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Leverage Sales Through Email Holiday Card for Christmas or New Years

Introduction

Sending a New Year card out is a great way to remind people of your existence. It is not considered a lot of spam and also can be used to remind your contact of your services. We will look at how it is done, why etc.

Overview

This is a relatively cheap strategy, but it does require a lot of effort to get it right.

Effort 3-5 days
Initial Investment $40
Monthly Payments $10

Email services

There are a number of services available to help you send an email. Let's go through the different options and scan for Pro's and Con's.


Copy everybody in BCC through your personal mail like Gmail

Some people send those cards simply through their work mail instead of a professional email service. This method has one advantage - the content will arrive in the inbox of the receivers, not in "Spam", or "Updates" or "Promotions" sections. However, it also has a bunch of drawbacks:

  • you can't make easily professional looking emails
  • can't send too many people, and you will want to
  • can't manage your contacts and send things regularly
  • it may start affecting your normal mail so that your emails go to Spam folders of people if you abuse that method.
  • people have no way of opting-out, and this can get them very angry

Professional Service

The right way is to use professional service. The most popular ones right now are: Mailchimp, Constant Contact, Active Campaign, Sendgrid and a bunch more. Every one of those has slightly different features. You can use a comparison site like this one to check them out feature by feature.

Mailchimp is the most popular one, with the most integrations for all kinds of platforms, so we will use this one for our example.

Contacts

Who are you going to send it to? Essentially - everyone. It is best to send it to everyone you know including Friends, Family, Past/Current/Future Clients, and People you just know.

Collecting

So essentially, you need to leverage all contacts from:

  • Your phone
  • Your Facebook
  • Your LinkedIn
  • Your inbox(es)

There are tools that can help you with that. Some of those are:

Each of those has some benefits and negatives. You can do some shopping around.

Organization

Since we will be working with an email campaign service, we need to import those email contacts and to do so, we need to export them. Make sure you know how to do that.

It is best if all contacts are grouped by type (eg Client, Family etc) so that you can then later easily regroup them in Mailchimp.

Content

There are a few ways to go about the content of the card, so let's try to summarize them.

Plain Wish

The most natural and unobtrusive content is a plain old "Happy New Year" in the best possible way without any strings attached. It shows a genuine care without much commercial interest. The only thing commercial interest is that you will be wishing the wish from the name of your company as a reminder you exist. The positive side is that it doesn't bring negative feelings. The negative side is that there are not so many upsides besides a logo or company name. If people haven't heard from you recently, they may not know what this company does or that it is yours, to begin with. Such a card would generally be something like:

Of course, you can break it up a little with:

It's a bit random, and you have to hit the right style for the right clientele.

Offering a Product

At the other end of the spectrum is offer a specific product to those people and maybe at least at a discounted rate. This is a bit risky, as people that feel too much of a commercial interest will be looking for the Unsubscribe link, which is not a desirable outcome. On the other side, if someone does need that service and the offering are lucrative, a sale might occur. Obviously, that strategy is more of a short-term game. Generally, you want to stay away for such direct unwanted propositions. Examples would be something like:

Creative Ideas for Digital Cards

Probably the best way to wish a holiday is with a memorable creative card. And that doesn't mean just a funny cat image.

The point is to engage your users to do or think something with not too much digital effort on your side.

Let's see a few examples:

  • $10 bucks for good - This agency did it with paper, but you can do it digitally with Paypal. Someone signs up on a form on your website. You send them $10 through PayPal automatically (or not), then they do something really good with this money (such as feed the poor in the neighborhood) and then to share what happened on another form. You can then have a site that lists all the good that happened with a share-able button. Combine this with a local news PR and it is a lot of visibility.
  • Sing a Christmas Song - Get together with the team and make a cover of a song. Doesn't have to be professional and it doesn't have to be perfect. Something like this. Try to make it as funny as your humor allows it.
  • Collect Wisdom and Reshare - LivingSocial made interviews with people about the best gifts they have received. You can do the same or any other meaningful cool topic that people can benefit from.
  • Chrome Plugin - write a chrome plugin that replaces ads with something useful, cool and that makes people happy. Like positive quotations. It can have an expiration date if needed.
  • Make a Chatbot - Pick a topic and make a simple chatbot. One that shares cool interesting facts, or one that gives gift ideas etc.
  • Web browser game- it can be something simple like this but with creative images, or something more complicated like this

Useful cards

Another great way of attacking your clients is to send something useful for them.

  • research on some topic
  • how to's

Design

Your design should be outstanding. If you are a web design shop or digital agency, you should shine with great design and perfect execution. Here are a few guidelines:

  • design should be flawless on mobile phones too
  • custom design will probably require custom development on the mail platform you are using or plain code
  • your email design should match your website vision and branding
  • design should be simple and not be burdening

Tracking

Obligatory Tracking

You should track everything possible. At minimum:

  • Email opening rate
  • Click a link you put it

Optional tracking

  • Contact form submit
  • visit specific places on website
  • get a call

Results And Benchmarks

Standart for the industry is:

  • 10% opening rate
  • 1% click
  • 0.1% write to contact form

our numbers were:

  • 14% opening rate
  • 2% click
  • 0.2% write to contact form

Where to go from here

You know have a list of people neatly organized. You can:

  • send a quarterly newsletter with some topic
  • group your contacts differently and send a more targeted message next time (example: send a thank you to former clients)

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