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If you do business with other companies, how effective are the marketing emails you send during the holiday months of November and December? Opinions differ on that question. There is no doubt that over the holiday months, many people's inboxes become packed with so many retailers' messages that your emails could be overlooked. Plus, as Heinz Tschabitscher writes in a post on about, "During the holidays, people tend to be away from their computers . . . This means they may get your message when they return together with a ton of other mail that has piled up during the holidays. Chances are all but the most important messages will be deleted in a rush without a second look."
Tschabitscher could be right. But I have noticed that most working people today continue to check their office email a lot, even when they are out of the office for a few days. So overall, the advantages of emailing over the holidays outweigh the disadvantages. You can also benefit from some unique marketing opportunities by using holiday-themed email to:
- Simply thank your customers for last year's business. An email that looks like a holiday greeting card can be a good choice.
- Tell upbeat news about your company. Perhaps you had a very good year in 2012, opened new offices, or launched a new product or service. The end of the year is a good time to tell your customers.
- Announce new products or services that you will introduce in the coming year.
- Offer new, holiday-tied promotions and incentives for current and new customers.
- Humanize your company by sending news or pictures of your employees and their families at the holidays. A personal message from you, the company owner, can work very well too.
Before you send emails over the next few months, devote a little extra attention to crafting subject lines that are energetic, and that contain strong incentives for recipients to click and open. With so many emails hitting inboxes everywhere, a little extra effort in that area can ensure your messages stand out and get opened.
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