By Anyssa Garza, PharmD, BCMAS – Digital Pharmacist Staff
Running promotions during this time of year is especially important. The good news is that you have helpful tools right at your fingertips that will make holiday promotions a breeze. Check out our top six tips for creating a successful holiday marketing plan.
1. Develop a promotional schedule
Don’t just shoot emails off at random and hope for the best. When you don’t have a schedule, you can run into one of two problems. Either you’re sending out way too many emails and irritating your audience, or you’re not sending frequently enough so your promotion is going unnoticed.
We’ve learned that three is the magic number. Never send more than three emails a week to your audience. If you’re running a limited-time deal, send an email with the details no earlier than three weeks out from its expiration date. This will keep your pharmacy top-of-mind with your customers and encourage foot traffic.
2. Use newsletters/email to your advantage
Whether you sell gifts inside your pharmacy or are running a special promotion about flu season, email is going to be one of the most effective tools you can use. So take advantage of your newsletter if you have one.
If you’re a Digital Pharmacist customer, you already have a newsletter that is sent to your patients every week. You can easily add a holiday promotion to your newsletter. In the newsletter section of your dashboard, choose the newsletter you’d like to edit. Next, add your custom content to a newsletter card.
If you need a jump start this holiday season, be sure to check out FALL For These Four Social Media Posts You Can Use This Month.
3. Your email subject line matters
A great subject line can make all the difference for a successful email. Considering the average working person receives a whopping 121 emails per day, writing a strong subject line can prevent your email from getting lost in the shuffle. Use the following tips to help your email stand out:
- Show your pharmacy’s personality – remind your customers why they love you and your pharmacy
- Be clear about what you’re offering – seasonal items, discounts, freebies, fun gifts
- Keep it under 50 characters – anything longer is too difficult and time-consuming to read
Here are some of our favorite subject lines from post-Thanksgiving sales that are not only clever but can give you ideas for promotions of your own.
“PRESENT(ing): Gifts under $25.”
“Zzz…Dreaming of Cyber Monday Deals?”
“Countdown has begun: 25% off.”
“You can still get it in time for Christmas.”
“Last-minute Gifts, Santa-Approved”
4. Be strategic with your promotions
When including a seasonal promotion, be sure to create a sense of urgency. When people feel like they’ll miss out if they don’t take advantage of a promotion, they take action quickly. If you’re subscribed to any emails from retail stores, you definitely have experienced this feeling of urgency during Black Friday and Cyber Monday. One thing to keep in mind is that you need to be clear about the rules and/or deadline of your promotion. Make sure that your customers know exactly what to expect so you can avoid any unwanted confusion.
In addition, make redemption easy. Let patients redeem the offer by showing your staff the ad from their mobile phone or a printout from the website or email newsletter. Do not forget to track your results. Create a sale code for your point of sale to easily track how many new and existing customers redeemed the promotion.
5. Combine Facebook + in-store promotions
Facebook comes in handy during the holidays because it’s easily accessible and your patients are already following you. Do you sell holiday-specific items? Whatever it may be – snap a photo and post it to Facebook. This gives you an opportunity to explain the details of your promotions and encourage followers to come to your pharmacy to take advantage of them.
6. Update your website
If you’re promoting something on Facebook or in your newsletter, don’t be afraid to use the same messaging on the homepage of your website. After all, that’s the first thing visitors see when they look you up online.
For help creating and evaluating your pharmacy’s digital marketing strategy, give us a call at 877-959-7550 or email [email protected]