. Test different days to see what works best for your audience. Data is your friend. 📊

Timing is everything. Don't be too early, don't be too late.

Small Business Saturday Email Day

On the big day itself, send out your main promotional email in the morning. This ensures that your offer is one of the first things your subscribers see when they check their inbox. Hit them with the good stuff early! ☀️

Consider sending a mid-day reminder email to catch anyone who might have missed the morning message. A little nudge can convert those on the fence. Don't give up too soon! 💪

If your promotion runs for the entire weekend, you might want to send an evening email highlighting that the offers are still available. Extend the excitement! 🎉

Seize the day! Make the most of the buzz.

Post-Event Follow-Up

Don't let the momentum stop on Saturday night! Send a thank-you email to everyone who supported your business. Express your gratitude for their purchases. Appreciation matters. 🙏

If you had any special offers that extended beyond Saturday, remind people of this in your follow-up email. Capture those last-minute shoppers. Don't leave money on the table! 💰

This is also a good opportunity to ask for feedback on their shopping experience. Show that you value their opinions and are always looking to improve. Listen to your customers.👂

Keep the conversation going. Build for the future.

Considering Time Zones

If you have subscribers in different time zones, think about scheduling your emails to go out at optimal times for each zone. This shows you're considerate of their local time. Be thoughtful. 🌍

Many email marketing platforms offer features that allow you to schedule sends based on time zones. Take advantage of these tools to maximise your reach. Work smarter, not harder. ⚙️

Even a slight delay can impact open rates. Aim for morning in their local time. First in their inbox is prime real estate.

Small details can make a big difference. Pay attention.

Teaser Email Strategies

Building Early Anticipation

Start teasing your Small Business Saturday offers a week or even ten days in advance. These early emails don't need to reveal all the details, but they should create curiosity and excitement. Hint at what's coming! 👀

Use subject lines that pique interest, like "Something special is coming..." or "Get ready for Small Business Saturday!". Make them want to know more. Intrigue is your friend.

In the body of the email, give a sneak peek of the types of discounts or promotions you'll be offering. For example, "Expect savings on product category" or "Exclusive deals just for our subscribers!". Leave them wanting more. 😉

Build the buzz! Get people talking.

Creating Scarcity and Urgency

Even in your teaser emails, you can start to hint at limited-time offers or exclusive deals for Small Business Saturday. This can encourage early engagement. Make them feel special. ✨

Use phrases like "Limited quantities available" or "One-day only savings" to create a sense of urgency. Fear of missing out (FOMO) can be a powerful motivator. Don't miss out!

Consider offering an early bird special to subscribers who make a purchase before Small Business Saturday. Reward their loyalty and early action. Treat your early birds well! 🐦

Make every second count. Time is ticking!

Highlighting Your Story

Teaser emails are a great opportunity to share more about your small business story. Connect with your audience on a personal level. Let them know who you are and what you stand for. Authenticity resonates. ❤️

Talk about your passion, your values, and what makes your business unique. People are more likely to support a business they feel a connection with. Share your "why".

Consider including a photo of your team or your workspace to make your business feel more human and approachable. Put a face to the name. 👋

People buy from people. Show them the humans behind the brand.

Driving Website Visits

Even if you're not revealing specific offers in your teaser emails, encourage subscribers to visit your website. This can help to build anticipation and familiarity with your online store. Get them browsing! 💻

Use calls to action like "Visit our website to learn more" or "Stay tuned for our Small Business Saturday surprises!". Guide them to your online space. 👉

Make sure your website is looking its best and is easy to navigate in the lead-up to Small Business Saturday. A smooth user experience is crucial. Make it a pleasure to shop.

First impressions matter online too. Polish your digital storefront.

Small Business Saturday Email

The Main Announcement

This is your flagship email for Small Business Saturday! Send it out early in the morning. The subject line should be clear, concise, and attention-grabbing, ideally including the words "Small Business Saturday" and highlighting your key offer. Make it unmissable! ✨

In the body of the email, clearly state your discounts and promotions. Use visuals to showcase your products and make your email more engaging. Eye-catching images can make all the difference. 🖼️

Include prominent and clear calls to action that direct subscribers to your website to shop. Make it easy for them to buy. Tell them exactly what to click. 🖱️

This is the big one! Make it count.

Highlighting Special Offers

Clearly outline any special discounts, bundles, or promotions you're offering exclusively for Small Business Saturday. Make the benefits obvious. What's in it for them? 🤔

Use bullet points or numbered lists to make your offers easy to read and understand. Don't make them hunt for the details. Clarity is key. 👍

If you have any limited-time deals or flash sales happening throughout the day, mention these in your main email or in separate reminder emails. Create excitement and urgency. Act fast!

Make your offers irresistible. They shouldn't be able to say no.

Showcasing Your Products

Feature your best-selling or most relevant products in your Small Business Saturday email. Use high-quality images that show them off beautifully. Visual appeal is crucial. 👀

Include brief descriptions that highlight the key benefits and features of your products. Tell them why they need it. What problem does it solve? 🤔

If you have any new arrivals, Small Business Saturday is a great time to introduce them to your audience. Offer something fresh and exciting. Surprise and delight! 🎉

Let your amazing products speak for themselves.

Reinforcing Your Small Business Identity

Remind your subscribers that by shopping with you, they are supporting a small business. Highlight the positive impact of their purchase on your business and the wider community. Make them feel good about their choice. 😊

Share a brief part of your story or mission to connect with your audience on a deeper level. Let them know the heart behind your brand. Share your passion.

Consider including a link to your "About Us" page for those who want to learn more about your business. Transparency builds trust. Be open and honest.

Small businesses are special. Remind them why.

Discount & Promo Ideas

Percentage Discounts

Offering a percentage discount (e.g., 15% off everything) is a straightforward and popular way to incentivize purchases on Small Business Saturday. It's easy for customers to understand the savings. Simple and effective. 💯

Consider offering a slightly higher discount than your usual promotions to make Small Business Saturday feel extra special. A little generosity goes a long way. 😉

You could also tier your discounts – for example, 10% off orders under £50, 15% off orders between £50 and £100, and 20% off orders over £100. This encourages higher spending. Reward those who spend more! 💰

Don't forget to clearly state the discount amount and any terms and conditions in your email. Transparency is crucial. Be upfront and honest.

Everyone loves a good deal. Make yours stand out!

Fixed Amount Discounts

Instead of a percentage, you could offer a fixed amount discount (e.g., £10 off orders over £50). This can be particularly appealing for higher-priced items. Tangible savings can be very attractive. ✨

Consider offering a "spend £X, get £Y off" promotion to encourage a certain order value. This can help you increase your average order value. Aim for a win-win situation.

Make sure the fixed discount amount is significant enough to motivate a purchase. It needs to feel like a real saving to the customer. Offer genuine value.

Sometimes a specific number just feels better. £10 off sounds great!

Free Shipping Offers

Free shipping is a huge motivator for online shoppers. Consider offering free shipping on all orders or on orders over a certain amount for Small Business Saturday. Eliminate a key barrier to purchase. 🚚

You could also offer expedited shipping for free or at a discounted rate for the day. This can be particularly appealing if people are shopping for gifts. Get it there faster!

Clearly highlight your free shipping offer in your email subject line and body. Make it a prominent part of your promotion. Shout it from the rooftops!

Nobody likes paying for shipping. Make it disappear!

Bundles and Special Offers

Create special product bundles or packages that offer a discount compared to buying the items individually. This can increase your average order value and introduce customers to more of your products. Offer more for less! 🎁

Consider offering a "buy one, get one half price" deal on selected items. This can be a great way to move inventory and encourage multiple purchases. Two is often better than one!

Think about offering a free gift with purchases over a certain amount. This adds extra value and can delight your customers. Surprise and delight them!

Make it a package they can't refuse. Sweeten the deal!

Abandoned Cart Recovery

Automated Email Sequences

Set up an automated email sequence to target customers who add items to their cart but don't complete the purchase on Small Business Saturday. These emails can be highly effective in recovering lost sales. Don't let those carts go to waste! 🛒

Your abandoned cart sequence should ideally consist of two or three emails sent within the first 24-48 hours after abandonment. Act quickly while the purchase is still fresh in their mind.

Use your email marketing platform to automate this process. Once set up, it works tirelessly in the background to recover potential revenue. Let technology do the heavy lifting. ⚙️

Every abandoned cart is a missed opportunity. Win them back!

Reminding Customers of Their Items

The first email in your abandoned cart sequence should be a friendly reminder that they have items waiting in their cart. Include images and descriptions of the items to jog their memory. Visual reminders work well. 👀

Make it easy for them to return to their cart and complete their purchase. Include a clear and prominent "Return to Cart" button. Make it a one-click process.

Keep the tone helpful and encouraging, not pushy or accusatory. You want to assist them in completing their purchase. Be a helpful guide.

"Did you forget something?" A gentle nudge can do the trick.

Offering Incentives to Complete Purchase

Consider offering a small incentive to encourage them to complete their purchase. This could be a discount on the items in their cart or free shipping. A little extra nudge can seal the deal. 😉

If you offer a discount, make it clear that it's a limited-time offer to create a sense of urgency. Don't miss out on this saving!

Test different incentives to see what works best for your audience. Track your recovery rates to optimise your strategy. Data-driven decisions are the best decisions. 📊

Sometimes a little extra encouragement is all they need.

Timing and Frequency

Send your first abandoned cart email within an hour of abandonment, if possible. This is when the customer's intent to purchase is still high. Strike while the iron is hot! 🔥

If the first email doesn't result in a purchase, send a follow-up email the next day, perhaps reiterating the benefits of the items or offering a small incentive. Persistence can pay off.

Avoid sending too many abandoned cart emails, as this can be annoying for customers. Two or three well-timed emails are usually sufficient. Don't overdo it!

Timing is crucial in the world of abandoned carts.

Email Examples

Teaser Email - Sneak Peek!

Want a little heads-up? 😉 Something awesome is coming your way for Small Business Saturday! We're cooking up some special treats just for our loyal subscribers like you. Think fantastic deals on your favourite product category and maybe even a little something extra... 👀

Keep your eyes peeled on Date of Small Business Saturday for the big reveal. Trust me, you won't want to miss out on showing some love to small businesses (and saving some money while you're at it!).

Visit our website (hyperlink) to get a feel for our amazing goodies!

Excited to share more soon,

The Your Business Name Crew

A little mystery can build big excitement. What could it be? 🤔

Small Business Saturday - The Big Reveal!

It's HERE! 🎉 Happy Small Business Saturday, Customer Name! Today's all about celebrating the heart and soul of small businesses, and as a thank you for your incredible support, we're rolling out a special offer you won't want to ignore: get a fantastic Discount Percentage% off EVERYTHING!

Now's the perfect chance to snag those products you've been eyeing or discover something new and wonderful. Every purchase you make today directly supports our small business dream. ❤️

Shop now and save big! (hyperlink)

This amazing offer is just for today, so don't delay! Show some small business love and treat yourself (or someone special!).

With gratitude,

The Team at Your Business Name

Today's the day! Let's make it a good one. 😊

Abandoned Cart Reminder - Still Thinking?

Hey Customer Name, just a friendly nudge! 👋 We noticed you left some lovely items in your cart on our site. Perhaps you got distracted by a cuppa? ☕ No worries, we've kept them safe and sound for you!

Ready to complete your purchase? Just click the link below to head straight back to your cart. And hey, if you had any questions or changed your mind about something, just hit reply – we're here to help!

• Product Name 1
• Product Name 2

Return to your cart and finish order (hyperlink)

Happy to help,

The Your Business Name Support Team

Sometimes a little reminder is all it takes. 😉

Post-Small Business Saturday - Thank You!

Wow! 🙌 A massive thank you to each and every one of you who showed your support for Your Business Name on Small Business Saturday. Your incredible enthusiasm means the world to us! ❤️

We were absolutely thrilled by your response, and we're so grateful you chose to shop small with us. It truly makes a difference to our small business journey.

Keep an eye out for more exciting things coming your way from Your Business Name! We appreciate you being a part of our community.

Warmly,

The Your Business Name Family

You guys are the best! Seriously. 🥰

Key Reminders for Your Emails

Offer Expiry - Don't Miss Out!

Make sure you clearly state when your Small Business Saturday offer ends in every email you send. This creates that little bit of urgency and encourages people to act fast. Nobody wants to miss a good deal! ⏳

If your offer is only for the day, say so! If it extends through the weekend, be crystal clear about the exact date and time it finishes. Clarity is kindness in the world of promotions.

Consider adding a countdown timer to your emails if your email platform supports it. Seeing the clock tick down can be a powerful motivator. Tick-tock goes the discount clock!

Last chance! Make it clear so they don't regret it.

Terms & Conditions - Keep it Clear!

If there are any specific terms or conditions attached to your Small Business Saturday discounts (like exclusions or minimum spends), make sure you spell them out clearly in your emails. Transparency builds trust, and nobody likes surprises at checkout! 👍

Include a link to a page on your website where customers can find all the nitty-gritty details. Make it easy for them to get the full picture. Full information is good information.

Avoid any jargon or confusing language. Keep it simple and straightforward so everyone understands exactly what's on offer. Plain English is your friend here.

No hidden catches! Honesty is the best policy, always.

Strong Calls to Action - Tell Them What to Do!

Every email needs a clear and compelling call to action (CTA). Tell your subscribers exactly what you want them to do, whether it's "Shop Now," "Discover the Deals," or "Grab Your Discount." Make it obvious and enticing! 👉

Use action-oriented language and make your CTA buttons visually prominent and easy to click (especially on mobile!). A well-designed button can make all the difference.

Test different CTA button text and placement to see what gets the best results. Sometimes a small tweak can lead to a big difference. Experiment and learn!

Guide them to the sale! Make it super easy.

Mobile-Friendly Design - Reach Everyone!

A huge number of people will be checking their emails on their phones, so it's absolutely crucial that your emails look fantastic and are easy to read on mobile devices. A clunky mobile experience can lead to lost sales – ouch! 📱

Use responsive email design to ensure your emails adapt beautifully to different screen sizes. Test your emails on various mobile devices before you hit send. What looks good on your desktop might not look so great on a phone.

Keep your layout clean and uncluttered, use legible font sizes, and make sure your buttons are easy to tap with a thumb. A smooth mobile experience is a happy customer experience.

Don't forget your mobile shoppers! They're a big part of the picture.

Long-Tail Keywords

Targeting Specific Searches

Long-tail keywords are those longer, more specific phrases that shoppers use when they have a pretty good idea of what they want. Think of them as the opposite of broad, general terms. For your Small Business Saturday emails, using these can connect you with folks who are actively looking for deals and information related to this specific event. It's about being precise.🎯

Instead of just "discount," someone might search for "best discount on your product category small business saturday." See the difference? It shows a higher level of intent. By including such phrases in your email copy, you're more likely to resonate with those ready to buy.

Consider what your ideal customer might type into a search bar when looking for Small Business Saturday deals related to what you sell. Brainstorm these longer, more descriptive phrases. Get into their heads! 🤔

Specificity is your friend in the world of keywords.

Integrating Keywords Naturally

Now, the trick isn't to just stuff your emails with these long-tail keywords. That can sound clunky and unnatural. The aim is to weave them in smoothly and organically within your email content. Your subscribers should still find your emails easy and enjoyable to read. Don't sacrifice readability for keywords! 🗣️

Think about how you can naturally incorporate phrases like "exclusive small business saturday deals on specific product" or "find the perfect product category this small business saturday." Make it sound like a helpful suggestion rather than a forced keyword insertion.

Use these longer phrases in your headings, subheadings, and even within your regular paragraphs where it makes sense. The key is relevance and flow. Does it sound right? That's your test.

Keywords should enhance, not hinder, your message.

Boosting Email Visibility

While email marketing isn't directly tied to search engine rankings in the same way as website content, using relevant long-tail keywords can still have a positive impact. It helps email platforms understand the context of your message, potentially improving deliverability. Plus, when your content is highly relevant to what subscribers are looking for, they're more likely to engage. Win-win! 👍

When your email subject lines and content contain the specific phrases that users are searching for (even if they're searching within their inbox for past Small Business Saturday offers), your emails are more likely to stand out. Relevance increases open rates and click-through rates.

Think of it as making your email more "findable" within the crowded inbox. By using the language your customers use, you're making it easier for them to connect with your message. Speak their language!

Relevance equals results in the inbox.

Continuous Keyword Research

The world of online search is always changing, so it's a good idea to keep an eye on the kind of language your customers are using. What might have been a popular search term last year could be slightly different this year. Stay curious and keep learning! 🧐

Use keyword research tools (many free and paid options are available online) to see what phrases are trending around events like Small Business Saturday. This can give you fresh ideas for your email content and help you tap into current search trends.

Pay attention to the language your customers use in their feedback, reviews, and social media interactions. This can provide valuable insights into the terms they use when talking about your products and events like Small Business Saturday. Your customers are a great source of keyword ideas!

Never stop learning about how your customers search.

Conclusion

Alright, we've journeyed through the world of Small Business Saturday emails, from those tempting teasers to the all-important main event and even those clever cart recovery tactics. Remember, it's about more than just offering a discount; it's about connecting with your audience, sharing your story, and making them feel good about supporting your small business. You've got the tools now – go make some email magic happen! ✨

By implementing these strategies, you're not just sending emails; you're building relationships and driving meaningful engagement. Small Business Saturday is a fantastic opportunity to shine, and your emails are your megaphone. Use them wisely, use them creatively, and most importantly, use them to connect with the amazing people who support you. I'm rooting for you! 🚀

So, get planning, get writing, and get ready for a fantastic Small Business Saturday. Your inbox is your canvas, and your subscribers are waiting to see what you've got. Go out there and make it a success! 🎉

← Back To Blog