Tying business marketing campaigns to upcoming events

With Super Bowl weekend on the horizon, now is the perfect time to tailor your business marketing efforts toward the biggest football event of the year.

According to an analysis by Elite Email, the top email marketing trending topic for the last full week in January 2012 was "Super Bowl XLVI," with both brick-and-mortar and online retailers taking the opportunity to advertise business promotions, specials and discounts related to the big game.

Jumping on the Super Bowl bandwagon isn't limited to sports companies. In fact, many restaurants and bars got in on the action by putting together marketing campaigns based around free food and one-night-only deals.

"Email marketing succeeds best when you have good relevant content, so pairing an email coupon with a big event like the Super Bowl can be a really effective tactic," said Elite Email president Robert Burko.

Although Valentine's Day is still two weeks away, the holiday has also started to creep into business advertising, according to Elite Email figures. If you're planning a Valentine's Day promotion, it's better to disseminate information sooner rather than later - especially if you're factoring in shipping time.