*Bah humbug alert*
There’s a standard holiday greeting procedure that needs to stop: The generic business holiday e-card greeting.
I’m specifically talking about a holiday greeting via e-mail, because let’s face it, there’s not a lot of organizations who still send an actual card. I’m not talking about retail holiday emails either, with coupons, “e-cash,” discounts, etc. I’m mainly talking organization’s that provide professional services, because that’s the kind of generic holiday email *I* get the most.
First, holiday greetings are a marketing tactic. Why else are you sending one? Aren’t you trying to “get in front of” your target audience one last time before the end of the year? So why are you sending a marketing email with no value? One that simply adds to your customer’s already overflowing inbox? Any other time of the year, would you send a marketing email without a call to action? Probably not.
The average person receives 120 emails per day, and that doesn’t include messages via IM, Slack, Teams or any other form of electronic communication used at work.
What value does that holiday greeting add? I would guess none – which is a wasted opportunity!
The holiday greeting is a perfect time to show your company value!
- Include a link to your most viewed blog post.
- Encourage a view of your latest how-to video.
- Include a brief “3 ways to use [insert your product/service here] next year.”
- A downloadable white paper.
- Send them to your most viewed resources on your website.
- Even an infographic of your employee’s “favorites” (holiday movies, traditions, food, etc) would at least provide a glimpse into your organization’s culture.
Something to get your audience engaged with your brand.
The ho-hum, overused holiday e-card ranks up there with my other holiday pet peeves like outdoor inflatables and pet pajamas. Don’t be a cotton-headed ninny muggins next year…send a useful holiday greeting!