Email marketing can be a source of joy or frustration. One of the most recurrent memories of the Holidays is one of those frustrating gifts that were not fun at all. Were you expecting for a videogame console or a new bike? Congratulations! Here, have a pair of socks and a wooly sweater. Happy Holidays, everyone! You better feel lucky.
It makes me cringe every time I think about it. I've had one too many Christmas Eves on which I don't get what I want. Sure, that's life in a nutshell but our tolerance levels grow really thin during this time of the year. We expect to be dazzled by ABSOLUTELY EVERYTHING OUT THERE! We can't settle for nothing less than awesome.
So, you think your email marketing campaign is spared from this strife for awesomeness? Think again.
That's why we want to give you a gift that keeps on giving: Five ideas to create effective email marketing during the Holidays.
1. Give your customers useful information (pretty much, how to save)
While every single ad out there is asking people to spend their well-earned pennies, you can make a difference and gain some trust. Give people ideas on how to save during the season. There's always one thing or two that can spare them from wasting time and/or money. The focus is on how to save and make the most of the resources available. Hey, anything helps.
2. Involve in the celebrations (we all need a good turkey recipe)
Know the culture (or multicultural environment) you're immersed and try to add your grain of sand. Instead of just sending a stiff seasonal greeting, why not to send a good turkey recipe? Or maybe something about these celebrations like a list of surprising facts? Or how about descriptions about the different celebrations that occur during December? People is always willing to know a bit more about others.
3. How about a wishlist?
There are some things that will never change. We all like to talk about our wishes and what we want from Christmas, ever since we were kids. Creating a wishlist or giving your customers and prospects a space to talk about it creates not only a bond. It also means information you can use to enhance your marketing strategies and know what people are looking for right now.
4. Give them hope.
I've mentioned this before. Things were bleak in the last few years. Why not to give them hope? Give them something uplifting instead of just a greeting. Sometimes it is good to get down from the pedestal we marketers tend to stand and tell others that next year is going to be amazing. We all share the same concerns and expectations in the Big Picture.
5. Give them sales (hey, it's THAT time of the year!)
You have to keep in mind that consumers are looking for ways to get the same for less. If you can afford to do that, let them know. It will add up by volume and, as obvious as this suggestion might sound, it's amazing to think of the number of companies that overlook this huge chance to make businesses. Have a well-structured sales promotion and go for it with bells, whistles and all the buzz you can create around it.
So, you see, it is possible to create a bond of trust with a simple, yet well-planned email marketing campaign. Are you willing to miss that chance?
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