It’s that time of year again.
The holidays are rapidly approaching and that means different things to different businesses.
For some, it is “crunch time” for year end sales tactics and for a final push to meet projected goals. For others it’s a time to plan, and begin implementation of, Q1 initiatives while “closing the books” on ’08 and preparing end of year work / production schedules. Regardless of the different positions your specific business structure has you focusing on in the final portion of 4th Quarter 2008, one opportunity awaits you that would be a shame to pass up and cannot be recouped if you miss it…
Utilizing targeted email to cost effectively wish your clients and prospects well this holiday season.
If this post was directed toward retailers, the tone would be stressing the aggressive marketing they must be doing to remain competitive in this challenging economy. If it was directed to non-profits it would address the use of tax benefits for donations and the need to gain memberships and increase member retention. For industrial manufacturers, distributors or B2B service industries, it may be brand identification and 4th qtr. client order captures. Each business type could, and probably should, consider email marketing (especially now) but this post is not intended to drive any specific business group or design a step by step approach. I simply want to explain why it is just such a great all around opportunity, and if you have not leveraged an email campaign to motivate you to do so.
Why it makes sense
1. It’s an inexpensive way to say “Thank You” and wish clients well
2. It’s a great way to keep your company in their mind
3. It’s the perfect time to tighten up your client contact data and complete email address information since you are probably looking at their information to mail cards etc.
4. You are taking a step in establishing a means of mass communication with your clients that you may use in other ways to build your business
5. Once you do it right it becomes a matter of simple maintenance
6. It will make your clients feel good and be a nice compliment to any cards they may receive from you.
Some thing to bear in mind:
- There is a maelstrom of email offers hitting your recipients email from marketers worldwide so you will need to optimize the email carefully and stick to a highly targeted, permission based mailing.
- It’s all about quality, not quantity, especially now so don’t try to capitalize by using greater frequency during the holidays. Even though it may be tempting, boosting below target annual sales by over using holiday mailings is not a good tactic.
- If you waste peoples time, or do not deliver something they deem of quality, they will opt out of your list and you will loose the opportunity to email them in future campaigns.
- Stick to legitimate practices only.
- Honor opt-outs quickly
- Monitor your campaign closely
and most important in this type of email…
Make It Personal and heartfelt.
Leads and business will come, and 2009 will hold great email marketing opprtunities for you. Now is a time to simply and sincerely thank others for trusting you with their business and for Best wishes in the New Year.
That’s a good idea and a good post.