Mother's Day proves to be big marketing catalyst

5/8/2011

With Mother's Day fast approaching, businesses may want to consider offering promotions celebrating the holiday to generate some more sales. According to Experian CheetahMail, emails that had "Mother's Day" in the subject line were more likely to be opened, indicating there is a clear consumer interest in possible Mother's Day promotions.

CheetahMail's report suggests that Mother's Day emails generated a click-through rate of 2.6 percent in the week following the holiday and 1.8 percent prior to the day. Meanwhile, transactions peaked two weeks prior to Mother's Day. Entrepreneurs should plan their promotions for some time during this period.

"What I would recommend is sending [post-holiday emails] to people that did not purchase close to the holiday,” Sara Ezrin, senior director of strategic services at Experian CheetahMail, told Direct Marketing News. "So if someone just purchased with you, telling them that there's a little bit more time [for them to purchase]."

Marketing and promotions are crucial to business success, but they can often cost money upfront for a long-term return. With small business lending conditions improving, entrepreneurs shouldn't be afraid to take out loans as a means to fund these campaigns.