Relationships are at the very center of many businesses;
vendor relationships, customer relationships, referrals, acquaintances…
regardless of the type, all relationships need a bit of maintenance from time to
time. The holidays are a perfect time
to reconnect with some of those relationships that haven’t had recent
nurturing, a personalized short letter, or postcard is often very appreciated
and doesn’t seem out of place this time of year.
I send (and receive) quite a few holiday correspondence and
here’s what stands out:
Images which are memorable – It’s great
receiving a holiday card with a winter snowscape, but the ones I remember are
the ones that tap into my interests – a bunch of electronic toys, or a beach
scene (yes I remember holiday card with a beach scene from years ago),
something to stand out and tap into your audiences interests (they’re already
bombarded by consumer advertisement this time of year) are more effective. I like to send different cards to different
audiences – some years I segment on gender, other years on regions, and I
usually segment on relationship type.
This helps make content that has a memorable impact for the target
audience, rather than a generic correspondence.
Just a little personal – We all know holiday
correspondence is form letter generated, but a little personalization (even if
it’s not hand written) makes me connect with a card. Even something simple like: “Wow, where has
the last 7 months gone?” Lets me know
that the person on the other end of this relationship is invested enough to
keep track of the details. Unless you
have a well-established relationship don’t get too personal, sometimes that can
seem a bit uncomfortable, but just enough or a personal touch makes the
The unexpected – We’re conditioned to notice the
new, so when building out a holiday card or letter try to add a bit of a
surprise. I received a holiday card from
a vendor in Australia last year with the logo and letterhead printed upside
down to the text, the first line of the letter indicated – “For our northern
hemisphere customers we have rearranged the text of this page to display
properly for your region…” it was a clever and unexpected and memorable enough
for me to contact the vendor.
Follow up – a single communication, even a
memorable one, might get lost in the excitement of the season, consider sending
a couple of messages or follow up right after the holidays to enjoy more of an
Check out our Sage E-Marketing for ACT! offering – this is a
great tool to create some very memorable e-mail and letter based offerings and
check out the DRIP marketing feature to cleverly send the right follow up
correspondence when your audience is ready.
Have a great holiday season and here’s hoping you’re able to
reconnect with a few old acquaintances this season!